摘要:市场经济的主要特征之一就是竞争，企业总体形象的竞争已经成为现代企业竞争的焦点。企业形象是企业内在精神和外在表现在公众心目中的反映。良好的企业形象不仅能够得到公众的信任和支持，也能提高企业的竞争力。本文通过对影响企业竞争力的众多因素，如人力资源、产品、企业制度等进行分析，重点突出企业形象因素的重要价值。并且从企业形象的特征和组成要素考虑，探究塑造良好企业形象来提升竞争力的有效途径，如CIS导入、重视环保形象、承担企业社会责任等。从而说明企业竞争力中形象因素的重要性，帮助企业获得更大的竞争优势。

关键词：竞争力  企业形象  社会责任

ABSTRACT:Competition is the marked feature of the market economy, and of which perfect corporate image has become the main point. A corporate image refers to how a corporation is perceived. It is a generally accepted image of what a company stands for. Having a positive corporate image can earn more admiration and trust from customers. In this paper we have analyzed many influential factors of the competitiveness of enterprises, such as human resources, products and enterprise management system, and pointed out that corporate image is the most. Base on analysis of corporate image features and elements, we finally find out many effective ways to enhance competitiveness, such as constructing CIS, supporting environmental protection actions, and taking corporate social responsibility. After the public image been promoted, the corporate will be more competitive.

Keywords: Competition ability, Corporate image, Corporate social responsibility

　　　本文重在研究企业竞争力中的形象因素，通过对当前企业竞争力发展的探究，积极寻找新的切入点，旨在从形象角度考虑，进一步提升和完善企业的竞争力体系。让良好的企业形象成为企业竞争的“软手段”，对内增强凝聚力，对外获取消费者信任，使得企业能够获取更多的竞争优势，实现稳定而持续的发展。