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形象资源的建设与维护是当代公共机构必须面对的使命,是组织影响力和发展空间的重要组成部分。而将组织的形象资源转化为形象资产进行管理则是新的理论及实践探索,其理论主要借鉴自无形资产计量方法和智力资本管理理论。文章诠释了形象资产管理的核心概念与内涵,思考了相应的建设路径,在理论解析基础上,将建设视野聚焦于国立科研机构这一“国有资产+科技共同体”的专有类型,期望提炼出将该类型机构的形象资源转化为形象资产进行管理的路径特征。文章以中科院形象资产体系的架构和工作规划清单的先期探索为案例,希望能为国立科研机构形象资产管理体系建设提供管理方法与推进路径的参考。
The construction and maintenance of image resources are the mission that contemporary public institutions must face and are the important components of organizational influence and development space. However, it is a new theory and practice to transform the organization's image resources into image assets. Its theory mainly draws on the measurement of intangible assets and the theory of intellectual capital management. The article interprets the core concept and connotation of image asset management, considers the corresponding construction path, and based on theoretical analysis, focuses on the proprietary type of “state-owned assets + technology community” Refine the path characteristics of the image resources of this type of organization into the management of image assets. The article takes the pre-exploration of the structure and working plan list of the image assets system of the Chinese Academy of Sciences as a case, hoping to provide a reference for the management methods and promotion paths of the image asset management system of the national research institutes.