基于認知詩學的移動電話公司企業(yè)使命陳述中企業(yè)形象建構研究
發(fā)布時間：2018-12-19 11:38
【摘要】：現(xiàn)如今,企業(yè)逐漸認識到了企業(yè)形象建構的重要作用,他們不僅關注企業(yè)外部形象建構,注重改善環(huán)境,同時也注重企業(yè)內部產(chǎn)品質量升級、管理優(yōu)化和文化構建等方面。企業(yè)形象構建是企業(yè)宣傳環(huán)節(jié)中至關重要的一環(huán),各公司應該加大對這一環(huán)節(jié)的關注力度。一般而言,許多學者和研究者從營銷、戰(zhàn)略管理等商務角度出發(fā)對企業(yè)形象展開研究,他們主要關注企業(yè)形象的定義,決定因素,但是往往忽視了接受者在企業(yè)公共宣傳的過程中是如何理解他們所構建的企業(yè)形象的。作為一種常見的企業(yè)戰(zhàn)略管理手段,一份良好的使命陳述通常集中體現(xiàn)了企業(yè)的使命內容,包括目標顧客,競爭優(yōu)勢和企業(yè)責任等。使命陳述不僅為企業(yè)的戰(zhàn)略決策提供戰(zhàn)略基礎,向企業(yè)客戶和利益相關者闡明企業(yè)的核心價值,主要產(chǎn)品和服務,也能作為指南為他們提供引導。它是一種十分易得,且十分典型的企業(yè)宣傳文本。本研究從使命陳述這一文本類型入手,采用認知詩學的三種文本分析機制,即文本世界理論,原型理論和心理空間理論來研究讀者在閱讀企業(yè)使命陳述過程中理解并構建企業(yè)形象的過程。本文旨在通過文獻綜述和案例分析的方法分析讀者在閱讀企業(yè)使命陳述過程中理解并構建企業(yè)形象的過程。本文收集國內外三十家手機制造公司的使命陳述為原始數(shù)據(jù),并從中隨機選擇出九則使命陳述做案例分析,意圖回答作者提出的三個研究問題:(1)在使命陳述這一文本世界中,企業(yè)通過哪些信息向讀者傳遞了哪些企業(yè)因素?(2)使命陳述中的原型形象如何幫助企業(yè)強化環(huán)境因素這部分的一企業(yè)形象?(3)讀者在閱讀使命陳述時,個人因素為什么會影響企業(yè)形象在讀者心中的建構?通過一系列的研究分析,本文得出三點結論:(1)在文本世界的建立過程中,使命陳述起到了信息介紹,信息積累和更新,以及形象傳導的作用;(2)通過原型化的結構和語句,企業(yè)得以運用使命陳述激發(fā)讀者(消費者)心中的與企業(yè)形象相關的信息,并由此幫助他們理解使命陳述中潛藏的暗示內容。通過幫助他們建立全局觀念,企業(yè)可以引導讀者在變化莫測的環(huán)境中更好地理解企業(yè)戰(zhàn)略和目標;(3)個人因素強調與企業(yè)相關的實體、組織或個人的責任。他們可能是消費者、企業(yè)員工,也可能是社區(qū)或股東,他們都是企業(yè)的利益相關者。通過構建心理空間,讀者可以更好地理解更為復雜的時間,如真實的,歷史的,想象的或假設的各類事件。因此,企業(yè)利益相關者可以更好地了解自身在企業(yè)生存和發(fā)展中的責任和義務,也能通過描繪成功的案例來提升企業(yè)在利益相關者心中的形象,傳達企業(yè)的核心競爭力。認知詩學的三種文本分析機制,即文本世界理論,原型理論和心理空間理論用于分析企業(yè)使命陳述,讀者通過構建文本世界、原型形象和心理空間幫助他們更好地理解使命陳述的內容,掌握企業(yè)文化;也在實際使命陳述解讀過程中,通過構建不同的文本世界和心理空間,或激活對企業(yè)固有的原型形象,通過結合使命陳述中所給出的信息、已有背景知識和環(huán)境變化趨勢來形成對企業(yè)的印象。因此,要想建構一份有影響力的使命陳述,并通過這份使命陳述傳達一種正面的企業(yè)形象,企業(yè)需要做到以下幾點:(1)對企業(yè)自身有著全面的了解,能夠清晰地確定企業(yè)的定位;(2)對行業(yè)變化和環(huán)境更迭有著前瞻性地認識,并借此機會塑造或重塑自身的原型形象;(3)關心企業(yè)利益相關者,保持與其的良好關系,以吸引投資者或求職者等人的興趣。
[Abstract]:Now, the enterprise has gradually realized the important role of the construction of the enterprise image, which not only pay attention to the construction of the external image of the enterprise, but also pay attention to the improvement of the environment, and also pay attention to the aspects of enterprise internal product quality upgrading, management optimization and culture construction. The construction of the enterprise image is an important ring in the enterprise information link, and each company should increase its attention to this link. In general, many scholars and researchers study the enterprise image from the business perspective of marketing, strategic management, etc., and they focus on the definition of the enterprise image and the decision factors. But it is often neglected to understand how the recipients understand the corporate image they build in the process of corporate public information. As a common strategic management method, a good mission statement generally embodies the mission content of the enterprise, including the target customer, the competitive advantage and the corporate responsibility. Mission statement not only provides a strategic basis for the strategic decision-making of the enterprise, and clarifies the core value, the main products and the service of the enterprise to the enterprise customers and the stakeholders, and can also provide guidance for them as the guide. It is a very easy-to-get, and very typical enterprise propaganda text. This study starts with the text type of the mission statement, and adopts three text analysis mechanisms of the cognitive poetics, namely, the text world theory, the prototype theory and the psychological space theory to study the process of understanding and building the enterprise image in the process of reading the mission statement of the enterprise. The purpose of this paper is to analyze the process of the reader's understanding and construction of the enterprise image in the process of reading the mission statement of the enterprise through the literature review and the case analysis method. In this paper, the mission statement of 30 mobile phone manufacturing companies at home and abroad is collected as raw data, and nine mission statements are randomly selected as case analysis, which is intended to answer three research questions put forward by the author: (1) In the text world of the mission statement, What information has the enterprise delivered to the reader through which information? (2) How can the prototype image in the mission statement help the enterprise to strengthen the enterprise image of this part of the environmental factors? (3) When reading the mission statement, why do personal factors affect the construction of the enterprise image in the reader's mind? Through a series of research and analysis, this paper draws three conclusions: (1) In the establishment of the text world, the mission statement has the function of information introduction, information accumulation and update, and image conduction; (2) through the prototype structure and statement, The enterprise is able to use the mission statement to inspire the readers (consumers) of the information related to the enterprise image, and thus help them to understand the implied content hidden in the mission statement. By helping them build a sense, the enterprise can guide the reader to better understand the business strategy and objectives in an uncertain environment; and (3) individual factors emphasize the responsibility of entities, organizations, or individuals associated with an enterprise. They may be consumers, enterprise employees, or communities or shareholders, both of which are corporate stakeholders. By building mental space, the reader can better understand more complex times, such as real, historical, imaginary, or hypothetical events. Therefore, the enterprise's stakeholders can better understand their responsibilities and obligations in the enterprise's survival and development, and also can improve the image of the enterprise in the stakeholders through drawing the successful case, and convey the core competitiveness of the enterprise. The three text analysis mechanisms of cognitive poetics, namely, the text world theory, the prototype theory and the psychological space theory, are used to analyze the enterprise mission statement, and the reader can help them to understand the content of the mission statement and master the enterprise culture by building the text world, the prototype image and the psychological space; In the course of the actual mission statement, through the construction of different text and psychological space, or to activate the prototype image inherent to the enterprise, the impression of the enterprise is formed by combining the information given in the mission statement, the background knowledge and the environment change trend. Therefore, to construct an influential mission statement and convey a positive corporate image through this mission statement, the enterprise needs to do the following: (1) it has a comprehensive understanding of the enterprise itself, and can clearly determine the position of the enterprise; (2) We have a forward-looking understanding of the change of the industry and the change of the environment, and take this opportunity to shape or remould its prototype image; (3) to care for the stakeholders of the enterprise and to maintain good relations with them to attract the interest of investors or job-seekers.
【學位授予單位】：廣東外語外貿大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：H146.3
[Abstract]:Now, the enterprise has gradually realized the important role of the construction of the enterprise image, which not only pay attention to the construction of the external image of the enterprise, but also pay attention to the improvement of the environment, and also pay attention to the aspects of enterprise internal product quality upgrading, management optimization and culture construction. The construction of the enterprise image is an important ring in the enterprise information link, and each company should increase its attention to this link. In general, many scholars and researchers study the enterprise image from the business perspective of marketing, strategic management, etc., and they focus on the definition of the enterprise image and the decision factors. But it is often neglected to understand how the recipients understand the corporate image they build in the process of corporate public information. As a common strategic management method, a good mission statement generally embodies the mission content of the enterprise, including the target customer, the competitive advantage and the corporate responsibility. Mission statement not only provides a strategic basis for the strategic decision-making of the enterprise, and clarifies the core value, the main products and the service of the enterprise to the enterprise customers and the stakeholders, and can also provide guidance for them as the guide. It is a very easy-to-get, and very typical enterprise propaganda text. This study starts with the text type of the mission statement, and adopts three text analysis mechanisms of the cognitive poetics, namely, the text world theory, the prototype theory and the psychological space theory to study the process of understanding and building the enterprise image in the process of reading the mission statement of the enterprise. The purpose of this paper is to analyze the process of the reader's understanding and construction of the enterprise image in the process of reading the mission statement of the enterprise through the literature review and the case analysis method. In this paper, the mission statement of 30 mobile phone manufacturing companies at home and abroad is collected as raw data, and nine mission statements are randomly selected as case analysis, which is intended to answer three research questions put forward by the author: (1) In the text world of the mission statement, What information has the enterprise delivered to the reader through which information? (2) How can the prototype image in the mission statement help the enterprise to strengthen the enterprise image of this part of the environmental factors? (3) When reading the mission statement, why do personal factors affect the construction of the enterprise image in the reader's mind? Through a series of research and analysis, this paper draws three conclusions: (1) In the establishment of the text world, the mission statement has the function of information introduction, information accumulation and update, and image conduction; (2) through the prototype structure and statement, The enterprise is able to use the mission statement to inspire the readers (consumers) of the information related to the enterprise image, and thus help them to understand the implied content hidden in the mission statement. By helping them build a sense, the enterprise can guide the reader to better understand the business strategy and objectives in an uncertain environment; and (3) individual factors emphasize the responsibility of entities, organizations, or individuals associated with an enterprise. They may be consumers, enterprise employees, or communities or shareholders, both of which are corporate stakeholders. By building mental space, the reader can better understand more complex times, such as real, historical, imaginary, or hypothetical events. Therefore, the enterprise's stakeholders can better understand their responsibilities and obligations in the enterprise's survival and development, and also can improve the image of the enterprise in the stakeholders through drawing the successful case, and convey the core competitiveness of the enterprise. The three text analysis mechanisms of cognitive poetics, namely, the text world theory, the prototype theory and the psychological space theory, are used to analyze the enterprise mission statement, and the reader can help them to understand the content of the mission statement and master the enterprise culture by building the text world, the prototype image and the psychological space; In the course of the actual mission statement, through the construction of different text and psychological space, or to activate the prototype image inherent to the enterprise, the impression of the enterprise is formed by combining the information given in the mission statement, the background knowledge and the environment change trend. Therefore, to construct an influential mission statement and convey a positive corporate image through this mission statement, the enterprise needs to do the following: (1) it has a comprehensive understanding of the enterprise itself, and can clearly determine the position of the enterprise; (2) We have a forward-looking understanding of the change of the industry and the change of the environment, and take this opportunity to shape or remould its prototype image; (3) to care for the stakeholders of the enterprise and to maintain good relations with them to attract the interest of investors or job-seekers.
【學位授予單位】：廣東外語外貿大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：H146.3
【參考文獻】
相關期刊論文 前10條
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本文編號：2386870
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