基于CI的电信运营企业形象评价方法及实证研究
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摘要
本研究结合文献综述分析和实证研究相结合的方法,以TCMelewar和Elif Karaosmanoglus的修正CI七维度体系为基础,探索CI重要概念,基于此建立企业形象评价体系,并针对服务业企业的特点增加“客户服务”这一补充维度,构建电信运营企业形象评价体系。同时,根据体系设计量表,形成中国移动企业形象评价消费者调研问卷进行实证研究。结合体系和量表中的评价指标,建立企业形象评价模型,并通过模型检验实现了对体系结构合理性的验证。模型中各指标权重是通过AHP层次分析法得到,AHP层次结构模型的输入由专家打分法获得。
本文的数据分析主要通过SAS统计分析软件完成,同时,通过多维度的描述性统计分析分析了中国移动企业形象评价实证研究的结果,为其提升形象提供了建议。
根据样本的数据分析,本文验证了以CI为理论基础来构建企业形象评价体系是科学、合理而全面的；并发现对于电信运营企业,客户服务和企业理念是对其形象起到最关键作用的维度；在消费者心中中国移动的企业形象尚可,但仍有改进空间；中国移动应进一步加强客户服务和企业理念建设,应有更丰富的促销活动和更合理的资费。
This paper combines literature review and empirical study, bases on the revised CI 7 dimension system brought up by T C Melewar and Elif Karaosmanoglus to explore the important constructs of CI and built a corporate image evaluation system. Considering the traits of service coporates, a supplementary dimension--customer service was added to the original system to form a telecom carrier coporate evaluation system. Meanwhile, certain evaluation indices were designed according to the system to conduct an empirical study to evaluate China Mobile's image from a consumer's point of view. An image evaluation model was also built to realize the verification of the system via model checking. The index weights in the model were acquired by AHP method.
SAS software is used to process data and prove the validity of the questionnaire.Through the sample data analysis, the scientificity, rationality and comprehensiveness of using CI as theoretical basis to build image evaluation system is proved. Moreover, we discovered that for telecom carriers, customer service and corporate mind identity are two crucial dimensions that impact corporate image. Customers consider the current image of China Mobile tolerable but still needs to improve. China Mobile should enhance its customer service and mind identity as well as launch more promotion activities and design more reasonable tariff.
本文的数据分析主要通过SAS统计分析软件完成,同时,通过多维度的描述性统计分析分析了中国移动企业形象评价实证研究的结果,为其提升形象提供了建议。
根据样本的数据分析,本文验证了以CI为理论基础来构建企业形象评价体系是科学、合理而全面的；并发现对于电信运营企业,客户服务和企业理念是对其形象起到最关键作用的维度；在消费者心中中国移动的企业形象尚可,但仍有改进空间；中国移动应进一步加强客户服务和企业理念建设,应有更丰富的促销活动和更合理的资费。
This paper combines literature review and empirical study, bases on the revised CI 7 dimension system brought up by T C Melewar and Elif Karaosmanoglus to explore the important constructs of CI and built a corporate image evaluation system. Considering the traits of service coporates, a supplementary dimension--customer service was added to the original system to form a telecom carrier coporate evaluation system. Meanwhile, certain evaluation indices were designed according to the system to conduct an empirical study to evaluate China Mobile's image from a consumer's point of view. An image evaluation model was also built to realize the verification of the system via model checking. The index weights in the model were acquired by AHP method.
SAS software is used to process data and prove the validity of the questionnaire.Through the sample data analysis, the scientificity, rationality and comprehensiveness of using CI as theoretical basis to build image evaluation system is proved. Moreover, we discovered that for telecom carriers, customer service and corporate mind identity are two crucial dimensions that impact corporate image. Customers consider the current image of China Mobile tolerable but still needs to improve. China Mobile should enhance its customer service and mind identity as well as launch more promotion activities and design more reasonable tariff.
引文
[1]David John Christie. A trilateral model for the Management of Corporate Image: an examination of the inter-relationship between an organization's Self Image, its Projected Image and its Perceived Image, Griffith University, submitted in fulfillment of the requirements of the degree of Doctor of Philosophy. June,2002
[2]Andreassen, Tor W,& Bodil Lindestad. The Impact of Corporate Image in the Formation of Customer Loyalty. Journal of Service Research, Vol.1, No.1,1998
[3]Gaston LeBlanc, Nha Nguyen. Cues used by customers evaluating corporate image in service firms:An empirical study in financial institutions. International Journal of Service Industry Management, Vol.7, No.2,1996
[4]Fombrun, C.J. Reputation:realizing value from the corporate image, Harvard Business School, Boston, MA,1996
[5]Dowling, GR. Corporate Reputation, Longman Publishing, New York,1994, pp.12-20
[6]Zeithaml, V.A., Bitner, M.J. Service Marketing, McGraw-Hill, New York,1996
[7]Shimp T A, Bearden W O. Warranty and other extrinsic cue effects on consumer risk perceptions. Journal of consumer research,1982. p38-46
[8]James J.H. Liou, Mei-Ling Chuang. A hybrid MCDM model for evaluating the corporate image of the airline industry, Applied Management Science, Vol.1, No.1, 2008
[9]Nha Nguyen, Gaston LeBlanc. The mediating role of corporate image on customers'retention decisions:an investigation in financial services. International Journal of Bank Marketing,1998, p52-65
[10]Nguyen, N, Leblanc, G Corporate image and corporate reputation in customers' retention decisions in services. Journal of Retailing and Consumer Services, Vol.8, No.4, pp.227-236,2001
[11]Ruyter, K, Wetzels, M. The role of corporate image and extension similarity in service brand extensions. Journal of Economic Psychology, Vol.21, No.16, pp.639-659,2000
[12]Grahame Dowling. Creating corporate reputations. Identity, image and performance, Oxford:Oxford University Press,2000
[13]Gray, E, Balmer, J. Managing corporate image and corporate reputation. Long Range Planning, Vol.31, No.5, pp.695-702,1998
[14]Barich, H., Kotler, P. A framework for marketing image management. Sloan Management Review, Vol.32, No.2, pp.94-104,1991
[15]Herbert K E, Tankersly C B. Building a better image. Sales and marketing management, Vol 2, p143,1991
[16]Abratt R. A new approach to the corprate image management process. Journal of market management, p63-76,1989
[17]Martineal P. Motivaton in Advertising. Consumer Behavior. Mcgraw-Hill Book Company, London,1957
[18]Lawrence-D-Ackerman.形象决定命运.王南米译.北京：中信出版社2002年版
[19]加藤邦宏.CI推进手册.台北：艺风堂出版社1992年版
[20]张德、吴剑平.企业文化与CI策划.北京：清华大学出版社2003年第1版
[21]严辉武.CI策划.长沙：中南大学出版社2002年版
[22]叶万春等.企业形象策划—CI导入.大连：东北财经大学出版社2001年版
[23]朱健强.企业CI战略.厦门：厦门大学出版社1999年第2版
[24]陈尧坤、陈毅文.企业形象研究综述.心理学动态,1999年第1期
[25]T C Melewar, Elizabeth Jenkins. Defining the corporate identity construct. Corporate Reputation Review, spring 2002,5,1. ABI/INFORM Global
[26]T C Melewar, Elif Karaosmanoglu. Seven dimensions of corporate identity. European Journal of Marketing, Vol.40 No.7/8,2006
[27]Fombrun C J, Shanly M. What's in a name? Reputation building and corporate strategy. Academy of management Journal,1990, p233-258
[28]Gustav P. Factors that determine the corporate image of South Africa banking institutions:an exploratory investigations. International Journal of bank marketing, 1995.p12-17
[29]刘湘川.入测度之改进模糊测度及其模糊积分.测验统计年刊,2006年第14辑上期
[30]Mei-Ling Chuang, Wei-Mao Chen, James J.H. Liou. A Fuzzy MCDM Approach for Evaluating Corporate Image and Reputation in the Airline Market, Quality and Quantity,2 June 2009
[31]BUCKLEY J J. Fuzzy hierarchical analysis [J]. Fuzzy Sets and Systems,1985, p233-247
[32]郭秀英、刘先涛.企业形象评价方法研究.商业研究,总第304期,2004
[33]刘或或.企业形象力评价的系统模型及方法.山西财经大学学报,2006年第1期
[34]王瑛、张立军.企业形象的模糊综合评价.财经理论与实践(双月刊),2003年第3期
[35]朱稼兴、赵剑星.工业企业形象评价的指标体系.高科技与产业化,1999年第4期
[36]王红杰.企业形象评价研究.河海大学硕士学位论文,2000
[37]杨亮.企业形象全方位评价体系研究.山东大学硕士学位论文,2001
[38]唐志丹、姜鹤.商业企业形象的综合评价.统计与决策,2002年第3期
[39]喻金田、窦泽文、阳攀登、鲁雯.企业形象的模糊评价.科技进步与对策,2004年第11期
[40]郭顺义.电信企业识别系统(TCIS).北京邮电大学硕士论文,2001
[41]吴长庚.关于电信企业形象及公共关系的研究与探讨.江苏企业管理,2000年第1期
[42]冯圣洪、周心权、徐敬德.基于模糊积分理论的多指标综合评价合成技术研究.系统工程理论与实践,1999年第4期
[43]卢泰宏.整合营销传播系列之一：什么是IMC.国际广告,1996年第9期
[44]Connor, D, Davidson, J. Marketing Your Consulting and Professional Services. John Wiley & Sons, New York,1997, pp.3-37
[45]B.Olutayo Otubanjo, T.C. Melewar. Understanding the meaning of corporate identity:a conceptual and semiological approach, Corporate Communications, Vol. 12 No.4,2007
[46]Manto Gotsi, Constantine Andriopoulos. Understanding the pitfalls in the corporate rebranding process, Corporate Communications, Vol.12 No.4,2007
[47]Noh Jong Rhee, Eun Kyoung Han. A New CI and Rebranding Experience using the SK Brand Management System. Corporate Reputation Review,2006
[48]Jay M Handelman. Corporate Identity and the Societal Constituent. Academy of Marketing Science,2006
[49]T C Melewar, Gareth Hussey, Nopporn Srivoravilai. Corporate visual identity: The re-branding of France Telecom. Journal of Brand Management,2005
[50]Jin-Woo Park, Rodger Robertson, Cheng-Lung Wu. Investigating the Effects of Airline Service Quality on Airline Image and Passengers'Future Behavioral Intentions:Findings from Australian international air passengers, THE JOURNAL OF TOURISM STUDIES Vol.16, No.1, MAY'05
[51]Claudia Simoes, Sally Dibb, Raymond P Fisk. Managing Corporate Identity:An Internal Perspective, Academy of Marketing Science. Journal,2005
[52]T C Melewar, Elizabeth Jenkins. Managing Corporate Identity:An Internal Perspective, Academy of Marketing Science, spring 2005, ABI/INFORM Global
[53]Annette L M van den Bosch, Menno D T de Jong, Wim J L Elving. How corporate visual identity supports reputation. Corporate Communications,2005
[54]Carlos Flavia'n, Eduardo Torres, Miguel Guinal'u. Corporate image measurement:A further problem for the tangibilization of Internet banking services. The International Journal of Bank Marketing, Vol.22, No.5,2004
[55]Nha Nguyen, Gaston LeBlanc. Contact personnel, physical environment and the perceived corporate image of intangible services by new clients. International Journal of Service Industry Management, Vol.13, No.3,2002
[56]Bank on changes to corporate identity. Strategic Direction, Sep 2002
[57]刘彧彧.企业形象力评测模型及模糊综合评价方法.成人高教学刊,2006年第1期
[58]朱瑞庭、许林峰.商店形象的理论、模型及评估.商业经济与管理,2004年第2期
[59]罗长海.企业形象原理.北京：清华大学出版社2003年版
[60]罗仕鉴、朱上上.基于实例的企业形象认知度研究.包装工程,2003年第6期
[61]殷昌贵、王兰美、董大勇.企业形象调查的方法、对象和内容研究.包装工程,2002年第3期
[62]刘金南、杨和雄.邮电企业形象设计的动态评估.江苏通信技术,1998年第4期
[2]Andreassen, Tor W,& Bodil Lindestad. The Impact of Corporate Image in the Formation of Customer Loyalty. Journal of Service Research, Vol.1, No.1,1998
[3]Gaston LeBlanc, Nha Nguyen. Cues used by customers evaluating corporate image in service firms:An empirical study in financial institutions. International Journal of Service Industry Management, Vol.7, No.2,1996
[4]Fombrun, C.J. Reputation:realizing value from the corporate image, Harvard Business School, Boston, MA,1996
[5]Dowling, GR. Corporate Reputation, Longman Publishing, New York,1994, pp.12-20
[6]Zeithaml, V.A., Bitner, M.J. Service Marketing, McGraw-Hill, New York,1996
[7]Shimp T A, Bearden W O. Warranty and other extrinsic cue effects on consumer risk perceptions. Journal of consumer research,1982. p38-46
[8]James J.H. Liou, Mei-Ling Chuang. A hybrid MCDM model for evaluating the corporate image of the airline industry, Applied Management Science, Vol.1, No.1, 2008
[9]Nha Nguyen, Gaston LeBlanc. The mediating role of corporate image on customers'retention decisions:an investigation in financial services. International Journal of Bank Marketing,1998, p52-65
[10]Nguyen, N, Leblanc, G Corporate image and corporate reputation in customers' retention decisions in services. Journal of Retailing and Consumer Services, Vol.8, No.4, pp.227-236,2001
[11]Ruyter, K, Wetzels, M. The role of corporate image and extension similarity in service brand extensions. Journal of Economic Psychology, Vol.21, No.16, pp.639-659,2000
[12]Grahame Dowling. Creating corporate reputations. Identity, image and performance, Oxford:Oxford University Press,2000
[13]Gray, E, Balmer, J. Managing corporate image and corporate reputation. Long Range Planning, Vol.31, No.5, pp.695-702,1998
[14]Barich, H., Kotler, P. A framework for marketing image management. Sloan Management Review, Vol.32, No.2, pp.94-104,1991
[15]Herbert K E, Tankersly C B. Building a better image. Sales and marketing management, Vol 2, p143,1991
[16]Abratt R. A new approach to the corprate image management process. Journal of market management, p63-76,1989
[17]Martineal P. Motivaton in Advertising. Consumer Behavior. Mcgraw-Hill Book Company, London,1957
[18]Lawrence-D-Ackerman.形象决定命运.王南米译.北京：中信出版社2002年版
[19]加藤邦宏.CI推进手册.台北：艺风堂出版社1992年版
[20]张德、吴剑平.企业文化与CI策划.北京：清华大学出版社2003年第1版
[21]严辉武.CI策划.长沙：中南大学出版社2002年版
[22]叶万春等.企业形象策划—CI导入.大连：东北财经大学出版社2001年版
[23]朱健强.企业CI战略.厦门：厦门大学出版社1999年第2版
[24]陈尧坤、陈毅文.企业形象研究综述.心理学动态,1999年第1期
[25]T C Melewar, Elizabeth Jenkins. Defining the corporate identity construct. Corporate Reputation Review, spring 2002,5,1. ABI/INFORM Global
[26]T C Melewar, Elif Karaosmanoglu. Seven dimensions of corporate identity. European Journal of Marketing, Vol.40 No.7/8,2006
[27]Fombrun C J, Shanly M. What's in a name? Reputation building and corporate strategy. Academy of management Journal,1990, p233-258
[28]Gustav P. Factors that determine the corporate image of South Africa banking institutions:an exploratory investigations. International Journal of bank marketing, 1995.p12-17
[29]刘湘川.入测度之改进模糊测度及其模糊积分.测验统计年刊,2006年第14辑上期
[30]Mei-Ling Chuang, Wei-Mao Chen, James J.H. Liou. A Fuzzy MCDM Approach for Evaluating Corporate Image and Reputation in the Airline Market, Quality and Quantity,2 June 2009
[31]BUCKLEY J J. Fuzzy hierarchical analysis [J]. Fuzzy Sets and Systems,1985, p233-247
[32]郭秀英、刘先涛.企业形象评价方法研究.商业研究,总第304期,2004
[33]刘或或.企业形象力评价的系统模型及方法.山西财经大学学报,2006年第1期
[34]王瑛、张立军.企业形象的模糊综合评价.财经理论与实践(双月刊),2003年第3期
[35]朱稼兴、赵剑星.工业企业形象评价的指标体系.高科技与产业化,1999年第4期
[36]王红杰.企业形象评价研究.河海大学硕士学位论文,2000
[37]杨亮.企业形象全方位评价体系研究.山东大学硕士学位论文,2001
[38]唐志丹、姜鹤.商业企业形象的综合评价.统计与决策,2002年第3期
[39]喻金田、窦泽文、阳攀登、鲁雯.企业形象的模糊评价.科技进步与对策,2004年第11期
[40]郭顺义.电信企业识别系统(TCIS).北京邮电大学硕士论文,2001
[41]吴长庚.关于电信企业形象及公共关系的研究与探讨.江苏企业管理,2000年第1期
[42]冯圣洪、周心权、徐敬德.基于模糊积分理论的多指标综合评价合成技术研究.系统工程理论与实践,1999年第4期
[43]卢泰宏.整合营销传播系列之一：什么是IMC.国际广告,1996年第9期
[44]Connor, D, Davidson, J. Marketing Your Consulting and Professional Services. John Wiley & Sons, New York,1997, pp.3-37
[45]B.Olutayo Otubanjo, T.C. Melewar. Understanding the meaning of corporate identity:a conceptual and semiological approach, Corporate Communications, Vol. 12 No.4,2007
[46]Manto Gotsi, Constantine Andriopoulos. Understanding the pitfalls in the corporate rebranding process, Corporate Communications, Vol.12 No.4,2007
[47]Noh Jong Rhee, Eun Kyoung Han. A New CI and Rebranding Experience using the SK Brand Management System. Corporate Reputation Review,2006
[48]Jay M Handelman. Corporate Identity and the Societal Constituent. Academy of Marketing Science,2006
[49]T C Melewar, Gareth Hussey, Nopporn Srivoravilai. Corporate visual identity: The re-branding of France Telecom. Journal of Brand Management,2005
[50]Jin-Woo Park, Rodger Robertson, Cheng-Lung Wu. Investigating the Effects of Airline Service Quality on Airline Image and Passengers'Future Behavioral Intentions:Findings from Australian international air passengers, THE JOURNAL OF TOURISM STUDIES Vol.16, No.1, MAY'05
[51]Claudia Simoes, Sally Dibb, Raymond P Fisk. Managing Corporate Identity:An Internal Perspective, Academy of Marketing Science. Journal,2005
[52]T C Melewar, Elizabeth Jenkins. Managing Corporate Identity:An Internal Perspective, Academy of Marketing Science, spring 2005, ABI/INFORM Global
[53]Annette L M van den Bosch, Menno D T de Jong, Wim J L Elving. How corporate visual identity supports reputation. Corporate Communications,2005
[54]Carlos Flavia'n, Eduardo Torres, Miguel Guinal'u. Corporate image measurement:A further problem for the tangibilization of Internet banking services. The International Journal of Bank Marketing, Vol.22, No.5,2004
[55]Nha Nguyen, Gaston LeBlanc. Contact personnel, physical environment and the perceived corporate image of intangible services by new clients. International Journal of Service Industry Management, Vol.13, No.3,2002
[56]Bank on changes to corporate identity. Strategic Direction, Sep 2002
[57]刘彧彧.企业形象力评测模型及模糊综合评价方法.成人高教学刊,2006年第1期
[58]朱瑞庭、许林峰.商店形象的理论、模型及评估.商业经济与管理,2004年第2期
[59]罗长海.企业形象原理.北京：清华大学出版社2003年版
[60]罗仕鉴、朱上上.基于实例的企业形象认知度研究.包装工程,2003年第6期
[61]殷昌贵、王兰美、董大勇.企业形象调查的方法、对象和内容研究.包装工程,2002年第3期
[62]刘金南、杨和雄.邮电企业形象设计的动态评估.江苏通信技术,1998年第4期