Image element analysis

Analysis of CIS corporate image elements

The origin of CIS

In the mid-1980s, with the wave of opening to the outside world, China enterprises introduced CIS into Chinese mainland. Guangdong Sun God Company took the lead in introducing CI and achieved great success. Since then, Jianlibao, Li Ning, Robust and Asia have been successfully introduced into CI.

Brief introduction of CIS

CI or CIS is the abbreviation of enterprise identification system. Among them, legal person refers to legal person, organization and enterprise. CIS is generally translated into enterprise identification system or enterprise element analysis. This is a magic weapon to win in the fierce international competition. CI studies the fourth resource-intangible assets.

Definition of corporate image

CI is a social organization. In order to shape its own image, it uses a unified visual design and a whole communication system to convey the organization's business philosophy, corporate culture and business activities, so as to highlight the personality and spirit of the enterprise and establish a two-way communication relationship with the public, thus enabling the public to have strategic activities and functions with a sense of identity and consistent values.

CIS application scope

CI is not only applicable to enterprises, but also to individuals. If you make a personal plan before job hunting, you may get unexpected results.

Image connotation

What is image? It is a specific activity and gesture that can arouse people's thoughts or emotional activities. Corporate image is a kind of view of enterprises.

Corporate image is one of the key factors that determine the survival and development of enterprises in the competition. The composition of corporate image, that is, its connotation, can be divided into the following three forms:

Material expression. Including office facilities, equipment, product quality, environment, group logo, decoration, financial strength and so on. The most important thing is product quality, which is the core of establishing corporate image and the first impression.

Social performance. Including enterprise personnel, talent lineup, technical strength, economic benefits, work efficiency, public relations, management level, etc. The most important thing is the quality of employees.

Spiritual expression. Including corporate beliefs, moral standards and slogan spirit, corporate image elements mainly rely on internal spiritual quality, and corporate image elements are embodied in product image, environmental image, employee image, entrepreneur image, public * * * relationship image, social image and overall image.

The role of CIS

CI is called a tactical magic weapon to win the market and customers, and it brings intangible assets to enterprises. CI can help enterprises establish corporate and product images, improve consumers' awareness of enterprises, and is a competitive strategy for enterprises to lead the market. It plays an increasingly important role in the increasingly active market economy. Nowadays, the competition between corporate image and brand image has become the most precious wealth of enterprises. For example, the introduction of CI system of Qingdao Haier Group has won the national white goods market and a good public image. Introducing CI into enterprises can bring the following benefits to enterprises:

1. Improve the visibility of enterprises;

2. Improve the popularity of products in the market, increase competitiveness and increase economic benefits for enterprises;

3. Promote the basic work of enterprises and improve quality of enterprise;

4. Encourage employees' morale and enhance enterprise cohesion and centripetal force;

5. It is beneficial for enterprises to recruit talents and enhance the development strength of enterprises;

6. Improve the credibility and confidence of bank loans and investments;

7. It is conducive to uniting enterprises and establishing a relationship of mutual trust and cooperation;

8. Effectively strengthen the advertising effect.

The Present Situation of Competitive Intelligence in China

Since CI was introduced into China in 1980s, the situation of China enterprises introducing CIS is far from optimistic as people think, and there has been a serious disappearance phenomenon, which can also be said to be difficult.

The current situation of CI in China continues.

Due to the lack of scientific, comprehensive and systematic guidance of CIS theory, some image design and planning companies undertake design and planning tasks in the case of a serious shortage of professionals, and some enterprises lack a comprehensive understanding and grasp of the nature, operation and role of CIS, which directly leads to misunderstandings in understanding and behavior.

Misunderstandings in cognition and behavior

(1) Re-planning, light investigation;

(2) attaching importance to form and neglecting content;

(3) Re-design, light implementation.

The Trend of CIS Mode in China

The enterprise idea is directly close to the "soul" or philosophy, so we should observe and analyze the present situation of the enterprise from the height of management philosophy and put forward the personalized enterprise idea. On the basis of standardization, BI and VI can be different according to the cultural background of the market.

The "idealized" direction of China's CI model is correct. The trend of consumers in the future is to seek products with the same "cultural roots" as themselves, or to support enterprises with the same values. We should explore hard in this direction.

Basic knowledge of CIS

Conceptual Design-Mental Identity

Behavior Design-Behavior Identity

Visual design-visual recognition

The relationship between systems-system connection

Characteristics and functions of CIS

Idea system -mi

Mental identity is the core of enterprise identification system. It is not only the purpose and policy of enterprise management, but also a distinct cultural value. External is the measure of enterprise identity, and internal is the cohesion within the enterprise.

Corporate identity is the key to the development and implementation of CIS. Whether a perfect enterprise identification system can be successfully developed mainly depends on the establishment and persistence of mental identity. Only by extending this ideological system to dynamic enterprise activities and static visual communication design can we create a unique corporate image perfectly.

Psychological identification system is the most abstract and profound part of CIS. Its core content is enterprise spirit, that is, the values and group consciousness formed by enterprises in long-term business activities and recognized by employees. The enterprise's mental identification system includes:

Enterprise mission, management concept, code of conduct and activity field. It can be said that corporate culture is the driving force and cornerstone of corporate identity system.

The three factors in CIS are at different levels. If you compare people,

Enterprise mental identity (MI) is equivalent to human heart;

Behavior recognition (BI) is equivalent to human expression, and some people call it "face".

Visual recognition (VI) is equivalent to human facial features and clothes.

In fact, the three elements of enterprise identification system should also be equal to the harmonious relationship between human heart, hand and face, and should develop in a balanced way, highlight key points and not neglect one thing at the expense, so as to build a complete and good corporate image.

Enterprise mission

Enterprise mission is the most basic starting point of enterprise ideological identity and the driving force of enterprise action. Only by establishing a clear sense of mission can we meet the self-realization needs of enterprise members, constantly stimulate their creative enthusiasm and win more universal and lasting support, understanding and trust from the public. Otherwise, even if the enterprise is operating, it is dead or on the verge of bankruptcy.

Management philosophy

What kind of idea is management philosophy to manage the basic management principles and values of enterprises? "How to do it" is the management concept of an enterprise, and it is the value standard and guiding principle pursued in interpersonal communication within the enterprise and external business activities.

Business philosophy is the foundation of enterprise personalization, the soul and nerve center of enterprise culture, the comprehensive method of enterprise overall design and overall information selection, and the logical starting point of all enterprise behaviors. It is gradually formed in the production and operation, and has the characteristics of operability and practicality. IBM firmly believes that "principle is the only holy book of an organization".

standards of behaviour

Code of conduct is a series of standards and rules for employees to participate in business activities in enterprises, which embodies the specific requirements of enterprises for employees. Specifically, it includes service convention, labor discipline, work code, code of conduct, operating rules, attendance system, etc.

Active field

The field in English refers to the technical scope or commodity field that an enterprise should carry out its activities. Enterprise mission, management concept and code of conduct belong to the theoretical category of enterprise concept. The activity field belongs to the practical application category of enterprises, and the specific implementation and embodiment need to be completed in a certain activity field.

In other words, in order to achieve the goal of spiritual identity, enterprises must base themselves on the field of activities and put the brand of corporate mission, business philosophy and code of conduct in the field of activities of enterprises, so as to truly play the role of spiritual identity.

Application form of enterprise concept

(1) slogan slogan;

(2) advertising;

(3) enterprise songs;

(4) enterprise motto;

(5) Rules and manuals

Behavioral system -bi

Behavior identification embodies the enterprise code of conduct under the guidance of enterprise spirit, is a kind of "practice" in the enterprise CI system, and is a behavior mode in which the enterprise concept is implemented, which is manifested in organizational system, management training, code of conduct, public relations, marketing activities and public welfare undertakings.

Enterprise spirit is abstract, while enterprise behavior is dynamic, which is usually reflected by factory capacity, factory appearance, internal and external behavior norms of employees and various ceremonies within the enterprise.

Behavior recognition

Behavior identification, internal and external communication organizations all use activities to embody or implement ideas. In CIS, behavior recognition is the most extensive field, and it is also a category that theoretical discussion lacks systematicness so far.

Characteristics of enterprise behavior

The first is the unity of behavior (activity) identity. First of all, all the behaviors (activities) of an enterprise should be highly consistent with the enterprise's concept (MI) and not contrary to the enterprise's business philosophy. Secondly, all behaviors (activities) of the enterprise should be consistent from top to bottom, that is, all activities carried out by all employees and departments of the enterprise should focus on one center, that is, serving the good image of the enterprise. Anything that goes against this goal will damage or destroy the unity of corporate image.

The second is the uniqueness of enterprise behavior (activity) identification. If an enterprise wants to win in the business war with its competitors such as Lin, it must be guided by the enterprise concept, and its behavior (activity) identification reflects its different personality from other enterprises, and this unique personality is the basis for the public to identify the enterprise, otherwise it will easily fall into the realm of indifference, and the enterprise will be submerged in the ocean of goods. Therefore, enterprises should pay attention to the uniqueness and difference of enterprise activities, because it is through this unique activity that consumers learn about enterprises.

Behavior recognition can be divided into internal and external aspects.

1. Internal:

(1) cadre education: such as professional knowledge, management ability, responsibility and coordination ability;

(2) Staff education: such as service attitude, telephone courtesy, answering skills, service level, work spirit, etc.

(3) production welfare;

(4) working environment;

(5) internal operation;

(6) Production equipment;

(7) Waste treatment and pollution countermeasures;

(8) research and development.

2. External:

(1) market survey;

(2) product development;

(3) the relationship between the public and the public;

(4) promotional activities;

(5) Circulation countermeasures;

(6) Countermeasures for agents, financial industry and stock market;

(7) Public welfare cultural activities.

The difference between behavior recognition and general behavior

The Theory of Enterprise Management and Public Relations discusses many problems involved in behavior identification. But it is different from them in scope and angle. Different from thinking about employee behavior in enterprise management, CI behavior identification focuses on the communication function of employee behavior in enterprises, and different from employee behavior discussed in public relations, the significance of CI behavior identification lies in building the consistency and difference of behavior identification.

One or two successful public relations activities do not necessarily show behavioral identity. The key is to see whether you have the unified effect of identity and whether it contributes to the construction of intellectual integration in CI relationship.

From the perspective of communication, CI behavior identification can be divided into internal and external behavior identification according to the nature and channels of communication. Internal behavior recognition is the basis of external behavior (activity) recognition; External behavior (activity) cognition is the extension and expansion of internal behavior cognition.

Organizational behavior is a reasonable part of behavior identification, and the organization of organizational behavior itself becomes an effective symbol of behavior identification, which has the functions of internal identification and external identification.

Visual system -VI

Visual recognition is to convey corporate ideas and values to the society in an organized and planned way through static and specific visual communication forms, and to establish a unified corporate identity image. Visual identification system is generally composed of basic design elements and application design elements, such as standard colors, standard characters, uniform uniforms of enterprises, etc.

Visual recognition system is the most external and intuitive part of the three components of CIS, and it is also a concrete and visual form of communication. Through organized and systematic visual programs, all kinds of information of enterprises are conveyed, mainly including basic elements such as corporate logo, standard words, standard colors and symbolic graphics, mascots, corporate public goods, vehicle appearance, office decoration, outdoor signs, employee uniforms, product packaging, and various advertising media. , can become the carrier of VI extension and promotion.

Basic design elements of visual recognition system

Enterprise name, enterprise brand logo, enterprise brand standard words, enterprise special printed book, enterprise standard color, enterprise logo shape and pattern, enterprise document typesetting method, etc.

1. Enterprise certificate category

2. Office supplies

3. External account bill category

4. Symbolic classes

5. Means of transport

6. Promotion (SP) advertising category

7. Mass media advertising

8. Commodities and packaging

9. Uniforms and clothing

10. Other publications and printed materials

1 1. Other supplies

Design of Visual Identification System

Visual identity design is an important carrier of enterprise concept expression and an important expression of enterprise personality, so it has become the core and focus of CI design. In order to make the visual identification system of enterprises spread with the fastest speed and the most convenient method, and thus shape the good image of enterprises, enterprises must establish the information transmission system of visual identification.

Key points of visual recognition system design

In the development of CI design, the creation of logo, standard characters and standard colors is the most arduous, which is the core of the whole CI identification system and can best express the design ability. Logo, standard characters and standard colors are the external concentrated expression of enterprise status, scale, strength, dignity and concept connotation, and are the core of visual image design (VI), which constitutes the first characteristic and basic temperament of the enterprise. At the same time, they are also unified symbols widely spread and recognized by the public. Therefore, CI visual image recognition has become the core and focus of CI design.

Visual identification system is not a simple means of visual expression, it is a systematic, scientific and complex communication project based on visual communication theory, visual communication design and visual communication media control and management. It is the key of the whole communication project to generalize, refine, abstract and smoothly transform enterprise information into enterprise visual symbols.

The concept of corporate image has corresponding design concepts. The design concept is an organic combination, which consists of various elements related to * * * *, and the result of the combination has distinct and typical personality characteristics. In order to realize enterprise identification and make all elements of visual image conform to enterprise personality, it is necessary to choose appropriate design themes and modeling elements, form a unified design system with organic vitality, and adopt scientific media strategies for effective long-term communication.

Relationship between systems

A complete CIS system must include three elements: MI, BI and VI. Among them, the leading factor of MI is the unique value system formed by enterprises in the long-term development process, which is the precious spiritual wealth of enterprises and the driving force for their sustainable growth. The visual embodiment of MI is VI, and BI is the extension and display of MI's behavior. The perfect integration and organization of the three is an effective means to shape the corporate image.

If BI loses MI, the employees of the enterprise will not know how to develop the enterprise and how to do it, and the enterprise behavior is likely to fall into a state of unconsciousness. If VI can't express MI, it lacks the visual impact of spiritual connotation, just like a rootless flower. On the other hand, rice has become an empty slogan or a piece of waste paper without BI and VI.

The restrictive relationship between BI and VI can be explained as follows: when soldiers or armed police wear military uniforms or police uniforms, their behavior will be bound by relevant regulations, which is different from that when they wear casual clothes. VI plays the same role in BI as military uniform or police uniform. On the other hand, a person who only cares about appearance and ignores behavior can't win the recognition and goodwill of others, just like a salesman in a big shopping mall, even though he is wearing a uniform, he will export dirty words and behave badly. Can customers have a good impression?

Characteristics and functions of CIS

I. Unity

Rice, blue and six are highly unified in spirit; The internal elements of VI system are completely standardized and uniformly applied to various promotion forms. Therefore, CIS plays an important role in the enterprise, in the implementation of unified enterprise strategy and in the unification of image and behavior at home and abroad.

B, uniqueness

The CIS system of an enterprise, based on its unique corporate culture, has a distinct personality and can effectively show the difference between this enterprise and other enterprises. Therefore, CIS is the fundamental basis for enterprises to implement differentiation strategy.

C, communication efficiency

Because CIS summarizes the most important contents of corporate culture and corporate image completely, accurately, methodically and normatively, it is easy to spread and popularize, and has high communication efficiency, which can effectively improve the internal and external communication of corporate culture and corporate image, especially the external communication effect, and help enterprises to better establish their popularity, reputation, corporate image and brand image.

CIS planning and implementation

I. CIS Import Planning

1. Product process design import

2. Product packaging design import

3. Introduction to Trademark Design

4. Product promotion and import

5. Company staff training

B, CIS marketing planning

1. Product poster, sample design and production

2. Design, organization and implementation of large-scale business activities

3. Outdoor advertising design and production

4. Design and production of TV, radio and newspaper advertisements.

5. Planning and production of company brochures and feature films.

6. Formulate advertising execution specifications

C, CIS import program

CIS import program refers to a formal activity of an enterprise with a certain scale. The sequence and specific steps of the whole process from investigation and analysis to implementation of feedback evaluation are helpful to establish a systematic and scientific procedure in CIS strategy introduction, thus improving the efficiency and quality of CI introduction.

CIS import from filing to implementation management is a complex and concrete system engineering. If an enterprise wants to achieve good CIS effect, it must first make a good CIS import plan. Although the introduction of CIS varies according to the characteristics and problems of each enterprise, it is always necessary to follow roughly the same import procedures and principles to complete the shaping of corporate image.

D. Main operation stages of D.CIS system engineering

1. Proposal stage

(1) Define the motivation and purpose of introducing CI;

(2) Establish the organization responsible for CI.

(3) Arrange the timetable of CI operation

(4) Budget the cost of importing configuration items

(5) Complete the CI proposal.

2. Research stage

(1) Determine the overall scheme of the study.

(2) Enterprise management analysis and evaluation.

(3) Corporate overall image survey and visual project review.

(4) Analysis and judgment of survey data.

(5) Complete the investigation report.

3. Development and design stage

(1) Complete the planning of the overall concept book.

(2) Establish enterprise concept

(3) Develop and design a visual recognition system.

(4) Handling relevant legal and administrative procedures.

4. Implementation management stage

(1) Implement internal communication and employee education.

(2) Implementing the concept and designing the system

(3) Organize CI to release to the outside world

(4) Implement CI management in all departments of the enterprise.

(5) Testing and evaluating the effect of 5)CI introduction.

The four-stage planning includes the main contents and procedures of CI operation. These four stages are an interrelated process, and each stage has its specific tasks and work priorities.

E. Principles that must be followed when importing configuration items

1. We must adhere to the strategic principle;

2. We must adhere to the principle of nationalization;

3. Personalization must be adhered to;

4. We must adhere to the principle of identity;

5. We must adhere to the principle of systematization;

6. We must adhere to the principle of innovation;

7. We must adhere to the principle of operability;

We must adhere to the principle of communication.