| Summary: | 碩士 === 大葉大學 === 企業管理學系碩士班 === 100 === The objective of this study is to develop Mind Identity of CIS for Erhshui Farmer’s Association and use statistical analysis to know the discrepancy between employees’ and customers’ Mind Identity.
Based on Farmer’s Association’s CIS practice handbook, Taichung Farmer’s Association Mind Identity and the seven dimensions which Pan-Sung Lin proposed in 1988, i.e., the vision, mission, business philosophy , business objectives, core values, management strategies and business slogans, this study collects relative MI case study from domestic and international farmer’s associations. Besides, it conducts Depth Interviews and uses Brain Storming to build the Mind Identity of Erhshui Farmer’s Association. As for the analysis of the difference, this study adopts Independent Samples T-test to analyze the perceptive difference of the seven dimensions in order to realize if there are perceptive differences between the employees’ and customers’ mind indentity.
The result of this study shows that there are no significant difference between employees and customers on their perception of vision, core values, business philosophy, and business objectives of Mind Identity built in this study. This study also has the following findings. There are obvious differences in employees’ and customers’ visions, core values, business philosophy and business ojectives. The main reason is the poor organizational image of Farmer’s Association and the inefficient employees’ expertise and quality. In addition, the Farmer’s Association is short of marketing the Mind Identity system. And it doesn’t put these ideas into practice, leading to the discrepancy between the employees and the customers.
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