Corporate image power

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 mere imitation without integrating with domestic realities and a lack of systematic consideration for the unique development of enterprises, the functionality of corporate image has been overestimated. As a result, many enterprises, despite investing heavily, have seen minimal returns. Given the current real-world challenges faced by Chinese enterprises, it is urgently needed to develop a localized theory on how to effectively leverage corporate image power to promote growth. Combining theoretical research with practical consulting experience, the author establishes an evaluation model for corporate image power, proposes an indicator system for corporate image power, and employs the fuzzy comprehensive evaluation method to measure the strength of corporate image power. This provides targeted guidance for enterprises to gain competitive advantages during growth, as well as for the formulation and implementation of image strategies.