S公司企业形象识别系统（CIS）策略研究

发布时间：2018-01-22 10:15

本文关键词： 企业形象企业形象识别系统石油化工企业　出处：《上海外国语大学》2014年硕士论文　论文类型：学位论文

【摘要】：企业形象识别系统（CIS）战略是着眼于树立良好企业形象的一种竞争战略，20世纪50年代起，欧美各国的大型企业纷纷开发和导入CIS战略并获得成功。我国企业也从20世纪90年代导入CIS战略，对我国企业提高经营管理水平起到了显著作用。但是目前国内企业在具体应用CIS战略还存在认识和实践上的种种问题，需要认真研究解决。 S公司实施CIS战略与其他行业企业的不同之处在于S公司是一家内外贸一体的石化产品经营公司。石油化工行业是我国的支柱产业，石化产品大多涉及国民经济命脉及国家能源安全，但是石油化工行业由于其自身的特性，又属于高风险行业。生产中涉及的物料危险性大，发生火灾、爆炸、群死群伤事故几率高；复杂的生产工艺和严苛的运行条件，，易出现突发灾难性事故。突发事故对企业形象的损伤不容小觑。加上社会舆论环境日趋复杂，在这多重背景下，如何成功地塑造良好的企业形象，帮助企业创造良好的舆论环境和市场竞争环境，从而促进企业生产经营和改革发展，具有重要的现实意义。因此本文站在企业形象识别系统(CIS)的角度，以S化工销售有限公司（以下简称S公司）为例，首先介绍了本文的选题背景和研究意义；接着系统阐述企业形象和企业形象识别系统等理论观点，为下面实证研究奠定理论基础；其次分析了S公司实施CIS战略的行业环境，然后通过对S公司企业形象识别现状的梳理找出存在的问题并针对该公司的企业形象识别系统展开策略研究；最后对本研究进行了总结，同时指出研究的不足及未来的研究展望。
[Abstract]:Enterprise image identification system (CISIS) is a competitive strategy aiming at establishing a good corporate image since 50s of the 20th century. The large enterprises in Europe and the United States have developed and introduced the CIS strategy successfully, and the Chinese enterprises have also introduced the CIS strategy since 1990s. It has played a significant role in improving the level of operation and management of Chinese enterprises, but there are still some problems in understanding and practice in the concrete application of CIS strategy in domestic enterprises at present, which need to be seriously studied and solved. The difference between S Company implementing CIS strategy and other industries and enterprises is that S Company is a petrochemical products management company integrated with domestic and foreign trade, and petrochemical industry is the pillar industry of our country. Petrochemical products mostly involve the lifeline of national economy and national energy security, but petrochemical industry belongs to high risk industry because of its own characteristics. The accident probability of group death and group injury is high; Complex production technology and strict operating conditions are prone to sudden and catastrophic accidents. The damage to the corporate image can not be underestimated. In addition, the social public opinion environment is becoming more and more complex, in this context, how to successfully shape a good corporate image, to help enterprises to create a good public opinion environment and market competition environment. Therefore, it is of great practical significance to promote the production and management of enterprises and reform and development. Therefore, from the point of view of enterprise image identification system (CISIS), this paper takes S Chemical Marketing Co., Ltd (S Company for short) as an example, firstly introduces the background and research significance of this paper. Secondly, it systematically expounds the theory of corporate image and corporate image identification system, which lays a theoretical foundation for the following empirical research; Secondly, the paper analyzes the industry environment in which S company implements CIS strategy, and then finds out the existing problems by combing the status quo of S company corporate image identification and carries out the strategy research on the corporate image identification system of S company. Finally, this paper summarizes the research, and points out the shortcomings of the research and future research prospects.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.722;F270

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