And highlight the same corporate image, so that enterprises can form their own unique personality, and ultimately enhance the overall competitiveness of enterprises.
Fight for power. Our concept has the following characteristics:
Three contents of enterprise identification are put forward.
Business philosophy; Business activities to implement the enterprise concept; Convey enterprise ideas and promote enterprise development.
Visual identification of culverts.
The direct and final goals of enterprise identification are emphasized.
The direct goal of enterprise identification is to create a unified and systematic enterprise image and highlight the characteristics of the enterprise itself; Cochlear implant
The ultimate goal of S is to improve the overall competitiveness of enterprises by establishing a unified corporate image.
Corporate image should have its own personality.
Enterprise visual identity must have its own personality, such as unique logo, publicity and marketing characteristics.
By analogy, it is different from other companies.
This image is very infectious.
Although there is a unified and personalized corporate image inside and outside the company, it must be easy to spread and widely spread.
Enterprise spirit identity
Definition of enterprise concept
The important basic factor in planning is the purpose and soul of the enterprise, which is the driving force for the survival of the enterprise.
. It is the design of enterprise's unique values, which stipulates the general direction of CI planning system, and BI is based on it.
Guide and develop.
Content of enterprise concept
Enterprise concept system is the basic values of an enterprise, which is composed of many specific characteristics and plays different roles.
Composition, the main components are professional fields, business strategies and basic ideas.
1) Basic ideas of enterprises
The basic concepts of enterprises mainly include: basic values, codes of conduct, moral norms and employee responsibilities.
Sense of honor, etc. Among them, the value side is the core content, while the code of conduct and moral norms are the basic prices of enterprises.
The external expression of values.
First, the basic values of enterprises
Values are the foundation and core of the basic concept, which stipulates the consistent direction and route of all employees.
As a guideline, it guides the overall activities and image of the company. The basic values of the company are the purpose and employees of the company.
* * * Have faith and faith.
B, code of conduct and ethics
Code of conduct and ethics are the embodiment of enterprise value and the basis for employees to follow in their daily work.
This code of conduct helps the company achieve its goals.
2) the occupation field of the enterprise
The business scope is the company's business scope and projects. Only after the company determines its own business scope,
To show the value of their existence. A company with unclear business scope, its image and marketing often
Suffer huge losses.
3) Business strategy of the enterprise
Enterprise management strategy is an important part of enterprise concept, but it changes with the changes of the times. one
The strategic policy of the enterprise directly determines the success or failure of the enterprise; Correct combat readiness makes enterprises prosper, and wrong strategy,
It may lead to the bankruptcy of the enterprise. Therefore, in the process of introducing enterprise CIS, CIS strategy with enterprise characteristics must be adopted.
The formation of enterprise concept
1) When the founder started his business, he formulated a clear corporate philosophy, which should be continuously implemented and improved.
2) After years of development, the company has formulated a corporate philosophy, which will be revised and implemented later.
3) In the initial stage and development process, the company did not make a clear and systematic enterprise concept, but only operated within the enterprise.
In this process, we constantly sum up experience and put forward some business purposes and values.
The role of enterprise concept
Enterprise concept is the basic spirit of an enterprise, which determines its products (positioning, packaging and price).
Marketing, advertising, the relationship between enterprises and consumers, the benefits of the government and enterprises, and the basic image of enterprises. enterprise
The highest decision is based on the company's philosophy.
Enterprise behavior identification
Through the investigation of the actual situation of the enterprise, after formulating the enterprise concept, we should understand the overall activities of the enterprise
No, visual recognition carries out the enterprise concept in practice. If MI is an idea, then BI is a practice. Biyouyou
Internal and external activities, internal is to establish and improve the organization, management, education and training, welfare system, line.
Strengthen the cohesion and centripetal force of standardization, working environment, development and research within enterprises; External transmission.
Marketing, product development, public relations, public welfare activities and so on. Express corporate philosophy and gain public recognition.
Establish an image.
Identification of internal activities of enterprises
There are various activities to strengthen the cohesion and centripetal force within the company, generally as follows:
A, care about the life, interests and future of employees.
B, enterprise internal publicity and education
C. Training: mainly including company newspapers, employee manuals, internal posters and internal activities of the company.
Several ways should be carried out under the guidance of MI.
D, company songs
Enterprise external activity planning
Enterprises through external activities to convey corporate image to the public, enhance corporate visibility, mainly including
The following ways:
A. Market research: Understand consumers' purchasing psychology and suggestions and opinions to the company through market research.
Improve the level of the company through improvement.
B. joint marketing: joint marketing is a dynamic process, which is also very important for enterprise management.
Therefore, promotions, advertisements, press conferences, etc. Marketing in the eyes is to express corporate image.
This is very beneficial.
C. Public relations: Public relations and public welfare activities play an extremely important role in enhancing corporate image.
An effective means to represent enterprise competition.
D. new product development: the launch of new products is an excellent opportunity for the company to show its image and concept.
It is necessary to continuously develop new products to gain a foothold in the market.
visual identity
Visual recognition is the symbol of CIS logo recognition and the visual transmission form of corporate image, which is the most effective and effective.
Direct.
Principles of visual identity design
First, fully convey the corporate philosophy
B, eight principles: enterprise visual design must satisfy people's psychological feelings, so as to affect people.
C. Nationality principle: Different countries and regions have different cultures, so visual recognition is set.
The plan must convey national individuality.
D, concise, abstract and dynamic principles
E, employee participation principle: VI development should allow employees to fully participate, so as to stimulate accumulation and recognition.
.
F, legal principle: the image should meet high standards and the requirements of intellectual property law.
G, artistic principle, personality principle
Basic content of visual recognition design
I. Logo design
B. Design of standard characters and colors
C, the design of application elements
D, VI manual
Enterprise CIS import
Proposal and determination of the plan
First, put forward the CIS plan
CIS plan can be put forward by the top person in charge of the enterprise, the person in charge inside the enterprise, the consultant inside the enterprise and the outside world.
By professionals.
B, develop CIS business plan
The CIS project includes: the title, the goal of the proposal, the reason and background of introducing CI, and the planner of CIS.
Needle, specific implementation rules, import plan, CIS plan promotion organization co-organizer, implementation cost
C. establishment of the cis executive committee.
Clarify the composition, responsibilities and authority of CIS Committee, and jointly implement CIS plan with enterprises.
Enterprise investigation and analysis
Before introducing enterprise CIS, careful enterprise research must be carried out. The main content is the actual state of enterprises and enterprises.
Image survey, internal survey, external survey and social environment survey. Before the investigation, it is necessary to make an investigation process.
That is, determine the topic, determine the object, design the questionnaire, determine the survey method, personnel, date, and determine the survey fee.
.
Determine the enterprise concept system
According to the conclusion of the above enterprise survey, determine the concept of enterprise, including enterprise value, enterprise occupation field,
Enterprise management strategy, etc.
Standardize behavior recognition BI and design visual recognition VI.
According to the new concept and spirit, correct the internal and external activities of enterprises. On the basis of this concept
Line enterprise
Release of CIS
A. Time of publication
The release time of CIS has a great influence on the company. Some were published after confirmation by CIS, and some were published by CIS.
Published in the process of giving, and some published when successful. These can be decided according to the specific situation of the company.
B, publication target
The release of CIS includes internal release and external release. The order of internal and external publishing is internal first and then external.
, first outside and then inside, or released at the same time, each has its own effect, depending on the specific situation of the enterprise.
Cis-effect determination
How to check the effect of CIS?
A. Check whether CIS Plan B has been completed and whether the target sales volume and interested companies have increased.
Corporate public-private relations
As an important part of CIS's external activities, enterprise activities without CIS can be carried out, but they are ineffective.
Small fruit, high cost and long time. CIS bit gets PR.
Public relations planning between enterprises and society
Large-scale public relations activities have increasingly become a means for enterprises to display a good image and are gradually accepted by the public.
And praise. When it is held, it must be clear about the purpose of the enterprise and the purpose of the activity, and make a detailed plan. And this.
This activity must be continuous.
Public relations of enterprises and their stakeholders
Enterprises to establish a good image, we must handle the following relations:
The relationship between enterprises and employees, enterprises and consumers, enterprises and shareholders, enterprises and agents.
Relationships among businessmen, enterprises and job seekers, enterprises and communities, enterprises and governments, and enterprises.
Relationship with peers
Image advertisement under CIS principle;
Corporate image advertising is one of the most direct and effective ways to shape corporate image, which is guided by CIS principle.
The role of image advertising is even greater. To play a greater role, corporate image advertising must be based on the overall strategy of the enterprise.
This shows the concept and purpose of the enterprise, and embodies the action and visual recognition of the enterprise concept. Decentralized,
Inconsistent enterprise advertisements certainly have certain functions, but the enterprise advertisements planned by CIS are global and persistent.
Sex and efficiency will be greater.
Huge types of image advertisements:
Enterprise strength advertisement, enterprise concept advertisement, enterprise public service advertisement, enterprise recruitment advertisement and enterprise events are extensive.
Advertising, corporate etiquette
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