Read this article and you will understand

◎What exactly do CIS, VIS, MI, and BI refer to?

CIS (Corporate Identity System) ) is actually a very common term. Most people think that it is just a logo design. As for what VI, MI, and BI refer to, relatively few people know, let alone the connotation of CIS.

Japan is quite mature in the field of CI and has made outstanding achievements, so most of the CI terms come from Japan. The rate of reference to Japanese literature in Taiwan when studying CI is also quite high. Among these nouns, the most important is "Identity".

What is Identity? In the dictionary, the meaning of Identity is: "Identity, absolute sameness, ontology, identity, identification..." In fact, it refers to the ability to identify the ontology, which is called Identity. It seems that an ID card represents a person, and a person who owns a Mercedes-Benz is a wealthy person with a successful career.

Brand recognition is called Brand Identity. For example, the character shape of Brown Coffee, the corporate identity is called Corporate Identity, like McDonald's red-yellow M-shaped logo, which can also be used on a Retail Store, or even a department or a group of people... As long as it can reflect the characteristics of the ontology, it can be applied.

◎The structure of Identity

The main structure of Identity has three levels. The most important ones are: 1. Find out the positioning and determine it based on the environment, competition, target objects, etc. (Position) and clarify the subjectivity of self-existence; 2. Symbolize it and convert it into a set of symbol systems that can represent positioning and have affinity, discernment and extension; 3. Constantly require consistency in application sex, standard. If it is not controlled during application, it will vary from person to person, place to place, and time to time, and will gradually deform and lose its representativeness.

1? Subjectification

"Subjectivity" basically refers to the main values, characteristics, character, etc. of the ontology. For an enterprise, it includes a combination of the following items:

●Corporate Vision

●Business Area Definition

●Business Philosophy

●Value System, Values

●Competitiveness

●Main features, unique points

2? Symbolization

The process of symbolization is to transform the characteristics of the subject into uniqueness , shapes, standard words and colors that can arouse preference.

3? Standardization

Standardization is usually required through a set of standardized templates so that Identity can appear with the same appearance in any person, time and place.

◎CIS is the communication strategy of the enterprise

The CIS communication strategy is mainly divided into three parts. First, the mind system must be sorted out according to the enterprise's business strategy. The mind system is all The general direction of communication behavior, while the actual communication is mainly based on behavior and vision. The Behavior System (Behavior System) is mainly for education and training internally, and for the purpose of spreading concepts externally. The Visual System (Visual System) is divided into basic There are two parts: system and application system.

These three major systems are almost the main part of the CIS communication strategy. That is to say, when carrying out the CIS introduction plan, the main concept system must be clearly determined first, and then based on the content of the concept system To form visual and non-visual promotion and communication plans, the so-called visual system part refers to VI (Visual Identity): including the design of basic systems and application systems. The promotion of the non-visual part is mainly based on the change of internal employee values, the formation of corporate culture, and even the cultivation of skills. Externally, the company's spirit and philosophy are promoted externally through activities and public relations.

◎CIS can improve corporate image

Through the operation of CIS, you can re-diagnose the overall health status of the enterprise, and based on the diagnosis results, you can find a competitive company for the enterprise. positioning, and then pursue the new positioning as the goal, on the one hand to improve the business structure, on the other hand to communicate internally and externally, strengthen the image and reflect the overall new performance in products, services, corporate environment appearance, publicity, In terms of behavioral norms, gradually change the target audience's cognition, change their ideas, and attitude towards the company, and gradually a new corporate image will be formed.

The most important thing is that a good corporate image is a corporate image with a sense of trust, and the trust of the consumer public is the foundation for corporate growth.

◎CIS example: Kenwood

Kenwood, formerly known as Trio, was once one of the three oldest audio brands in Japan. Later, its performance plummeted because it could not keep up with the development of the market. Trio, Shanshui and Pioneer were originally known as the three major audio companies. Among them, only Pioneer followed the trend and adopted mass production. Trio and Shanshui continued to devote themselves to the development of sound quality technology. Until the audio market entered the era of popularization, they still couldn't let go. Paranoid figure. After the popularity of audio, many major manufacturers joined the development ranks. The entire market became divided into pioneers and internationals, and Trio's performance went from bad to worse. It was under such circumstances that Ishisaka Kazuyoshi, a director of the Bank of Japan, was hired as general manager, and Ishisaka strongly advocated the introduction of CI to reform the image.

Trio was a company formed by three people shortly after the war. Later, in order to enter the United States, because Trio could not be registered, it was renamed Kenwood, and some areas are even marked by the dual naming of "Trio·Kenwood".

In terms of internal management, each department is highly focused on individualism. The grassroots personnel do not know the command system and do not know who to report to. However, despite the poor performance, every employee has nothing to do. In order to understand the impression of naming on consumers, PAOS conducted an image survey and found that although Trio is friendly, it is not vulgar. Kenwood feels colder, but more precise and emotional, so Trio is used as the name during product promotion. It is advisable to switch to Kenwood, which gives an intellectual impression, in order to cater to the needs of high school students who have the most ardent audio needs after its popularity.

At that time, the name Kenwood was hardly known in Japan. Therefore, after the promotion of CI, people did not notice the changes in Trio. Instead, they accepted Kenwood through foreign information and established the impression of Kenwood as an imported brand. . After the actual operation of CI, as long as it is a Kenwood product, the market acceptance is good. Three years later, Kenwood completely replaced Trio.

Kenwood audio quality is excellent, but judging from the characteristics of text, it is difficult to design CI. "KENW" in the first half is a straight line, and "OOD" in the second half is a curved line. The front and back sections are completely different. In addition, W, O, etc. are relatively wide letters, making the trademark very long. Therefore, I had to make a triangular black dot on the W. In addition to distracting the focus, it also made the entire line of text look less long. Young people also began to put it on their cars. Kenwood stickers became extremely popular, and Kenwood audio was gradually installed in every car.

After the introduction of CI, Kenwood’s performance tripled five years later. Because of its growth, it no longer needs to rely on discounts or excessive hospitality to dealers, thus saving promotional expenses.

The biggest mistake made by the original Trio era was to pay too much attention to production and ignore the changes in the market. Through the operation of CIS, it re-examined its market and operational problems to improve its image. Taking the rectification as the core, we strengthened the company's centripetal force and operating effectiveness internally, gained a deep understanding of consumers externally, improved product power and image power, and pursued the image positioning of "high quality, advancement, and sensitivity", and finally turned losses into profits and became CIS mythical case.

CIS is abbreviated as CI, and its full name is Corporate Identity System. It is translated as Enterprise Identity System, and its free translation is "Corporate Image Unified Strategy".

In the mid-1950s, the American company IBM pioneered this differentiated strategy to win the market. Over the past half century, CIS has become popular around the world and has been widely used by international companies in Europe, the United States, Japan and South Korea, and has become a modern method for creating international famous brands. The business strategy is called a "winning strategy" by international experts and a "sharp tool for long-term market development."

CIS was introduced to my country in the 1980s, with Guangdong Helios Group Co., Ltd. taking the lead in introducing CIS as a starting point. Over the past ten years, it has been accepted by the majority of domestic enterprises and has become a development trend. Haier and Changhong have emerged. , Konka, Gree, Kelon, Jianlibao and many other well-known domestic brands have become outstanding representatives of revitalizing the national economy.

With the emergence of the international trend of market competition in the world economic integration, after my country's accession to the WTO, corporate brand awareness has increased, and they have used CIS as a strategic weapon to plan corporate development, strengthen brand strategies, and improve market competitiveness.

CIS has endured for half a century and has become a basic strategy for companies to create brands and pursue sustainable development. According to the different understanding and structural differences of CIS in different countries and regions around the world, there are "European and American CI" and "Japanese CI". "Chinese CI" is being explored and formed. Chinese entrepreneurs will also make useful contributions to the formation and development of "Chinese CI" in exploring the "Chinese CIS Road" with their own characteristics.

European and American CI

European and American CI has been defined since its inception: "It uses standard fonts and trademarks as tools to communicate corporate philosophy and corporate culture." In terms of practical operation, European and American CI design focuses on the VI part, emphasizes the standardization of visual communication design, and strives for the unity of design elements and communication media, so that corporate logos, standard fonts, and standard colors can be fully used throughout the entire enterprise, so that Midea's visual image conveys the overall message of the company.

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Japanese CI

The Japanese business community and the design community have creatively supplemented and improved the guiding ideology of CI planning, that is, evolving American-style CI into Japanese-style CI planning, creating a brand rich in national cultural characteristics. CIS theory. This cultural change completed the sublimation from CI to CIS, which is the "CIS strategy".

Compared with European and American CI, Japanese CI is an activity that clearly recognizes corporate philosophy and corporate culture. It focuses on reforming corporate philosophy and business policies. The entire CI planning is developed with corporate philosophy as the core. While paying attention to visual beauty, we also focus on comprehensively re-examining the company from aspects such as corporate philosophy and corporate behavior, sorting out various corporate issues, and standardizing it starting from the overall business philosophy, corporate positioning, value orientation, and corporate ethics. Employee behavior drives production and creates profits.

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China-type CI

Chinese CI is the extension and development of “European and American CI” and “Japanese CI”. The most common point of "Chinese CI" is the integration of the profound Chinese nation and international modern business strategies. In terms of understanding of CI, "Chinese-type CI" emphasizes the soul role of corporate culture and corporate philosophy; in terms of operation methods, it agrees with the CI concept of three major identification systems engineering; in terms of appearance representation, "Chinese-type CI" is more Close to "Japanese CI", this may be because they belong to the oriental national cultural system. However, the Chinese color and national flavor of "Chinese CI" are absolutely different from Japanese CI. "Chinese-type CI" is rooted in a profound cultural foundation of five thousand years, because it is a vast country, and because it is in a prosperous period of reform and opening up and rapid economic development, it is derived from various types of Chinese enterprises. The "China-type CI" movement should be a CI strategic system that is richer, more complete, and more personalized.

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Corporate Image

Corporate image is the overall impression and evaluation of the company by the public and employees. It is the reflection of the performance and characteristics of the company in the minds of the public.

The components of corporate image are: product image, brand image, environmental image, operator image, public relations image, social image, overall image, etc.

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China CI Promotion Organization

The "China CI Promotion Organization" is composed of the Economic Research Center of the State Economic and Trade Commission, the Guangzhou Asia-Pacific CI Strategy Research Institute, and the Chinese Enterprise CIS Strategy Promotion Seminar Organizing Committee in accordance with the objective requirements of the internationalization of market competition and in compliance with the promotion of CI by Chinese enterprises. , to strengthen the requirements of brand strategy, during the Second Chinese Enterprise CIS Strategy Promotion Seminar sponsored by the National Bureau of Statistics and Economic Daily in 1996, Air China, Haier, Changhong, Kelon, Konka, Gree, Han On the basis of the establishment of the "China CI Promotion Organization" jointly initiated by 18 nationally renowned enterprises such as Steel, Moutai, Jialing, Tsingtao Brewery, Kunyan, Goldlion, Jianlibao, Macro, Shenzhen Petrochemical, Luzhou Laojiao, Tianxing Instrument, and Hongta Group. Contact an organization that voluntarily joins the enterprise and specializes in learning and communicating on CIS (Corporate identity system) modern enterprise management strategies.

The purpose of "China CI Promotion Organization" is: "Promote the CI cause and revitalize the national economy." The main task is to establish the "China CI Training Institute" to carry out CI theoretical training, training, and case teaching on China's business management systems, and to target "practical CI" training and propose CI strategy implementation plans based on the actual situation and needs of the enterprise. ; Carry out systematic theoretical research on the "China CI" strategy; accept consulting from enterprises on the introduction of CI, implement CI, promote CI, and manage CI; edit the journal "China CI" magazine and the "China CI Series" and other theoretical research results , classic cases and professional guidance books and periodicals, etc.

"China CI Promotion Organization" adopts a group membership system. Any enterprise that voluntarily applies to join and consciously fulfills its membership obligations can become a member unit.

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China CI Training Institute

China CI Training Institute is the first institute in my country jointly established by the Guangzhou Asia-Pacific CI Strategy Institute, my country's most professional and authoritative CI planning and design research institution, the Economic Research Center of the State Economic and Trade Commission and the Guangzhou Manager College of the State Economic and Trade Commission. CIS College.

The college takes the inscription of Vice Chairman of the National People's Congress Wang Guangying as "promoting the CI cause and revitalizing the national economy" as its purpose, to help Chinese enterprises cope with the challenges of international competition after joining the WTO, and to cultivate CI professionals as education The goal is to pursue professionalism, practicality, guidance and authoritativeness as the school's policy, and adopt a "case teaching" model that highly combines theory and practice, teaching and consultation, so that companies can come back with problems and solve them, which is real. It can effectively help enterprises solve the problems of implementing famous brand strategy and effectively improve market competitiveness.

The first phase of China CI Training Institute’s “China-based CI Famous Brand Strategy Special Training Camp” has started enrolling students in late December 2002 and will start in late February 2003.

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Seminar on CIS strategy promotion of Chinese enterprises Conference

The Chinese Enterprise CIS Strategy Promotion Seminar was organized by the Guangzhou Asia-Pacific CI Strategy Research Institute (hereinafter referred to as "Asia-Pacific"), a well-known CI planning and design research institution in my country, together with the Economic Daily, the National Bureau of Statistics, the State Economic and Trade Commission, and the State Council Development Research Center and others were co-founded.

The first Chinese Enterprise CI Strategy Promotion Seminar was held in August 1994 at the Shenzhen Silver Lake Conference Center. Approved by the China Enterprise Management Association and the China Entrepreneurs Association, it is co-sponsored by Asia Pacific and the Guangdong Provincial Enterprise Association, and hosted by Shenzhen Petrochemical Group. The China Enterprises Association sent a congratulatory message to the conference. Yuan Baohua, chairman of the China Enterprises Association, inscribed the title of my country's first large-scale CI feature film "China's CIS Road". As an important outcome of the conference, the film was highly praised by participating experts, scholars, and business representatives.

The Second Chinese Enterprise CIS Strategy Promotion Seminar was held in November 1996 in Conghua Hot Spring, Guangzhou. Sponsored by Economic Daily, National Bureau of Statistics, Development Research Center of Guangdong Provincial People's Government, organized by "Asia Pacific" and co-organized by China Industrial Design Association. Famous enterprises from all over the country gathered together, and the conference was an unprecedented event. The conference broadcast the second feature film "The Road to China's CIS" and opened the "China CI Forum" to evaluate "China's CI strategic achievements." 18 well-known companies across the country, including Changhong, Haier, Kelon, Handan Iron and Steel, Konka, Gree, Air China, Moutai, Jialing, Jianlibao, and Goldlion, jointly issued the "China CI Declaration" and initiated the establishment of the "China CI Promotion Organization." The conference will have a broad and far-reaching impact on promoting the theoretical research and practical development of CI in China.

The Third China Corporate Image Strategy (CIS) Advanced Seminar was held in Zhuhai in January 1999. It is sponsored by the Development Research Center of the State Council and the "Famous Times" of the Economic Daily Newspaper Group, hosted by "Asia Pacific", supported by the Zhuhai Municipal Committee of the Communist Party of China and the Zhuhai Municipal Government, and co-organized by Kelon Group. The third feature film "The Road to China's CIS" was broadcast at the conference to review "China's CI strategic achievements". This session launched another important research result: the "Chinese CI" Series, a 16-page hardcover four-volume book compiled and published by Mr. Mei Yu, my country's famous CI expert and director of the Asia-Pacific CI Strategy Research Institute.

The 4th Chinese Enterprise CIS Strategy Promotion Seminar was held in Chengdu in December 1999. It is hosted by the Sichuan Provincial Economic and Trade Commission, the Asia-Pacific Economic News Center, and the Asia-Pacific CI Strategy Research Institute, with the Enterprise Department of the State Economic and Trade Commission as the supporting unit, organized by the Sichuan Provincial Enterprise Association, and co-organized by Changan Automobile (Group) Co., Ltd.

The Fifth China (International) Enterprise CI and Brand Strategy High-Level Seminar was held from June 17th to 18th, 2002 at the Zhudao Hotel in Guangzhou. This seminar is hosted by the Economic Research Center of the State Economic and Trade Commission, Yangcheng Evening News Group, and Asia Pacific CI Strategy Research Institute.

The Secretariat of the Organizing Committee of the Chinese Enterprise CIS Strategy Promotion Seminar is located in Asia Pacific. Mei Yu, director of the Asia-Pacific CI Strategy Research Institute, serves as the secretary-general of the organizing committee.