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从70年代起,世界经济开始进入“印象时代”,企业形象逐步成为现代企业的“金护照”。 为适应竞争时代的要求,欧美国家的企业开发出了一种更能引起外界注意,从而改进业绩的经营技法,通常称作企业形象设计战略,英文为“CI”(CORPORATE IDENTITY)战略,中文还可译作“企业识别”。这种“CI”战略是指采用统一的形象或划一格调,把企业标志、设计文字、造型、颜色图案,以及经营服务特色等,通过企业自身的或外界的媒介扩散出去,给社会公众和消费者以统一、深刻、系统的印象,促使人们一看到这个商标图案、颜色及经营服务特色就知道是哪类产品,属于哪个企业的产品,促使公众和消费者对企业产生信赖感和厚爱的心理效应。 从国外企业的实践结果来看,“CI”战略大致可解
Since the 1970s, the world economy has begun to enter the “period of impressions,” and corporate image has gradually become the “golden passport” of modern enterprises. In order to meet the requirements of the competitive era, European and American countries’ companies have developed a business technique that is more likely to attract attention from the outside world and thus improve performance. It is often referred to as a corporate image design strategy. In English, the “CI” (CORPORATE IDENTITY) strategy is adopted. Can be translated as “corporate identification.” This “CI” strategy refers to adopting a unified image or a uniform style, and spreading corporate logos, design characters, shapes, color patterns, and business service features, through the company’s own or outside media, to the public and consumers. With a unified, profound, and systematic impression, people are prompted to know what kind of products they belong to and what kind of products they belong to when they see the logos, colors, and business service features, and to promote public and consumer trust and love for the company. Psychological effect. From the results of the practice of foreign companies, the “CI” strategy is roughly solvable