CI: corporate image corporate image
CI refers to the marketing concept of forming a personalized brand by establishing a good corporate image.
CIS strategy, also known as CIS system, is the abbreviation of "corporate image and brand communication strategy", that is, the strategy using CI concept, including three subsystems: MI, BI and VI:
Mi: Mindidentity MI:Mind Identity (refers to the formation of a good corporate culture and management concept, which is the primary part of the CIS system).
MI is the abbreviation of spiritual identity, and it is the most valuable and core content in CI planning. Chinese translation is "enterprise mental identity". It is the soul of the enterprise and the power of the whole system identification. The internal activities, organizational system and management education of enterprises are all influenced by management information norms, which play an important role in three aspects:
(1) expresses the value of enterprise existence.
(2) Determine the specific enterprise management style.
(3) standardize employee behavior.
Bi: Behavior Identity Behavior Identity (CIS's dynamic identity system, including external feedback, participation in activities, internal organization, management and education, usually appears in the form of a manual).
BI is the abbreviation of Behavior Identity, which is translated into Chinese as "enterprise behavior identification". If MI is the "idea" of enterprise planning, then BI is the "practice" of enterprise planning. BI has internal and external activities. Internally, it is to establish a sound organization, management, education and training, welfare system, code of conduct, working environment, development and research. , thus enhancing the internal cohesion and centripetal force of the enterprise; Externally, through marketing, product development, public relations, public welfare activities and so on. To express the enterprise concept, so as to gain the recognition and recognition of the public and consumers, and then establish a good image of the enterprise.
VI: View Identity visual identity, (VI involves graphic design and brand promotion)
VI is the abbreviation of visual recognition, and Chinese translation is "enterprise visual recognition". VI is the static identification symbol of CI planning and the carrier of visual communication of enterprise ideas, so the projects are the most and the effect is the most direct. VI, as a visual recognition, is an external expression, which of course needs to be beautiful, but VI must be the embodiment of MI and directly reflect the concept of the enterprise. Therefore, VI design contains the principles of fully conveying enterprise concept, humanity, nationality, simplicity, abstraction and dynamics, employee participation, legality, artistry and individuality.
What is the significance of introducing CI into enterprises?
The market competition in modern society is becoming more and more fierce, and enterprises are more and more aware that to make enterprises invincible, they need not only advanced technology and high-quality products, but also their unique cultural characteristics. As an organization, an enterprise will transmit its own cultural characteristics as a kind of information to employees, consumers and residents in the region, prompting them to form their views and evaluations on the enterprise, thus establishing the corporate image.
CI plan is to realize the unification of media visual communication of all enterprises, effectively use registered trademarks, enterprise standard words, enterprise standard colors and other elements, and uniformly design advertisements, product packaging, buildings, vehicles, stationery, bills, etc. of enterprises, so as to obtain a unified corporate image and make people clearly aware of the existence of enterprises.
For example, Xi Du Huadu's corporate culture concept system+behavior orientation is refined.
1, development task
(Conceptual system) Mission statement:
? Choose for customers' life and pay for employees' growth.
? Strive for partner exhibition industry and realize the interests for shareholders.
(Code of Conduct) Task Interpretation:
(Paragraph text explanation)
2. Development vision
Vision statement (idea system):
? Let fashion last forever.
(Code of Conduct) Vision Interpretation:
(Paragraph text explanation)
3. Core values+
(Conceptual system): Conceptual elaboration
? What is trustworthy, what is gratitude, what is tacit understanding and what is transcendence?
Interpretation of credibility (code of conduct):
(Paragraph text explanation)
(code of conduct) a code of conduct for keeping promises:
(Paragraph text explanation)
Interpretation of gratitude (code of conduct);
(Paragraph text explanation)
(behavior guide) Thanksgiving behavior guide:
(Paragraph text explanation)
Interpretation of tacit understanding (behavior guidance);
(Paragraph text explanation)
(behavior guidance) tacit behavior guidance:
(Paragraph text explanation)
(code of conduct) beyond explanation:
(Paragraph text explanation)
(code of conduct) go beyond the code of conduct:
(Paragraph text explanation)
Step 4 expand the concept
Internal parts catalog:
? 1) development concept
(conceptual system)
? Leading fashion, professionalism first.
(code of conduct)
(Paragraph text explanation)
2) talent view
(conceptual system)
? Pay for the growth of employees
(code of conduct)
(Paragraph text explanation)
3) Team concept
(conceptual system)
? Unity of purpose and tacit behavior
(code of conduct)
(Paragraph text explanation)
4) Set a good example
(conceptual system)
? Dedication+Specialty+Occupation
(code of conduct)
? (Paragraph text explanation)
5) the concept of risk
(conceptual system)
? Make a plan and exercise regularly.
(code of conduct)
(Paragraph text explanation)
6) the concept of cost
(conceptual system)
? Accurate accounting and reasonable expenditure
(code of conduct)
(Paragraph text explanation)
7) Learning concept
(conceptual system)
? Work hard together and grow together.
External parts catalog:
? 1) customer concept
(conceptual system)
? The guest is supreme, and you are precious.
(code of conduct)
(Paragraph text explanation)
2) the concept of competition
(conceptual system)
? Creativity leads, team wins.
(code of conduct)
(Paragraph text explanation)
3) the concept of social responsibility
(conceptual system)
? Love, gratitude and responsibility
(code of conduct)
(Paragraph text explanation)
4) brand communication slogan
(conceptual system)
? The guest is supreme, and you are precious.
(code of conduct)
(Paragraph text explanation)
1, enterprise spirit
?
? There is no end to the heart
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