论文部分内容阅读
中国的企业要走向世界,就必须具备国际化身份,即在企业标识、企业名称、品牌商标、产品包装和企业文本等方面,按照国际企业文化、经营管理、形象传播等规律推行。雅戈尔集团公司深谙此道,十分注重企业形象的塑造与提升,从1991年起前后三次更新企业与品牌标识,2001年10月又推出新设计的“龙马”标识。此次更新设计的标识,摒弃传统的渐进模式(即保留原有标识部分题材形式,以兼顾公众对企业品牌的认同感和依赖感),而采取突进式(为掌握新的时代精神,领导潮流),毅然决然地放弃原有标识,设计新标识。用李如成总裁的话说:追随为主,启动创新。这是雅戈尔积极应对入世挑战,实施国际化战略的重要一步。
If Chinese companies want to go global, they must possess international identities, that is, in the aspects of corporate identity, corporate name, brand name, product packaging, and corporate text, in accordance with international corporate culture, management, and image dissemination. The Youngor Group Company is well aware of this and attaches great importance to the shaping and promotion of corporate image. It has updated its corporate and brand identity three times before and after 1991. In October 2001, it launched the newly designed “Longma” logo. This update of the logo of the design, abandon the traditional gradual mode (that is, retain the original logo part of the subject matter form to take into account the public’s sense of identity and dependence on the corporate brand), and take a sudden approach (to master the new era spirit, leadership trends ), resolutely give up the original logo and design a new logo. In the words of President Li Rucheng: Follow the lead and start innovation. This is an important step for Younger to actively face the challenge of joining the WTO and implement an international strategy.