从个体印象管理到组织印象管理

From the Individual Impression Management to the Organizational Impression Management

组织印象管理（OIM）关注组织如何通过行为和信息的调控来影响受众的知觉问题，成为当前印象管理研究的新领域。组织印象管理与个体印象管理具有互动关系；个体印象管理研究为组织印象管理研究奠定了基础。未来组织印象管理研究的重点领域包括：研发组织印象管理的评价工具，了解组织印象管理的策略， 认识组织印象管理策略使用的后效，并突出组织印象管理的在我国的实际应用研究。

The organizational impression management（OIM）pays close attentions to the questions about how an organization affects audiences’ perceptions through its behavior and information regulation， and it becomes the new domain of current impression management study. The organization impression management and the individual impression management have the interactive relations. The individual impression management study has laid the function for the organization impression management research. In the future， the key issues related with OIM study should include：The research and development of the appraisal tool about organization impression management；understanding the OIM strategies；how to study the effects about OIM strategies， and how to promote the practical application research about organization impression management in China.