The Study Of Corporate Image Of Fujiao Group

With the continuous development of market economy, the competition of enterprises has changed from product competition, promoting-sales competition to image competition. The enterprise must try to set up and perfect "corporate image" with special characteristic continuously. It is a key problem to the existence and development of enterprise with what image to face market and consumer for enterprises and their products. To set up a good "corporate image" is necessary to both operation and development of millions of enterprises and market economy, corporate , CI Identity, also called "corporate image designing", is a management thought to portray "corporate image" systematic. Applying "CI" theory, this paper makes systematic research on "corporate image" of SanDongFujuao and puts forward practical image tactics suitable to its development.By investigation and research, base on "CI theory" this paper studies such problems as the outside environment of Fujiao Group, the current situation and problem of Fujao Group's corporate image, the conformity of "CI" system and the spreading of "corporate image". By analyzing the inside and outside environment of Fujiao Group and its resource capacity, the author paints that the Group should collect its resources in "e'jiao product" to strengthen market competition power and gain market initiative right. By "asking investigation", the author analyzes the present situation of Fujiao's corporate image, and finds the nature reason of weak market competition power- "bad image". Then, the author analyzes the problems of setting up corporate image in three aspects-idea identity, behavior identity and vision identity.At the same time, the author puts forward the tactics of "defining idea, unifying identity and promoting image" and gives advices on implement ofsetting up corporate image.The image tactics and implement advices advanced in this paper are practical and feasible. For Fujiao Group to improve market competition power and gain competition superiority. They will have some reference value for other enterprises of this type certainly.