| Some discussions about corporation identity have been hot issue that few people know about in such an identity-oriented age. From its birth, it has attracted eyeball sights from business field to academic field. From giving definition of corporation identity, describing its features and factors to evaluating its valuation scale; from its initial VI system to such a hot issue that we call corporation identity strategy which is discussed under the condition of corporation culture, the research on corporation identity has advanced a long way form one issue to one aspect of its issue, from its surface to its connotation. The research on corporation identity has got its great achievement with the helps of achievement and advanced views from some studies related to it such as sociology, management, behavior science, social psychology and so on. Therefore, when corporations today intending to mould its identity will possibly have less bewilderment on it than that of corporations before. However, each corporation, due to its difference in its developing size, character, ways of running and so on, different corporation will look for a different theory to be regarded as its guide when they are ready to mould its corporation identity. But if such guidance cannot be based on its exterior and inner condition in which it is living, it cannot play its proper effect. And this corporation also cannot get in on the ground floor in the hot competition. Therefore, a concrete way that will guide corporation to combine its individuality into its commonness from the theory conies into being with corporation molding its identity. This paper chose Chongqing FuXing real estate co. lit., a small private corporation which mainly focus on real estate developing and service and now is ready to advance its second great development as a researching object in order to look for a ways to help this corporation mould a corporation identity with commonness and individuality under the ground of retrospection of identity theory from the world and our country, and its common rule. Specially, the paper will advance some concrete suggestion that shouldhelp it develop its identity molding, FuXing culture and realize its strategic aim on the aspect of communication. The whole paper is divided into three parts:Part one: researching background and dialectic research. It mainly introduces some theory related to molding corporation identity, including the developing situation of corporation culture, and CIS. It also introduces some realistic background of molding corporation identity, including some misunderstanding of molding corporation identity, and analyzing the situation of FuXing real estate co. lit.. This part tries to find the some theory base and practical methods to guide the process of FuXing molding its corporation identity. This part offers some proper angles for the following part two to analyze the situation of FuXing, and meanwhile it also gives some theory base for this corporation to mould its identity under the guidance of practice suggestion.Part two: the situational analysis of FuXing real estate co.lit. This part includes the retrospection of FuXing's development and its identity situation. It is said from analysis that FuXing has got is initial features and basic corporation structure to put its step on the road of collectivization. However, if FuXing wants to get hold of this chance to realize its strategic aim by the chance of molding FuXing identity, it exists some problems, including its CIS system, some cognitive difference to such issue among the whole staff hi FuXing, especially president himself needing improvement. And on the aspect of corporation culture, in this part, the paper has given its concrete ways from mind culture, system culture, and material culture to improve FuXing corporation identity.Part three: some strategies to improve corporation identity of FuXing real estate co.lit. According to the analysis in part one and part two, this paper advances some practical ways to improve FuXing's corporat...
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