Study On The Investigation Of Corporate Image And CIS Construction Of Triumph Heavy Industry

As an effective way to shape and enhance the corporate image, CIS (Corporate Identity System) strategy can not only improve the corporate image, but also helpful for the promotion of enterprise management level and economic benefits. Facing the increasingly fierce competition environment, the promotion of corporate image is an important issue to be resolved. This paper studied Triumph Heavy Industry Co., Ltd.(the following referred as Triumph Heavy Industry) which is a large-scale comprehensive machinery manufacturing enterprises. We hope that through the construction of CIS strategy, it can promote the effective of enterprise resources’ integration, highlight the connotation of enterprise culture and establish a new enterprise image.Firstly, we designed the questionnaire for the enterprise image by the deep research of Triumph Heavy Industry. The investigation object includes the enterprise employees and the surrounding community residents, the method of investigation are quota sampling and judgment sampling. After the analysis of initial data of the questionnaire by software SPSS19.0, the crown Baja alpha coefficient was0.934, indicating that the questionnaire has high reliability. Through KMO and Bartlett test, using the implementation of exploratory and confirmatory factor analysis, we get six indicators that affect the corporate image, such as, concept image, brand image, marketing image, leader’s image, staffs image, management image. Secondly, invited the experts to score for the evaluation indexes of enterprise image system, and then get weight scores of evaluation indexes using AHP indicators. At the same time, we get the overall score of the image of Triumph Heavy Industry is3.3808by fuzzy comprehensive evaluation, which indicates the medium level. At last, according to the score of each image index of Triumph Heavy Industry, based on the actual condition of the company, we gave suggestions for its CIS strategy construction from the three aspects of mind recognition, behavior recognition and visual recognition.