企业形象战略篇(上)公关始作俑进入90年代,由频频发生的商标抢注事件为突破口,国内经营界、新闻界、理论界关于重视无形资产的呼声响成一片,品牌战略、CIS 战略、公共关系战略,这些源自西方发达国家的经营方式与手段阵风吹来,尘埃落地,在欢呼与迷惑之间为越来越多的经营者所认知、接纳与热衷。虽然其间从概念到技术令人眼花缭乱,目不暇接,不过究其本质不外是通过无形资产的提升来拉动有形资产的增 Corporate Image Strategy (Part I) Public Relations Initiation In the 1990s, frequent occurrences of trademark squatting were used as breakthroughs. The domestic business community, the press industry, and the theoretical community have all voiced their attention to intangible assets, brand strategies, and CIS strategies. The public relations strategy, which originated from the Western countries’ operating methods and means of the developed countries, has brought dust and dust to the ground, and has been recognized, accepted and enthusiastic for more and more operators between cheer and confusion. Although from the concept to the technology is dazzling and dizzying, the study of its essence is nothing more than the increase of tangible assets through the promotion of intangible assets.