To define the concept of security professional image, we must start from the perspective of semantics, take the simplest words as the logical starting point of research, and clarify the relationship between image and occupation. The word image has existed since ancient times. There are descriptions of "image" in Shangshu and Zhou Li, which basically refer to the appearance of people and the shape of things. In Modern Chinese Dictionary, "image" is interpreted as "a specific shape or gesture that can arouse people's thoughts or emotional activities". With the changes of the times, the connotation and extension of the word "image" are constantly expanding, and scholars and experts at home and abroad have made different definitions of image from different theoretical perspectives and research fields. Based on the viewpoint of scholar Wu, this paper expresses "image" as: the synthesis of internal and external factors of things, which causes perception, opinion and evaluation in the public mind through some form of information intermediary; It embodies the public's values and aesthetics, and reflects the public's recognition, love and support for this matter.

According to the definition of occupation in China's "Occupational Classification Ceremony", occupation refers to the social work category that employees engage in to obtain the main source of life. Occupation is the inevitable product of social division of labor and economic development. It is a comprehensive response to people's life style, economic situation, education level, behavior pattern, thoughts and feelings, and also a general representation of a person's rights, obligations and responsibilities, which is an extremely important aspect of a person's social role. The connotation and characteristics of occupation determine that professional image is the concrete expression of the spiritual connotation and cultural concept of an industry or organization on employees, and it is the organic combination of the image of an industry or organization and the individual image of a specific employee. The position of professional image in an industry is very significant, and the industry must shape a good professional image in order to seek development.

From the definition of the above concepts, the author believes that the security professional image is the overall impression and evaluation of all the behaviors and performances of people engaged in the security profession. The professional image of security guards is the general view, image or feeling that security guards give to the public when they are engaged in security services. In the whole security team, security guards are the basic force and fresh force, the "facade" and "window" of security service companies, and the basis for the development of the security industry. In real life, security guards all appear as a single person, so people usually regard the professional image of individual security guards as the image of the whole security profession. As the carrier of direct communication between the security industry and the public, the external image and internal cultivation of security guards not only directly reflect the quality level of security practitioners, but also reflect the development of China's security industry.

Composition of safety professional image

The ancients said, "There must be something inside." Everything is divided into inside and outside, and so is the image. The internal image can not be separated from the external image, the external image is the externalized form of the internal image, and the internal image is the soul of the external image. Safety professional image is essentially a role image and a personal image. It is the synthesis of the internal image and external image of security personnel.

Internal image is a comprehensive expression of a person's physiological function, psychological characteristics, knowledge accumulation, practical experience and intelligent exercise, that is, the sum of a person's internal qualities. The internal image of security guards is the most important aspect of their professional image, which includes not only their sense of professional responsibility, professional ethics, professional ethics, professional cognition, professional psychological characteristics and professional skills, but also their own knowledge structure and cognitive structure, which is the connotation of their professional image. External image is the external expression of a person's internal quality. Dr Albert Moraby, a famous American, said: "The impression of success is equal to 55% of the image, 38% of the body, voice and expression, and 7% of the content." Therefore, in the security service, the external image of security personnel will be an intuitive reflection of the mental outlook of security personnel, and it is also the public's initial perception of security work. The external image of security guards mainly includes three aspects: appearance, manners and clothing. Appearance involves the posture, posture, appearance and etiquette of security work; Talking and behaving involves the working attitude and language of security guards when providing services; Clothing includes work clothes and auxiliary equipment.

Internal image is the essence of external image, and external image is the expression of internal image. The two are closely related and inseparable. These basic elements are the basic points that the public pays attention to when evaluating safety. Grasping the public's cognition and evaluation of security personnel in time and accurately discovering the shortcomings and defects of security image are the basis for shaping the image of security personnel.

Internal Relationship between Security Professional Image and Security Industry Development

First, the security professional image is the embodiment of the "soft power" of the security industry.

Security professional image is an important aspect of security industry. Safety professional image is a potential asset of the safety industry. Image is the embodiment of industry strength, which comes from image. As a kind of "soft power", image is a kind of hidden resource, hidden in the elements of industry strength. Some scholars put forward the concept of "image economy" and defined it as "an economy that obtains value and profit through image and its effect". The public's understanding of an enterprise is mainly achieved through the products or brands of the enterprise, and the strength of the enterprise is measured by the impression and evaluation of the products. From the public's point of view, products or brands with excellent quality and good image that can fully meet the needs of consumers are bound to be strong. From this perspective, when the security industry can provide "brand-name" security products and the security service company has a good social reputation, it can undoubtedly prove the strength of the security industry and the service quality provided by the security service company. Therefore, the image has also become an asset of the industry.

Second, the development of the security industry and the security professional image complement each other.

First of all, the development of security industry can promote the development of security professional image. The standardization of the security industry is bound to make clear provisions on security professional standards, security vocational training, security rights protection and so on, and the security service behavior is becoming more and more standardized. These measures will certainly play a positive role in improving the personal quality of security guards. Moreover, the prosperity of the security industry can enhance its reputation. The rapid development of the security industry and the further improvement of salary and job security will inevitably attract outstanding talents and bring fresh blood to the security team. Security personnel will develop in the direction of high quality and high education, and will also change the public's view on the low quality of security. Secondly, as the image of human resources in the security industry, the promotion of security professional image can reflect the microscopic situation of the security industry or organization, and lay the foundation for the realization of the business objectives of the whole industry or organization and the promotion of the overall social status. The security industry has a high popularity and a high sense of identity in the society. The security personnel have a reasonable structure and a high level of education, which will certainly promote the overall development of the security industry.

Influencing factors of security professional image

After more than 20 years of development, China's security service industry has formed a huge security team. The service scope of security has covered all walks of life and is playing an increasingly important role in maintaining public safety. Security practitioners are the most valuable resources of the security service industry and the fundamental force to promote the development of the security industry. However, in most areas of our country, the overall quality of security practitioners is low, the legal concept is weak, and the brain drain is serious. These problems have greatly restricted the development of the security industry. From the reality, the security profession is not a profession that can attract outstanding talents. In the eyes of the general public, security personnel can only provide basic low-tech humanized security services such as nursing and patrol, but cannot provide advanced security products. Generally speaking, the public's recognition of the security profession is not high, and the security image is not good. China's security industry is a low-income, low-educated and low-quality occupation, and it is difficult to attract high-quality talents to engage in the security service industry. It is these negative factors that limit the further development of the security industry. Specifically, the factors that affect the safety professional image are as follows.

First, professional attraction

The attraction of a profession includes salary, job security, social status, job content and job risk. From the perspective of salary, China's security service industry is still at a low level. The guidance price of securities market salary set by the administrative department and the price department is too low. In some places, the salary of security guards is less than 1,000 yuan, and the welfare benefits are also low. From the perspective of occupational security, before the promulgation of the regulations, some security companies did not sign formal labor contracts with security guards in order to save operating costs, let alone buy social insurance for security guards. From the perspective of social status, security personnel are at a disadvantage in terms of property, rights and authority in the social system. Judging from the work content, security work is mostly simple and boring, with low technical content, and it is difficult to play a role even if there is a skill. From the perspective of work risk, security guards shoulder the responsibility of fighting against illegal and criminal acts, and the potential danger of security services is extremely high. Before the promulgation of the regulations, the honor and expenses of security personnel who were injured, disabled or even sacrificed in the line of duty were not clearly stipulated in the work contract, so security personnel still have worries when fighting against criminals or public security disasters. These have greatly reduced the attractiveness of the safety profession.

Second, public identity.

Whether the public agrees with a profession can be analyzed from two influencing factors: the social prestige status of the profession and the social employment trend. The social prestige of a profession is people's evaluation of a profession, which remains relatively stable in a certain social period and is the main symbol of the level of professional status. From the research of scholars, it is found that in contemporary China society, the main factors that determine people's prestige status are education, income, power, the nature of employment units and whether they are engaged in discriminated occupations. Some scholars found in the occupational prestige survey of Beijing residents that among the 100 occupations in this survey, the security group only ranked 93rd. To a certain extent, the public has some misunderstandings and prejudices about the safety profession. For a long time, the management level of security forces has remained in the stage of extensive management. There are some phenomena in the team, such as poor management, low personnel quality, poor service consciousness and low service quality, which have aroused some people's dissatisfaction, so they think that the quality of security personnel is very low and despise security work. Judging from the trend of social employment, with the popularization of culture and education and the improvement of academic level, many young people who have not entered the civil service began to learn professional skills, hoping to seek good development with their own skills. High-income industries such as foreign-funded enterprises, company administration, secretarial work, commerce and trade, high-end clubs and hotels have become the first choice for employment. The public generally believes that security work has low technical content and no career development prospects.

Third, media communication orientation.

Media refers to organizations that use newspapers, magazines, radio, television and the Internet to disseminate information. Wide audience, fast communication, strong credibility and great social influence. As the disseminator of public opinion, the media affects people's thoughts and actions to varying degrees in social life. Once all kinds of people or things are reported by the media, they are easily concerned by the public and become public figures or public events, with a very wide range of influence. However, in the process of market economy transformation, in order to pursue economic benefits and news benefits, market-oriented media are interested in social events with social influence, remarkable novelty and attracting public attention, and even distort some facts in order to improve media penetration. On the one hand, when reporting security personnel and organizations, once there is news about the crisis of security image, media reports will be overwhelming, and even the shortcomings in normal work will be enlarged and the entire security team will be vilified. On the contrary, if the security guards fail to collect money and are heroically injured, the media will receive a mediocre response.

Fourth, the concept of organization and management.

Whether an organization attaches importance to brand effect and the cultivation of organizational talents will determine the image of an industry. In China's security companies, there is a general problem of neglecting the training of security personnel and the crisis public relations ability of institutions. The training of security personnel by security companies mostly stays in the short-term training before taking up their posts, while the retraining after taking up their posts is rare, not to mention the importance of cultivating the crisis public relations ability of institutions. In addition, due to the separation of government and enterprise, China's security companies did not form a modern enterprise management mechanism, paid insufficient attention to brand effect, did not do a good job in corporate publicity, and the effective competition in the entire security market did not form. The security companies established in the administrative area have been divided, and there is no sense of enterprise crisis, which leads to the restriction of the development of the whole security industry and ultimately affects the promotion of the security professional image.

Verb (abbreviation for verb) personal factors

When determining the image of a profession, the personnel factor is the first. Personally, it includes three aspects: the security personnel's understanding of their profession, the security personnel's image crisis public relations ability and the security personnel's own quality. These factors directly affect the image of security personnel who have the most contact with the public. First, some security personnel do not have the correct attitude, feel that the security profession is inferior, and do not love and respect their profession. This negative thought leads directly to negative actions. Secondly, due to the limited quality of security personnel recruited, security companies also neglected the training of security personnel, and the security team generally has the problem of weak public relations ability in image crisis. Some security guards have bad working attitudes and simple and rude working methods, which also easily lead to conflicts between security guards and customers. Once the security image crisis occurs, the security personnel involved are at a loss, and the security company is also slow to respond and misses the best crisis repair period, which eventually leads to the escalation of the crisis and becomes a hot social event, affecting the image of the entire security organization. Third, before the promulgation of the "Regulations", China lacked specific provisions on the conditions of security guards for a long time, neglected to review the conditions of security guards in practice, and the qualification certification of security guards became a mere formality. When recruiting security personnel, some security companies only pay attention to age, height and physical health, and only have junior high school education. Security personnel themselves have problems such as low cultural quality, weak legal concept and loose organizational discipline.

Six, the level of vocational theory research

An attractive profession must have a perfect theoretical research system, which discusses in detail the professional psychology, professional trends, professional composition and professional standards. A group of specialized academic research teams must write books on the profession, make long-term career planning and analyze the industry prospects. Only in this way can we form experts' right to speak in theory, determine the social climate of occupation and provide a strong positive public opinion environment for career development. However, from the current situation in China, only a few scholars are studying the safety industry and safety profession as additional interests, and the researchers are small in scale, with a low level of theoretical research, academic exchanges are blocked, and there is no discourse alliance in the academic field. In addition, there are very few books and theoretical studies on the security industry and security. At present, only "China Safety" magazine has devoted special columns and special topics to planning and studying safety work. Without scientific theory to guide practice, the development of security industry and security personnel will be limited.

Methods of improving safety image

First, the public security organs strictly supervise the security industry and standardize its operation.

The "Regulations" clearly stipulates that the public security organs will no longer play the role of "running security" in the development of the security service industry, but assume the role of supervision. This legislation clarifies the responsibilities of public security organs and gives security companies more operational autonomy. First, the "Regulations" clearly stipulate the industry access standards for security service companies and security guards in charge of public security organs. The establishment of a security company and the employment of security guards shall be examined by the public security organ, and the corresponding business license or professional qualification certificate shall be obtained. This legislation puts high demands on the work of the public security organs, which focus on the qualification examination and management supervision of the security industry. Second, the "Regulations" clearly defined the scope of security services, changed the chaotic operation and overlapping business of security service companies in the past, and provided a platform for security service companies to display their talents. This requires the public security organs to provide a good policy or public opinion environment for the security industry, actively guide the security industry to carry out industrialized operation, and encourage security companies to take the road of scale and high technology.

Second, security service companies introduce modern enterprise management system.

Facing the growing demand for security services in China, all kinds of security service enterprises will usher in great development in a short time, especially the number of self-built security organizations of private enterprises and units will increase greatly. This objectively puts forward new requirements for local security companies. First, security companies should expand their service areas and implement diversified operations, from simple guard, patrol, guard, escort and personal escort projects to security inspection, security technology prevention, security risk assessment and other fields, not just civil air defense, technical defense and dog defense. The second is to implement the "brand strategy" of security companies, establish a brand security team with high service quality, high fees, high treatment and excellent equipment, and gradually promote it, establish a customer-centered business philosophy, establish a three-level (company, branch and brigade) regular visit and service quality feedback system, regularly go deep into the grassroots security team, and regularly communicate with the competent leaders of the stationed units to solicit their education and management of the security team. Third, step up the reserve of senior professional security personnel, increase the training of special security personnel, senior security personnel, professional security personnel and technical security personnel, and undertake higher-level security services. The fourth is to hire experienced instructors, increase the pre-job and daily training for security guards, ensure the implementation of students, time, content and effect, and make the training work thorough and practical. Fifth, improve the security mechanism of security personnel, from wages to occupational insurance, and enhance the sense of belonging of security personnel. Sixth, the security service company should strengthen the training of the image public relations ability of the company's responsible person and individual security guards, hold special lectures, invite experts and scholars, and inform the responsible person and security guards of the handling procedures adopted in the face of different crises, so as to be prepared.

Third, pay attention to the interaction with the media

At present, there is little interaction between security companies and the media, and the communication mechanism is not smooth, which affects the publicity of the security industry to some extent. In this regard, we can learn from the government press spokesman mechanism, establish a press spokesman system in the security field, take the heads of local security industry associations as the responsibility, keep close contact with government departments and news media, track and analyze the public opinion trends of news media and internet websites in time, and take immediate measures when a crisis is discovered. In the face of media attention and even criticism, security companies should communicate the situation in time, investigate and deal with it as soon as possible, and take the initiative to coordinate with government propaganda departments and news media to show their attitude and determination to deal with the problem, try their best to gain the understanding and support of the media and the public, control the impact in time, and control the damage of the crisis to a minimum. For the reports whose investigation contents are true, we should respond to the media's concerns and doubts through strong rectification measures, establish a good safety image, turn the "crisis" into the driving force, and deal with the results publicly through the news media in time to eliminate the negative impact; For reports that are not true after investigation, security industry associations or security companies should also take the initiative to respond, and promptly clarify or correct them through the news media, so as to set the record straight and prevent negative speculation. In daily work, security service companies should pay attention to regular communication with the media and make full use of mass media such as radio, television, newspapers, magazines and the Internet to publicize security work. Media reporters can be invited to enter the security company and enter the daily life of security guards. Through the Olympic Games, National Day, World Expo and other large-scale activities, we will publicize the outstanding contributions made by security guards in maintaining social order, let more people know about security groups, publicize security work, and reflect security experiences, so as to arouse the society and the masses' understanding of security and deepen the emotional exchange between security guards and the masses.

Four, security personnel pay attention to the improvement of their own quality.

Only when a person has a correct understanding of his career and gains self-identity and self-esteem in his career will he devote himself wholeheartedly to his work. Knowledge determines height, and only by practicing internal strength can we achieve a comprehensive breakthrough. In order to change the social prejudice against the security profession, security companies must attach importance to the improvement of the quality of security personnel and take the optimization of personnel structure as a long-term work goal. First of all, we should do a good job in the ideological work of security guards Guide security guards to correctly understand their work, change their employment concept, strengthen their professional identity, and firmly believe that security work is also a way to achieve their professional goals. Secondly, security personnel should standardize daily work etiquette. Pay attention to etiquette, standardize dress, work hard from the external image, start from yourself, infect people around you with personal temperament, and change their views. Finally, security guards should improve their physical, cultural and moral qualities, learn more new technologies and knowledge, and arm themselves with the power of knowledge. Only in this way can we change the prejudice of the whole society against this profession.

Five, strengthen the training of theoretical talents in the securities industry.

From the analysis of the above-mentioned influencing factors, it can be seen that an industry with high theoretical research level and many theoretical talents will be able to gain more theoretical support by virtue of experts' right to speak in the academic field and create a good social atmosphere for the industry. This is also an effective way for the industry to gain social recognition, expand its appeal and shape a good professional image. The government and security industry organizations should attach importance to the construction of academic research teams in the security industry, focus on cultivating a number of high-level academic teams, guide more scholars to conduct theoretical research in the security industry, and at the same time establish academic journals to study the security industry, promote academic exchanges between domestic and foreign security theory experts, and learn from advanced western business concepts to serve the development of China's security service industry.