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所谓CI(Corporate Identity)即企业形象识别,其定义是:将企业经营意识与精神文化运用整体传达系统传达给企业周围的或相关的关系者或团体,并掌握使其对企业产生一致的认同感和价值观。简言之,CI对企业内部是自我设计,是运用视觉设计和行为的展现,将企业的经营意识,规范化,实行有效的系统管理;对外则是企业的形象战略,亦即名牌战略,使经营意识形成一个鲜明的概念,经由具体的展现提升企业在市场竞争的识别,使企业脱颖而出,鹤立鸡群,在周围的或相关的群体中树立良好的“整体形象”。 CI实际上包括三个方面的内容:一是意识识别,二是行为识别,三是视觉识别。这三者是相辅相成,互为作用的,其核心是意识识别和行为识别,其宗旨是创造成功的企业形象。企业通过对其内外部的形象调查、市场调研、质量控制、信息反馈及处理、服务方式的分析等,制定出企业的基本
The so-called CI (Corporate Identity) is the definition of corporate identity. The definition is: to convey the enterprise’s business awareness and spiritual culture to the entire company or the relevant stakeholders or groups around the company, and to ensure that they have a consistent identity with the company. And values. In short, CI is self-designing within the company. It is the use of visual design and the display of behaviors. The company’s business awareness is standardized and effective system management is implemented. Externally, it is the company’s image strategy, which is also known as the brand strategy. Consciousness forms a distinct concept. It enhances the recognition of market competition in enterprises through specific presentations, enables companies to stand out, stands out from the crowd, and establishes a good “overall image” in the surrounding or related groups. CI actually includes three aspects: First, consciousness recognition, second, behavior identification, and third, visual identification. These three are mutually reinforcing and mutually beneficial. Their core is consciousness recognition and behavior identification. Its purpose is to create a successful corporate image. The company formulates basic corporate data through internal and external image surveys, market research, quality control, information feedback and processing, and analysis of service methods.