The Research On The Effect Of Commercial Chain Enterprise Image On Core Competitiveness Based On Be Model

In recent years,the research on the enterprise's core competitiveness of business management field became one of the most important issues, but the core competitiveness on the chain enterprises of research rarely, and the perspective of corporate image cut into the core competitiveness of research results of the research less, which provides this study an innovative space. Our country commercial retail sales and the wholesale market let loose gradually after joining WTO and the international famous commercial chain enterprise enters our country market in abundance, the commercial chain enterprise development speed is not only quick,but also intensified our country commercial market competition fiercely. Corporate image of the core competitiveness of enterprises play an important role to study the commercial chain enterprises and how to improve the corporate image in order to sustain and enhance core competitiveness of enterprises is of great practical significance.In this paper, the West well-known Balmer & Edmund (referred to as BE model) model as the theoretical basis for further study, carding a chain of core competitiveness of enterprises, chain corporate image and corporate image of the enterprise's core competitiveness the impact of the important research literature. With expert opinion and surveys based on interviews with industry extracting elements, combined with the characteristics of commercial chain enterprises, the author made a brief amendment to the BE models and proposed a series of hypotheses. Following questionnaire design, field research, data processing and analysis, the author verified BE model in the industry chain of China's salt industry applicability, and in-depth analysis of the chain of the industry's image of the core competitiveness of the relationship.The main conclusions of this validation as follows: commercial chain stores corporate image by image, the image of goods, services, image, social image, organizational image and post-purchase consumer satisfaction with six dimensions of the composition of the six dimensions of the chain of core competitiveness of enterprises,which were significantly affected; empirical studies reveal a chain of various dimensions of corporate image of the core competitiveness of the degree of influence is different. Store the image of the core competitiveness of the greatest impact, followed by the commodity image, social image, consumer-purchase satisfaction, service image, the image of the organization with minimal impact. Finally, the author with the chain enterprise of Jiangsu salt industry and suguo company comparative analysis.To further improve the enterprise image how to enhance core competitiveness to put forward the countermeasure proposal.This paper formed a chain suitable for China's commercial sector corporate image measurement scale. the author suggest to use of corporate image recognition system hardware and software to establish the image of the store, to build their own image, to play a chain characteristics to establish their own social image, to update employee buy marketing concept, to after achieving consumer satisfaction, training employees to establish their own services, image and expand its influence to improve the image of their organizations such as countermeasures and proposals. This study reveals a chain of corporate image the internal structure of each dimension and its impact on enterprise's core competitiveness, the degree of influence on chain enterprsise of Jiangsu salt industry how to improve the brand image and improve core competitiveness has a certain reference value.