Research On The Brand Image Promotion Of Xi Yu Chun

Corporate image is very important for businesses, and establishing a good corporate image is a more difficult process. It is hard to build up, but it may be destroyed by a small detail. Before2008China Dairy has a good corporate image, Yili, Mengniu, Sanlu and other large dairy enterprises in the then Chinese market have been recognized by consumers and trust. The2008melamine incident makes the Chinese dairy consuming image built up over the years crashing down, even by a trusted Sanlu brand milk powder suddenly became synonymous with brain damage. This shows that the current strengthening corporate image for the dairy industry to evaluate and improve the problem of a certain necessity and urgency.Xinjiang, a vast territory, which has always been to lush grasslands and livestock excellent known, is one of the key state of the grassland, and this region has34459000cattle. The plenty of milk has laid a congenital advantage for the development of the dairy industry. Xinjiang, due to its special geographical advantages and the relatively backward industrial base, is creating one of the few no pollution of the natural environment. However, between the level of dairy production in Xinjiang and the mainland there is a huge gap, especially dairy products in Xinjiang currently has no one as Tili, Mengniu, Guangming, Sanyuan and other well-known brands, which is the Achilles heel of development of the dairy industry in Xinjiang, and it is disproportionate with the status of animal husbandry in Xinjiang region. If Western Spring Dairy, as Xinjiang larger dairy processing enterprise, can establish a corporate image for Xinjiang Dairy and take advantage of Hutubi cattle farm in dairy farming and dairy processing industry, it will greatly promote Xinjiang Dairy processing industry, as well as the overall economic development. Thus study the issue of the evaluation and improvement of corporate image of Western Spring Dairy has very important significance.Based on the theoretical results of previous studies and on the basis of possession of large amounts of data and the actual Western Spring dairy enterprise, and the scientific development concept as a guide, we studied how to enhance the corporate image of West Spring Dairy. This paper has seven parts. The first part of this paper introduces corporate image and domestic and international issues related to research and research methods described, and put forward sound research ideas. The second part is the definition of the concept of corporate image associated with the theoretical basis for the corporate image related concepts to define, and analyze the characteristics of the corporate image, and the corporate image evaluation to explore the theoretical basis and theoretical thinking. The third part, we can see corporate image situation and experience of the well-known companies. In this part, typical case specific analysis about well-known enterprises at home and abroad were introduced, and summary can learn from the experience. The fourth part analyses the corporate image of the Western spring Dairy, and introduces Western spring Dairy business development status, and corporate image building conditions and inadequate. In the fifth part, Western spring Dairy enterprises import CIS system as the core, enhance the corporate image presentation purposes, approaches and ideas. The sixth part introduces Western spring corporate image recognition system implementation and effectiveness of the evaluation system, introducing Western spring Dairy corporate image recognition system implementation the specific implementation plan, and the effectiveness of proposed evaluation system for the corporate image promotion process to enhance the specific situation to provide an accurate reference. Part VII of the overall study, results are summarized. This paper analyzes come to the following results:corporate image exists in several drawbacks:first, the enterprise culture construction is lagging behind. The second is brand presence geographical limitations. The third is the input in corporate image building is very short. This paper proposes the use of CIS corporate image recognition system to enhance the corporate image of the Western Spring Dairy and on specific goals. Ideas, principles are discussed, from the CIS corporate image recognition system, three aspects of the detailed analysis and the establishment of specific corporate image evaluation system for the future Western spring Dairy corporate image promotion process provides specific reference standard.