国立科研机构形象资产管理体系的规划与思考

Planning and Thinking of Management Systems for Image Assets of National Research Institutions

        汤书昆(中国科学技术大学 科学传播研究与发展中心 合肥 230026)
        徐雁龙(中国科学院科学传播局 北京 100864)
        李宪奇(中国科学技术大学 科学传播研究与发展中心 合肥 230026)

         形象资源;形象资产;体系构建;规划清单;评估模型;科学传播

        image resources;image assets;system construction;planning list;evaluation models;science communication

        形象资源的建设与维护是当代公共机构必须面对的使命，是组织影响力和发展空间的重要组成部分。而将组织的形象资源转化为形象资产进行管理则是新的理论及实践探索，其理论主要借鉴自无形资产计量方法和智力资本管理理论。文章诠释了形象资产管理的核心概念与内涵，思考了相应的建设路径，在理论解析基础上，将建设视野聚焦于国立科研机构这一“国有资产+科技共同体”的专有类型，期望提炼出将该类型机构的形象资源转化为形象资产进行管理的路径特征。文章以中科院形象资产体系的架构和工作规划清单的先期探索为案例，希望能为国立科研机构形象资产管理体系建设提供管理方法与推进路径的参考。

        The construction and maintenance of image resources is the mission that contemporary institutions must face, and it is an important part of the influence and development space. While, to transform the organization's image resources into the image assets are new theory and practice, they are mainly derived from the theories of intangible assets measurement methods and intellectual capital management theories. This paper annotates the core concept of image asset management and thinking of the corresponding construction path, and on this basis, proposes the architecture construction and planning list of image assets management systems of the national research institutions in China, taking the early-stage practice of Chinese Academy of Sciences (CAS), a national representative science and technology community, as an example. It is expected to provide management methods and promoting path reference for the construction of image asset management system for the national research institutions.