Qingdao Guoxin Group - Employee Satisfaction and Corporate Awareness and Reputation Survey
Company overview
Qingdao Guoxin Group Co., Ltd. is a large, comprehensive state-owned enterprise group under Qingdao City's administration, with business operations spanning infrastructure investment and operation, financial services, culture and sports, health and medical care, and emerging industries. It plays a vital role in enhancing urban functions and optimizing the city's industrial structure. As a key driver of regional economic development, Guoxin Group has consistently adhered to the development philosophy of 'state capital leadership and market-based operations.' In recent years, the group has continuously expanded its brand influence, upgrading its corporate image from a basic operational model to a comprehensive service-oriented one
Research background
In the era when brands have become core corporate assets, Qingdao Guoxin Group urgently needs a systematic evaluation of its brand influence and public perception across diverse stakeholder groups—including government, enterprises, and the general public. At the same time, to further stimulate employee vitality and strengthen organizational cohesion, understanding employees' satisfaction with management practices, workplace culture, and compensation systems has become a crucial component of the group's brand management strategy. By establishing a scientific framework for measuring awareness, reputation, and satisfaction, the group aims to provide data-driven insights and strategic guidance for future brand development and internal optimization.
Research scope
In June 2017, CEIDEA Research was commissioned by Qingdao Guoxin Group to conduct an in-depth study on brand awareness and reputation, as well as employee satisfaction. The project included in-depth interviews with government and enterprise clients to comprehensively understand their trust, positive sentiment, cooperation attitudes, and relative competitive assessments toward Guoxin Group. For the general public, a questionnaire-based approach was employed to collect feedback on corporate recognition, acceptance levels, and brand image. Additionally, a survey of 1,800 internal employees was conducted, covering key areas such as salary and benefits, career development, organizational culture, and office environment. CEIDEA Research independently developed models for brand awareness and reputation, as well as an employee satisfaction assessment framework, conducted cross-industry benchmarking analysis, and established a key performance indicator system, delivering layered and categorized data insights.
Expected outcomes
The research findings will provide Qingdao Guoxin Group with a comprehensive and structured assessment of its brand influence, clarifying its recognition, reputation, and potential weaknesses across different stakeholder groups. This will serve as a scientific basis for refining brand positioning, optimizing communication strategies, and enhancing customer relationship management. Meanwhile, the employee satisfaction results will help the group identify key internal management concerns, refine talent incentive mechanisms and cultural development pathways, and strengthen organizational cohesion and employee loyalty, thereby achieving a synergistic enhancement of brand value and organizational vitality.
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