CIS(CorporateIdentitySystem) is actually a very common term. Most people think it's just a logo design. As for what VI, MI and BI mean, few people know, let alone understand the connotation of CIS. Japan is quite mature in the field of ci poetry and has made remarkable achievements, so most participle nouns come from Japan. The proportion of reference to Japanese literature in the study of Ci in Taiwan Province is also quite high. Among these nouns, the most important one is "identity". What is identity? In the dictionary, the meaning of identity is: "identity, absolute identity, noumenon, identity, identity ..." In fact, it means being able to identify noumenon, which is called identity, just like an ID card represents a person, and a person with a Mercedes-Benz is a rich man with a successful career. Brand recognition is called BrandIdentity. For example, the character modeling and CorporateIdentity of brown coffee, just like McDonald's M-shaped Logo with red background and yellow, can also be used in retail stores, even a department or a group of people. As long as it can reflect the characteristics of ontology, it can be applied. ◎ The structure of identity The main structure of identity has three levels, and the most important one is: 1? Find the right position, determine your own position according to the advantages and disadvantages of environment, competition and target object, and clarify the subjectivity of self-existence; 2? Symbolize it and transform it into a set of symbol system which can represent positioning, affinity, recognition and extensibility; 3? Consistency and standardization should be constantly required in application. If it is not controlled in the application, it will gradually deform and lose its representativeness because of people, places and times. 1? Subjectivity "subjectivity" basically refers to the values, characteristics and personality of the subject. Ontological. As far as the enterprise is concerned, it includes the following combinations: ● corporate vision ● Definition of business field ● Business philosophy ● Value system, values ● Competitiveness ● Main features and uniqueness 2? The process of symbolization is to transform the characteristics of the subject into unique shapes, standardized words and colors that can arouse preference. 3? Standardization is usually through a set of standardized model requirements, so that identity can appear in the same appearance at anyone, anytime and anywhere. ◎CIS is the communication strategy of enterprises. The communication strategy of CIS is mainly divided into three parts. First of all, we should sort out the thinking system according to the business strategy of the enterprise. The mental system is the general direction of all communication behaviors, while the focus of substantive communication is behavior and vision. Behavioral system focuses on education and training in China. According to the concept of active communication abroad, visual system is divided into two parts: basic system and application system. These three systems are almost the main parts of CIS communication strategy, that is to say, when conducting the CIS import plan, we must first make clear the conceptual system of the subject, and then form a visual and non-visual implementation and communication plan according to the content of this conceptual system. The so-called visual system part refers to VI(VisualIdentity): including the design of basic system and application system. The promotion of non-visual part focuses on the change of internal employees' values, the formation of corporate culture and even the cultivation of skills, while the external part publicizes the spirit and concept of the enterprise through activities and public relations. ◎CIS can improve corporate image. Through the operation of CIS, the overall health status of the enterprise can be re-diagnosed, and a competitive position can be found for the enterprise according to the diagnosis results, so as to pursue the new position. On the one hand, it can improve the business physique, on the other hand, it can strengthen internal and external communication, strengthen the image and the overall new performance embodied in products, services, corporate environment, publicity and behavior norms, and gradually change the cognition and behavior of target audiences. And most importantly, a good corporate image is a corporate image with trust, and the trust of consumers is the foundation of corporate growth. ◎CIS example: Jianwu Jianwu, formerly known as Trio, was once one of the three old Japanese audio giants. Later, because it could not keep up with the market development, its performance plummeted. Trio, Shanshui and Xianfeng were originally called the three major audio companies, among which only Pioneer followed the trend and adopted the mass production system, while Trio and Shanshui continued to devote themselves to the research and development of sound quality technology, and they still could not get rid of their paranoia until the audio market entered the era of popularization. After the popularization of audio, many large manufacturers have joined the ranks of development, and the whole market has become a pioneer, splitting into two, and Trio's performance has gone from bad to worse. In this case, Bank of Japan director Ishisaka Ichiji was hired as the general manager, while Ishisaka strongly advocated the introduction of CI innovative image. Trio is a company composed of three people shortly after the war. Later, in order to enter the United States, it was renamed Kenwood because it was impossible to register Trio, and some areas were even marked with the dual name "Trio Kenwood". In internal management, departmental departmentalism is heavy, and grass-roots personnel are not clear about the command system and who to report to, but despite the sluggish performance, every employee is irrelevant. PAOS made an image survey to understand consumers' impression of naming. The results show that the trio is friendly but vulgar. Kenwood gives people a cold feeling, but it is more accurate and emotional. So Trio is suitable for product promotion. After popularization, in order to meet the most urgent audio needs of high school students, Jianwu, which gives people an intellectual impression, can be used instead. At that time, the name of Jianwu was almost unknown in Japan, so after the promotion of CI, people did not notice the change of Trio, but accepted Jianwu through foreign information and established the impression that Jianwu was an imported brand. After the actual operation of CI, as long as it is the product of Jianwu, the market acceptance is good. Three years later, Kenwood completely replaced Trio. Jianwu's sound quality is excellent, but from the characteristics of words, CI design is more difficult. The "KENW" in the first half is a straight line, and the "OOD" in the second half is a curve. The front and back paragraphs are completely different, and the letters such as W and O are relatively wide, which makes the trademark very long. So we need to make a triangular black spot on W, which not only distracts the focus, but also makes the whole line look less long. Young people also began to put it on cars, Kenwood stickers became the top fashion, and Kenwood stereos were gradually installed in every car. After the introduction of CI, the performance of Jianwu tripled in five years. Because of the growth of performance, it is no longer necessary to discount or over-entertain dealers, saving promotion costs. The biggest mistake made in the original trio era was to pay too much attention to output and ignore the changes in the market. Through the operation of CIS, we should re-examine our own problems in the market and operation, pay attention to image rectification, strengthen the centripetal force and operational efficiency of enterprises internally, deeply understand consumers externally, enhance commodity power and image power, pursue the image positioning of "high quality, advanced and sharp", and finally turn losses into profits and become CIS. CIS, abbreviated as CI, is the full name of CorporateIdentitySystem, which is translated into corporate identity system and literally translated into "corporate image unification strategy". Since IBM took the lead in adopting this differentiation strategy to win the market in the 1950s, CIS has been popular all over the world for half a century, and has been widely adopted by international enterprises such as Europe, America, Japan and South Korea, becoming a modern business strategy to build internationally renowned brands, and being called "winning strategy" and "sharp weapon for long-term market development" by international experts. CIS was introduced to China in 1980s, starting with Guangdong Sun God Group Co., Ltd.. For more than ten years, CIS has been accepted by most enterprises in China and has become a development trend. Many well-known domestic brands such as Haier, Changhong, Konka, Gree, Kelon and Jianlibao have emerged and become outstanding representatives of revitalizing the national economy. With the internationalization trend of market competition in the world economic integration, after China's entry into WTO, the brand awareness of enterprises is rising day by day. CIS is regarded as a strategic weapon to plan enterprise development, strengthen brand strategy and improve market competitiveness. CIS has been enduring for a long time, and has become the basic strategy for enterprises to establish brands and seek sustainable development. According to the different understanding and structural differences of CI in different countries and regions in the world, there are two types of CI in Europe and America and CI in Japan. "China Ci" is being explored and formed. Entrepreneurs in China will make beneficial contributions to the formation and development of "Chinese CI" while exploring the "CIS China Road" with their own characteristics. European-American CI Since its establishment, European-American CI has been defined as: "Standard fonts and trademarks are used as tools to convey corporate philosophy and corporate culture." From a practical point of view, CI design in Europe and America focuses on the sixth part, emphasizing the standardization of visual communication design, striving for the unity of design elements and communication media, making full use of corporate logos, standard fonts and standard colors in the whole enterprise, and conveying the overall information of the enterprise with beautiful visual images. -This cultural change has completed the sublimation from CI to CIS, namely "CIS strategy". Compared with CI in Europe and America, CI in Japan is an activity to clearly understand corporate philosophy and corporate culture. It focuses on the change of enterprise concept and management policy, and the whole CI planning is based on enterprise concept. While paying attention to visual aesthetics, we should also pay attention to re-examining the enterprise from the aspects of enterprise concept and enterprise behavior, sort out various problems of the enterprise, and regulate employee behavior from the overall business thinking, enterprise orientation, value orientation and enterprise ethics, so as to promote production and create profits. The similarity of "Chinese CI" lies in the integration of the profound Chinese nation and modern international business strategy. On the understanding of CI, "China CI" emphasizes the soul function of corporate culture and corporate philosophy; In the operation mode, I agree with the CI view of the three major identification system projects; In appearance, "Chinese-style words" are closer to "Japanese-style words", perhaps because they belong to the eastern national cultural system. However, the China color and national flavor of "China Ci" are absolutely different from Japanese Ci. "Chinese-style CI" is rooted in the profound cultural foundation of 5,000 years, because it is a vast country, and because it is in the prosperous period of reform and opening up and rapid economic development, the "Chinese-style CI" movement developed by various types of China enterprises should be a richer, more perfect and more personalized CI strategic system. The elements of corporate image are: product image, brand image, environment image, operator image, public-private relationship image, social image and overall image. -According to the objective requirements of internationalization of market competition and the requirements of China enterprises to implement CI strategy and strengthen brand strategy, 1996 Organizing Committee of the seminar on CIS strategy promotion of China enterprises sponsored by the National Bureau of Statistics and Economic Daily, China Air China, Haier, Changhong, Kelon, Konka, Gree, Hangang, Maotai, Jialing, Tsingtao Brewery, Yan Kun, Goldlion, Jianlibao, Wan Jiale, Shenzhen Petrochemical Company, LU ZHOU LAO JIAO CO.,LTD, Tianxing Instrument, hongta group and other 18 well-known domestic enterprises jointly initiated and established the China CI Promotion Association "China CI Promotion Association" with the purpose of "promoting". The main task is to establish "China CI Training Institute", carry out the training, training and case teaching of CI theory in China management system, and put forward the implementation plan of introducing CI strategy according to the actual situation and needs of enterprises with "practical CI" training as the goal; Carry out systematic theoretical research on "China CI" strategy; Accept the consultation of enterprises on the introduction, implementation, promotion and management of CI; Editorial journals, such as China Ci and China Ci Series, and other theoretical research achievements, classic cases and professional guidance books and periodicals, and so on. China CI Promotion Organization adopts group membership system. Any enterprise that voluntarily applies for membership and consciously fulfills its membership obligations can become a member unit. -The aim of the college is to help China enterprises meet the challenges of international competition after China's entry into WTO, and to train CI professionals. It pursues the professional, practical, instructive and authoritative policy of running a school, and adopts the "case teaching" mode of combining theory with practice and teaching with consultation, so that enterprises can come back to solve problems and really help enterprises solve and implement brand-name strategies. The first phase of "Chinese-style CI brand strategy training camp" of China CI Research Institute started enrollment in late February 2002, and will start school in late February 2003. -The first seminar on CI strategy promotion of China enterprises 1994 was held in Shenzhen Yinhu Convention Center in August. Approved by China Enterprise Management Association and China Entrepreneur Association, jointly owned by Asia-Pacific and Guangdong Enterprise Associations, and undertaken by Shenzhen Petrochemical Group. The Chinese Enterprise Association sent a congratulatory message to the conference, and Yuan, the president of the Chinese Enterprise Association, wrote the title of China's first large-scale CI feature film "The Road to CI in China". As an important achievement of the conference, the film was highly praised by experts, scholars and business representatives attending the conference. The 2nd Seminar on Promoting CIS Strategy of China Enterprises was held in Conghua Hot Spring in June 1996 1 1. Economic Daily, National Bureau of Statistics, Development Research Center of Guangdong Provincial People's Government, Asia Pacific, China Industrial Design Association. National famous enterprises gathered, and the conference was unprecedented. The conference broadcasted the second feature film "The Road to CIS in China" and opened the "China CI Forum" to evaluate "China CI Strategic Achievement". Changhong, Haier, Kelon, Hangang, Konka, Gree, Air China, Maotai, Jialing, Jianlibao, Goldlion and other national 18 well-known enterprises jointly issued the China CI Declaration and initiated the establishment of the China CI Promotion Organization. This congress has had a wide and far-reaching impact on promoting the development of competitive intelligence theory and practice in China. The 3rd China Advanced Seminar on Corporate Identity Strategy (CIS) was held in Zhuhai on June 1999. The State Council Development Research Center, Economic Daily Newspaper Group "Famous Brand Times" and "Asia-Pacific", supported by Zhuhai Municipal Party Committee and Municipal Government, and undertaken by Kelon Group Association. The conference broadcast the third feature film "The Road to CIS in China" and reviewed "China's CI Strategic Achievements". This session also showed another important research achievement: the sixteenth edition of the four-volume hardcover CI Series in China, edited and published by Mei Yu, a famous CI expert in China and director of the Asia-Pacific CI Strategy Institute. The 4th China CIS Strategy Promotion Seminar was held in Chengdu in February, 1999. The 5th high-level seminar on CI and brand strategy of China (international) enterprises, sponsored by Sichuan Economic and Trade Commission, Asia-Pacific Economic News Center, Asia-Pacific CI Strategy Research Institute and Enterprise Department of State Economic and Trade Commission, Sichuan Enterprise Association and Changan Automobile (Group) Co., Ltd., was held in Zhudao Hotel from June 6, 20021July to June 6, 2002 18. The seminar was sponsored by the Economic Research Center of the State Economic and Trade Commission, Yangcheng Evening News Newspaper Group and Asia-Pacific CI Strategy Institute. The Secretariat of the Organizing Committee of China CIS Strategy Promotion Seminar is located in the Asia-Pacific region. Mei Yu, Director of the Asia-Pacific CI Strategy Institute, served as Secretary General of the Organizing Committee.