企业形象调查的方法、对象和内容研究

企业形象调查是企业导入CIS的重要前期准备工作。本文着重就企业形象调查的方法、调查的对象、调查的内容进行了详细的阐述。其中调查方法主要介绍了常用的访谈法、问卷法、文献法；调查对象分为企业外部的调查对象和企业内部的调查对象；调查内容包括企业总体形象和企业视觉形象两个方面。

Research on Investigating Approaches, Objects and Contents of Enterprises

Corporate image research is the vital preliminary phase for the implementation of CIS. This paper expatiates the approaches, objects, and contents pertaining to corporate identity research. Of the research approaches, the much-used interviews, questionnaires, and documentations are highlighted. And the objects can be categorized as external and internal ones with research stress on corporate decision-makers and employees. Meanwhile enough attention should be paid to the objectivity, rationality and comprehensiveness when choosing the objects. The research contents include both the corporate overall images and the corporate visual images.