A Study On The Differences In Cognition On The External Image Of Unicom Between Internal And External Publics

With an increasingly market competition, a new round of industrial restructuring enable the three major operators ,namely mobile, Unicom and telecom closer to each other on strength and scale. To gain a foothold ahead in this new round of restructuring process, China Unicom must strive to expand awareness and enhance the reputation to mold a good corporate image. External image of the business enterprise is the external performance which determined by the intrinsic characteristics of enterprises. It is the perspective and evaluation of relevant public on exon-related things and phenomena of enterprises. Study on the differences in cognition on the external image of unicom between inside and outside public, can not only help to enrich the theories of image research, but also provide guidance of image-building for enterprise of related industries.From the perspective of case study and on the basis of previous studies, this study discusses the structure of Unicom's external image with methods of literature, interviews and questionnaire survey.The survey results indicate that the external image of Unicom is constituted by the five factors, namely the logo image, the image of the staff, promotional image, product image and the image of the environment.A total of 508 of inside and outside publics from Dongying served as subjects. On the basis of statistic alynasis, we conclude the results as follows:Firstly, the cognition of external publics in Unicom's external image is at a medium level and the difference between the tests is not obvious. Amongst them, the overall assessment of the public on staff image is the best while the product image is the worst. And there is a huge difference between the publics in product image's cogniton. Meanwhile, the results show that there are significant differences in cognition between China Unicom users and non-Unicom users, publics with different occupations as well. The ways to know China Unicom of external public mainly are first-hand experience, advertising and introduction of friends and relatives. The most important factor in choosing one operator is the communication quality, whereas the main advantages of Unicom lies in its low fees, not excellent communication quality.Secondly, the overall cognition in Unicom's external image of internal publics is on a higher level, but the difference is great. Their cognition in product image is the worst and the staff image is the best. And there is a huge difference between the publics in product image's cognition. In addtion, publcs'cognition differs from each other with income levels.Thirdly, there is a significant difference between internal and external public in cognition on exteranl image of Unicom, and the internal publics' cognition is better than that of external publics. Also, the study indicates the greatest differences between internal and external publics lies in the following areas: whether or not know well the name and logo of the various business of Unicom, the level for operational efficiency of employees, does China Unicom often organize activities for public interest, the situation of China Unicom's telecommunications network.Based on the above findings, this paper provides a few revelations to enhance the external image of Unicom: maintain the characteristics to the promote the brand and strengthen identity, improve efficiency, focus on the loyalty to shape the staff image, recur to the media and undertake public interst to optimize promotional image, develope 3G and set up dedicated networks to change the product image, augment outlets and develope features to beautify the image of envirnment.