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企业经营理念是企业在长期发展过程中形成的,具有独特个性的价值观体系,是企业宝贵的精神资产和无形财富,是企业不断成长的根本驱动力。企业经营理念作为企业形象战略体系的核心,是企业独具特点的主导思想,是企业意欲公诸于众并使社会公众广泛知晓的企业独立精神、独立思维,是企业成员共同追求的目标和自觉信奉的价值观,是企业的灵魂。塑造企业之魂,核心是确立企业自身信奉的价值观,即以一种共同信念作为企业成员共同追求的目标。美国IBM公司的企业之魂是“IBM就是最佳服务”。其公司总裁华特生说:“能屹立数年的大组织要存在、成功,首先
The company’s business philosophy is the company’s long-term development process, has a unique personality of the value system, is the company’s valuable spiritual assets and intangible wealth, is the company’s continued growth in the fundamental driving force. As the core of the corporate image strategy system, the company’s business philosophy is the dominant ideology of the company’s unique characteristics. It is an enterprise’s independent spirit and independent thinking that is intended to be publicized and widely known to the public. It is a common goal pursued by the company’s members and consciously. The values we believe in are the soul of the company. To shape the soul of the enterprise, the core is to establish the values that the company itself believes in, that is, to use a common belief as the goal pursued by the company’s members. The soul of the IBM company in the United States is ”IBM is the best service." The company’s president, Watson, said: “A large organization that can stand for several years must exist and be successful.