gestionarea identitatii metrorex sa

7/25/2019 Gestionarea Identitatii Metrorex SA

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COALA NA IONAL DE STUDII POLITICE I ADMINISTRATIVE

FACULTATEA DE COMUNICARE I RELA II PUBLICE

ANALIZA I GESTIONAREA IMAGINII COMPANIEI

SC METROREX SA

Benchea Emiliana, G!"a #, P!$lici%a%e

Ci&'a Emilia Ana Maia, G!"a #, P!$lici%a%e

P&(e)&* Ge&+e Dai'

B!c!e %i, -.#/


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Analiza identit ii companiei

1. Scopul organiza iei

C&n(&m A%ic&l!l!i / al S%a%!%!l!i ac%!ali0a% al )&cie%1 ii Me%&e2 SA, 3Sc&"!l Me%&e2 e)%e

)a%i)(aceea in%ee)!l!i "!$lic, )&cial i 'e "&%ec ie ciil1, 'e a)i+!ae a )eici!l!i "!$lic 'e

%an)"&% 'e "e)&ane c! me%&!l "e e ea!a 'e c1i (ea%e )!$%eane i )!"a%eane, 4n c&n'i ii 'e

)i+!an 1 a cic!la iei i 'e c&n(&%56

Anali07n' acea)%1 a(ima ie, %a+em c&ncl!0ia c1 Me%&e2 ae ca )c&" 'e)eiea i )a%i)(aceea

in%ee)!l!i "!$lic, &(ein' )eicii 'e %an)"&% 'e "e)&ane5 De a)emenea, )c&"!l )ec!n'a al

&+ani0a iei e)%e e"e0en%a% 'e &$ ineea 'e "&(i%, "&eni% 'in %a2a 'e acce), "l1%i%1 'e c1l1%&i5

2. Obiectivele organiza iei

Pinci"al!l &$iec%i al &+ani0a%ii e)%e c&n)&li'aea "&0i iei 'e li'e "e cae & &c!"1 "e "ia a

%an)"&%!il&, Me%&e2 'e0&l%7n'!8)e )i m&'eni07n' c&)%an% c&n'i iile 'e c1l1%&ie, c7% i

in(a)%!c%!a, e! in' )1 )e a'a"%e0e la )&lici%1ile "ie ei, enin' "emanen% 4n 4n%7m"inaea

%en'in9el& 'e )chim$ae ale ace)%eia5

3R1)"!n)!l 'a% ceeii 'e %an)"&% e)%e "&m"% :i )e $a0ea01 "e c&m"e%en9a, "&(e)i&nali)m!l :i

e2"eien9a echi"ei 'e )"eciali:%i ai )&cie%19ii5 C! )"i;in!l :i "in m!nca 'e"!)1 'e cei "e)%e


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C&n(&m Re+!lamen%!l!i in%en al SC Me%&e2 SA* 3A%5= O+ani0aea i c&&'&naea

ac%ii%1 iil& 'e e2"l&a%ae, 4n%e inee i e"aa ii )e eali0ea01 c! )%a$iliea )%!c%!ii

&+ani0a%&ice la niel 'e )&cie%a%e i )!$!ni%1 i, c! e"a%i0aea )alaia il& "e l&c!i 'e

'e)(1 !ae a ac%ii%1 ii, "eci0aea ac%ii%1 iil& i e)"&n)a$ili%1 iile ace)%&a, 4n c&nc&'an 1 c!

&$iec%!l 'e ac%ii%a%e "e cae 4l 'e)(1 &a1, 4n $a0a (i el& 'e "&)% i a e+lemen%1il& %ehnice,

%ehn&l&+ice, in)%!c ii, 'i)"&0i ii, e%c56 >"5 #-?

Pin !mae, &+ani0a ia 'i)"!ne 'e & &+ani0ae a)%1, )%a%e+ic )%!c%!a%1 "en%! a al&i(ica la

ma2im "&%en ial!l an+a;a il&5

3A%5 ## O+ani0aea l&c!il& 'e m!nca )e eali0ea01 4n (!nc ie 'e )"eci(ic!l i caac%ei)%icile

ac%ii%1 ii 'e)(1 !a%e "en%! a)i+!aea in%e'e"en'en ei ace)%&a, 4n )c&"!l a)i+!1ii

(!nc i&nali%1 ii i c&n%in!i%1 ii %an)"&%!l!i 'e c1l1%&i56 > "5 #-?

O+ani+ama SC Me%&e2 SA


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4. Personalul organiza iei


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3A%ic&l!l -/ 8 Pe)&nal!l

#? Pe)&nal!l )e 4nca'ea01 "in )elec ie, 4n c&n'i iile le+ii, "e $a01 'e c&nc!), )a! e2amen5 -? C&n'i iile 'e an+a;ae, 'e &+ani0ae i 'e 'e)(1 !ae a c&nc!)!il& )a! a e2amenel&

)e )%a$ile)c "in e+lemen%1i in%ene 4n c&n'i iile le+ii5@? Pe)&nal!l e)%e )!"!) S%a%!%!l!i "e)&nal!l!i (e&ia, e+lemen%1il& )"eci(ic emi)e 'e

a!%&i%a%ea 'e )%a% 4n '&meni!l %an)"&%!il& (e&iae i c! me%&!l, "ec!m i

e+!lamen%!l in%en al Me%&e256

Din S%a%!%!l!i ac%!ali0a% al )&cie%1 ii Me%&e2 SA, eie)e (a"%!l ca acea)%a, (iin' &

&+ani0a ie $i&ca%ic1, )e $a0ea01 "e & a!%&i%a%e 'e %i" a i&nal8le+al1, "e)&nal!l (iin'

ec!%a% "e $a01 c&nc!)e2amen, & 'eci0ie a i&nal1, 'a%1 (iin' 1)"!n'eea ce eine

an+a;a il&5

De a)emenea, "e)&nal!l e)%e )!"!) !n& n&me )"eciale, ace)%ia a7n' an!mi%e $ene(icii,

"ec!m "ime, )"&!i 'e m!nc1, 'a% (iin' (a"%!l c1 ac%ii%a%ea )e 'e)(1 &a1 4n c&n'i ii

ne&$i n!i%e, mae "a%e a ac%ii%1 ii 'e)(1 !7n'!8)e 4n )!$%ean5 P&+am!l e)%e )%!c%!a% 4n

(!nc ie 'e 'e"a%amen%!l )a! )ec ia 4n cae )e 'e)(1 &a1 ac%ii%a%ea, acea)%a 4m"1 in'!8)e 4n

m!nc1 'e $i&! i m!nc1 %ehnic1, !n'e e2i)%1 i al%e )"&!i, "en%! %!ele 'e n&a"%e i %!ele

(e)%ie >ee8en'8!i )i )1$1%&i li$ee le+ale?5

Pe)&nal!l e)%e c&m"!) 'in an+a;a%i 'e )e2 ma)c!lin i (eminin, 4n "&"& ii a"&2ima%i

e+ale, c! 7)%e c!"in)e 4n%e # )i - 'e ani, c! "e+1%ie "&(e)i&nal1 4n '&meni!,

ma;&i%a%ea a7n' )%!'ii me'ii )a! )!"ei&ae5

A%5 #. 'in Re+!lamen%!l in%en al SC Me%&e2 SA )"!ne c1* 3Salaia ii c! (!nc ii 'e

c&n'!cee i e2ec! ie 'in ca'!l )!$!ni%1 il& i c&m"a%imen%el& (!nc i&nale, cae 1)"!n'

'e c&n'!ceea i eali0aea "&ce)el& 'e e2"l&a%ae, ei0ii8e"aa ii, 'e %a(ic!l 'e c1l1%&i i

al%e ac%ii%1 i cae c&nc!1 la 'e)(1 !aea %an)"&%!l!i 'e c1l1%&i "e c1ile (ea%e 'e me%&!,

)!n% &$li+a i )1 ia m1)!ile nece)ae "en%! a a)i+!a*

#? '&%aea l&c!il& 'e m!nca c! %ehn&l&+ii, in)%!c ii, e+lemen%1i )"eci(ice ac%ii%1 ii, -? e(ec%!aea in)%!c%a;el& "ei&'ice, c&ala "e)&nal!l!i i anali0a )i+!an ei cic!lla iei, @? e(ec%!aea ac%ii%1 il& 'e 4n%e inee, ei0ii8e"aa ii, e2"l&a%ae, c&mmecial, e%c,


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/? e)"ec%aea %ehn&l&+iil&, in%!c iil&, e+lemen%1il&, ac%el& n&ma%ie i le+i)la%ie

)"eci(ic '&meniil& 'e ac%ii%a%e56

Din ace)% a%ic&l, eie)e (a"%!l c1 "e)&nal!l e)%e )elec%a% '!"a ci%eii i+!&a)e, "en%! a

c&e)"!n'e 4n'a%&iil& cae 4i & eeni5

5. Cultura organiza iei

1. ituri i credin e

n 7n'!ile ce !mea01, &i "e0en%a c7%ea 'in%e mi%!ile &+ani0a%iei*

3Una 'in "imele &"ea ii e2ec!%a%e c! c!"%&!l 'e !)cae a m&%&ael& elec%ice a (&)% 4n

)c&"!l 'e a !)ca c7 ia me%i c!$i 'e $ancn&%e, 'e&aece 4n %im"!l in!n'a iei a (&)% in!n'a%1 i ca)eia cen%al 'in Pia a Uniii56 >Bi%ii, -..=, "5 /=?

3n %im"!l )1"1%!il& e2ec!%a%e, )8a! 'e)c&"ei% $&m$e i al%e m!ni ii nee2"l&'a%e, 'in

cel 'e al '&ilea 10$&i m&n'ial, echi canali01i i e ele 'e a"1, elice ale !n& )%1echi

(!n'a ii 'e ca)e )a! ale !n&) l!c1i e'ili%ae 'e ac!m mai $ine 'e & )!%1 )a! '&!1 'e

ani56 >Bi%ii, -..=, "5 /=?

3Pe&n!l "eic!l&) 'e 4n+!)% :i c!$e la in%aea 4n )%a9ie n!8i 'e miae c1 Pia9a

R&man1, !nic1 "in%e celelal%e )%a9ii 'e me%&! 'in B!c!e:%i, a 'eeni% 4n %im" !n!l

'in%e l&c!ile "e(ea%e ale )in!ci+a:il&5 A)"ec%!l )1! )%ani! 4l H'a%&am6 Elenei

Cea!:e)c!, cae a )c&)8& 'e "e ha%a "&iec%an9il& me%&!l!i, 4n #=/, 'in%8!n m&%i

$i0a5 HS!n% "ea m!l%e )%a9ii, mai 1i9i8le6 ace)%a a (i (&)% &'in!l Elenei Cea!:e)c!

a%!nci c7n' a 10!% "&iec%!l "en%! %&n)&n!l - 'e me%&! Beceni Pi"ea, ne8a )"!)

!n!l 'in%e cei %ei "&iec%an9i ai )%a9iei, S&in C1line)c!5 Ace)%a )!)9ine ca ace)% "!nc% 'e

&"ie al me%&!l!i )8a c&n)%!i% %&%!:i, 4n )ece%, 4nc1lc7n' &'in!l %&aa:ei5 6

>5a'ea!l5&?

3La 4nce"!%!l anil& J., e)%ea c1 Cea!:e)c! '&ea ca Ama%a )18i c&n)%!ia)c1 & e9ea

)!$%ean1 )ece%1 cae )1 (ac1 le+1%!a 4n%e Ca)a P&"&!l!i :i Ae&"&% a (1c!% mae

7l15 Nici "7n1 4n 0i!a 'e a)%10i n! )8a "!%!% 'em&n)%a 'ac1 acea)%1 linie )ece%1 e2i)%1

c! a'e1a% )a! e)%e '&a !n mi%5 Ki a)%a "en%! c1 Seici!l R&m7n 'e In(&ma9ii e(!01
http://www.adevarul.ro/http://www.adevarul.ro/


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acce)!l 4n )!$%eanele Ca)ei P&"&!l!i, ac&l& 'e !n'e )e c&n)i'e1 c1 a (i %e$!i% )1

"&nea)c1 linia 'e me%&! "e0i'en9ial15 O(icialii Me%&e2 a'mi% e2i)%en9a !n!i %!nel

4n%e Ca)a P&"&!l!i :i I0&, 'a )"!n c1 )c&"!l acelei c&n)%!c9ii )!$%eane e)%e al%!l5

HE)%e !n %!nel 'e a"1ae, n! a e2i)%a% nici&'a%1 !n me%&! "e0i'en9ial cae )1 cic!le "e

!%a acea)%a6, )!)9ine 'iec%&!l c&m"aniei6 >Sl!;i%&!, C5?

Un!l 'in%e cele mai c!n&)c!%e mi%!i !$ane e)%e cel al c&)%!c iei !nei linii )ece%e, cae

)1 (ac1 le+1%!a 4n%e Ca)a P&"&!l!i i Ae&"&%!l O%&"eni, "en%! )i+!an a &a)"e il&

)%1ini i "en%! 'e"la)aea l!i Nic&lae Cea! e)c!, "ee'in%ele 'e la acea eme5

3In+ine!l 'in la$&a%&!l SCB >ala$il i "en%! al%e l&c!i 'e m!nc1?*

8 e(!le, am "leca% "e ma+i)%ala a III8a5

8 i 'ac1 )e 4n%7m"l1 cea8A%!nci 4mi 'a i !n %ele(&n aca)1 6 >Bi%ii, -..=, "5 =


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a%a c! %a)e!l me%&!l!i a e&l!a% m!l%, 4nce"7n' c! an!l #==, c7n' "im!l %&n)&n al

ma+i)%alei I, Sem1n1%&aea Tim"!i N&i, e)%e 'a% )"e e2"l&a%ae, 4n "e0en% e2i)%7n'

"a%! ma+i)%ale 4n e2"l&a%ae, M< !m7n' a (i e2%in)1 c! 4nc1 '&!1 )%a ii, ia al%e '&!1

ma+i)%ale )!n% 4n c&n)%!c ie5


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Le+i%ima ii 'e c1l1%&ie5 Ace)%ea "emi% acce)!l c1l1%&il& 4n me%&!, c&n%a !nei )!me 'e

$ani5


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Le+i%ima iile 'e acce) )!n% 'e mai m!l%e %i"!i, c! n!m1 limi%a% )a! nelimi%a% 'e c1l1%&ii

>a$&namen%?5 Ca%ele c! n!m1 limi%a% 'e c1l1%&ii a! - )a! #. c1l1%&ii, cele nelimi%a%e (iin'

ala$ile # )a! @. 'e 0ile5

Uni(&m1, (&ma%1 'in%8!n hala% 'e c!l&ae al$a)%1, c! )i+la Me%&e2 in)ci" i&na%1 "e)"a%e5

3. Ceremonialuri i ritualuri

n &+ani0a ia SC Me%&e2 SA, )!n% &+ani0a%e "ei&'ic ceem&nii, "en%! anie)aea in)%i%! iei

>ceem&nii an!ale?, 'e )1$1%&ie a C1ci!n!l!i )a! )1$1%&il& 'e Pa %e, c7% i "en%! "e)&nal!l

cae 4 i 4ncheie ac%ii%a%ea >"e%ecee 'e "en)i&nae?5

O ceem&nie mai "! in &$i n!i%1 ae l&c la 4nce"!%!l l!c1il& "en%! c&n)%!iea !nei n&i ma+i)%ale, an!me ceem&nia 'e )(in ie a echi"amen%!l!i5

Pe 'a%a 'e / i!lie -.#- a l&)% )(in i% echi"amen%!l cae )e (&l&)e %e 4n c&n)%!c ia Ma+i)%alei /,

ia "e 'a%a 'e # a"ilie -.#/ a (&)% )(in i% echi"amen%!l cae e (&l&)i% "en%! "el!n+iea M< c!

4nc1 - )%a ii, !%ila;!l cae )a"1 %!nel!i (iin' $&%e0a% S(5 Paa)chea5

3Ceem&nia 'e )(in ie a '!a% a"&2ima%i & &1 i )8a 'e)(1 !a% 4n "e0en a 'iec%&!l!i +eneal

Me%&e2, C1%1lin &m&, i a !n& an+a;a i ai (imei A)%al'i5 HOice l!c! $!n 4nce"e c!

D!mne0e!6, a )"!) &m&5 Echi"amen%!l HT!nnel B&in+ Machine6 >TBM? )a! Hc7%i a6 a

"imi% n!mele 'e HS(7n%a Paa)chea56 >Ani &i!, A5M5?

4. !imba" speci#ic


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n )ec iile %ehnice, )e !%ili0ea01 lim$a;!l )"eci(ic ace)%!i '&meni! 'e ac%ii%a%e, acce"%a% i 4n ele)

!nanim 'e "e)&nal!l cae alc1%!ie %e e)chi"ele 'e l!c! 'in ca'!l ace)%&a5 Se !%ili0ea01 lim$a;

)"eci(ic i 4n celelal%e 'e"a%amen%e ale &+ani0a iei >;!i'ic, c&n%a$ili%a%e , mana+emen%, e%c5?

5. $alori i norme

N&mele &+ani0a iei )!n% "e10!%e 4n ac%e emi)e 'e SC Me%&e2 SA, "ec!m e+!lamen%!l

in%en al Me%&e2, cae )e a"lic1 "en%! "e)&nal!l in)%i%! iei )i Re+!lamen%!l 'e c1l1%&ie c!

me%&!l, a"lica$il %!%!& c1l1%&il& cae !%ili0ea01 )eici!l "!$lic 'e %an)"&% "e)&ane5 n

ace)%a )!n% "e10!%e e+!li 'e c&n'!i%1 i c&m"&%amen% ce %e$!ie a'&"%a% 4n incin%a

in)%i%! iei5

Val&ile )!) in!%e i a(ima%e "!$lic 'e c1%e Me%&e2, )!n% * e)"&n)a$ili%a%e, 'e'icae i

"&(e)i&nali)m5

%estionarea imaginii organiza iei


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n an!l -.#/, SC Me%&e2 SA )8a c&n(!n%a% c! "&$leme 'e ima+ine, '!"1 ce &+ani0a ia a (&)%

cece%a%1 'e DNA, c! "iie la lici%a ia "en%! achi0i ia a /# 'e %en!i 'e me%&!, 4n al&ae

%&%al1 'e @#. mili&ane 'e e!&, lici%a ie ce a (&)% a%i$!i%1 !nei c&m"anii )"ani&le, CAF, 'e i

"imi)e & &(e%1 mai aan%a;&a)1 'e la c&m"ania &m7nea)c1 A)%a Va'&ane, -. mili&ane 'e

e!&, cae a (&)% 'e)cali(ica%1 "e ci%eii ielean%e5

3HMe%&e2!l a )&lici%a% )!)"en'aea "&ce'!ii "7n1 la )&l!9i&naea ca!0ei "enale 'e c1%e

DNA6, )"!ne L&an' B&+'an Lehel, "e:e'in%ele CNSC5 6 >5eali%a%ea5ne%?

P&ce)!l 'e)chi) 'e DNA n! a (&)% )in+!a "&$lem1 a!%1 'e Me%&e2, acea)%a (iin' "ece'a%1,

la 'a%a 'e -< ma%ie -.#/, 'e 'emi)ia l!i A!el Ra'!, Diec%& +eneal, '!"1 ce mai m!l%e

"e)&ane a! "&%e)%a%, c! "iie la ma;&aea %ai(el& "ac%ica%e "en%! ca%elele 'e c1l1%&ie5

3Mai m!l%e 0eci 'e "e)&ane a! "&%e)%a%, )am$a%a, cean' e2"lica%ii "en%! elimina ca%elei c! -

'e cala%&ii )i ce)%eea %ai(el&, in c&n'i%iile in cae a$&namen%!l c! - cala%&i c&)%a in "e0en%

/. lei, ia )in+!!l a$&namen% l!na cae a mai (i 'i)"&ni$il e)%e cel l!na, al ca!i "e% a ce %e

la . 'e lei5

Ul%ima )c!m"ie a cala%&iil& c! me%&!l 'a%ea0a 'in a!+!)% -.#-, cea mai mae ce)%ee (iin'

&"ea%a la ca%elele 'e #. cala%&ii, cae )8a! )c!m"i% c! /.Q, 'e la #. lei la #/ lei5 6 >C&0mei, V5?

3Diec%&!l +eneal al Me%&e2 )i8a 'a% 'emi)ia, in !ma 'i)c!%iil& ecen%e a!%e c! mini)%!l

I&an R!), a an!n%a% ma%i Mini)%e!l Tan)"&%!il&5 Mem$ii A'!naii Geneale a Ac%i&nail& a

Me%&e2 a! l!a% ac% 'e en!n%aea la (!nc%ia 'e 'iec%& +eneal )i a! a"&$a% "el!aea

a%i$!%iil& 'e 'iec%& +eneal "e & "ei&a'a in%eimaa 'e ca%e Ca%alin &m&, 'iec%& Ine)%i%ii

)i Achi0i%ii P!$lice in ca'!l Me%&e25 Demi)ia )e(!l!i Me%&e2 ine "e (&n'!l !n&

c&n%&e)e i)ca%e 'e 'eci0ia c&m"aniei 'e ama;&a %ai(ele la )(7 i%!l ace)%ei l!ni )i 'e a

elimina a$&namen%!l 'e - cala%&ii, "a)%an' a$&namen%!l l!na nelimi%a%, mai )c!m", in %im"

ce "en%! an!l -.#/ a $!+e%a% chel%!ieli mai mai c! $&n!)!ile an+a;a%il& )i c&n%ac%!l 'e

man'a% al 'iec%&il&5 6 >C&0mei, V5?

Concluzii

O+ani0a ia SC Me%&e2 SA e)%e li'e 'e "ia 1 4n '&meni!l %an)"&%!l!i "!$lic 'e "e)&ane,

'e)(1 !7n'!8 i ac%ii%a%ea 'e @ 'e ani5
http://www.realitatea.net/http://www.realitatea.net/


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n "inci"al, ima+inea c&m"aniei a (&)% a(ec%a%1 4n ace)% an, 'in ca!0a ma;&1il& e"e%a%e a

%ai(el& 'e c1l1%&ie i 'in ca!0a anche%ei 'e)(1 !a%e 'e DNA, cae '!ce la "ie'eea

ce'i$ili%1 ii c&m"aniei 4n 7n'!l $!c!e %enil&5

C&n)i'e c1 Me%&e2 a %e$!i )a eali0e0e "ei&'ic c&m!nica%e 'e "e)1, )1 c&m!nice mai m!l%c! "!$lic!l i )1 4ncece )1 &(ee c&n'i ii &"%ime 'e c1l1%&ie5

&ibliogra#ie

Statutul actualizat al societ ii Metrorex SA , 5me%&e25&, acce)a% la 5##5-.#/

Sl!;i%&!, C1%1lina, Metroul personal i secret al lui Ceau escu, 5hi)%&ia5&, acce)a% la

5##5-.#/
http://www.metrorex.ro/http://www.historia.ro/http://www.metrorex.ro/http://www.historia.ro/


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Misterele Bucure tiului, metroul secret al lui Ceau escu, h%%"*a'ea!l5&,#@5#.5-.#., acce)a%

la 5##5-.#/

Ani &i!, Ana8Maia, Crti a de la Strule ti a nceput lucrrile la metrou cu binecuvntarea Domnului, h%%"*5&maniali$ea5& , #5.

gestionarea identitatii metrorex sa

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