基于认知诗学的移动电话公司企业使命陈述中企业形象建构研究
发布时间：2018-12-19 11:38
【摘要】：现如今,企业逐渐认识到了企业形象建构的重要作用,他们不仅关注企业外部形象建构,注重改善环境,同时也注重企业内部产品质量升级、管理优化和文化构建等方面。企业形象构建是企业宣传环节中至关重要的一环,各公司应该加大对这一环节的关注力度。一般而言,许多学者和研究者从营销、战略管理等商务角度出发对企业形象展开研究,他们主要关注企业形象的定义,决定因素,但是往往忽视了接受者在企业公共宣传的过程中是如何理解他们所构建的企业形象的。作为一种常见的企业战略管理手段,一份良好的使命陈述通常集中体现了企业的使命内容,包括目标顾客,竞争优势和企业责任等。使命陈述不仅为企业的战略决策提供战略基础,向企业客户和利益相关者阐明企业的核心价值,主要产品和服务,也能作为指南为他们提供引导。它是一种十分易得,且十分典型的企业宣传文本。本研究从使命陈述这一文本类型入手,采用认知诗学的三种文本分析机制,即文本世界理论,原型理论和心理空间理论来研究读者在阅读企业使命陈述过程中理解并构建企业形象的过程。本文旨在通过文献综述和案例分析的方法分析读者在阅读企业使命陈述过程中理解并构建企业形象的过程。本文收集国内外三十家手机制造公司的使命陈述为原始数据,并从中随机选择出九则使命陈述做案例分析,意图回答作者提出的三个研究问题:(1)在使命陈述这一文本世界中,企业通过哪些信息向读者传递了哪些企业因素?(2)使命陈述中的原型形象如何帮助企业强化环境因素这部分的一企业形象?(3)读者在阅读使命陈述时,个人因素为什么会影响企业形象在读者心中的建构?通过一系列的研究分析,本文得出三点结论:(1)在文本世界的建立过程中,使命陈述起到了信息介绍,信息积累和更新,以及形象传导的作用;(2)通过原型化的结构和语句,企业得以运用使命陈述激发读者(消费者)心中的与企业形象相关的信息,并由此帮助他们理解使命陈述中潜藏的暗示内容。通过帮助他们建立全局观念,企业可以引导读者在变化莫测的环境中更好地理解企业战略和目标;(3)个人因素强调与企业相关的实体、组织或个人的责任。他们可能是消费者、企业员工,也可能是社区或股东,他们都是企业的利益相关者。通过构建心理空间,读者可以更好地理解更为复杂的时间,如真实的,历史的,想象的或假设的各类事件。因此,企业利益相关者可以更好地了解自身在企业生存和发展中的责任和义务,也能通过描绘成功的案例来提升企业在利益相关者心中的形象,传达企业的核心竞争力。认知诗学的三种文本分析机制,即文本世界理论,原型理论和心理空间理论用于分析企业使命陈述,读者通过构建文本世界、原型形象和心理空间帮助他们更好地理解使命陈述的内容,掌握企业文化;也在实际使命陈述解读过程中,通过构建不同的文本世界和心理空间,或激活对企业固有的原型形象,通过结合使命陈述中所给出的信息、已有背景知识和环境变化趋势来形成对企业的印象。因此,要想建构一份有影响力的使命陈述,并通过这份使命陈述传达一种正面的企业形象,企业需要做到以下几点:(1)对企业自身有着全面的了解,能够清晰地确定企业的定位;(2)对行业变化和环境更迭有着前瞻性地认识,并借此机会塑造或重塑自身的原型形象;(3)关心企业利益相关者,保持与其的良好关系,以吸引投资者或求职者等人的兴趣。
[Abstract]:Now, the enterprise has gradually realized the important role of the construction of the enterprise image, which not only pay attention to the construction of the external image of the enterprise, but also pay attention to the improvement of the environment, and also pay attention to the aspects of enterprise internal product quality upgrading, management optimization and culture construction. The construction of the enterprise image is an important ring in the enterprise information link, and each company should increase its attention to this link. In general, many scholars and researchers study the enterprise image from the business perspective of marketing, strategic management, etc., and they focus on the definition of the enterprise image and the decision factors. But it is often neglected to understand how the recipients understand the corporate image they build in the process of corporate public information. As a common strategic management method, a good mission statement generally embodies the mission content of the enterprise, including the target customer, the competitive advantage and the corporate responsibility. Mission statement not only provides a strategic basis for the strategic decision-making of the enterprise, and clarifies the core value, the main products and the service of the enterprise to the enterprise customers and the stakeholders, and can also provide guidance for them as the guide. It is a very easy-to-get, and very typical enterprise propaganda text. This study starts with the text type of the mission statement, and adopts three text analysis mechanisms of the cognitive poetics, namely, the text world theory, the prototype theory and the psychological space theory to study the process of understanding and building the enterprise image in the process of reading the mission statement of the enterprise. The purpose of this paper is to analyze the process of the reader's understanding and construction of the enterprise image in the process of reading the mission statement of the enterprise through the literature review and the case analysis method. In this paper, the mission statement of 30 mobile phone manufacturing companies at home and abroad is collected as raw data, and nine mission statements are randomly selected as case analysis, which is intended to answer three research questions put forward by the author: (1) In the text world of the mission statement, What information has the enterprise delivered to the reader through which information? (2) How can the prototype image in the mission statement help the enterprise to strengthen the enterprise image of this part of the environmental factors? (3) When reading the mission statement, why do personal factors affect the construction of the enterprise image in the reader's mind? Through a series of research and analysis, this paper draws three conclusions: (1) In the establishment of the text world, the mission statement has the function of information introduction, information accumulation and update, and image conduction; (2) through the prototype structure and statement, The enterprise is able to use the mission statement to inspire the readers (consumers) of the information related to the enterprise image, and thus help them to understand the implied content hidden in the mission statement. By helping them build a sense, the enterprise can guide the reader to better understand the business strategy and objectives in an uncertain environment; and (3) individual factors emphasize the responsibility of entities, organizations, or individuals associated with an enterprise. They may be consumers, enterprise employees, or communities or shareholders, both of which are corporate stakeholders. By building mental space, the reader can better understand more complex times, such as real, historical, imaginary, or hypothetical events. Therefore, the enterprise's stakeholders can better understand their responsibilities and obligations in the enterprise's survival and development, and also can improve the image of the enterprise in the stakeholders through drawing the successful case, and convey the core competitiveness of the enterprise. The three text analysis mechanisms of cognitive poetics, namely, the text world theory, the prototype theory and the psychological space theory, are used to analyze the enterprise mission statement, and the reader can help them to understand the content of the mission statement and master the enterprise culture by building the text world, the prototype image and the psychological space; In the course of the actual mission statement, through the construction of different text and psychological space, or to activate the prototype image inherent to the enterprise, the impression of the enterprise is formed by combining the information given in the mission statement, the background knowledge and the environment change trend. Therefore, to construct an influential mission statement and convey a positive corporate image through this mission statement, the enterprise needs to do the following: (1) it has a comprehensive understanding of the enterprise itself, and can clearly determine the position of the enterprise; (2) We have a forward-looking understanding of the change of the industry and the change of the environment, and take this opportunity to shape or remould its prototype image; (3) to care for the stakeholders of the enterprise and to maintain good relations with them to attract the interest of investors or job-seekers.
【学位授予单位】：广东外语外贸大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：H146.3
[Abstract]:Now, the enterprise has gradually realized the important role of the construction of the enterprise image, which not only pay attention to the construction of the external image of the enterprise, but also pay attention to the improvement of the environment, and also pay attention to the aspects of enterprise internal product quality upgrading, management optimization and culture construction. The construction of the enterprise image is an important ring in the enterprise information link, and each company should increase its attention to this link. In general, many scholars and researchers study the enterprise image from the business perspective of marketing, strategic management, etc., and they focus on the definition of the enterprise image and the decision factors. But it is often neglected to understand how the recipients understand the corporate image they build in the process of corporate public information. As a common strategic management method, a good mission statement generally embodies the mission content of the enterprise, including the target customer, the competitive advantage and the corporate responsibility. Mission statement not only provides a strategic basis for the strategic decision-making of the enterprise, and clarifies the core value, the main products and the service of the enterprise to the enterprise customers and the stakeholders, and can also provide guidance for them as the guide. It is a very easy-to-get, and very typical enterprise propaganda text. This study starts with the text type of the mission statement, and adopts three text analysis mechanisms of the cognitive poetics, namely, the text world theory, the prototype theory and the psychological space theory to study the process of understanding and building the enterprise image in the process of reading the mission statement of the enterprise. The purpose of this paper is to analyze the process of the reader's understanding and construction of the enterprise image in the process of reading the mission statement of the enterprise through the literature review and the case analysis method. In this paper, the mission statement of 30 mobile phone manufacturing companies at home and abroad is collected as raw data, and nine mission statements are randomly selected as case analysis, which is intended to answer three research questions put forward by the author: (1) In the text world of the mission statement, What information has the enterprise delivered to the reader through which information? (2) How can the prototype image in the mission statement help the enterprise to strengthen the enterprise image of this part of the environmental factors? (3) When reading the mission statement, why do personal factors affect the construction of the enterprise image in the reader's mind? Through a series of research and analysis, this paper draws three conclusions: (1) In the establishment of the text world, the mission statement has the function of information introduction, information accumulation and update, and image conduction; (2) through the prototype structure and statement, The enterprise is able to use the mission statement to inspire the readers (consumers) of the information related to the enterprise image, and thus help them to understand the implied content hidden in the mission statement. By helping them build a sense, the enterprise can guide the reader to better understand the business strategy and objectives in an uncertain environment; and (3) individual factors emphasize the responsibility of entities, organizations, or individuals associated with an enterprise. They may be consumers, enterprise employees, or communities or shareholders, both of which are corporate stakeholders. By building mental space, the reader can better understand more complex times, such as real, historical, imaginary, or hypothetical events. Therefore, the enterprise's stakeholders can better understand their responsibilities and obligations in the enterprise's survival and development, and also can improve the image of the enterprise in the stakeholders through drawing the successful case, and convey the core competitiveness of the enterprise. The three text analysis mechanisms of cognitive poetics, namely, the text world theory, the prototype theory and the psychological space theory, are used to analyze the enterprise mission statement, and the reader can help them to understand the content of the mission statement and master the enterprise culture by building the text world, the prototype image and the psychological space; In the course of the actual mission statement, through the construction of different text and psychological space, or to activate the prototype image inherent to the enterprise, the impression of the enterprise is formed by combining the information given in the mission statement, the background knowledge and the environment change trend. Therefore, to construct an influential mission statement and convey a positive corporate image through this mission statement, the enterprise needs to do the following: (1) it has a comprehensive understanding of the enterprise itself, and can clearly determine the position of the enterprise; (2) We have a forward-looking understanding of the change of the industry and the change of the environment, and take this opportunity to shape or remould its prototype image; (3) to care for the stakeholders of the enterprise and to maintain good relations with them to attract the interest of investors or job-seekers.
【学位授予单位】：广东外语外贸大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：H146.3
【参考文献】
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