Yuxiang Group Corporate Image Design

As a strategic tool of the enterprise establishing overall image, developing the market, and enhancing competition; the value of the corporate identity strategy has been evidenced by these giant international enterprises which obtained the remarkable achievements by implementing CI strategy. The CI strategy, which is created for the purpose of adapting the intense market competition in modern society, has developed completely theory framework and affluent practice experience through exploring, studying and practicing for more than half centuries. The CI, which is becoming the unique subject independent from various subjects, is being formed more and more perfect and providing direction for the practice. Based on the corporate identity theory, utilizing the SWOT analytic method, this article analyzes the situation of The Yuxiang Group, and works out the CI design and the inducting plan for the Yuxiang Group.The paper first introduces the CI and the CI design theories; summaries the present conditions of The Yuxiang Group; analyzes the strengths, the weaknesses, the opportunities, the threats of The Yuxiang Group using the SWOT analysis method; explains the importance and the necessity of inducting the CI system; at the last, examines the CI design of The Yuxiang Group in detail from three aspects: the enterprise mind identity, the enterprise behavior identity, the enterprise visual identity.The paper also describes the processes and implementation of inducting the CI system for The Yuxiang Group, including the contents of overall design plan and the processes of the implementation in detail.The results carried out by this research have strong practicality and is feasible, and it also describes the entire processes of a standard CI induction project. It can benefit not only to The Yuxiang Group, but also others. Therefore, this paper has important value in theory and practices...