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企業品牌策劃、CI整合與優化

CIS三大識別系統
企業形象即CI(corporate identity)始于1908年(德國)貝塔.倍高斯的AEG項目理論,而CI或CI創造實績效益始于1956年(美國)艾利奧特.諾伊斯實施的IBM設計計劃之時。
CI在60年代引入日本,日本人把CI深入到企業管理之中,由西方的CI限于視覺設計擴展為MI(企業理念),BI(行為規范),VI(視覺設計),三者構成為CIS體系。
Three Identification Systems of CIS

The concept of CI first appeared in the AEG project theory proposed by the German Beta Pegauss[E1]  in 1908, while it first produced benefits from the IBM design plan implemented by Elliott Noyce, an American, in 1956.

In 1960s, CI was introduced into Japan. Later it was deeply involved in the corporate management of the country, expanded from visual design, which is what the West did, to MI (management idea), BI (behavior identity) and VI (visual identity), three of which constitute the CIS system.

 
 

 

 
 

中智的CI模式,(融入CI管理系統和CI傳播系統)
CI在90年代初引入中國,在中國進入市場經濟后掀起了企業CI熱,在中國的CI初級階段,企業往往注重形式,忽視國情和企業內在的東西,不少企業把CI當成一種形式或業績對待,往往CI導入后缺乏執行和管理的手段。
中智歷經數年為企業導入CI,深入到企業之中。創建了含執行CI管理與CI傳播的CIS體系。實踐證明,中智創建的CI+CI管理+CI傳播的“中智CI模式”,將會對企業全面導入CI起到解決問題的真正效果(見圖所示)
CI Mode by ZhongZhi (with CI management system and CI disseminating system)

CI was first introduced into China in late 1990s, and after that, the heat wave of CI swept Chinese enterprises following practice of market economy in the country. In the early CI stage in China, enterprises always focused on the formality, but ignored the national reality and corporate internal management. Some even considered CI something superficial or a sort of performance. Consequently, implementation and management means was not in place after CI introduction. 

ZhongZhi spent years on introducing CI into enterprises and making it part of the corporate fabrication. It established CIS system covering CI implementation and management and CI dissemination. Experience proves that “ZhongZhi CI Mode”, which consists of “CI+CI Management+CI Dissemination”, can wholly play its role in solving problems.

 

企業運作模式
企業導入CI,應以企業實際情況出發,選定最佳導入時期,還要針對企業自身條件作出判斷,如企業產品質量及市場前景等硬件是否適應市場競爭條件。CI不是萬能,要因地制宜,就如同一個人身體不好,穿得再紳士,也提不起精神。因此,企業在CI導入前,應解決自身存在的產品與產品結構等問題。中智創建的“企業運作模式”是幫助企業自我檢驗,適應產品入市即產品概念——商品交易即商品概念——品牌擴張即品牌概念。企業運作模式圖表如下:
Corporate Operation Chain
CI should be introduced into enterprises on the basis of their situations. To do that, optimal time should be selected and conditioned, such as whether the product quality and market perspective can get accustomed to the competition, should be judged. Like a person whose health is poor, no matter what clothes he wears, he would not remain high spirit. The same is true of CI, which can’t offer universal solutions, but ones based on the realities. Therefore, an enterprise should first solve the problems existing in products and products structure before it adopts CI. The Corporate Operation Chain designed by ZhongZhi can help enterprises self-examine, which consists of “product concept” that introduces products into the market, “commodity concept” that tells the commodity trade and “brand concept” that aims at brand expansion.

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