Research On The Corporate Image Protection Strategy Of Z Company

The enterprises with good performance will often be counterfeited by the copycat enterprises,resulting in the damage of the image of the legitimate business enterprises and the long-term negative effect on the business operation.In the fierce market competition,the molding of enterprise image is a complex process and it is a creative activity that needs to pay a lot of cost.However.the practice of management has repeatedly demonstrated that due to the game among all kinds of subjects,it is difficult for modern enterprises to mold the image,more difficult to keep this image and keep climbing the new peak..Therefore,for the long-term development of enterprises,what kind of protection strategy is particularly important when the corporate image is infringed on outside.Z is a large oil sales branch in the city of HZ.At HZ,some operators of social gas stations represented by the Putian Department have not negotiate with the Z oil branch,even without the company's permission,unauthorized use of Z company in their own business gas station,refueling station,covering architecture,clothing,billboards to enjoy the right to use the trademark,and the business premises of the overall decoration is the same with Z gas station.In Z's name to do business to make profit,It has caused some damage to the corporate image of Z company.The protection of the corporate image is very important for the enterprise,and it is a necessary means to ensure the continuity and growth of the good image of the enterprise.Using the theory of differentiation in the competition strategy,this paper focuses on the transaction cost and the game theory as an analytical tool,on the one hand,the game between Z company and tort company is analyzed,and it is concluded that Z company should take action to stop tort and use legal weapon to protect itself.and combining with the business environment management department of industry and Commerce and local government;on the other hand,analyzes the choice of consumers,enterprises should take the difference action to improve consumer's awareness,Increase the cost of imitators at the same time.Two hypotheses are proposed,one is when companies take measures to combat infringement,infringement can increase the cost of imitators,and stop this behavior;the two is for consumers,consumers can not distinguish corporate identity case,easy to make the wrong choice,cause some damage to the enterprise.On the basis of these theoretical analyses,combined with interviews with the staff and employees in the enterprise,the questionnaire survey was used to test the main points of view,200questionnaires were distributed to consumers,recovery of 184 copies,166copies of effective questionnaires,50 copies of the questionnaire circulated paper to the enterprise inside the workers are full recovery and effective.Through the test of the questionnaire data,the results support the main point of view,to verify the enterprise trademark protection to protect the image of Z faced by the enterprise is not in place,lack of consumer awareness,enterprise differentiation degree is not enough.At the same time,an attitude survey is carried out on the solutions proposed by the theoretical analysis,which is in line with the intuition viewpoint of most consumers and employees.According to the analysis results of the theory,put forward the principle of protection of corporate image suggestions:one is for imitator,can take direct measures to increase the cost of imitation,indirect measures to cooperate with the government to fight against infringement,two is for the consumer,can take measures to increase consumer awareness of the real gas station discrimination method.Research on Z corporate image protection method,for the current HZ in the management of large oil marketing companies in the enterprise brand image is infringed and repeated cases,put forward a practical enterprise image protection scheme in the current period,with distinctive local characteristics,at the same time,but also enrich the protection of corporate image the local theory and practice,is of great significance for the survival and development of the same type "Z" trademark "oil company.