Investigation On The Status Quo Of The Organizational Identity Of Baoshan Kindergarten In Yunnan Province And Its Reconstruction

After World War II, the whole world market has gradually transited into a buyer's market from a seller's one. The competition between organizations has become increasingly fierce. The product competition, quality competition and technological competition has been upgraded into the identity competition, which best demonstrates the comprehensive strength of an organization. In the filed of commodities, the corporate identity directly guide consumption, while in the field of education, school identity plays a crucial role in parents and students' choice of school.In recent years, China has witnessed the rapid development in preschool education. With the deepening reform in the operation system and management system, the society is becoming increasing active in the cause of pre-school education. In 2005 and 2006, with the introduction of relevant policies, the number of private kindergartens is increasing, which are challenging the public ones with their competitiveness.As one of the full-time public kindergarten with longest history, Baoshan kindergarten has faced fierce competition, financial problem and lack of manpower since 2004. In order to keep the leading position in the region, Baoshan kindergarten must adopt effective measures. The appliance of CI is one of the necessary measures to establish a favorable identity and gain the support of government and staff, trust of parents, and cooperation of community. On the basis of research on related theories, the essay defines the kindergarten's identity from three dimensions: subject, object and the relations between them. From the subject dimension, the kindergarten's identity is the external performance, which is decided by its internal characteristics. From the object dimension, the kindergarten's identity refers the public's general impression and evaluation. Form the relations between subject and object, the kindergarten's identity refers under certain circumstances, the public's general impression and evaluation of the kindergarten's external performance decided by its internal characteristics.On the basis of theoretical studies, through field investigation and interviewing, in light of the status quo and future development plan of Baoshan kindergarten, the essay reconstructs its organizational identity and makes a whole set of CIS, including MI, BI, and VI. Besides, the essay puts forward advice of the propaganda of its organizational identity. The author advices that the propaganda should adhere to five principles, and as for the propaganda channel, the interpersonal communication and organizational communication should be adopted.The essay pioneers to adopt systematic research on the construction of kindergarten's organizational identity from the demonstration research's perspective, which can enrich the contents and widen its application in the field.