外文翻译---企业文化构建与企业形象塑造的初步研究

企业文化构建与企业形象塑造的初步研究

我们发现我国经济落后首先不是技术的落后，而是管理的落后。80年代以来，企业管理总的发展趋势己由战略管理转向了更高层次的文化管理。“企业文化”热潮的兴起，是管理思想和观念发展到一定阶段的一种反思和飞跃。同样，企业形象策划更与文化密不可分，形象策划中蕴涵着深刻而丰富的文化特征，文化指导策划走向成熟。美国一位著名的经济学家在经过大量调查后得出一个结论:“不成功的

企业家往往把注意力放在具体的经济计划、经济指标、财务目标等项目方面上，而成功的企业家却把建立优秀的价值观作为压倒一切的任务。”

正是由于存在不同的价值观，不同企业呈现出不同类型的企业文化和企业形象。本文首先提出了企业文化和企业形象的基本概念：企业文化有两部分构成。外显文化指企业的文化设施等；内隐文化指企业内部为达到总体目标一贯倡导、逐步形成、不断充实并为前提成员所自觉遵循的价值标准、道德规范以及由这些因素融汇而成的企业精神。企业文化是一种与民族文化、社区文化、政治文化、社会文化相对独立而存的经济文化，反映的是企业经济组织的价值观与目的要求，以及实现目标的行为准则和习惯.企业文化由企业的行为文化、心理

文化、物质文化三部分组成。企业客观形象是指企业客观存在的不以人的主观意志为转移的但能被人们感知的形象。它既包括企业的物质文化因素，也包括企业的非物质文化因素。物质文化因素包括:企业

的厂房与设备和厂区内生态环境、企业的经济效益和物质福利待遇、企业排放物、企业的产品等。在这些因素中，最为重要的是产品。企业目标的实现最终靠的是企业产品的生产和销售，没有产品的生产和销售也就没有企业，但是企业的产品不可能离开企业的其它物质因素，没有高水平的设备就不可能生产出尖端产品。企业的非物质因素只指企业的服务水平、企业的信誉、企业的管理体系、企业的科技水平、企业的价值观念、精神状态、理想追求等。客观企业形象的非物质化因素是企业的灵魂，企业的运转离不开这些非物质化因素，它不是物质化因素的补充，实际上非物质化因素甚至起着比物质因素更大的作用。接着分析了影响和制约企业行为的文化因素。最后提出了企业文化与企业形象塑造的具体策略。

企业文化对企业形象塑造的影响是深刻而广泛的，它是其他因素

无法比拟的。企业文化是企业形象策划的归宿点和显现。企业文化是处在潜在状态下的一种创造力，企业形象策划是其发挥作用的成果之一，或是归宿之一，它贯穿企业形象策划的始终。一切成功或不成功的企业形象策划，都能在企业文化背景中找到答案。良好的企业文化对企业形象策划的提升作用是十分明显的，它开拓了企业识别社会的新视野，开始摆脱以往狭隘的个人利益和特定的企业利益的限制，逐渐把视野扩展到社会发展的整体过程中。

对企业形象的评价，尽管主要是由企业员工外的社会公众来做的，但企业形象归根到底是由企业员工塑造出来的。他们通过实实在在的工作而创造出来的客观企业形象，在任何时候都是社会公众评价的客

观基础。企业形象的塑造，作为一个系统工程不是孤立的，它涉及到企业建设的各个方面，任何孤立的做法对于整个企业形象的塑造是产生不了很大作用的。其塑造应从多方面入手，包括物质因素和精神因素，其中主要是人的因素。而人的价值观、精神状态等是企业文化的本质反映，因而，塑造企业形象不能不以企业文化建设为核心。企业形象虽然是企业文化的一个重要内容，但它不可能脱离企业的物质因素。作为塑造企业形象战略体系的组成部分，物质因素和精神因素都不可缺少。

研究建设企业文化是为了适应企业生存与发展的需要，而一个企业只有形成有个性特色的企业文化才是有生命力的企业。因此，无论是借鉴中国传统文化也好，学习西方企业文化经验也好，总结来自实践的成功经验也好，都必须适应各自企业不断发展和变化的需要。这就要求我们在企业文化建设实践中，大胆探索，勇于创新，使企业文化的研究深入进行，把企业文化建设提高到一个新的水平。

首先，探索创新，是企业文化建设的“永恒主题”。在市场经济竞争中，特别需要探索创新精神，这是企业生存发展的根本出路，只有探索创新才有企业的一切，唯有这样的企业文化，才能培养出与时代同步的职工队伍，才能使企业立于不败之地。其次，探索创新，使企业文化转化为物质力量。认识只有回到实践中，才有自身发展的可能。最后，探索创新，要坚持正确的方向和原则。即创新必须体现时代精神，必须是内容和形式的统一。发扬大胆探索、勇于创新的精神，尽快建立和完善我国企业文化理论体系，应从这样几个方面着手:一

是尽快建立以“专”为主导，以“兼”为主体，专兼结合的科学研究机构;二是在传媒上开辟专题，鼓励开展争鸣，创造

进行学科建设必需的学术氛围;三是大力开辟新的研究领域，积极尝试新

学科的建立工作;四是加强国外企业文化理论著作的翻译介绍。

大卫．奥巴诺

在线发表：2008年10月8日

斯普林格科学和商业媒体,LLC2008

外文文献翻译原文2

Construction of corporate culture and corporate image building

of the preliminary study

First, we found that China's economic backwardness is not backward in technology, but the management behind.Since the 1980s, corporate management has been the general trend from strategic management to a higher level of cultural management. "Corporate culture "boom of the rise, development of management ideas and concepts to a certain stage of a reflection and a leap.Similarly, corporate image planning more closely with the culture, the image of planning implies a profound and rich cultural identity, cultural guide planning to mature.A well-known economist in the United States through a lot of investigation reached a conclusion: "successful entrepreneurs tend to focus on specific economic plans, economic indicators, financial targets and other projects, while successful entrepreneurs yet the establishment of good values as overwhelming task. "

It is precisely because there are different values, different companies present different types of corporate culture and corporate image.This paper proposed a corporate culture and image of the basic concepts: corporate culture has two parts.Explicit culture refers to cultural facilities;Implicit culture refers to the internal to achieve the overall objective has always advocated, and gradually form, and continuously enrich and follow the premise of conscious members of the value of standards, ethics, and to integrate these factors made by the entrepreneurial spirit.Corporate and national culture is a culture, community culture, political culture, socio-cultural and maintained a relatively independent economic and cultural, economic organizations, reflects the company's values and purpose of the request, and the achievement of goals and habits of conduct.The behavior of corporate culture by the corporate culture, psychological and cultural, material culture of three parts.Corporate image refers to the business objective and the objective existence of man's subjective will of the people, but be aware of the image.Both material and cultural factors, including business, including corporate intangible cultural factors.Material and cultural factors, including: business plant and equipment and the factory district environment, economic efficiency and material benefits, corporate emissions, the company's products.Of these factors, the most important is the https://www.360docs.net/doc/c41867086.html,panies rely on to achieve the ultimate goal is the production and sale of businesses, there is no production and there will be no sale of business, but the company's products can not

leave the company of other material factors, no high-level equipment, it is impossible to produce cutting-edge products.Enterprise refers only to non-material factors, the level of service, corporate reputation, corporate management system, the technological level of enterprises, corporate values, mental state, ideals and so on. Objective of the corporate image of intangible factors is the soul, the operation of enterprises can not do without these non-materialistic factors, it is not a matter of additional factors, in fact, even non-materialistic factors play a greater role than physical factors.Then analyzes the impact of corporate behavior and constraints of cultural factors.Concludes with a corporate culture and corporate image building of specific strategies.

Image-building corporate culture on the impact is profound and widespread, it is unmatched by other factors.Corporate culture is the image plan of the destination point and the show.Corporate culture is a potential state in a creative, corporate image planning is one of the outcomes of their role, or one end, it is always through the corporate image planning.All successful or unsuccessful corporate image planning, corporate and cultural background can be found in the answer.Good corporate culture to enhance the corporate image planning role is very clear, it opens up a new vision of social enterprises identify, out of the past began to narrow personal interests and business interests of a particular limit, and gradually extended to the field of social development of the overall process.

The evaluation of corporate image, although mainly by employees outside the public to do, but the corporate image in the final analysis is shaped by the employees.

They work through the real objective created corporate image, at any time is an objective basis for public evaluation.Corporate image building, as a systems engineering is not isolated, it involves all aspects of enterprise development, the practice of any isolated image of the shape for the entire enterprise is not produce a great effect.Its shape should be multi-pronged approach, including the physical factors and psychological factors, mainly the human factor.

The people's values, such as mental state is reflected in the nature of corporate culture, therefore, can not help but to shape the corporate image as the core of enterprise culture.Although the corporate image is an important element of corporate culture, but it can not be divorced from business and material factors.

Shaping the corporate image as part of the strategic system, material factors and mental factors are indispensable.

Of building a corporate culture in order to meet the needs of enterprise survival and

development, and only the formation of a business enterprise culture is the personality characteristics of a viable business.Thus, both drawing on traditional Chinese culture, Ye Hao, Ye Hao learning experience of Western corporate culture, summed up the successful experience from practice or whatever, must adapt to their constantly growing and changing business needs.This requires that we practice in the corporate culture, bold exploration and innovation, so-depth study of corporate culture, the corporate culture to a new level.

First, exploration and innovation, is the corporate culture of "the eternal theme." Competition in a market economy, in particular, need to explore innovative spirit, which is the fundamental way business survival and development, and only have to explore innovative enterprises of all, the only way the corporate culture in order to cultivate a workforce with the times, in order to make enterprises invincible.Second, exploration and innovation, enterprise culture into a material force.Recognize only back to practice, may have theirown development.Finally, exploration and innovation, we must uphold the right direction and principles.That innovation must reflect the spirit of the times, must be content and form of unity.Carry forward the bold exploration and innovation, establish and improve China's system of corporate culture, theory, should such aspects: First, as soon as possible to establish a "special" led to "and" as the main body, and part of the research institutions;The second is to open up topics in the media, encourage contention, createDisciplines necessary for academic atmosphere;The third is to vigorously explore new areas of research, and actively try newThe establishment of academic work;Fourth, strengthening the theoretical writings of foreign corporate culture the translation.

David Urbano

Published online: 8 October 2008

Springer Science + Business Media, LLC 2008