| With the rapid development of globalization,the competition between enterprises in countries and regions is becoming more and more fierce.It is self-evident that having a positive corporate image is important for the continued development of enterprises.In the historical process of the integration of the Yangtze River Delta,the burden of Anhui Province to build a new "100-year brand" of Huizhou merchants fell on the shoulders of Huishang Group.However,in recent years,the corporate image of Huishang Group has been greatly affected by factors such as poor business conditions.discount.This article attempts to analyze this case of Anhui Huishang Group,by analyzing the current status of Huishang Group's corporate image construction and dissemination,by examining the effects of dissemination,to find out its shortcomings in communication,the point is to think about what is suitable for the new era The strategy of building and disseminating corporate image provides a reference for the development of Anhui's local enterprises.It is also expected that more scholars will be able to pay attention to the issues of building Anhui's corporate image.This research uses questionnaires,case studies and in-depth interviews.First of all,combined with interviews and research materials,observe how Huishang Group's corporate image was constructed in different periods.Then,the author observes the communication process of Huishang Group's corporate image from the aspects of communication subject,communication audience,communication media,and communication effect inspection.Through the recovery analysis of the questionnaires,the interviewees in Anhui and surrounding provinces have obtained information on Huishang merchants.The recognition and attitude of the corporate image of the group,so as to observe the current status of the corporate image communication of the Huishang Group,and find out the reason for the difference between the expected image and the actual communication image of the Huishang Group.direction.Therefore,in the last chapter,the author first considered the relationship between the establishment and dissemination of corporate image based on the actual situation of the Huishang Group of companies,and proposed that to deal with these two relationships,we must grasp the focus,and the construction of corporate image is at all times.It stipulates the dissemination of corporate image.The company must first establish a clear corporate image construction,and then carry out effective corporate image communication around it.Then,based on this idea,this study finally proposes an optimization strategy for the establishment of the corporate image of the Huishang Group,hoping that the corporate image of the Huishang Group can be spread in a healthy and orderly manner,so as to better create a "hundred-year brand". |
