Rational Reflection And Positive Research On Corporate Mind Identity

Corporate mind identity, as the core of the corporate identity system(CIS), and of corporate culture, has drawn attention from both practical and theoretical circles since 1980s of the 20th century. Many scholars have taken study of it in terms of economics, culture, brand theory and management. But so far as research is concerned, great efforts have been made to approach it through textbook-style general demonstration or abstract philosophical metaphysics, while very little introspection has been done. With regard to the identity system of corporate mind identity, the findings of the recorded research show that the present research still remain at the stage of definition-giving, direction-taking and classifying. In 1990s, Ma Mou-chao, from the Institute of Psychology Research of the Chinese Academy of Sciences, began to incorporate CIS into the field of psychological research. The psychology Department of Zhe Jiang University also started the research on CIS in the late 1990s, which proved to be fruitful. However, generally speaking, up to now, few achievements have been made in the field of psychology. It has not been reported that any achievement has been made in positive research on corporate mind identity, the core of the designing of corporate identity system. Nor has rational reflection been made on it.One of the basic trends of the development of contemporary psychology is not only to attach importance to the research on the individual process, but also to pay attention to extending the research to organization process. In that sense, it is objectively inevitable that psychology will intervene in the field of the designing of corporate identity system and corporate mind identity. This treatise is intended to do some pioneer job to make research on corporate mind identity.This treatise attempts to approach the subject of corporate mind identity, especially corporate mind identity in China, in terms of rational introspection and positive research. It is supposed to provide basis for making corporate mind identity in China scientific so as to contribute to making the designing of corporate mind identity China characterized and serve the strategy of establishing famous brands of China's corporations. The treatise consists of four parts:1 .It briefly introduces the theoretical background of the research on corporate mind identity, gives a retrospective view of the development of the practice and research of CIS, analyzes the success and failure of the research on the designing of corporate identity system and corporate mind identity, explores the probability and necessity of getting psychology to intervened in the research on CIS, advances basic conceptions on the research and the general research policies and the methods. The research done in this part of the treatise will lay foundation for basic conceptions on corporate mind identity in psychological research.2. It makes rational reflection on corporate mind identity. First, based on a piercing analysis and a general account of mind identity and corporate mind identity, it defines more scientifically corporate mind identity. Secondly, it makes it clear that the theories and methods of psychology and behavioral science are important basis for making scientific the theory of distinguishing corporations (corporate identity system) whose core is the identifying of mind identity. Thirdly, it examines, from angles of different subjects (economics, management, culture, brand theory, and so on), that corporate mind identity and the value of its research with the view to identifying theacademic and practical values of the research on corporate mind identity. Fourthly, it comments on the actual conditions in the United State and Japan, which most successfully apply present situation in their $$corporate. This is compared with the development and the status quo of the designing of CIS in China. Thus the treatise provides an approach to establishing for our country's corporations a culture of corporate mind identity that is characteristic of China. A...