[教学设计]可口可乐企业形象的塑造研究.doc

可口可乐企业形象的塑造研究 摘 要 随着社会竞争的日趋激烈，一个企业若想在竞争中取胜，企业形象的塑造与传播起着决定性的作用。企业形象是在一定的社会经济文化大背景下形成的与企业同时存在的一种意识形态和物质形态 ,是公司对于环境挑战所做出的挑战，包括企业的应战过程和结果,是企业在应战过程及其结果中所努力培育并实际体现出来的以文明取胜的群体竞争意识,以及人的其他全部本质力量。由此可见,企业形象首先是一种务实的文化,企业文化所必须具备的鲜明个性,也是为了适应企业竞争的需要,并不是因为人们主观上喜欢标新立异;企业形象是一种集体观念,良好的企业形象能够赢得人心,获取信赖,使企业在竞争中能够立于不败之地。 在全球经济快速发展的背景下，零售企业之间的竞争越来越激烈，不再只是产品，技术，渠道，价格等的竞争，更是以全球产品大面积流动和渗透为标志的企业形象对撞。良好的企业形象不仅是企业商业发展的强大动力和保障，而且对企业的长期经营业绩有重大作用，这个作用不是促进，而是直接提高。 在市场经济条件下，塑造良好的企业形象对企业的发展是相当重要的。现在，美国、日本和一些欧洲国家的企业都非常重视企业形象的设计和塑造。在美国和日本，每年都要进行一次最佳企业形象推荐评选活动，把企业形象灌注并体现在经营思想和经营活动中，逐步成为强化经营管理、拓展国际市场的重要手段。在这些发达国家中有不少面临困境的企业，由于适时导入了以树立企业形象为目的的CI策划，情况大为好转。归纳起来，企业形象对企业的发展起着关键性的作用。 关键词 企业形象；形象要素； 形象研究 Research on Coca-colas Corporation Image Abstract Along with the increasingly intense competition in society, an enterprise wants to win in the competition, corporate image building and communication plays a decisive role, Company image is in certain social economic and cultural background with the formation of enterprises at the same time there is a kind of ideology and material form, is the enterprise is to make environmental challenges challenge, including the enterprise challenge course and outcome, is the enterprise in the process and results of the challenge in efforts to cultivate and practice embodied in civilization to win the group competitive awareness, as well as all other essential power. This shows, corporate image is first and foremost a pragmatic culture, the enterprise culture must have a distinct personality, also in order to meet the need of competition, not because people subjectively like new in order to be different; Corporate image is a collective concept, good corporate image to win hearts, gain trust, so that enterprises in the competition to remain invincible. In the global context of rapid economic development, retail enterprises between the increasingly fierce competition, not only products, technology, channel, price competition, is a global product large area flow and permea