Building Corporate Identity (CI) in dairy enterprise in China (Mengniu dairy company as an example)

艾力; 熊德平

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Building Corporate Identity (CI) in dairy enterprise in China (Mengniu dairy company as an example)

首发时间：2007-04-24

Eliamoni Titus Lyatuu ¹ Xiong Deping ²

1、Yangzhou University
2、Ningbo University

Abstract：In recent years, special attention has been given into application of CI theories in restructuring enterprises and products to attract customers to pick their products in the market crowd with choices and competition due to development, modernization and improving market of agricultural products. In fact, the image reflected by the enterprise’s personality made the enterprise to be identifiable and differentiated from the rest, and also determines its importance in the business world. This paper used the elements of discussive and conversational analysis based on the understanding or interpretative approaches, that are rooted in the understanding of CI theories in depth. The aim was to see the application of corporate identity in the dairy enterprise in China and success achieved.

keywords： CI, Dairy Enterprise, Image, Marketing

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Building Corporate Identity (CI) in dairy enterprise in China (Mengniu dairy company as an example)

艾力 ¹ 熊德平 ²

1、扬州大学
2、宁波大学

摘要：In recent years, special attention has been given into application of CI theories in restructuring enterprises and products to attract customers to pick their products in the market crowd with choices and competition due to development, modernization and improving market of agricultural products. In fact, the image reflected by the enterprise’s personality made the enterprise to be identifiable and differentiated from the rest, and also determines its importance in the business world. This paper used the elements of discussive and conversational analysis based on the understanding or interpretative approaches, that are rooted in the understanding of CI theories in depth. The aim was to see the application of corporate identity in the dairy enterprise in China and success achieved.

关键词： CI, Dairy Enterprise, Image, Marketing

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Eliamoni Titus Lyatuu,Xiong Deping . Building Corporate Identity (CI) in dairy enterprise in China (Mengniu dairy company as an example)[EB/OL]. Beijing:Sciencepaper Online[2007-04-24]. http://www.paper.edu.cn/releasepaper/content/200704-577.

No.1241711366611774****

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论文编号	200704-577
论文题目	Building Corporate Identity (CI) in dairy enterprise in China (Mengniu dairy company as an example)
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