| Summary: | 碩士 === 國立臺灣科技大學 === 管理技術研究所 === 86 === Corporate image is the whole values of company which can be evaluated by the public. And these values include quality of products , post-service, technical innovation, employees and societal duties, etc. A sound corporate image can help company to improve business reputation and to accomplish many tasks. So, we must find important corporate image attributes during the process of corporate image be molded, then we will have a well-laid strategy to establish a good corporate image.In this research, Factor Analysis was used to analyze 21 important corporate image attributes and positioning which were focused on six lead companies. The research sample was students who came from 25 universities. Besides, Content Analysis was used to analyze ACER''s corporate image, the research sample was 28 articles which were published on five kinds of famous magazines from January 1995 to December 1997.The results of this research showed that:1. The generalized dimensions of corporate image include Management Image, Symbolization Image and Marketing Image.2. The six lead companies'' corporate image include Public Relations Image, Substance Image and Leadership Image.3. These results of corporate image positioning for six lead companies were that CITI BANK was better than others in Public Relations Image, TSMC was better than others in Substance Image and ACER was better than others in Leadership Image.4. The public were influenced by the press of the company.5. For students, there were not different preference among the six lead companies but their grade.
企業形象a內容分析法
|
|---|
