Establish Corporate Image For Chinese Enterprises

In a world that is witnessing rapid development in technology, fierce market competition and a growing trend toward economic globalization, Chinese enterprises are facing new opportunities and challenges. Corporate culture is widely recognized as an efficient carrier of company theory and strategy. As an important part of corporate culture, corporate image incarnates corporate culture to the greatest extent and is easily received by the public. As s result, it is of great importance for an enterprise to establish a favorable corporate image. With China's entry into the WTO, domestic enterprises are making efforts to keep in line with international standards in a wide range of aspects. Under these circumstances, enterprises tend to pay much attention to corporate image that is regarded as one of the guarantees for the success of an enterprise competing in the 21st century.Corporate image is a combination of corporate information that is recognized and received by the society and from which the public obtains a general impression and information of the enterprise. A successful corporate image is likely to generate reputation and revenue, as well as attract talents for the enterprise. Moreover, effective implementation of corporate image strategy will bring energy and vitality to the enterprise.The thesis clarifies the connotation and evolvement of the concept of corporate image and the important role it plays nowadays. It analyzes the current status of the corporate image of Chinese enterprises, the situation they have to face and the mistakes they have made, aiming at uncovering problems and offering relevant solutions. The thesis points out that in an ever-changing economic environment we'11 have to make timely adjustments to our corporate image strategy. Finally, the thesis provides detailed methods with respect to establishing corporate image, offering guidance for Chinese enterprises to effectively establish their corporate image.