摘 要
竞争是市场经济的主要特征。国内企业经过初级市场竞争的洗礼，具有了一定的市场意识和竞争能力，但与国外知名企业相比，仍然存在着很大的差距；现代企业竞争的焦点是以品牌为核心的企业总体形象竞争。企业形象是企业的内在精神与外在表现在公众心目中的反映，是社会公众对企业的总体评价和看法。良好的企业形象能够提高公众的支持率和企业的竞争力。
企业形象竞争力评价体系是一个复杂和多元系统，设计形象竞争力评价指标体系，首先要采取科学统一的标准和方法，才能对企业形象竞争力做出正确地评估；其次要具有可比性的计算结果，才可能对正确决策以有效支持；再次，只有坚持系统性、可行性、可比性、有效性原则，才能实现预期的评价目的；第四，只有把定性评价和定量评价有机地结合起来，才能进行系统科学的评价。本方案中所设计的企业形象竞争力评价指标体系共分为三级19个指标，根据该指标体系的特点，运用抽样调查技术和模糊数学评价模型对企业形象竞争力进行综合评价，既具有科学性，又具有可行性和有效性。
21世纪是信息经济时代，企业通过互联网收集和发布企业经营信息，并通过多层次形象塑造，全面宣传和提升企业的总体形象，占领市场竞争的制高点；企业只有根据自身的行业特点和历史条件，明确自己的竞争优势，才能塑造出有竞争力的优秀企业形象。
关键词: 知名度 企业形象 竞争力 评价体系
ABSTRACT
Competition is the main feature of market economy. Through the baptism of the primary market competition, domestic enterprises have gained certain degree of market consciousness and competition ability. But, comparing with foreign famous enterprises, a big difference still remains, i.e. the focus of modem enterprises’ competition is the entire corporate image competition which brand name is the core. Corporate image is the reflection of its internal spirit in the heart of the public and a general opinion about the company. Good image can bring up the public’s support rate and the competition force of the company.
Corporate image evaluation model is a complicated and pluralistic system. To design a corporate image competition model, first, is to adopt scientific and unified standards and solutions, which can correctly evaluate the enterpri无忧论文 【http://www.uklunwen.com】se image competition force, Second, to have a comparative calculation result, which can effectively support the correct solutions; third, is to persist the systematic, feasible, comparative, effective principles, which can achieve the expected goals of evaluation; fourth, is to organically combine the qualitative analysis and quantitative analysis, which can process systematically scientific evaluation. The corporate image competition force evaluation index of this project is divided into three degrees and nineteen index. According to the features of this model index, using spot check technique and inkling mathematic evaluation model to synthetically evaluate corporate image competition force possess scientific, feasible and effective characters.
21st is the ear of information economy. Companies collect and distribute information through the internet, and promote their whole image to reach the crest of market competition through multi-level image building. Only according to its own industry characteristics and historical condition, knowing competitive advantage, enterprise can build up a competitive, outstanding corporate image.
Key words: the degree of fame, corporate image, competition force，evaluation system.
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