Briefly describe the meaning, significance and function of cis.

Cis is the abbreviation of English corporate identity system. It means "unified system of enterprises", "self-identification system of enterprises" and "enterprise identification system". Xiao Si Theory constructs and develops the corporate image as a whole, which is a corporate identification system. A good "Xiao Si" will become a sharp weapon to help enterprises explore the market for a long time.

Cis is a modern enterprise management strategy, which can't be achieved overnight. It has experienced the evolution from competitive intelligence to competitive intelligence. Ci (Corporate Identity) refers to corporate identity. At first, it was just a means to unify the visual identity of enterprises, improve the visibility of enterprises' products, and then expand the sales purpose. The emergence of ci is the result of the emergence of a large number of enterprises in the industrial age and the corresponding market competition. As early as the early 20th century, Italian entrepreneur Milo Olivetti set up a typewriter factory in Iberia. In order to improve the competitiveness of his products, on the one hand, he attached importance to the design of corporate logo and constantly improved its trademark, on the other hand, he also opened a nursery to enhance the corporate image. 19 14 years, the famous German architect Bieber Hans was hired as the design consultant of aeg Electrical Appliance Company in Germany, which unified the design of trademarks, packaging, post-it notes and envelopes, and played a positive role in unifying corporate vision.

Although the unified design of these trademarks and logos can not be regarded as ci design in a strict sense, it can also be regarded as the embryonic form of ci visual recognition.

Ci officially originated in the United States in the 1940s and 1950s. During this period, three companies in the United States adopted ci design, namely cbs, ibm and Westinghouse, among which ibm's logo design is the most famous. Therefore, some people regard ibm's ci plan as a symbol of ci establishment.

The introduction of cis has made many enterprises achieve good business performance. For example, in the early 1960s, Clarice's market share suddenly increased by 65,438+08%. 1970, the Coca-Cola Company introduced cis, which transformed the logo of Coca-Cola into the logo of the whole world, and as a result, a cis craze was set off all over the world.

Following the trend of America, Japan introduced and developed cis in 1960s and 1970s. It developed and strengthened "spiritual identity", not only created its own cis practice, but also contributed to cis theory.

Around the 1980s, cis was introduced into Southeast Asia, and the introduction of cis into Hong Kong and Taiwan in the late 1970s also made some achievements.

Since China's reform and opening up, with the development of market economy, many enterprises have gradually attached importance to and introduced cis, such as Apollo Group, Sanjiu Group, Jianlibao and Li Ning Sporting Goods, and achieved remarkable results. In recent years, many professional companies such as ci planning and design have emerged in China, which have contributed to the introduction of cis into enterprises and the improvement of their competitiveness.

Elements of enterprise identification system

There are basically three components:

1 enterprise's mental identity (MI);

2. Behavior identification (BI);

3 enterprise visual identity (vi).

The mental identity of an enterprise generally includes business creed, enterprise spirit, motto, enterprise style, business strategy, advertisement, employee values and so on.

The behavior identification of an enterprise includes two parts: internal and external. Internally, it includes the education of cadres and employees (such as service attitude, reception skills, service level, work spirit, etc. ), production welfare, working environment, production efficiency, waste gas treatment, pollution countermeasures, research and development, etc. Externally, it includes market research, product development and public relations, promotion activities, circulation policies, bank relations, stock market countermeasures, public welfare and cultural activities.

The visual identification of enterprises generally includes three parts: basic design, relational application and auxiliary application. Basic design includes, for example, enterprise name, brand logo, standard text, standard color, enterprise modeling, enterprise logo pattern, enterprise propaganda slogan, slogan, mascot and so on. Related applications include, for example, office appliances, equipment, signboards, signs, flags, architectural appearances, windows, uniforms, vehicles, packaging supplies, advertising, display, display and so on. Auxiliary applications, such as sample use, sample use specifications and other additional uses.