外文翻譯---企業(yè)文化構(gòu)建與企業(yè)形象塑造的初步研究

1、<p>　　企業(yè)文化構(gòu)建與企業(yè)形象塑造的初步研究</p><p>　　我們發(fā)現(xiàn)我國(guó)經(jīng)濟(jì)落后首先不是技術(shù)的落后，而是管理的落后。80年代以來(lái)，企業(yè)管理總的發(fā)展趨勢(shì)己由戰(zhàn)略管理轉(zhuǎn)向了更高層次的文化管理?！捌髽I(yè)文化”熱潮的興起，是管理思想和觀念發(fā)展到一定階段的一種反思和飛躍。同樣，企業(yè)形象策劃更與文化密不可分，形象策劃中蘊(yùn)涵著深刻而豐富的文化特征，文化指導(dǎo)策劃走向成熟。美國(guó)一位著名的經(jīng)濟(jì)學(xué)家在經(jīng)過(guò)大量調(diào)查后得

2、出一個(gè)結(jié)論:“不成功的企業(yè)家往往把注意力放在具體的經(jīng)濟(jì)計(jì)劃、經(jīng)濟(jì)指標(biāo)、財(cái)務(wù)目標(biāo)等項(xiàng)目方面上，而成功的企業(yè)家卻把建立優(yōu)秀的價(jià)值觀作為壓倒一切的任務(wù)?！?lt;/p><p>　　正是由于存在不同的價(jià)值觀，不同企業(yè)呈現(xiàn)出不同類型的企業(yè)文化和企業(yè)形象。本文首先提出了企業(yè)文化和企業(yè)形象的基本概念：企業(yè)文化有兩部分構(gòu)成。外顯文化指企業(yè)的文化設(shè)施等；內(nèi)隱文化指企業(yè)內(nèi)部為達(dá)到總體目標(biāo)一貫倡導(dǎo)、逐步形成、不斷充實(shí)并為前提成員所自覺(jué)遵循

3、的價(jià)值標(biāo)準(zhǔn)、道德規(guī)范以及由這些因素融匯而成的企業(yè)精神。企業(yè)文化是一種與民族文化、社區(qū)文化、政治文化、社會(huì)文化相對(duì)獨(dú)立而存的經(jīng)濟(jì)文化，反映的是企業(yè)經(jīng)濟(jì)組織的價(jià)值觀與目的要求，以及實(shí)現(xiàn)目標(biāo)的行為準(zhǔn)則和習(xí)慣.企業(yè)文化由企業(yè)的行為文化、心理文化、物質(zhì)文化三部分組成。企業(yè)客觀形象是指企業(yè)客觀存在的不以人的主觀意志為轉(zhuǎn)移的但能被人們感知的形象。它既包括企業(yè)的物質(zhì)文化因素，也包括企業(yè)的非物質(zhì)文化因素。物質(zhì)文化因素包括:企業(yè)的廠房與設(shè)備和廠區(qū)內(nèi)生態(tài)環(huán)境

4、、企業(yè)的經(jīng)濟(jì)效益和物質(zhì)福利待遇、企業(yè)排放物、企業(yè)的產(chǎn)品等。在這些因素中，最為重要的是產(chǎn)品。企業(yè)目標(biāo)的實(shí)現(xiàn)最終靠的是企業(yè)產(chǎn)品的生產(chǎn)和銷售，沒(méi)有產(chǎn)品的生產(chǎn)和銷售也就沒(méi)有企業(yè)，但是企業(yè)的產(chǎn)品不可能離開(kāi)企業(yè)的其它物質(zhì)因素，沒(méi)有高水平的設(shè)備就不可能生產(chǎn)出尖端產(chǎn)品。企業(yè)的非物質(zhì)因素只指企業(yè)的服務(wù)水平、企業(yè)的信譽(yù)、企業(yè)的管理體</p><p>　　企業(yè)文化對(duì)企業(yè)形象塑造的影響是深刻而廣泛的，它是其他因素?zé)o法比擬的。企業(yè)文化是企

5、業(yè)形象策劃的歸宿點(diǎn)和顯現(xiàn)。企業(yè)文化是處在潛在狀態(tài)下的一種創(chuàng)造力，企業(yè)形象策劃是其發(fā)揮作用的成果之一，或是歸宿之一，它貫穿企業(yè)形象策劃的始終。一切成功或不成功的企業(yè)形象策劃，都能在企業(yè)文化背景中找到答案。良好的企業(yè)文化對(duì)企業(yè)形象策劃的提升作用是十分明顯的，它開(kāi)拓了企業(yè)識(shí)別社會(huì)的新視野，開(kāi)始擺脫以往狹隘的個(gè)人利益和特定的企業(yè)利益的限制，逐漸把視野擴(kuò)展到社會(huì)發(fā)展的整體過(guò)程中。</p><p>　　對(duì)企業(yè)形象的評(píng)價(jià)，盡管

6、主要是由企業(yè)員工外的社會(huì)公眾來(lái)做的，但企業(yè)形象歸根到底是由企業(yè)員工塑造出來(lái)的。他們通過(guò)實(shí)實(shí)在在的工作而創(chuàng)造出來(lái)的客觀企業(yè)形象，在任何時(shí)候都是社會(huì)公眾評(píng)價(jià)的客觀基礎(chǔ)。企業(yè) 形 象 的塑造，作為一個(gè)系統(tǒng)工程不是孤立的，它涉及到企業(yè)建設(shè)的各個(gè)方面，任何孤立的做法對(duì)于整個(gè)企業(yè)形象的塑造是產(chǎn)生不了很大作用的。其塑造應(yīng)從多方面入手，包括物質(zhì)因素和精神因素，其中主要是人的因素。而人的價(jià)值觀、精神狀態(tài)等是企業(yè)文化的本質(zhì)反映，因而，塑造企業(yè)形象不能不以企

7、業(yè)文化建設(shè)為核心。企業(yè) 形 象 雖然是企業(yè)文化的一個(gè)重要內(nèi)容，但它不可能脫離企業(yè)的物質(zhì)因素。作為塑造企業(yè)形象戰(zhàn)略體系的組成部分，物質(zhì)因素和精神因素都不可缺少。</p><p>　　研究建設(shè)企業(yè)文化是為了適應(yīng)企業(yè)生存與發(fā)展的需要，而一個(gè)企業(yè)只有形成有個(gè)性特色的企業(yè)文化才是有生命力的企業(yè)。因此，無(wú)論是借鑒中國(guó)傳統(tǒng)文化也好，學(xué)習(xí)西方企業(yè)文化經(jīng)驗(yàn)也好，總結(jié)來(lái)自實(shí)踐的成功經(jīng)驗(yàn)也好，都必須適應(yīng)各自企業(yè)不斷發(fā)展和變化的需要。這

8、就要求我們?cè)谄髽I(yè)文化建設(shè)實(shí)踐中，大膽探索，勇于創(chuàng)新，使企業(yè)文化的研究深入進(jìn)行，把企業(yè)文化建設(shè)提高到一個(gè)新的水平。</p><p>　　首先 ，探索創(chuàng)新，是企業(yè)文化建設(shè)的“永恒主題”。在市場(chǎng)經(jīng)濟(jì)競(jìng)爭(zhēng)中，特別需要探索創(chuàng)新精神，這是企業(yè)生存發(fā)展的根本出路，只有探索創(chuàng)新才有企業(yè)的一切，唯有這樣的企業(yè)文化，才能培養(yǎng)出與時(shí)代同步的職工隊(duì)伍，才能使企業(yè)立于不敗之地。其次，探索創(chuàng)新，使企業(yè)文化轉(zhuǎn)化為物質(zhì)力量。認(rèn)識(shí)只有回到實(shí)踐中，

9、才有自身發(fā)展的可能。最后，探索創(chuàng)新，要堅(jiān)持正確的方向和原則。即創(chuàng)新必須體現(xiàn)時(shí)代精神，必須是內(nèi)容和形式的統(tǒng)一。發(fā)揚(yáng)大膽探索、勇于創(chuàng)新的精神，盡快建立和完善我國(guó)企業(yè)文化理論體系，應(yīng)從這樣幾個(gè)方面著手:一是盡快建立以“?！睘橹鲗?dǎo)，以“兼”為主體，專兼結(jié)合的科學(xué)研究機(jī)構(gòu);二是在傳媒上開(kāi)辟專題，鼓勵(lì)開(kāi)展?fàn)庿Q，創(chuàng)造</p><p>　　進(jìn)行學(xué)科建設(shè)必需的學(xué)術(shù)氛圍;三是大力開(kāi)辟新的研究領(lǐng)域，積極嘗試新</p>&

10、lt;p>　　學(xué)科的建立工作;四是加強(qiáng)國(guó)外企業(yè)文化理論著作的翻譯介紹。</p><p><b>　　大衛(wèi)．奧巴諾</b></p><p>　　在線發(fā)表：2008年10月8日</p><p>　　斯普林格 科學(xué)和商業(yè) 媒體,LLC2008</p><p><b>　　外文文獻(xiàn)翻譯原文2</b>&

11、lt;/p><p>　　Construction of corporate culture and corporate image building of the preliminary study</p><p>　　First, we found that China's economic backwardness is not backward in technology, bu

12、t 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

13、 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 id</p>&l

14、t;p>　　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: c

15、orporate 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

16、 follow the premise of conscious members of the value of standards, e</p><p>　　Objective of the corporate image of intangible factors is the soul, the operation of enterprises can not do without these non-ma

17、terialistic 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

18、factors.Concludes with a corporate culture and corporate image building of specific strategies.</p><p>　　Image-building corporate culture on the impact is profound and widespread, it is unmatched by other fa

19、ctors.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 alway

20、s through the corporate image planning.All successful or unsuccessful corporate image planning, corporate and cultural background can be found in the answer.Good corporate cultur</p><p>　　The evaluation of c

21、orporate image, although mainly by employees outside the public to do, but the corporate image in the final analysis is shaped by the employees.</p><p>　　They work through the real objective created corporat

22、e 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 o

23、f 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.</p><p>　　The

24、 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 im

25、portant element of corporate culture, but it can not be divorced from business and material factors.</p><p>　　Shaping the corporate image as part of the strategic system, material factors and mental factors

26、are indispensable.</p><p>　　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 chara

27、cteristics 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 adap

28、t to their constantly growing and changing business needs. This requires that we practice in the corp</p><p>　　First, exploration and innovation, is the corporate culture of "the eternal theme."<

29、;/p><p>　　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 al

30、l, 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 onl

31、y back to practice, may have their own development. Finally, exploration and inn</p><p>　　David Urbano</p><p>　　Published online: 8 October 2008</p><p>　　Springer Science + Business