Abstract:Started to be in fashion in western developed countries from the 1980s, the theory--corporate identity system, found its way into China in the early 1990s, which undergoing three stages of fashion, din and quite. The author of this thesis therefore ponder over the reasons behind the cycling of the system that shifting from cold to hot, and then from hot to cold, after examined its spread in China. To find the answer, the author presents a systematic analysis and elaboration of his own in this paper, on the basis of consulting large numbers of domestic and foreign literature that related, combines some successful practice of corporate image of international business strategy in the implementation and combines the very practice of China's enterprises which are on the transition period carrying out the strategy.
Firstly, with its base a considerable knowledge of the related literature, the author made an analysis about the formation and development courses of the so-called corporate images. Also discussed and compared some main and representative points of view about the image. Secondly, after a comprehensive discussion of the corporate images,then focuses on an analysis on the strategy of modeling the corporate images. Revealed that the aim of importing CIS is to improve the overall competitiveness. By International Enterprise -- IBM company started studying Corporate Identity System and examples of successful import .reveal its features and characteristics, that is pointed out that the corporate image strategy is manifested in its "entirety, long-term, comprehensiveness and non-imitativeness". Next part is focused on the series means of strategy implementation and then tends to deal with the failures and problems that emerged in its practice,put forward some principles of the implementation phase should be noted. Finally, it is oriented toward an analytic examination on the image strategy's spread and development in China, what's more, analyze the corporate image strategy of BoWen Co. Ltd exactly.
On the value of Corporate Identity System theory and case-depth research and on the enterprises in the market economy of current status.The authors of this paper found that the secret of a company's success lies in building corporate image, lies in the congregation is timely into CIS system, lies in exploring and developing core competence, and Corporate Identity System holds the future with confidence and hope in China.
Keywords:Corporate Image; CIS; Recognition; Strategy;Core Competence
目 录
中文摘要 I
英文摘要 III
目 录 V
第一章 绪论 1
1.1研究企业形象识别系统的意义 1
1.2企业形象识别系统的主要内容 1
1.3国内外关于企业形象相关研究的发展概况 2
1.4 本章小结 6
第二章企业形象识别系统综述 7
2.1企业形象识别系统概述 7
2.2企业形象识别系统的构成要素 7
2.3企业形象识别系统的功能作用 9
2.4企业形象设计的基本原则 9
2.5 CI的组织实施 12
2.6本章小结 12
第三章 借用企业形象战略提升企业核心竞争力 14
3.1企业形象战略是整体性的竞争战略 14
3.2企业形象经由CIS系统而外化出来 15
3.3从IBM公司的CIS系统来解析企业形象战略 18
3.4 本章小结 21
第四章 实施企业形象战略时应注意的问题 22
4.1实施企业形象战略应坚持的两个步骤 22
4.2企业形象建设必须以物质作为依托 22
4.3企业实施企业形象战略所应坚持的几项原则 24
第五章 案例分析一一温州伯温酿酒有限公司实施企业形象战略 26
5.1温州伯温公司简介 26
5.2温州伯温公司发展瓶颈 27
5.2.1伯温公司经营理念模糊 27
5.3温州伯温公司企业形象战略建设 29
5.4伯温公司企业形象战略分析 31
5.5实施CIS战略的成果与不足之处总结 33
第六章 温州伯温酿酒有限公司VI设计手册 36
6.1导入CI系统,进行VI设计的紧迫性 36
6.2商标标志的释义与内涵 36
6.3VI设计遵循的原则 39
6.4本章小结 39
第七章 总结与展望 41
7.1 全文总结 41
7.2 未来展望 41
致 谢 43
参考文献 44