Investigation On The Corporate Image And Its Innovation

Under the condition of global knowledge-based economy and the socialistic market economies, the corporate image becomes one of the important conditions for the development of the corporate. The market image and social image of the corporate, decide the amount of required resources, and then affect the competition ability and the long-term development of the corporate. Additionally, the corporate image also becomes a kind of important resources of the corporate. Therefore, it has the theoretical and actual meaning for us to research the essence, function, mechanism and the innovational strategy of the corporate from the perspective of philosophy.Firstly, this dissertation analyzes the essence of the corporate image, takes the corporate image as the present of the corporate survival and its meaning, also as the representation and expression for the distinctive pattern about the value-creation of the corporate. The corporate image presents the distinctiveness of the lively corporate entity. The corporate image is kind of special elaboration of the lively entity, is the expression of the whole and special natural character of the corporate life, is the combination of the corporate special intelligence, physical power and the emotion. Through tracking the historical evolution process of corporate image, the paper exposes the existence origin of the corporate entity which brought forth the creation and development of the corporate image, generalizes the historical stage characteristics of the corporate image. In addition, describes the differences of the image shaping among the corporates in Europe, America, Japan, Chinese Taiwan and continent.Then, it discusses the basic function of the business corporate image and its formation approach of embodiment. The embodiment of the corporate image has two types: natural embodiment and the shaping embodiment, they form respectively the "natural image" and the "shaping image" of the corporate. The successful sign for the corporate image shaping, is the formation of the corporate brand.At last, this dissertation analyses the meanings of the image innovation for the corporate and its inevitability, generalizes the innovation contents and types of the corporate image, analyzes the conditions and ways for the brand innovation. On the...