I. The CI of the Chinese model: With the development of reform and opening up in depth, the CIS corporate identity system, an exotic product, has been quietly passed in from an open window, accompanied by a wave of reforms from south to north and east to west. Not only has it been widely recognized and accepted by the community (especially the business community), it has also set off an upsurge of learning, popularization, exploration, and experimentation, and it has gradually developed into a specialized social career—corporate image design. However, judging from the current situation of Chinese companies importing CIS, it is far from being as optimistic as one might think, and there has been a serious phenomenon that has disappeared. It can also be said to be difficult. Due to the lack of scientific, comprehensive, and systematic CIS theories, some image design and planning companies undertake design planning tasks in the case of severe shortage of professionals, and some companies lack a comprehensive understanding of the nature, operation, and role of CIS. Mastering directly leads to misunderstandings in understanding and behavior:
(1) Re-planning and light investigation.
(2) Heavy form, light content.
(3) Redesign, light implementation.
The introduction of CIS in China is imperative, which is determined by the general trend of social and economic development at home and abroad. Efforts to create a Chinese model of CI! At this moment, it may be too early to say so. But although it is not now, it may take several years and the efforts of many colleagues, we still have hope and possibility. The ancients said: "Our high mountains are upright, and the sights and deeds must be carried on. Although we cannot come, we must long for it." This is our current realm. The direction of China's CI model is: Corporate philosophy directly close to the "mind" or philosophy, from the height of management philosophy to observe and analyze the current status of the enterprise and put forward a personalized corporate philosophy. On the basis of standardization, BI and VI may differ according to the cultural background of the market. The "ideal" direction of the Eastern CI model is correct. The trend of future consumers is to seek products that share their own "cultural roots", or to embrace companies that share common values. We should strive to explore in this direction.
Second, the United States model CIS features:
(1) Pay attention to visual unity and emphasize standardization. Colors, logos and patterns are the same in the world. This is due to the fact that the American model of thinking originated from materialism and was used to finding truth from the laboratory. It is also a concrete embodiment of Western industrial standardization.
(2) Although the current CI in the United States also emphasizes the design of the concept of Mend Identity, but its Mend still pays more attention to the factors of enterprise management, and emphasizes the management of rational regulations.
(3) From the perspective of management, the US CI model is more systematic, regular, and easy to operate. This is also his advantage. (4) The CIS model in the United States is mainly used for external publicity. It is a propaganda tactics that uses marketing as a guide and the final consumer as the object of appeal, and exquisitely packages the corporate image.
Third, the Japanese model CIS features:
(1) It does not simply emphasize the performance of CI visual symbols, but emphasizes overall and systematic design planning, with particular emphasis on the communication of corporate culture and business philosophy;
(2) With the spirit of human nature management, the design of the entire CI tends to be dominated by people, and it differs from the American CI that emphasizes the rules of rational systems;
(3) Pay attention to the predecessor company's actual investigation and study, as well as the long-term plan for the future development trend and strategy of the company's development, operation and development, so it takes a long time from the enterprise CI planning to the introduction of the CI.
(4) Japan's CIS model is mainly focused on the company's internal business. The company integrates the work ethic of all employees and establishes the company's business philosophy. Today, it is also transformed into a method of transforming companies and making them more active.
Image Connotation:
What is the image? It is a concrete activity and posture that can arouse people's thoughts or feelings. Corporate image is the recognition of people's perception of the company.
Corporate image is one of the key factors determining the survival and development of a company in competition. The composition of corporate image, namely its connotation, can be divided into the following three forms:
1. Material manifestations. Including office facilities, equipment, product quality, environment, group logo, decoration, financial strength and so on. The most important of these is product quality. It is the core of establishing a corporate image and is the first impression given to people.
2. Social manifestations. Including the company's workforce, talent lineup, technical force, economic efficiency, work efficiency, public relations, management level, etc. Among the most important is the quality of employees.
3. Mental manifestations. Including corporate beliefs, moral standards, slogans,
The corporate image elements mainly rely on internal mental qualities. The corporate image elements are embodied in product image, environmental image, employee image, entrepreneur image, public relation image, social image, and overall image.