Study On The Problems And Countermeasures Of Guangdong W Company's Corporate Image

The enterprise image is very important to the enterprise,it is a very difficult process to establish the good enterprise image.Before 2008,the image of Chinese dairy enterprises was good,such as Yili,Mengniu and other large dairy enterprises were recognized and trusted by consumers.But in 2008,the melamine incident caused the image of China's dairy industry to collapse over the years.This shows that it is necessary and urgent to strengthen the research on the evaluation and promotion of dairy enterprise image at present.Guangdong W Dairy Co.,Ltd.has many farms in Guangdong,Guangxi,Hunan and other places.The dairy cow stock has reached more than 20000 head,and it is the largest raw milk supply base in Guangdong Province.But its popularity in the country,even in Guangdong is very low,and cannot be compared with Mengniu,Yili,Guangming and other well-known brands.As a large dairy processing enterprise in Guangdong Province,if W dairy industry can set up the image of Guangdong dairy industry,it will greatly promote the development of Guangdong dairy processing industry and even the whole economy.Based on the theoretical results of previous studies and a large number of data,based on the reality of W dairy enterprises,and based on the relevant theories of corporate image evaluation,this paper adopts theoretical analysis,comparative analysis and other research methods.This paper makes a systematic study on the evaluation and promotion of the image of the dairy enterprises in W dairy industry.The first part introduces the basic concept of corporate image,the history of development,the international and domestic development and development trends,and puts forward a sound research ideas;The second part,the management status and corporate image of W Dairy Co.,Ltd.,are systematically analyzed;The third part is to analyze the problems existing in the image of W dairy industry.The part 4th,SWOT analysis is used to describe the advantages,disadvantages,opportunities and threats.We have a thorough understanding of the overall situation of W company.The part 5th,Using the basic theory of enterprise image identification system,the paper designs the concept identification system,behavior identification system and vision identification system of New Cooperative Company respectively,and constructs the enterprise image identification system with W characteristics.In the 6th part,the author discusses the integration and concrete operation of the image identification system of the company,including the preparation work before the implementation of the company image design,the concrete operation process of the internal communication and the external communication.Finally,quantitative analysis and evaluation of the effect of corporate image design are carried out,thus providing some reasonable suggestions and methods for the continuous self-improvement of the W Dairy Company.At the same time,it also lays a solid foundation for the company to continuously improve its core competitiveness in the future development.