From Service Image To Enterprise Image

In the modern market economy, the importance of enterprise image is increasingly outstanding. With the development of science and technology, the products are almost same in the aspects of quality, performance and service during the enterprise competition. Costumers are also difficult to feel the unique charm of the product information which has being same, but information explosion brought by information revolution will lead to public information anxiety which means the public will be in a loss when they face the extensively spread information. In such a complex environment, facing the fierce market competition, it is critical for the enterprise to win in the market to integrate enterprise image and mold distinct personality showing in the public effectively which will enlarge the popularity and influence power of the enterprise .It has been the important part of the business management to make the strategy of enterprise image.The first part of the paper is about Service Image in Shanghai in1994. There is a great discussion during this activity, which caused by a letter for the leaders in Shanghai written by Bao Qiang who was the vice president in American Excellence International Company. Some enlightenment is got from the analysis of the activity. And the paper summarizes the precious achievements from the activity. From the meaning, trait and function of enterprise image, the paper analyzes the relationship of enterprise image and enterprise status and formats unique enterprise personality. We can grasp the concept of enterprise image is the embodiment and expression of unique ways to create values. So enterprise image will be stable once formed which can foreshow the potential and development. Enterprise image has certain function explains who the enterprise is to the enterprise staff and the public. It will coordinate the whole activity of the enterprise which will give the support and strengthening accorded with enterprise image and the inhibition and warning for the activities not accorded with enterprise image. Enterprise image is not created sedulously by a part of people or activities in the enterprise but the result and embodiment of the whole activity. Technology level, enterprise knowledge, product quality and marketing strategy are the basic condition of enterprise image. Enterprise image changes with the development of the enterprise, so enterprise image construction cannot be divorced from enterprise reality. And then the paper analyzes the purpose and principle of enterprise image construction.And then from the theory to the practice, the paper analyzes the problems and the reasons in the enterprise image construction. There are some problems in the commercial credit, brand competition and market rule. The paper also analyzes the reasons deeply to give a reflection on enterprise image construction in China.At last, the paper combines the theory and the practice and makes them interact well. It discusses the significance of enterprise image from the state level. Adhere to the scientific development concept and under the guidance of the core values of socialism, it puts forward the specific measures to enhance the enterprise image in China and to promote China's enterprise image-building research by the spirit of reform and innovation.