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源于西方的CI战略和企业文化理论,从80年代起被引入我国,90年代有了一个相当的发展。一些企业把CI仅仅看作视觉冲击,更多的人对于二者之间的关系混淆不清,致使在实践上企业文化建设往往找不到切入点。因此,对于CI战略与企业文化建设的关系,我们需要重新认识。一、CI战略理论在现代经济社会里,CI(CorporateIdendty)企业形象识别被用以表达一个企业与其它企业或集团之间的特色与差异,从而使社会公众对单个企业的产品或特定整体形象能清晰完整、准确地辨识与区别,从而大大增加实施CI企业的社会知名度与经济效益。企业形象战略习惯上称为企业CI战略,是指设计与展示一整套区别于其它企业,体现企业自身个性特征的标识系统,以突出企业形象,并以此达到在市场竞争中获胜的经营战略。
From the West’s CI strategy and corporate culture theory, from the 80’s has been introduced into our country, the 90’s has a considerable development. Some companies regard CI as visual impact only, more people are confused about the relationship between the two, resulting in the practice of corporate culture often can not find entry point. Therefore, for the CI strategy and the building of enterprise culture, we need to re-understand. First, the CI strategy theory In modern economy and society, CI (CorporateIndyty) corporate image recognition is used to express the characteristics and differences between a business and other businesses or groups, so that the public on a single product or a specific corporate image Clear and complete, accurate identification and differentiation, thus greatly increasing the implementation of CI’s social reputation and economic benefits. Corporate strategy is customarily referred to as corporate CI strategy, refers to the design and display of a set of different from other companies reflect their own personality characteristics of the identification system to highlight the corporate image, and thus achieve the competition in the market to win the business strategy.