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First, meet the new wave of CI
CI is an abbreviation for Corporate Identity in English and is sometimes referred to as CIS.
Corporate Identity System, its literal translation as "corporate identity system."
In the 1960s, the "Blue Giant" (International Business Computers Corporation of America) used eight stripes.
IBM is a standard word and uses blue as the standard color to represent the corporate philosophy of â€œavant-garde, science, and wisdomâ€, and shapes its own CI image, marking the rise of CI strategy. In the 1970s, Coca-Cola introduced the company to the world with its distinctive red and streamlined bottle design, making CI culture in Europe and the United States enter its heyday. In the 1990s, Guangdong Apollo Group Co., Ltd. launched its own CI planning with â€œSun Godâ€ as the brand, and with the â€œWhen the sun rises, our long-lasting loveâ€ advertisement as a symbol, a wave of CI was created in the Chinese business community. . For a time, CI image planning has become a hot topic in the corporate world.
However, after the wave, compared with developed regions in Europe, the successful application of CI in Chinese companies is still very few, and there are few in the printing industry. Where is the real problem? The crux of the problem lies in the lack of understanding of CI. The company did not really appreciate the meaning and concept of CI, and did not recognize the great significance of CI in entering the international market.
The good news is that on July 28, 2001, there were Chinese enterprises (.com.cn), Sina (.com.cn), and Wuji.com, e.com, and Shanghai, Fujian, Qilu, and Gucheng Hotline. The first "Public Favorite Online Brand Named Corporate Logos Campaign" launched by more than 60 large-scale websites launched the poll. Lenovo, Haier, Kelon, Founder, Little Swan, Xinfei and other domestic outstanding companies have all made use of one another to create their own beautiful images. For a time in full swing, lively extraordinary. From the enthusiastic participation of major companies, we can easily see that the corporate image design is gradually deepening, CI strategy has become an indispensable element in business operations, this is a gratifying progress. Some people predict that this corporate logo exhibition review will inevitably drive CI operations by Chinese companies. More companies will learn about CI, in-depth CI, and plan CI. â€œA new round of CI storm will soon set off in China.â€
This prediction makes sense: China's accession to the WTO, the Chinese market is further internationalized, and Chinese companies need to further invest in international competition. Obtaining a CI pass is an important prerequisite. This is the cornerstone for the formation of a new upsurge of CI. With the network and media keen to set up a stage for enterprises, the CI boom is bound to come.
Is our printing business ready? Our printing company should not be left behind! Real entrepreneurs should be full of passion to meet the new wave of CI operations.
Second, learn how to get through CI
In the final analysis, corporate image is the overall evaluation and general recognition given by consumers and the public to corporate organizations, corporate behaviors, and various corporate activities (products and services). The so-called CI planning means that the company consciously and programmatically constructs its own unique corporate culture and actively displays and disseminates various characteristics of its own enterprise to the public, so that the public can have a presence in a market environment for a specific company. Standardized, differentiated impressions and awareness for better identification and good impressions. Some people think that CI planning is a kind of business technique that can change the corporate image and inject new feelings so that the company can attract more attention from the outside world and improve its performance.
In general, CIS consists of three basic elements: Mind Identity, Behavior Identity, and Visual Identity.
(I) Intention recognition (MI)
MI is the core of CI. It is the main idea and soul of the spirit of enterprise and is a concentrated expression of the company's management philosophy and management spirit. The acquisition of this spiritual concept is a process of adjusting and recreating the enterprise's past, present, and future plans as a whole and introspectively. MI includes corporate spirit, business philosophy,
Business principles, business strategies, corporate personality and other aspects. Its specific manifestations include beliefs, slogans,
Slogans, codes, songs, warnings, mottos, as well as the spirit and speech of senior staff.
Enterprises that can have a good and distinct image competitiveness are all closely linked with their unique corporate spirit. The establishment of a personalized entrepreneurial spirit and business philosophy requires the consideration and judgment of the company's own small environment, as well as the nationâ€™s development and international political culture. The success of the company is attributed to the idea.
(B) Behavior Identification (BI)
BI is the dynamic part of CI and is the embodiment of MI's behavior. Internally includes the company's production behavior, management behavior, and employee education (including service attitude, coping skills, telephone courtesy, and work spirit),
Work environment governance, etc., include public relations activities, promotional activities, and public welfare cultural social activities. These activities and behaviors demonstrate the company's employees' image, market image and social image. They are the materialized foundation for the company to have a strong cohesive force and have a tremendous influence on the outside world. The improvement of management methods and the establishment of a code of conduct must strictly abide by the business philosophy of the company. Extensive organized public relations activities are the bond for companies to participate in society and reach consensus with society. A good corporate behavior identification system can create a beautiful social environment for enterprise development and risk prevention.
(III) Visual Identity (VI)
VI is a static part of CI. Through the unified, systematic and standardized visual identity design, the concept of enterprise spirit is conveyed to the company's stakeholders and society, thus establishing a unified image concept in visual communication. It includes two elements: basic elements - enterprise name, corporate logo, special font, corporate color, corporate logo, corporate symbol, and the combination of the various parts of the specification. Application elements - all fields related to the design and application of basic elements and companies, such as factory appearance, office space, office supplies,
Factory standard factory emblems, printed fonts, trademarks, advertising and audio and video promotions, products and packaging, exhibitions and displays, transportation tools, as well as staff dress, instruments and so on. The core of the introduction and implementation of the visual identification section is the design of the design concept. The image standards and functional standards that are necessary for this concept govern the visual realization of the enterprise spirit. It must be a visual identity with a distinctive personality and a corporate image.
In general, VI visual elements are important carriers that comprehensively reflect the overall characteristics of an enterprise, and are external symbolic manifestations of corporate image. In essence, it also belongs to an enterprise. It must be able to comprehend the personality and connotation of the enterprise spirit and convey the business philosophy of the enterprise.
(d) MI, BI, VI are complementary
Although CI consists of three parts: MI, BI, and VI, it is not a simple sum of them. It is a mechanical awareness. A correct idea of â€‹â€‹CI should be to treat the entire CI plan as an integration of the three. The three are mutually reinforcing and indispensable.
MI represents the business philosophy of the company. It is the soul of the company and the driving force behind the survival and development of the company. A clear MI determines the company's products, marketing, advertising, and determines the company's relationship with consumers and the government. MI is at the core of guidance in the entire CI planning. The behavior and planning of the other two are revolving around it.
BI is aimed at the internal cultivation process of the company. It guides the various behaviors of the employees and the various production and management behaviors of the enterprise through the corporate philosophy. The business philosophy is a kind of consciousness. If it does not run through the development of the company and implement it on every employee in the company, it is still an empty phrase. As a result, BI's main function is to transform MI ideas into practical actions, establish a sound organization and management system, and establish a strict code of conduct.
Formulate education and training and welfare systems, create a good working atmosphere, etc. to enhance the cohesion and centripetal force of the enterprise; at the same time, the spirit of the enterprise is communicated to the public from the inside out.
VI is the creation process of the external image of the company. It is the visualized behavior of the company's philosophy. Through the material media such as corporate image advertising, logos, trademarks, brands, product packaging, and corporate environment, the corporate philosophy is presented to the public.
In short, MI, BI, VI is a complementary whole, cannot be divided, MI is the soul, is the cornerstone; BI, VI is the basic carrier of MI; and BI can provide reliable hardware for the implementation of VI, or blindly pursue the outside The tangible image is like buying and selling; VI's tangible features make it possible to have a strong impact on the public and strengthen the influence of the former two on the masses throughout the entire CI campaign.
What should also be added here is that the digital madness that has set off since the end of the 20th century has drawn us into the networked electronic age. As an indispensable member of the company, its corporate image in a virtual society has attracted widespread attention from entrepreneurs. The well-known companies actively participate in the corporate image promotion activities launched by 60 large websites. So the concept of "network corporate image strategy" - i. CIS came into being.
Some people have summarized it into three parts: i.BIS, Network Visual Identity System (i.
VIS) and Internet Promotion System (i.PS).
Experts predict that the evolution from CIS to i.CIS is a leap forward in concept. Due to the unique advantages of online media, i.CIS will become an important gene for digital survival.
Third, taking the CI case as a model
In the development of CI, many companies have successfully molded their own corporate image, analyzed and studied their experience, and sought for generality from an individual. This not only has a clear theoretical significance, but also has a strong practical significance.
(1) Taiwan Acer â– Company [AceR] - Gardener of silently cultivating microprocessors
AceR Macro â– The group was founded in Taiwan in 1976. At that time, there were only 7 employees, with a registered capital of US$25,000, and mainly R&D and production calculators. After 25 years of hard work, today's Acer has developed into an international high-tech enterprise. Its own brand AceR computer is the top ten PC brands in the world.
AceR Macro Computer Group is the world's third largest designer and manufacturer.
AceR Macro â– The company pays great attention to shaping corporate image from establishment to development and maturity, AceR
Acer's success has a close relationship with the successful shaping of its corporate image.
1. Silently manage business - self-development and growth, and gradually create a distinctive business philosophy
Since its inception, AceR has been self-reliant, hardworking and hardworking by the gardener of microprocessors. While fully recognizing and developing itself, AceR has continuously developed its creative capabilities to promote the continuous growth of the company and gradually formed a "proactive and sensitive "Strong, smart, smart" business characteristics and the pursuit of ace, chase the first-class modern business philosophy, laid a solid foundation for the development of enterprises, which will be the company's product advantages,
Talent advantages and unique business models were stipulated, and they started with a modest attitude. Through solid and arduous efforts, they completed the business performance of product development, thereby building the company's development advantages and foundations.
2. Build a unique behavior model based on "cooperation consensus"
AceR pays attention to the individual's strengths, establishes a suitable organizational model in a spirit of teamwork, integrates the spirit of the enterprise, uses the introduction of the CI strategy to create concrete corporate image, and expands and expands the market.
Take an innovative product strategy to the line
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