郭汉尧管理沟通培训论坛支招：设计组织形象
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><B style="mso-bidi-font-weight: normal"><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-size: 10.5pt">郭汉尧管理沟通培训论坛支招：</SPAN></B><B><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt">设计组织形象<SPAN lang=EN-US><?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" /><o:p></o:p></SPAN></SPAN></B></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-weight: bold; mso-bidi-font-size: 10.5pt">（<SPAN lang=EN-US>1</SPAN>）组织形象的定位<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt 36pt; TEXT-INDENT: -18pt; mso-list: l0 level1 lfo1; tab-stops: list 36.0pt"><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-bidi-font-weight: bold; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体"><SPAN style="mso-list: Ignore">①<SPAN style="FONT: 7pt 'Times New Roman'"> </SPAN></SPAN></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-weight: bold; mso-bidi-font-size: 10.5pt">组织形象定位的三要素<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt 36pt; TEXT-INDENT: -18pt; mso-list: l1 level1 lfo2; tab-stops: list 36.0pt"><SPAN lang=EN-US style="FONT-FAMILY: Wingdings; mso-bidi-font-weight: bold; mso-bidi-font-size: 10.5pt; mso-fareast-font-family: Wingdings; mso-bidi-font-family: Wingdings"><SPAN style="mso-list: Ignore">l<SPAN style="FONT: 7pt 'Times New Roman'"> </SPAN></SPAN></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-weight: bold; mso-bidi-font-size: 10.5pt">主体个性：组织在品质和价值方式方面的独特风格。<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt 36pt; TEXT-INDENT: -18pt; mso-list: l1 level1 lfo2; tab-stops: list 36.0pt"><SPAN lang=EN-US style="FONT-FAMILY: Wingdings; mso-bidi-font-weight: bold; mso-bidi-font-size: 10.5pt; mso-fareast-font-family: Wingdings; mso-bidi-font-family: Wingdings"><SPAN style="mso-list: Ignore">l<SPAN style="FONT: 7pt 'Times New Roman'"> </SPAN></SPAN></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-weight: bold; mso-bidi-font-size: 10.5pt">传达方式：把主体个性信息有效准确地传递到公众方面的渠道和措施。<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt 36pt; TEXT-INDENT: -18pt; mso-list: l1 level1 lfo2; tab-stops: list 36.0pt"><SPAN lang=EN-US style="FONT-FAMILY: Wingdings; mso-bidi-font-weight: bold; mso-bidi-font-size: 10.5pt; mso-fareast-font-family: Wingdings; mso-bidi-font-family: Wingdings"><SPAN style="mso-list: Ignore">l<SPAN style="FONT: 7pt 'Times New Roman'"> </SPAN></SPAN></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-weight: bold; mso-bidi-font-size: 10.5pt">公众认识：<SPAN lang=EN-US><o:p></o:p></SPAN></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-weight: bold; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-size: 10.5pt">（</SPAN><SPAN lang=EN-US style="mso-bidi-font-weight: bold; mso-bidi-font-size: 10.5pt"><FONT face="Times New Roman">2</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-weight: bold; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-size: 10.5pt">）组织形象的设计</SPAN><SPAN lang=EN-US style="mso-bidi-font-weight: bold; mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt 18pt"><SPAN lang=EN-US style="mso-bidi-font-weight: bold; mso-bidi-font-size: 10.5pt"><FONT face="Times New Roman">1.</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-weight: bold; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-size: 10.5pt">设计组织理念（</SPAN><SPAN lang=EN-US style="mso-bidi-font-weight: bold; mso-bidi-font-size: 10.5pt"><FONT face="Times New Roman">MIS</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-weight: bold; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-size: 10.5pt">）：本组织是什么组织；本组织将是什么组织；本组织应是什么组织。</SPAN><SPAN lang=EN-US style="mso-bidi-font-weight: bold; mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt 18pt"><SPAN lang=EN-US style="mso-bidi-font-weight: bold; mso-bidi-font-size: 10.5pt"><FONT face="Times New Roman">2.</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-weight: bold; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-size: 10.5pt">设计组织行为：</SPAN><SPAN lang=EN-US style="mso-bidi-font-weight: bold; mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt 36pt; TEXT-INDENT: -18pt; mso-list: l2 level1 lfo3; tab-stops: list 36.0pt"><SPAN lang=EN-US style="mso-bidi-font-weight: bold; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体"><SPAN style="mso-list: Ignore"><FONT face="Times New Roman">①<SPAN style="FONT: 7pt 'Times New Roman'"> </SPAN></FONT></SPAN></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-weight: bold; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-size: 10.5pt">企业内部活动→增强企业向心力</SPAN><SPAN lang=EN-US style="mso-bidi-font-weight: bold; mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-weight: bold; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-size: 10.5pt">◆员工行为准则设计（团队意识、敬业精神、创新观念、求知欲望</SPAN><SPAN style="mso-bidi-font-weight: bold; mso-bidi-font-size: 10.5pt"><FONT face="Times New Roman"> </FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-weight: bold; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-size: 10.5pt">、专业才能、品德操守）◆个体工作环境设计；◆群体工作环境设计等。◆企业员工的礼仪规范：服饰规范；外表形象规范；姿态规范；神态规范；商业社交礼仪。</SPAN><SPAN lang=EN-US style="mso-bidi-font-weight: bold; mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-weight: bold; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-size: 10.5pt">②企业外部活动识别→增强企业辐射力</SPAN><SPAN lang=EN-US style="mso-bidi-font-weight: bold; mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-US style="mso-bidi-font-weight: bold; mso-bidi-font-size: 10.5pt"><FONT face="Times New Roman">A. </FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-weight: bold; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-size: 10.5pt">企业的市场拓展行为</SPAN><SPAN lang=EN-US style="mso-bidi-font-weight: bold; mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-weight: bold; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-size: 10.5pt">◆专业化经营市场拓展行为</SPAN><SPAN lang=EN-US style="mso-bidi-font-weight: bold; mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-weight: bold; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-size: 10.5pt">◆多角化市场拓展行为：同心多角化；水平多角化；综合多角化</SPAN><SPAN lang=EN-US style="mso-bidi-font-weight: bold; mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-US style="mso-bidi-font-weight: bold; mso-bidi-font-size: 10.5pt"><FONT face="Times New Roman">B.</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-weight: bold; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-size: 10.5pt">企业的市场营销行为</SPAN><SPAN lang=EN-US style="mso-bidi-font-weight: bold; mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt 18pt"><SPAN lang=EN-US style="mso-bidi-font-weight: bold; mso-bidi-font-size: 10.5pt"><FONT face="Times New Roman">3.</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-weight: bold; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-size: 10.5pt">设计组织的视觉</SPAN><SPAN lang=EN-US style="mso-bidi-font-weight: bold; mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-weight: bold; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-size: 10.5pt">①基本要素设计：</SPAN><SPAN lang=EN-US style="mso-bidi-font-weight: bold; mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-weight: bold; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-size: 10.5pt">标志、标准字、标准色、象征物</SPAN><SPAN lang=EN-US style="mso-bidi-font-weight: bold; mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN style="FONT-FAMILY: 宋体; mso-bidi-font-weight: bold; mso-ascii-font-family: 'Times New Roman'; mso-hansi-font-family: 'Times New Roman'; mso-bidi-font-size: 10.5pt">②应用要素：办公用品、员工制服、办公环境、交通工具、招牌和旗帜等。</SPAN><SPAN lang=EN-US style="mso-bidi-font-weight: bold; mso-bidi-font-size: 10.5pt"><o:p></o:p></SPAN></P>
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