领导者社会形象塑造对企业营销的影响——以互联网企业为例

发布时间：2018-04-10 20:17

本文选题：社会形象 + 价值观　；参考：《山西农经》2016年07期

【摘要】：本文所指的领导者社会形象是指在大众媒体时代,企业领导者留给大众的印象,具体而言,领导者形象是企业的客户或潜在客户对该企业领导人理性或感性的评价,它包含狭义的形象即个人相貌衣着,也包括广义的形象,即个人能力、素质、审美和价值观等。它虽然是领导者个人形象,但是在一定程度上,它能够影响整个企业的社会形象。企业通过各种传播方式向媒体受众所传达的其领导者的形象是经过处理的,它是企业为了获得经济效益,处于生产和销售的需要,而向其客户和潜在客户传达的符合普遍价值观的信息,故而可能是真实的,也可能是虚假的。对于企业而言,领导者形象是企业财产的一部分,企业向大众传达关于其领导人的正面积极的信息,塑造企业的良好社会形象,使大众产生爱屋及乌的效应,从而达到营销的目的。
[Abstract]:The social image of the leader in this paper refers to the impression of the enterprise leader in the mass media era. In particular, the leader image is the rational or perceptual evaluation of the enterprise leader by the customers or potential customers of the enterprise.It includes the narrow image, that is, personal appearance, but also includes the broad image, that is, personal ability, quality, aesthetics and values.Although it is a personal image of a leader, to a certain extent, it can affect the social image of the whole enterprise.The image of the leader that the enterprise conveys to the media audience through various means of communication is handled. It is the need for the enterprise to produce and sell in order to obtain economic benefits.And messages to their customers and potential customers that fit universal values can be true or false.To the enterprise, the leader image is a part of the enterprise's property. The enterprise conveys positive and positive information about its leader to the public, molds the good social image of the enterprise, and causes the public to have the effect of loving the house and Ukraine.In order to achieve the purpose of marketing.
【作者单位】：中国政法大学;
【基金】：中国政法大学创新项目研究成果,立项号:2015SSCX182
【分类号】：F272.91;F274;F49

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