The Research Of MDJ Corporate Identity Planning

Good corporate image can not only help enterprises to attract consumers taste buds,more to capture the hearts of consumers.Enterprise image recognition system is a scientific and systematic way to help enterprises to build the brand.A set of enterprise identification system is usually under the guidance of a specific corporate philosophy,leading the behavior of enterprises construction and the appearance of the image design,and ensure the systematization and standardization of The overall corporate brand.In recent years,with the rapid development of Chinese catering industry,more and more people participate in the catering industry,but also with the food safety problems emerged constantly,which seriously hampered the development of the catering industry.Any linking problems of the entire food chain may be hidden behind,which will involve the issue of food safety.The lack of standardization,standardized production of catering enterprises,greatly increasing the risk of food safety in catering industry.Therefore,the method of the article is depend on the actual situation of the subject,which include reading the literature,investing the competitor and target consumer groups,analyzing of the macro-micro environment,field investigation and other methods.First of all,the enterprise and the competitor's brand image should be taken account into comparing and analyzing in order to understand the difference between enterprises.Second,combining corporate image and consumer behavior characteristics so that the advice that making effective rectification of the corporate identity could be given,on this basis,assimilating the concept of food safety into the enterprise's MI,BI and VI,so that the concept of food safety in the corporate image recognition system can be reflected.Thirdly,analyzing MDJ company's internal and external situation with PEST-SWOT strategy to find out the problems of corporate image,then making a strategy of corporate identity to solve the problems.Finally,combining the analysis of the results and the actual situation of enterprises for planning and designing the corporate identity.Analyzing MDJ's situation and its' corporate image recognition system,it could find that the corporate philosophy of MDJ currently is not completed and also lack ofsystematic planning,so that the corporate brand image is difficult to effectively promote;behavior recognition system is not enough systematic and completed and the existing system is difficult to implement;the basic of visual identification system at this stage also have the same problem,and the using of application of the visual recognition system is limited,which cause the system is difficult to impress the public consumers.Moreover,due to lack of long-term market research,the target consumer groups also had been changed.The results of that has a huge impact on the corporate brand culture and the effectiveness of external output.At the same time,the enterprise's competitors 99 fen with a unique product and construction of the brand image,successfully entered the field of food giant.Its consumer target also move closer to the young consumers.And MDJ enterprises' target consumer groups are gradually moving closer to the younger,they are generally high-educational and monthly income is below 5,000 yuan.Young female white-collar workers are also important clients.The order of satisfaction of consumer groups on enterprise's products from high to low are:food flavor,price,food environment and services.MDJ wants to expand the impact of the brand image on consumer groups and employees,the first thing the enterprise should do is paying attention to the concept of their own business,and the existence of the concept of the system need to be clearified and completed so that it can not be affected by external factors and implement.In addition,the company should create a good corporate culture and find out the needs of employees and meeting them,so that employees would agree with the corporate culture and be proud of it.coupled with the practical code of conduct,the corporate culture can be implemented by staff to every link.For the corporate culture of external output,enterprises need to be flexible to use a variety of promotional methods and the visible things that next to the consumers.Enterprises will convey the concept of relying on the items through the application of corporate identity.Thus,the article starts with providing the appropriate design and analysis to the enterprise from MI,BI,VI three aspects and explain the reason.