How to recognize MIS?

1. Design of Concept Identification System (MIS)

(1) What is Corporate Concept

Corporate Concept Identification (MI) can be expressed as the way an enterprise engages in all operations Philosophy, ideas and values ??of management activities. It is the ideal state and the highest criterion that an enterprise hopes to achieve in its operations. It can also be said to be the core of the enterprise's pursuit of interests and business strategies and tactics, and the overall goal and policy for the actions of the chairman, general manager, and all front-line personnel.

Corporate philosophy includes corporate mission, business philosophy, private values, corporate spirit, management principles, as well as advertising slogans and spiritual slogans for external communication.

The concept identification (MI) system not only determines the management policy and behavioral orientation in corporate activities, but also builds corporate culture, cultivates corporate spirit, corporate style, corporate personality and corporate image.

Corporate philosophy is the soul, cornerstone and driving force of CIS strategy.

(2) Components of the corporate philosophy (MIS) system

Image positioning - the manifestation of corporate positioning, the goal of image building, and the direction of image communication;

Corporate mission - the company's external value, the company's status, role and sense of responsibility in the social living environment;

Business philosophy - the company's business philosophy, business policies, and the business realm pursued by the company;

Values ??- values ??shared by the company, employees, customers, dealers, shareholders, society, etc.;

Enterprise spirit - the group consciousness of all members of the enterprise, A spiritual slogan to boost morale;

Service concept - a service-oriented corporate behavior concept, the motivation to carry out customer satisfaction activities;

Management concept - a management idea to optimize corporate management , management concepts related to the use of talents;

Advertising slogans - external communication slogans for business concepts, brand concepts, service concepts, etc.

The above constitutes the ideological and value system that all members of the enterprise recognize and unanimously pursue, representing the heart, mind and soul of the enterprise.

(3) Characteristics of corporate philosophy

1. abstraction. It is the crystallization of rational thinking at the levels of concepts, thoughts, philosophy, spirit, and culture. It is the carrier of corporate spiritual culture. It is more abstract than corporate behavior, but at the same time it is a highly refined concrete image.

2. Philosophical. The corporate philosophy runs through the corporate philosophy, world outlook, outlook on life, and values. It is the company's method of dealing with internal and external relationships, upper and lower relationships, and mutual relationships, so it is philosophical.

3. futurity. It originates from the actual state of the enterprise and is higher than the actual state of the enterprise, and has traction on the development of the company and all members.

4． stability. The corporate philosophy is the "constitution" of the company, which has long-term and stable nature.

5． Transmissibility. As a business cultural attribute of corporate culture, corporate philosophy should be market-oriented, conducive to dissemination, marketing communication and image building; it should have an appeal and cohesion effect on employees internally. Therefore, it can be used as an advertising slogan for external publicity, as well as slogans and slogans used within the company.

6. New ideas. The new corporate philosophy is an innovation of the original concept, reflecting the change of concepts, the company's new thoughts, new concepts, new pursuits, and new goals.

7. Simplicity. Concise, accurate, natural and appropriate.

8. Legibility. The pronunciation is loud, catchy, easy to recite, easy to read and easy to remember.

(4) Essentials of corporate concept design

1. Concept research, concept collection and concept reflection;

2. Corporate development strategy research and corporate vision discussion;

3. Research on corporate positioning and image positioning;

4. Research on corporate reality and corporate culture;

5. Research on industry characteristics and enterprise characteristics;

6. Interviews with managers on their business philosophy and concepts;

7. Sit down with management and employees;

8. Design expectations for future corporate concepts at a comprehensive level;

9. Refining and synthesizing the above elements;

10. Focus on corporate concept design and origin;

11. Conceptual idea bar culture development design.

12. Article cultural interpretation;

13. Communicate repeatedly with senior management of the company;

14. Solicit opinions from middle and employee levels;

15. Revise and finalize the draft;

16. Editing the "Concept Identification (MIS) Manual"

(5) Concept Identification System (MIS) Design Case

Air China

Values: The highest realm of service

Business philosophy: Serving the world with love

Enterprise spirit: Navigating the future with innovation

…

Baishan Power Plant of Guodian Corporation

Values: Vitality comes from motivation

Enterprise spirit: Eternal innovation, unlimited vitality

Talent outlook: Let everyone’s wisdom burn!

……

Bada Group (Zhuzhou Vehicle Factory)

Business philosophy: Carrying the mission of strengthening the country and transporting wealth all over the world

……

Zhuzhou Cemented Carbide Group

Values: Create value with sincerity

Business philosophy: Tools for the world, weapons for wealth

…

Suzhou Dongfang Fengsheng Technology Co., Ltd.

Business philosophy: The mother of fine products, the source of value

Values: Casting role models, infinite interpretations

Quality Outlook: The pursuit of being picky and impeccable

......

Hong Kong Aiyer Group

Business philosophy: Caring for you, me and others, and caring for the next generation

Sales concept: Do not deceive children

Quality concept: Quality is love, almost impossible

…

Shijiazhuang Boshen Tools Group Co., Ltd.

Business philosophy: Business philosophy: Broad? Extensive? Sophisticated? Deep

Entrepreneurial spirit: Endless progress...

Service concept: Make users more comfortable< /p>

……

Hangzhou Hi-tech (Binjiang) Water Co., Ltd.

Entrepreneurial spirit: Dig wells three feet deep, and everything will fall into place

Service philosophy: Love Connected with users, connected with thousands of families

......

Shanxi Xiacheng Coal Transportation Company

Values: Burning suffering and happiness

Dedication Light and Heat

Enterprise Spirit: Blue Flame Spirit

Blue Flame, unlimited vitality!

……

Harbin Gasification Plant

Enterprise Spirit: The Holy Fire is the Spirit

The vitality burns and the Holy Fire never goes out.

Values: Dedication will bring its own rewards...

...

(6) Concept communication and dialogue with entrepreneurs

1. The abstractness and practicality of ideas;

2. Corporate personality and differentiation of concepts;

3. The dissemination of ideas and their commercial value;

4. The long-term nature of the concept and its lasting implementation. 2. Introduction of new corporate culture

(1) The three major CIS systems MI, BI, and VI are connected with corporate spiritual culture, behavioral management culture, and material culture;

(2) Introduction CIS is the entry point to innovate corporate culture and build a new tangible carrier of corporate culture;

(3) Discussion on the commercial value and dissemination of corporate culture;

(4) CIS design and innovation Corporate culture case analysis;

Case 1: Baishan Power Plant CIS and corporate culture

(Design results display)

This is the largest hydroelectric power plant in Northeast China enterprise. In July 2002, facing the need for corporate innovation and development, the factory decided to launch a corporate culture construction project and entrusted the Asia-Pacific CI Research Institute to introduce CIS. Carry out corporate image design from three aspects: concept (MI), behavior (BI), and vision (VI), build corporate spiritual culture, behavioral management culture, and material cultural carriers, integrate corporate image shaping with corporate culture construction, and propose " With the core value of "vitality comes from power", we designed a corporate logo that is integrated in form and spirit with this core corporate philosophy. The corporate spirit is determined as "infinite vitality and eternal innovation", and puts forward the talent concept of "let everyone's wisdom burn!"...

Due to the leadership's attention, clear direction, well-designed and powerful implementation, This factory's corporate culture construction made a significant breakthrough in just two years from 2002 to 2004. It showed the practical effect of CIS innovative corporate culture construction in terms of changing the ideological concepts of all members and stimulating corporate vitality.

The CIS practice of Baishan Power Plant shows that the function of CIS is far from a single expression of image shaping, nor is it limited to building a brand and developing markets; it should have cultural creativity and a driving force for management. For this reason, Asia Pacific has a CI concept like this: "The depth of understanding of CIS determines the intensity of CIS development, which determines the effect of introducing CIS." This is similar to the story of the well digger. Faced with those superficial views on CIS, we need to reflect: Do we really understand CIS?

Case 2: Air China CIS and brand culture;

(Design results display)

In 2003, Air China and the Asia Pacific CI Strategy Research Institute Signed a contract and entrusted Asia Pacific to import CIS. On the basis that the existing visual identification (VI) system remained basically unchanged, it focused on the design of corporate philosophy (MI) and behavioral identification (BI) systems. Its purpose is to innovate the traditional business philosophy of state-owned enterprises, establish and improve an internal and external model that centers on customer service and aims at satisfaction, builds Air China's service brand, builds a new Air China corporate culture, enhances competitive advantages externally, and Internally, the strategically restructured subsidiaries will be integrated to form a synergistic force within the group.

The CIS design proposes that Air China’s core concept is “service to the highest level”. This core concept consists of the business philosophy of "serving the world with love", the service concept of "four-hearted service" (making customers feel at ease, satisfied, comfortable and tempted), and the entrepreneurial spirit of "innovation oriented to the future"

Support and form a complete Air China service brand concept and Air China ideological and value system.

Large companies like Air China use CIS to build service brands and integrate group culture, and ultimately use it to strengthen the market strategic goal of competitive advantage, which fully demonstrates the function of CIS in creating cultural power, image power, and brand competitiveness. This once again proves the new definition of CIS given by Asia Pacific: "CIS is a differentiated strategy for modern enterprises or related organizations to seek competitive advantages through unified design and introduction." At the same time, it shows that services are no longer limited to the extension of products. The service itself is an integral part of the product, and even the entire product in some companies and organizations. Service is one of the core competitiveness elements.

CIS is a powerful helper to help you improve services, enhance services, perfect services, and create a competitive service brand.

Case 3: CIS and product culture of Hong Kong Ayer Company;

(Design results display)

Hong Kong Ayer Group (China) Umbrella Company Located in Xinxing County, Guangdong, it was formerly known as Xinxing County Huaji Umbrella Products Factory. The company was in operating difficulties and entrusted the Asia-Pacific CI Strategy Research Institute to package and market a new children's umbrella product.

Asia Pacific used CIS to inject cultural power into the product, positioned this new product in a distinctive way, named it "Magic Meteor Umbrella", and renamed the company "Aiyi Children's Products Co., Ltd." , positioning the company as a "company that spreads love" and its business philosophy as "caring for you, me and others, and caring for the next generation." Under the guidance of the new CIS brand strategy, a new children's umbrella product image design was carried out... This product is packaged as a toy umbrella and functional umbrella that can be used, played, sang, has a red light, and is safe. The brand-new product has quickly become a hot commodity among dealers in South Korea, Taiwan, Japan and other countries. The profit of Aile's products has increased from the original 1 cent per umbrella to about 20 yuan. This is a typical case where CIS injects cultural power into products and creates 200 times profits. From product planning, design, process improvement, to marketing planning, it only took more than 3 months to promote the product to the market.

Case 4: Guanghou Primary School CIS and campus culture;

(Design results display)

Guanghou Primary School is the hometown of revolutionary pioneer Dr. Sun Yat-sen, Guangdong Province A century-old prestigious school in Zhongshan City. From July to September 2003, the school used the school's summer vacation to entrust the Asia-Pacific CI Strategy Institute to introduce CIS and build campus culture.

The leading direction of Guanghou Primary School’s CIS design is to improve the campus environment. It uses CIS as a means to design a new school philosophy (MI), school badge and a complete set of image identification systems (VI), and combine the two to create a campus cultural atmosphere. According to the school's teaching rules, this campus culture and image planning project was completed as planned during the school's summer vacation for more than two months. Including the systematic proposal of the school's purpose, policy, philosophy, and spirit, the design of the visual image identification (VI) system with the school badge as the core, and the completion of the decoration project that quickly transformed into the image of the park. When students finish school and start school, the campus environment has taken on a completely new look. A campus environment with a strong cultural atmosphere shows the modern style and youthful vitality of this century-old famous school.

The school mission designed by Guanghou Primary School is "education enlightens life", and the values ????are "the light of education, forever bathing future generations"...

The construction of CIS campus culture of Guanghou Primary School shows that : CIS, which originally means "Enterprise Identification System", is no longer a company's patent. Schools, hospitals, media, regions, societies, cities, etc. are all introducing and developing CIS for organizational image and organizational culture construction, which once again proves that CIS is closely related to the cultivation of cultural and image power.

Case 5: Zhengzhou Local Taxation Bureau CIS and organizational culture;

(Design results display)

Zhengzhou Local Taxation Bureau is not only Henan Province, but also the whole country. Advanced unit of tax system. However, the bureau leaders are not satisfied with the status quo, and use a strategic vision to align with coastal coordinates and integrate with international standards to promote the construction of organizational culture and image.

What is more worth thinking about is that the profound significance of Zhengzhou Local Taxation’s introduction of CIS project is that CIS will reform the national administrative structure, transform government functions into a social and service-oriented direction, and civil servants will establish a new service image and We will make useful contributions by establishing a new behavioral model for civil servants targeting taxpayers and deeply touching on deep-seated issues such as soul revolution and cultural change! This will be the glory of CIS, the honor of the CI industry, and indicates the future development prospects of CIS!

Case 6: CIS and business culture of Goldlion (China) Co., Ltd.

(Design results display)

Goldlion is the Asia-Pacific CI Strategy Research Institute’s tracking service for 8 years A typical case for a long time. It has gone through three stages: brand promotion, brand enhancement and brand innovation.

In the three processes, Jinli has implemented a business strategy from beginning to end, namely: cultural business, image business, and emotional business. It is obviously a level higher than the marketing model of promoting products. It communicates with consumers and the general public from a cultural level, injects personalized cultural connotation into products and brands, and makes the brand concept of "Goldlion, a man's world" deeply rooted in the market. deeply impressed in the minds of consumers and the general public.

Goldlion’s stores and counters across the country are completely designed in accordance with this concept of “cultural business”. Including its business philosophy of "diligence, frugality, honesty and trustworthiness" and its employee code of conduct of "love the country, love the company, love the family and love yourself", Goldlion participates in sponsoring Olympic bid activities, donating to education, poverty alleviation and other social welfare activities. The corporate behavior of taking from society and feeding back to society fully demonstrates the company's high cultural quality and high-end product taste, allowing consumers to enjoy a spiritual level of culture that transcends use value from the process of purchasing and using Jinlilai products. This is the high added value of Goldlion’s products and brand.

What does the case of Goldlion illustrate?

It illustrates the Asia-Pacific CI concept that "CIS is a strategy, a process, and the only way to cultivate a brand." It shows that cultural business is the highest realm for operators, and CIS is a tool and assistant for cultural business, which can be tried out.

(5) Cultivation of new corporate culture and introduction and implementation of CIS

Consciousness of concepts: establishing the most valuable values;

Standardization of behavior: establishing Unify behavior patterns;

Visual standardization: establish a unified and standardized image recognition system