The Relationship Between Corporate Strength And Corporate Image

The study of the relationship between corporate strength and corporate image has been significant both theoretically and realistically. In this paper, starting with defining of certain relevant concepts, such as corporate strength and corporate image, by exploring the dialectic relationship between corporate strength and corporate image, the author is attempting to illustrate that corporate image plays a decisive role in the development of modern companies.This dissertation consists of five parts:Part One gives the background of corporate strength and corporate image, which includes the review of corporate strength research, and corporate image research.Part Two gives general definitions of corporate strength and corporate image. In this part, the essence and the nature of corporate strength and corporate image are discussed; following that, the logical evolvement of the relationship between these two terms is presented from a historical perspective. Then, based on that, it is pointed out that there does exist a reciprocal relationship between corporate strength and corporate image.Part Three gives a detailed analysis of the relationship between corporate strength and corporate image. Corporate strength and corporate image are discussed respectively and differences and similarities are found. It is argued in this part that the optimal blending of these two elements is the brand-value of a corporate. To verify it, the dialectic relationship between corporate strength and corporate image is discussedfrom several perspectives, and it is believed that their relationship is complementary, mutual-stimulating, permanent and transient, substantial and non-material.Part Four studies the logical evolvement of the relationship between corporate strength and corporate image in detail, based on which the decisive role of corporate image in the development of modern corporates is elaboratedPart Five discusses the CIS and corporate-strength-enhancing strategies. In this part, five basic principles of corporate-strength-enhancing are proposed from the perspectives of corporate strength and corporate image, they are: the principle of market-orientation, the principle of efficiency expanding, the principle of image strategy, the principle of completeness, and the principle of long-term strategy.