煤炭企业形象塑造存在的问题及对策

煤炭企业由于长期受国家计划保护 ,其企业形象的塑造存在着一些问题。主要是 :企业名称带有军事化色彩 ,缺乏个性化 ,不利于抓住公众的注意力 ;产品长期以来以原煤为主 ,形不成产品线 ,没有树立起产品的品牌 ,基本上没有商标 ,因而不能通过塑造产品品牌来塑造企业形象 ;企业制度计划经济的成分过多 ,现代企业经营管理制度仍未建立起来 ,因而不能以现代企业的经营管理方式参与市场竞争

Problems and Strategies Concerning Image Molding of Coal Enterprises

There are some problems in molding image ofcoal enterprises because they have been protected by the plan of the nation over a long period of time.The main problems are:the names of the enterprises with military characteristics and withoutspecific charac- ter is disadvantageous to draw the public' s attention;the product is mainly raw coal in a long term,which can' t form the line of products;the brand of the products has not been established and there are few trademarks,so it is impossible to mold image of the enter- prises by creating famous brand of the products;the planned economy occupies too much in the enterprise system;and modern operating and managing system has notbeen setup, so the enterprises can' ttake part in the market competition in an operating and managing way of modern enterprises.