In marketing. Why is intransitive verb a system?

CIS is the abbreviation of the overall planning and implementation system of modern organizational image. Its full English name is Corporation Identity System. Chinese translation is "enterprise identification system". CIS theory advocates that through unified design, corporate philosophy, corporate culture, corporate behavior and corporate visual signs are integrated to strengthen its communication effect, so that organizations can quickly enhance their popularity, reputation and public recognition.

Composition and relationship of CIS

Enterprise logo consists of the following three parts:

Mental identity (MI)

Behavior recognition

Visual recognition (VI)

1, mental identity (MI) is the highest decision-making level, the driving force for introducing CI and the spirit of the enterprise. It includes spiritual slogan, business philosophy, business policy and motto. Rice is also a symbol. When this symbol plays an effective role, it will have a subtle guiding role for employees, so that employees can affirm the significance of their work in the company and improve their morale. At the same time, spiritual identity also represents the image of language, and it also needs to get a clear sense of pleasure from understandability. For example, MI:

Enterprise slogan-let consumers enjoy cheaper goods, let employees enjoy a more stable life, and shareholders of the company enjoy more generous benefits.

Enterprise concept-re-creation of brand-new value.

Management policy-attach importance to people, market trends and innovative management.

Motto-be closer to consumers, be diligent in opening up markets, and take strength and speed as a symbol of vitality.

2. Behavior recognition is a non-visual dynamic recognition opening. Responsible for internal organization and management, including: working environment, production equipment, research and development, production welfare and employee education (courtesy, service attitude, enterprising spirit), etc. Externally responsible for carrying out various activities, including: market research, promotion activities, public relations, product development, circulation countermeasures, financial countermeasures, public welfare activities, cultural activities, etc. j？ g？ Mr. Xue Nan said: "CI is not a simple design, but a comprehensive perception of all aspects of the organization-goods, services, employees, managers, work attitudes and conditions, tendencies and popularity." The implementation of CI requires the assistance of all employees of the enterprise. Employees are an important medium to convey corporate image to the outside world. If there is something wrong with the quality of employees, it will bring great harm to the company. For example: employees' attitude and eyes are not decent; The clerk has a bad attitude towards customers, and the secretary is impolite to answer the phone; Vehicles with company logo do not obey traffic rules; Meeting with guests can't keep appointments on time, etc. The above situation will damage the company's image.

Any enterprise with normal operating conditions has two different forces, one is centrifugal force and the other is centripetal force. Centrifugal force refers to the outward expansion of enterprises, such as the expansion of sales and service activities and the diversification of commodities. And the centrifugal force acts outward. Centripetal force is an internal concentration, thus strengthening the unity of the same body. It can be seen that centrifugal force and centripetal force act in opposite directions, but for enterprises, these two forces must complement each other and become one.

3. Visual identification (VI) is a static identification symbol. In the whole enterprise identification, communication and appeal are the most specific and direct, with the most projects and the widest level, which makes people clear at a glance. Corporate image is a vague and hazy feeling in people's minds; Or memory fragments that exist in the brain. In order to deepen the impression, we must design symbols that can properly express and represent these memories and feelings. Use this symbol as a medium to stimulate or open this feeling and memory. The deeper the understanding, the stronger the "trust".

Visual recognition includes basic elements and application elements, and the relationship between them is expressed in the form of enterprise tree.