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企业形象是社会和企业职工对企业整体的认识和评价,是企业在生产经营活动中创造的全部有形与无形、内在与外观、物质与精神等形象的综合统一,集中体现在企业产品形象、职工形象、营销服务形象、环境形象和社会形象等方面。企业在形象塑造过程中的短期化行为则是指企业在整个生产经营过程中,在获取利益并不确定的前提下,以牺牲长远利益、潜在利益、整体利益来换取眼前利益、现实利益和局部利益,而破坏、损害企业产品形象、职工形象、环境形象和社会形象,直至损减企业经济效益的病态化行为。 企业形象塑造中的短期化行为有多种多样的情形,在不同行业、不同地区、不同单位的表现及程度也不完全相同,但其产生的原因有许多相同或近似之处,可以集中概括为如下几点: 一、经济管理体制和经营机制不完善。在传统的计划经济体制下,企业没有自主权,企业在生产经营的每一环节上都必须听命于上级主管部门,企业是国家行政机关的附属物,企业利益也完全为上级主管部门的利益所取代,这样,企业的行为是否是长期性的,连续性的,也都取决于主管部门是否有长期
The corporate image is the understanding and evaluation of the entire enterprise and the employees of the society and the enterprise. It is the comprehensive integration of all the tangible and intangible, internal and external, and material and spiritual images created by the enterprise in its production and operation activities, and is embodied in the product image of the enterprise and employees. Image, marketing service image, environmental image and social image. The short-term behavior of enterprises in the image-building process refers to the fact that, in the entire process of production and operation, under the premise of unclear access to benefits, the company shall exchange short-term interests, potential benefits, and overall interests in exchange for immediate interests, actual interests, and local The interests will destroy and damage the product image of the enterprise, the image of the employees, the image of the environment, and the social image until the morbidity of the economic benefits of the enterprise is reduced. There are many kinds of short-term behaviors in the shaping of corporate image, and the performance and degree in different industries, different regions, and different units are not exactly the same, but there are many similar or similar reasons, which can be summarized as The following points: First, the economic management system and operating mechanism are incomplete. Under the traditional planned economy system, enterprises do not have the right to autonomy. Enterprises must be assigned to superior authorities at every stage of production and operation. Enterprises are the appendages of state administrative agencies, and the interests of enterprises are entirely the interests of the higher authorities. Instead, whether the company’s behavior is long-term or continuous depends on whether the competent department has a long-term