Discussion On The Present Situation And Promotion Of Corporate Identity System Of Guangxi Beibu Gulf Airlines

Guangxi Beibu Gulf Airlines Co.,Ltd.is the first local aviation enterprise in Guangxi.It is a joint-venture between HNA Group and Guangxi Zhuang Autonomous Region government.It has a special political status in the Mixed Ownership enterprise reform,the China-ASEAN Free Trade Area and the Belt and Road national strategy.And it also plays an significant role in the promotion of Chinese enterprises branding in Southeast Asia and the communication of national image.The Corporate Identity System is a tool for enterprises to consciously spread their own brand concepts to the public,and provides a scientific system for corporate brand communication and the creation of a good domestic and foreign public opinion environment.Based on this,its CIS is researched,and the "positioning" theory is used to interpret the operation status of Mind Identity,the operation management theory is used to interpret Behavior Identity and Visual Identity in brand communication.At the same time,the questionnaire was used to conduct the CIS operational status survey of its brand,to find out the reasons for the current barrier of brand communication,and to propose improvements from the scientific development of the CIS.The aim is to provide reference for the brand communication of similar Mixed Ownership enterprise,China-ASEAN Free Trade Area enterprises and the Belt and Road strategic enterprises service provider.