Research On CIS Communication Of Growth Corporations

With the constant pushing forward and development of China’s socialist market economy, a large number of growth corporations with strong strength and good development prospects come to the fore in the market competition and bring new vitality to the market economy. Out of competition, the companies must establish and maintain a good corporate image, thus corporate image design is taken as effective strategy and key to success in business management. In the1990s, China’s many growing companies imported the concept of CIS-Corporate Identity System, which includes three subsystems-concept recognition, behavior recognition, and visual recognition. Nowadays, the corporate identity system is gradually developing as a theory and practice, in the increasingly fierce market competition. And this has become a dominant topic.Through the study of existing academic monograph and literature, the writer found that there is not much research in the area of CIS building and communication of growth corporations. However, the means of communication, the routes of communication and the results of communication of CIS play an important role in the development of growth corporations. And the employees’sense of recognition, sense of belonging, sense of honor to the company, and the degree of people’s awareness, recognition and reputation etc. to the company, are important indicator to measure the development of enterprises. The research on above content is quire necessary. This paper uses survey, interview, case study methods, as well as text analysis, selects Sichuan Bohong Group as the case, studies CIS building methods and communication strategies of growth companies, making a contribution to the CIS study field to some extent while offering a fresh and trustworthy opinion on the subject. It also provides effective and practical ideas for reference for Bohong Group and even more growth companies alike, which can enrich the strategic vision and decision-making ideas of the enterprises. And this is the significance of this thesis.This article consists of five parts. The first part is the instruction, which briefly combs the background and significance of the study, reviews the contributions and shortcomings of the existing literature, proposes the theoretical basis and introduces the methods of the study. The second part analyzes the concept of growth corporations, the five stages of growth corporations and corporate identity system under the vision of management, starting from the three dimensions of communication mode, communication media and communication strategy, studies the general spread of CIS of growth corporations. The third part studies the case, surveying and analyzing the status of the CIS communication of Bohong Group. The fourth part, mainly focusing on visual identity system of Bohong Group, studies and analyzes image communication of VIS from the aspects of the communicators, the audience, the content, the means and the results of communication, proposes the means should be used in communication to make CIS to generate positive effect.Finally, the thesis draws a conclusion, which is the fifth part of this article. It indicates that the growth corporations must correctly choose media, comprehensively use effective means of communication and make appropriate communication strategies in CIS communication. And it also recommends the companies, in the process of communication, to seriously consider the regionality and scope of communication, and make full use of star media and national media to communicate. Only by this way, the effectiveness of communication can be achieved.