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何为CIS企业形象识别系统?    时间:2015-11-21


企业形象即CI(corporate identity)始于1908年(德国)贝塔.倍高斯的AEG项目理论,而CI或CI创造实绩效益始于1956年(美国)艾利奥特.诺伊斯实施的IBM设计计划之时。
CI在60年代引入日本,日本人把CI深入到企业管理之中,由西方的CI限于视觉设计扩展为MI(企业理念),BI(行为规范),VI(视觉设计),三者构成为CIS体系。
Three Identification Systems of CIS

The concept of CI first appeared in the AEG project theory proposed by the German Beta Pegauss[E1]  in 1908, while it first produced benefits from the IBM design plan implemented by Elliott Noyce, an American, in 1956.
In 1960s, CI was introduced into Japan. Later it was deeply involved in the corporate management of the country, expanded from visual design, which is what the West did, to MI (management idea), BI (behavior identity) and VI (visual identity), three of which constitute the CIS system.

中国的CI模式,(融入CI管理系统和CI传播系统)

CI在90年代初引入中国,在中国进入市场经济后掀起了企业CI热,在中国的CI初级阶段,企业往往注重形式,忽视国情和企业内在的东西,不少企业把CI当成一种形式或业绩对待,往往CI导入后缺乏执行和管理的手段。
力邦历经数年为企业导入CI,深入到企业之中。创建了含执行CI管理与CI传播的CIS体系。实践证明,力邦创建的CI+CI管理+CI传播的“力邦CI模式”,将会对企业全面导入CI起到解决问题的真正效果(见图所示)
CI Mode by Lanyun (with CI management system and CI disseminating system)

CI was first introduced into China in late 1990s, and after that, the heat wave of CI swept Chinese enterprises following practice of market economy in the country. In the early CI stage in China, enterprises always focused on the formality, but ignored the national reality and corporate internal management. Some even considered CI something superficial or a sort of performance. Consequently, implementation and management means was not in place after CI introduction.  
Libang spent years on introducing CI into enterprises and making it part of the corporate fabrication. It established CIS system covering CI implementation and management and CI dissemination. Experience proves that “Libang CI Mode”, which consists of “CI+CI Management+CI Dissemination”, can wholly play its role in solving problems.




企业运作模式

  企业导入CI,应以企业实际情况出发,选定最佳导入时期,还要针对企业自身条件作出判断,如企业产品质量及市场前景等硬件是否适应市场竞争条件。CI不是万能,要因地制宜,就如同一个人身体不好,穿得再绅士,也提不起精神。因此,企业在CI导入前,应解决自身存在的产品与产品结构等问题。兰韵创建的“企业运作模式”是帮助企业自我检验,适应产品入市即产品概念——商品交易即商品概念——品牌扩张即品牌概念。企业运作模式图表如下:
Corporate Operation Chain

CI should be introduced into enterprises on the basis of their situations. To do that, optimal time should be selected and conditioned, such as whether the product quality and market perspective can get accustomed to the competition, should be judged. Like a person whose health is poor, no matter what clothes he wears, he would not remain high spirit. The same is true of CI, which can’t offer universal solutions, but ones based on the realities. Therefore, an enterprise should first solve the problems existing in products and products structure before it adopts CI. The Corporate Operation Chain designed by Lanyun can help enterprises self-examine, which consists of “product concept” that introduces products into the market, “commodity concept” that tells the commodity trade and “brand concept” that aims at brand expansion.



整合CI的内容

  企业形象识别(CIS)系统
MI企业理念识别系统
BI行为规范识别系统
VI视觉识别系统
品牌推广系统
品牌传播系统

品牌视觉系统
VIS识别系统
SIS包装设计
PIS包装设计
WIS网站设计
其他视觉设计

品牌营销规划
品牌市场调查规划
品牌市场调查研究分析
品牌整合、策略定位
品牌识别策略品牌管理体系
品牌传播策略(AD、PR、SP、EVENT、品牌上市活动等)

品牌发展战略
品牌发展趋势分析
品牌环境分析
品牌优劣势分析
品牌发展战略研讨营
品牌主体战略
品牌发展规划
品牌经营管理战略

品牌营销策略
市场营销诊断、分析
营销战略规划(产品策略、促销策略、广告策略、信息策略)
营销模式建立与规划
营销人员培训(营销人员素质培训、营销实战培训)
终端营销促进

企业文化工程
企业文化梳理、整合
企业文化诊断
企业文化观念沟通
企业文化战略定位(经营文化、管理文化、精神文化、品牌文化)
企业文化宣传
企业文化推广活动

企业集中营(培训)
针对中高层的互动式研讨
企业领航营
全员CIS教育共识营
企业理念(MI)共识营
行为规范(BI)共识营
品牌定位研讨营
发展战略研讨营
企业文化塑造营
CI的推广和传播


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