Research On The Organizational Identity Claiming Strategy Of Sharing Bicycle Enterprises To Obtain Legitimacy

Due to environmental uncertainties,the external environment faced by emerging shared bicycle enterprises has become increasingly complex.The irregularity of the industry system,the frequent replacement of technology and the lack of resources make the shared bicycle enterprises generally face the risk of high mortality.To solve these problems,shared bicycle enterprises need to be continuously recognized by stakeholders to obtain legitimacy.Existing research indicates that organizational identity claims to play an important role in legitimacy access.However,which identity claims strategies help to obtain legitimacy,the existing literature is lacking.Based on this,this study chooses shared bicycle enterprises as the research object,and analyzes how the shared bicycle enterprises use the identity of the organization to obtain legitimacy in the new perspective of organizational identity,and particular analyzes the values that are the core elements of organizational identity effect.In order to answer the above research questions,this paper uses the subject analysis method and the content analysis method to summarize and refine the identity information claimed by the shared bicycle enterprises,and identify the three organizational identity declaration strategies for sharing the legitimacy of the shared bicycle enterprises,namely,public discourse,Sensory stimulation and the assertive strategy of multidimensional values.The paper also finds that there are differences in the corporate identity declaration strategies at different stages of development in the industry,and the different levels of public discourse identity claim to verify and refine the four general strategies for legitimacy acquisition.The theoretical significance of this research is as follows: Firstly,organizational identity is regarded as a flexible strategic approach,which clarifies three specific strategies for the identification of organizational identity to obtain legitimacy,and provides certain theoretical contributions to the theory of organizational identity.Secondly,it verifies and refines the general strategy of legitimacy acquisition at different stages of the industry,which provides a certain theoretical contribution to the organization of legalization strategy theory.Finally,multidimensional values can effectively shape organizational identity,convey the identity of the core essence of the organization,and thus contribute to the theory of organizational values.This study also has practical value.First of all,taking the shared bicycle company as a research sample is an examination of the organizational identity practice in the Chinese context,which can inspire the industry enterprises to focus on the identity declaration strategy at different stages,so as to better adapt to the environment.Secondly,this paper can also provide strategic reference and inspiration for enterprises in other emerging industries to obtain legitimacy.