Corporate image

Author: Liu Yuyu
Publisher:
Publish Date: 2006-02-01
Features: Chinese enterprises have adopted the theoretical ideas and methods of foreign CIS (Corporate Identity System) in managing their image resources. While achieving certain success, they have also fallen into disastrous missteps. Due to a blind imitation without integrating with domestic realities and a lack of systematic consideration for the unique development needs of enterprises, they have exaggerated the functionality of image resources. As a result, many enterprises have invested heavily but reaped minimal returns. Given the current real-world challenges faced by Chinese enterprises, how to effectively leverage corporate image power to promote growth urgently requires localized theories. Combining theoretical research with practical consulting experience, the author establishes an evaluation model for corporate image power and proposes an indicator system for measuring its strength. Using the fuzzy comprehensive evaluation method, the author quantifies the level of corporate image power, thereby providing targeted guidance for enterprises to gain competitive advantages during growth and to formulate and implement image strategies.