Research On The Identity Construction Of Y Company's Diverse Corporate Identity

With the development of social media technologies,the communication between enterprises and the outside world is becoming more and more convenient and frequent.If companies want to be more competitive in the complex market circumstances,a external relate identity construction will be crucial.In the new market situation,we need to extend the existing research from consumers' to multiple external stakeholders' identification to enterprises,that is multiple company identities.Company Y is a small studio producing cloth and soft decoration,founded in 2016,as a start-up small company,there is a vague identity and a weak identification from external stakeholders.In the research,the author finds there are three problems in the construction of company Y's multiple company identities: the need of external stakeholders' is confused,elements of its identity are imperfect,and disregarding the expression and dissemination of its identity information,these factors all affect the formation of the identification relationship between external stakeholders and Company Y.The basic factor is that Company Y lacks awareness of the importance of identity knowledge and identity management,and lacks systematic knowledge and strategic support on how to trigger stakeholder identification.Based on the status and problems of company Y's multiple enterprise identification,through the research and combing of related theories of identity,at first this article summarizes the construction model of multi-enterprise identification as an overall thread of solving the problem,enterprises spread their identities through touchpoints.External stakeholders compare the perceived corporate identity with their self-defined need,and companies build a diverse corporate identity by the process of re-modifing and improving the identity based on external stakeholder's feedback.The article analyzes and solves the problems existing in each link of the company Y in the process of establishing a multiple enterprise identity,and clarifies the self-definition of external stakeholders in three aspects: self-continuity,self-definition,and self-improvement;based on three dimensions of identity awareness: identity similarity,uniqueness and fame,the author improved company Y's corporate identity information,strengthened the expression and dissemination of corporate identity information,spread information about the identity of the company to external stakeholders accurately and consistently.The research on the establishment of Y company's multi-enterprise identification,has important practical significance and guiding role in strengthening the external stakeholders' recognition of Y company,establishing a good external relationship for Y company,and improving its own market competitiveness.It also has certain reference significance for similar enterprises.