Corporate Identity System (CIS), Theories And Application In Agricultural Enterprises

In recent years, special attention has been given to the application of CIS theories in restructuring enterprises and products to attract customers to pick their products in the market crowd with choices and competition due to development, modernization and improvement of agricultural products marketing. In fact, the image reflected by the enterprise's personality made the enterprise to be identifiable and differentiated from the rest, and also determines its importance in the business world. This thesis studied two dairy enterprises; Mengniu and Yangda based in Inner Mongolia and Jiangsu provinces respectively. The elements of discussion and conversational analysis were done based on the understanding or interpretative approaches, which are rooted in the in depth understanding of CIS theories. The aim was to evaluate the corporate identity situation in Mengniu and Yangda, possible application of the CIS theories and how they are interpreted by the informants themselves. The unique characteristics due to geographical mind-set and historical background of the dairy sector were considered in order to determine possible countermeasure of applying CIS in agricultural enterprise to support theoretically and practically development of modem agriculture in China and other agricultural countries as well.