What is cis planning?

◎ What exactly do ◎CIS, VIS, MI and BI mean?

CIS (Enterprise Identification System) is actually a very common term. Most people think it's just a logo design. As for what VI, MI and BI mean, few people know, let alone understand the connotation of CIS.

Japan is quite mature in the field of ci poetry and has made remarkable achievements, so most participle nouns come from Japan. The proportion of reference to Japanese literature in the study of Ci in Taiwan Province is also quite high. Among these nouns, the most important one is "identity".

What is identity? In the dictionary, the meaning of identity is: "identity, absolute identity, noumenon, identity, identity ..." In fact, it means being able to identify noumenon, which is called identity, just like an ID card represents a person, and a person with a Mercedes-Benz is a rich man with a successful career.

Brand recognition is called brand identity. For example, the figure modeling and corporate Logo of brown coffee, such as McDonald's M-shaped logo with red background and yellow, can also be used in retail stores, even a department or a group of people. As long as it can reflect the characteristics of ontology, it can be applied.

Structure of identity

The main structure of identity has three levels, and the most important one is: 1? Find the right position, determine your own position according to the advantages and disadvantages of environment, competition and target object, and clarify the subjectivity of self-existence; 2? Symbolize it and transform it into a set of symbol system which can represent positioning, affinity, recognition and extensibility; 3? Consistency and standardization should be constantly required in application. If it is not controlled in the application, it will gradually deform and lose its representativeness because of people, places and times.

1? subjectivity

"Subjectivity" basically refers to value, characteristics, personality and so on. Ontological. As far as the enterprise is concerned, it includes a combination of the following items:

● corporate vision

● Definition of occupation field

● Business philosophy

● Value system, values

● Competitiveness

● Main features and uniqueness

2? betoken

The process of symbolization is to transform the characteristics of the subject into unique shapes, standardized words and colors that can arouse preference.

3? standardization

Standardization is usually through a set of standardized model requirements, so that identity can appear with the same face in anyone, anytime and anywhere.

◎CIS is the communication strategy of enterprises.

CIS communication strategy is mainly divided into three parts. First of all, we should sort out the mind system according to the business strategy of the enterprise. The mental system is the general direction of all communication behaviors, while the focus of substantive communication is behavior and vision. The behavior system pays attention to education and training internally, and aims at the concept of active communication externally. Vision system is divided into two parts: basic system and application system.

These three systems are almost the main parts of CIS communication strategy, that is to say, when conducting the CIS import plan, we must first make clear the conceptual system of the subject, and then form a visual and non-visual implementation and communication plan according to the content of this conceptual system. The so-called visual system part refers to VI (visual recognition): including the design of basic system and application system. The promotion of non-visual part focuses on the change of internal employees' values, the formation of corporate culture and even the cultivation of skills, while the external part publicizes the spirit and concept of the enterprise through activities and public relations.

◎CIS can improve corporate image

Through the operation of CIS, we can re-diagnose the overall health status of the enterprise, and find a competitive position for the enterprise according to the diagnosis results, and then pursue the new position as the goal. On the one hand, they can improve their professional physique, on the other hand, they can communicate with each other internally and externally, strengthen their image, and reflect on the overall new performance of products, services, corporate environment, publicity and behavioral norms, and gradually change the target audience, their concepts and corporate cognition.

And most importantly, a good corporate image is a corporate image with trust, and the trust of consumers is the foundation of corporate growth.

◎CIS example: Kenwood

Jianwu, formerly known as Trio, was once one of the three old-fashioned stereos in Japan, but its performance plummeted because it could not keep up with the market development. Trio, Shanshui and Xianfeng were originally called the three major audio companies, among which only Pioneer followed the trend and adopted the mass production system, while Trio and Shanshui continued to devote themselves to the research and development of sound quality technology, and they still could not get rid of their paranoia until the audio market entered the era of popularization. After the popularization of audio, many large manufacturers have joined the ranks of development, and the whole market has become a pioneer, splitting into two, and Trio's performance has gone from bad to worse. In this case, Bank of Japan director Ishisaka Ichiji was hired as the general manager, while Ishisaka strongly advocated the introduction of CI innovative image.

Trio is a company composed of three people shortly after the war. Later, in order to enter the United States, it was renamed Kenwood because it was impossible to register Trio, and some areas were even marked with the dual name "Trio Kenwood".

In internal management, departmental departmentalism is heavy, and grass-roots personnel are not clear about the command system and who to report to, but despite the sluggish performance, every employee is irrelevant. PAOS made an image survey to understand consumers' impression of naming. The results show that the trio is friendly but vulgar. Kenwood gives people a cold feeling, but it is more accurate and emotional. So Trio is suitable for product promotion. After popularization, in order to meet the most urgent audio needs of high school students, Jianwu, which gives people an intellectual impression, can be used instead.

At that time, the name of Jianwu was almost unknown in Japan, so after the promotion of CI, people did not notice the change of Trio, but accepted Jianwu through foreign information and established the impression that Jianwu was an imported brand. After the actual operation of CI, as long as it is the product of Jianwu, the market acceptance is good. Three years later, Kenwood completely replaced Trio.

Jianwu's sound quality is excellent, but from the characteristics of words, CI design is more difficult. The "KENW" in the first half is a straight line, and the "OOD" in the second half is a curve. The front and back paragraphs are completely different, and the letters such as W and O are relatively wide, which makes the trademark very long. So we need to make a triangular black spot on W, which not only distracts the focus, but also makes the whole line look less long. Young people also began to put it on cars, Kenwood stickers became the top fashion, and Kenwood stereos were gradually installed in every car.

After the introduction of CI, the performance of Jianwu tripled in five years. Because of the growth of performance, it is no longer necessary to discount or over-entertain dealers, saving promotion costs.

The biggest mistake made in the original trio era was to pay too much attention to output and ignore the changes in the market. Through the operation of CIS, we should re-examine our own problems in the market and operation, pay attention to image rectification, strengthen the centripetal force and operational efficiency of enterprises internally, deeply understand consumers externally, enhance commodity power and image power, pursue the image positioning of "high quality, advanced and sharp", and finally turn losses into profits and become CIS.

CIS, abbreviated as CI, is the full name of enterprise identification system, which is translated into enterprise identification system and literally translated into "enterprise image unification strategy". Since IBM took the lead in adopting this differentiation strategy to win the market in the 1950s, CIS has been popular all over the world for half a century, and has been widely adopted by international enterprises such as Europe, America, Japan and South Korea, becoming a modern business strategy to build internationally renowned brands, and being called "winning strategy" and "sharp weapon for long-term market development" by international experts.

CIS was introduced to China in 1980s, starting with Guangdong Sun God Group Co., Ltd.. For more than ten years, CIS has been accepted by most enterprises in China and has become a development trend. Many well-known domestic brands such as Haier, Changhong, Konka, Gree, Kelon and Jianlibao have emerged and become outstanding representatives of revitalizing the national economy.

With the internationalization trend of market competition in the world economic integration, after China's entry into WTO, the brand awareness of enterprises is rising day by day. CIS is regarded as a strategic weapon to plan enterprise development, strengthen brand strategy and improve market competitiveness.

CIS has been enduring for a long time, and has become the basic strategy for enterprises to establish brands and seek sustainable development. According to the different understanding and structural differences of CI in different countries and regions in the world, there are two types of CI in Europe and America and CI in Japan. "China Ci" is being explored and formed. Entrepreneurs in China will make beneficial contributions to the formation and development of "Chinese CI" while exploring the "CIS China Road" with their own characteristics.

Europe and America CI

CI in Europe and America was defined as: "standard fonts and trademarks are tools to communicate corporate ideas and corporate culture." From a practical point of view, CI design in Europe and America focuses on the sixth part, emphasizing the standardization of visual communication design, striving for the unity of design elements and communication media, making full use of corporate logos, standard fonts and standard colors in the whole enterprise, and conveying the overall information of the enterprise with beautiful visual images.

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Japanese words

Japanese business and design circles creatively supplemented and improved the guiding ideology of CI planning, that is, American-style CI planning evolved into Japanese-style CI planning, and created CIS theory with national cultural characteristics. This cultural change has completed the sublimation from CI to CIS, namely "CIS strategy".

Compared with CI in Europe and America, CI in Japan is an activity to clearly understand corporate philosophy and corporate culture. It focuses on the change of enterprise concept and management policy, and the whole CI planning is based on enterprise concept. While paying attention to visual aesthetics, we should also pay attention to re-examining the enterprise from the aspects of enterprise concept and enterprise behavior, sort out various problems of the enterprise, and regulate employee behavior from the overall business thinking, enterprise orientation, value orientation and enterprise ethics, so as to promote production and create profits.

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China type CI

Chinese-style words are the extension and development of "European and American words" and "Japanese words". The similarity of "Chinese CI" lies in the integration of profound Chinese nation and modern international business strategy. On the understanding of CI, "China CI" emphasizes the soul function of corporate culture and corporate philosophy; In the operation mode, I agree with the CI view of the three major identification system projects; In appearance, "Chinese-style words" are closer to "Japanese-style words", perhaps because they belong to the eastern national cultural system. However, the China color and national flavor of "China Ci" are absolutely different from Japanese Ci. "Chinese-style CI" is rooted in the profound cultural foundation of 5,000 years, because it is a vast country, and because it is in the prosperous period of reform and opening up and rapid economic development, the "Chinese-style CI" movement developed by various types of China enterprises should be a richer, more perfect and more personalized CI strategic system.

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corporate image

Corporate image is the overall impression and evaluation of the public and employees on the enterprise, and it is the reflection of the performance and characteristics of the enterprise in the public mind.

The elements of corporate image are: product image, brand image, environment image, operator image, public-private relationship image, social image and overall image.

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China CI Promotion Organization

"China CI Promotion Organization" is sponsored by Economic Research Center of State Economic and Trade Commission, Guangzhou Asia-Pacific CI Strategy Research Institute, and China CIS Strategy Promotion Seminar Organizing Committee. According to the objective requirements of internationalization of market competition and the requirements of China enterprises to promote CI strategy and strengthen brand strategy, at the second China CI strategy promotion seminar sponsored by the National Bureau of Statistics and Economic Daily in 1996, Air China, Haier, Changhong, Kelon, Konka, Gree, Hangang, Maotai, Jialing, Tsingtao Brewery, Yan Kun, Jinlilai, Jianlibao, Wan Jiale, Shenzhen.

The purpose of "China CI Promotion Association" is to "promote the cause of CI and revitalize the national economy". The main task is to establish "China CI Training Institute", carry out CI theory training, training and case teaching aimed at China management system, take "actual combat CI" training as the goal, and put forward the implementation plan of introducing CI strategy according to the actual situation and needs of enterprises; Carry out systematic theoretical research on "China CI" strategy; Accept the consultation of enterprises on the introduction, implementation, promotion and management of CI; Editorial journals, such as China Ci and China Ci Series, and other theoretical research achievements, classic cases and professional guidance books and periodicals, and so on.

China CI Promotion Organization adopts group membership system. Any enterprise that voluntarily applies for membership and consciously fulfills its membership obligations can become a member unit.

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China CI training college

China CI Research Institute is the first CIS institute jointly established by Guangzhou Asia-Pacific CI Strategy Research Institute, a professional and authoritative CI planning and design research institution in China, the Economic Research Center of the State Economic and Trade Commission and Guangzhou Management College of the State Economic and Trade Commission.

Taking the inscription of Wang Guangying, vice chairman of the National People's Congress, as the purpose of running a school, helping China enterprises to meet the challenges of international competition after China's entry into WTO as the goal of running a school, and cultivating CI professionals as the goal of running a school, we pursue a professional, practical, instructive and authoritative school policy, and adopt the "case teaching" mode combining theory with practice, teaching and consulting, so that enterprises can come back with problems and effectively help them solve them.

The first phase of "Chinese-style CI brand strategy training camp" of China CI Research Institute started enrollment in late February 2002, and will start school in late February 2003.

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China enterprise CIS strategy promotion seminar

China enterprise CIS strategy promotion seminar was founded by Guangzhou Asia-Pacific CI Strategy Research Institute (hereinafter referred to as "Asia-Pacific"), a famous CI planning and design research institution in China, together with Economic Daily, National Bureau of Statistics, State Economic and Trade Commission and the State Council Development Research Center.

The first seminar on CI strategy promotion of China enterprises 1994 was held in Shenzhen Yinhu Convention Center in August. Approved by China Enterprise Management Association and China Entrepreneur Association, sponsored by Asia-Pacific and Guangdong Enterprise Associations and undertaken by Shenzhen Petrochemical Group. The Chinese Enterprise Association sent a congratulatory message to the conference, and Yuan, the president of the Chinese Enterprise Association, wrote the title of China's first large-scale CI feature film "The Road to CI in China". As an important achievement of the conference, the film was highly praised by experts, scholars and business representatives attending the conference.

The 2nd Seminar on Promoting CIS Strategy of China Enterprises was held in Conghua Hot Spring in June 1996 1 1. Sponsored by Economic Daily, National Bureau of Statistics, Development Research Center of Guangdong Provincial People's Government, undertaken by Asia Pacific, and co-organized by China Industrial Design Association. National famous enterprises gathered, and the conference was unprecedented. The conference broadcasted the second feature film "The Road to CIS in China" and opened the "China CI Forum" to evaluate "China CI Strategic Achievement". Changhong, Haier, Kelon, Hangang, Konka, Gree, Air China, Maotai, Jialing, Jianlibao, Goldlion and other national 18 well-known enterprises jointly issued the China CI Declaration and initiated the establishment of the China CI Promotion Organization. This congress has had a wide and far-reaching impact on promoting the development of competitive intelligence theory and practice in China.

The 3rd China Advanced Seminar on Corporate Identity Strategy (CIS) was held in Zhuhai on June 1999. Sponsored by the State Council Development Research Center and Economic Daily Newspaper Group Brand Times, hosted by Asia Pacific, supported by Zhuhai Municipal Party Committee and Zhuhai Municipal Government, and co-organized by Kelon Group. The conference broadcast the third feature film "The Road to CIS in China" and reviewed "China's CI Strategic Achievements". This session also showed another important research achievement: the sixteenth edition of the four-volume hardcover CI Series in China, edited and published by Mei Yu, a famous CI expert in China and director of the Asia-Pacific CI Strategy Institute.

The 4th China CIS Strategy Promotion Seminar was held in Chengdu in February, 1999. Sichuan Economic and Trade Commission is sponsored by Asia-Pacific Economic News Center and Asia-Pacific CI Strategic Research Institute, supported by the Enterprise Department of the State Economic and Trade Commission, undertaken by Sichuan Enterprise Association and assisted by Changan Automobile (Group) Co., Ltd.

From June 6th to 8th, 2002, the 5th China (International) Enterprise CI and Brand Strategy High-level Seminar was held in Zhuhai Hotel. This seminar was sponsored by the Economic Research Center of the State Economic and Trade Commission, Yangcheng Evening News Newspaper Group and Asia-Pacific CI Strategy Institute.

The Secretariat of the Organizing Committee of China CIS Strategy Promotion Seminar is located in the Asia-Pacific region. Mei Yu, Director of the Asia-Pacific CI Strategy Institute, served as Secretary General of the Organizing Committee.