Creation of a plan book for improving corporate image

Section 1 Concept of corporate image

I Concept of corporate image

Corporate image planning is to transmit the business philosophy and spiritual culture of the enterprise to related organizations or teams around the enterprise, including internal personnel and the public, and make them have a consistent sense of identity and value for the enterprise.

corporate image planning is a powerful means to shape corporate image and gain competitive advantage, and it is also a bridge for consumers to know enterprises and show their elegance to the society. If an enterprise wants to be prosperous in the fierce market competition, it must strengthen the management of corporate image planning, shape the personality of the enterprise, carry forward the entrepreneurial spirit, and make consumers have a deep impression and sense of identity on the enterprise, so as to establish a good corporate image and seek greater development.

CI is the abbreviation of CorporateIdentity in English, which literally translates as corporate image recognition or brand image recognition. CI is also called CIS. CIS is the abbreviation of English CorporateIdentitySystem.

CI refers to an enterprise consciously and systematically planning and designing its own enterprise or brand characteristics, and showing them to the public through the media, so that the public can have a standardized, differentiated and beautiful impression and understanding of a certain enterprise or brand, so as to better identify it and achieve the purpose of improving the economic and social benefits of the enterprise.

CI is composed of MI, BI and VI.

MI(MindIdentity) refers to the integration of enterprise ideas. Through the business ideas and practices of the enterprise, the slogan is integrated, the posters are beautified, and the education of ideas and concepts is carried out to convey the unique corporate ideological characteristics to the public and employees. It includes business philosophy, business purpose, enterprise mission, business goal, enterprise positioning, enterprise spirit, enterprise motto, management concept, talent concept, innovation concept, work concept, customer concept, life concept, value concept, brand positioning, brand standard advertising language and so on.

BI(BehaviorIdentity) behavior identification (behavior standard system) refers to the behaviorization of enterprise thought. Through the internal and external behaviors of employees under the guidance of enterprise ideas, as well as various production and business activities of enterprises, the management characteristics and cultural characteristics of enterprises are conveyed. It includes cadre education, staff training, rules and regulations, quality management, code of conduct, recreational activities, public welfare activities, brand promotion and so on.

VI(VisualIdentity) visual identification (brand vision system) refers to the visualization of enterprise identification (or brand identification). Through the unified, standardized and beautiful internal and external display of the enterprise or brand, the personality (or unique brand culture) of the enterprise or brand is conveyed. It includes two parts: basic elements and application elements. The basic elements are: enterprise name, brand name, logo, standard words, standard colors, auxiliary colors, auxiliary graphics, auxiliary ribbons, decorative patterns, mascots, logo combinations, slogan combinations, advertising signs, uniform ornaments, flag slogans, means of transportation, advertising display, etc.

II. Functions of corporate image

The specific functions of corporate image planning can be divided into two parts: internal and external.

1。 The internal function of corporate image planning refers to the role of corporate image in the internal management of enterprises, which is mainly manifested in promoting the construction of corporate culture, improving corporate cohesion, enhancing the competitiveness of technology and products, and obtaining the advantages of diversification and group management of enterprises. Specifically, the introduction of corporate image can improve the internal functional insurance of enterprises in the following aspects.

(1) Introducing corporate image is beneficial to the construction of corporate culture.

Corporate culture is the integration of intrinsic values, ways of thinking, ways of behavior and beliefs pursued by employees. It is developed by employees gradually absorbing experiences and lessons in the long-term competition of enterprises. As an important factor of enterprise life, it has a great influence on the present and future of enterprises and is the source of strength for enterprises to cope with challenges and changes. The biggest role of corporate culture emphasizes the consistency between corporate goals and employees' work goals; Emphasize the * * * sameness of group members' beliefs and values; It emphasizes the attraction and centripetal force of the enterprise, so it has a great cohesive effect on the members of the enterprise, which makes the members of the enterprise unite in the organization and form a powerful force that is consistent with the outside world.

(2) The introduction of corporate image is beneficial to the enhancement of product competitiveness.

The visual recognition design with strong corporate image is conducive to creating famous brands and establishing consumers' brand preferences.

(3) The introduction of corporate image is conducive to the realization of diversification, collectivization and internationalization.

2。 The external function of corporate image planning is the reason why planning is widely used, which is beneficial to the utilization of business resources, the recognition of consumers and the public relations of enterprises. It is the application of corporate image planning that creates a good business environment for the enterprise, which keeps good relations with the government, suppliers, promoters, shareholders, financial institutions, mass media, local communities, consumers and other enterprise-related organizations and individuals, so it is conducive to the development of the enterprise in a benign direction.

(1) It is beneficial to the utilization of business resources.

The management resources of an enterprise mainly include human, financial and material aspects. The implementation of corporate image planning enables enterprises to make full use of various external management resources and realize rational allocation.

① it is conducive to the stability of employees and the recruitment of outstanding talents;

② It is conducive to the financing of enterprises and the enhancement of shareholders' investment confidence;

③ It is beneficial for enterprises to expand circulation channels.

in short, the excellent corporate image created by corporate image planning can form a unified identification system, which can enhance the supply and marketing confidence of suppliers and promoters, and promote suppliers to work harder. It is for enterprises to establish a long-term stable supply and marketing network and good supply and marketing relations, and continuously expand product sales.

(2) It is beneficial to gain the recognition of consumers.

in the eyes of consumers, famous brands are a sign of trust and a symbol of honor. The style and value extended by famous brands make consumers think that it is worth buying even if it costs much more than similar goods.

(3) It is conducive to the operation of corporate public relations.

The public relations of an enterprise directly serve the business development of the enterprise. It coordinates various relations between the enterprise and the public by transmitting relevant information of the enterprise, which is conducive to the credibility, authenticity and unity of information transmission, and enables the public relations activities of the enterprise to develop smoothly.

the public relations of enterprises can be roughly divided into employee relations, customer relations, financial relations, supply and marketing relations, government relations, community relations, press relations and so on.

The implementation of corporate image planning simplifies the dissemination of corporate information, and makes it easier for the public to identify and identify, thus achieving the best communication effect. At the same time, the excellent corporate image created by corporate image planning itself has also laid a more solid foundation for the operation of public relations.

procedures of image planning in the second quarter

I. Six steps of CIS import

CIS import is divided into six steps, including research, planning, design, positioning, publicity and maintenance.

1。 The contents of the investigation include the investigation, analysis and evaluation of enterprise history, enterprise management status, enterprise development strategy, business style of enterprise legal representative and senior management, enterprise organizational culture atmosphere, market competition situation, market competition situation of similar products, enterprise popularity, market positioning and product strength.

2. Corporate image planning mainly focuses on the social positioning, market positioning and style positioning of corporate image, the choice of performance strategy of corporate image, the plan implementation scheme and management method scheme of corporate image.

3. design.

(1) corporate image design includes the design of business philosophy, spiritual creed, corporate slogan, corporate motto and corporate songs.

(2) the basic elements of corporate image design, including corporate logo, standard characters, symbolic graphics and combination methods, corporate standard colors, etc.

(3) the choice principle of enterprise investment and sponsorship and the choice of media.

The six application systems of corporate image design include office furnishings series, office supplies series, transportation series, employee uniforms series, product packaging series and advertising supplies series.

4. positioning. According to the designed corporate image, market positioning is carried out to ensure that the enterprise occupies an appropriate position in the public mind and wins the love of customers.

5. publicity. Organize the proposed CIS implementation plan, compile it into a book, hold a press conference, and comprehensively publicize the corporate image with the help of various media. Leading and step-by-step CIS system training for employees in the enterprise, including: CIS knowledge enlightenment teaching, CIS seminar for senior managers, department manager training, employee etiquette training, enterprise internal and external environment improvement plan, enterprise public relations and public welfare activity plan research, etc.

6. keep it. The establishment of CIS is not a one-off event, but to maintain and develop for a long time, in order to maintain a good image without disintegration and destruction in the middle, it is necessary to improve and perfect the enterprise system and organization and leadership to ensure that enterprises constantly carry out self-discipline and self-education.

second, the format of CIS planning and design copy

(a) investigation (eight aspects)

1. Enterprise history (investigation, arrangement)

2. The present situation of enterprise management (investigation and analysis).

3. Enterprise development strategy (investigation and suggestion).

4. Business style and personality of corporate representatives and senior managers (investigation and evaluation)

5. Corporate organizational culture atmosphere (investigation and analysis).

6. Market competition situation (investigation and analysis).

7. Competition situation of similar products in the market (investigation and analysis).

8。 Corporate social visibility, market positioning and product strength (investigation and evaluation).

(2) Planning (six aspects)

1. Social positioning of corporate image (proposal).

2. Market positioning of corporate image (proposal).

3. Orientation of corporate style (proposal).

4。 The choice of corporate image performance strategy (proposal).

5。 The implementation plan of corporate image (draft).

6。 Measures for the administration of enterprise operation (draft).

(3) Design (ten aspects, including four basic elements, six major application systems and more than 81 details)

1. Corporate spirit image design.

(1) corporate philosophy (manager's thought).

(2) enterprise spirit creed.

(3) corporate slogans.

(4) enterprise songs.

2. corporate visual image design.

(1) corporate logo.

① painting method.

② the significance of corporate logo.

④ scope of use of corporate logo.

(2) enterprise standard fonts.

① Chinese standard font.

② English standard font.

③ the meaning of enterprise standard fonts.

(3) corporate symbol graphics (such as mascots)

① drawing method.

② significance.

③ Purpose and scope of use.

(4) the combination system of corporate logo and corporate standard words.

① combination mode.

② scope of use.

(5) Graphic combination system of corporate logo, corporate standard font and corporate symbol.

① combination mode.

② scope of use.

(6) enterprise standard tone system.

① main color system.

② auxiliary color system.

③ combination of primary and secondary colors.

④ the meaning of standard color.

⑤ purpose and scope of use.

3。 Option principle and media selection of enterprise investment sponsorship.

(1) Selection principle.

(2) investment period (long-term, medium-term and short-term).

(3) investment direction (industry, high technology, schools, real estate, tourism, public welfare).

(4) Sponsored projects (cultural and sports activities, public welfare undertakings, schools and road construction).

(5) media selection.

(6) social activities.

4。 Enterprise's internal and external behavior norms.

(1) Staff training.

① etiquette training.

② quality training.

③ technical training.

(2) internal organization specification.

(3) public relations activities.

(4) norms for foreign activities.

5。 One of the corporate image application systems-office supplies series.

(1) business card.

① paper.

② color.

③ use.

④ design style (Chinese style, English style).

(2) company employee identification card.

(3) Writing paper and envelopes (Chinese style, Western style).

(4) note paper.

(5) invitation letter.

(6) greeting cards.

(7) certificate.

(8) postcards.

(9) Valuable coupons (cards).

(11) tickets (cards).

(11) admission ticket.

(12) VIP card.

(13) stickers.

(14) official document files.

(15) official document envelope.

(16) official paper.

(17) report.

(18) information card.

(19) notebook.

(21) flags.

6。 The second application of corporate image planning-advertising supplies series.

(1) newspaper advertisements.

① layout style.

② half-page style.

③ header (column) style.

(2) magazine advertisements.

① cross-page design style.

② the whole page design style.

③ Half-page design style.

(3) direct mail advertising.

① horizontal style.

② vertical.

③ two-fold, three-fold and four-fold type.

(4) car advertisements.

(5) wall advertisements.

(6) calendar advertisements.

(7) Calendar advertisement.

(8) calendar advertisements.

(9) Poster (poster) advertisement.

(11) balloon advertisement.

(11) horizontal street sign advertisement.

① direct advertising.

② site-based advertising.

③ neon advertising.

④ notices and instruction advertisements.

⑤ advertising tower at the top of the building.

⑥ advertising flags.

(12) Three-dimensional media advertising.

① TV media advertisements.

② radio media advertisements.

③ multimedia (computer synthesis) advertisement.

④ Slide ads.

⑤ light box (static and dynamic) advertisement.

⑥ model.

(13) gift advertisement.

(14) Social public welfare building advertisements.

7。 The third design of corporate image application system-series of vehicles

(1) Company vehicles.

① modeling (external modeling and color tone).

② car body (advertising) sign.

(2) engineering vehicles and tool vehicles of the company.

car body advertising signs.

(3) the car.

① modeling.

② vehicle ornaments and signs.

8. the fourth design of corporate image application system-uniform series

(1) summer office clothes for company employees.

(2) the company staff's office clothes in winter.

(3) management dress series.

(4) Staff sportswear (summer).

(5) Staff sportswear (winter).

(6) Staff clothing series (badges, decorative flowers).

(7) Staff clothing