Enterprise Behavior Identification (BI) is a dynamic identification system of CIS, including external feedback, participation in activities, internal organization, management and education. What can be called the "practice" of CIS is the criterion for enterprises to realize their business philosophy and create corporate culture. The enterprise's behavioral recognition system basically consists of two parts: the first is the enterprise's internal recognition system, including the creation of the enterprise's internal environment, employee education, and employee behavior standardization; the second is the enterprise's external recognition system, including market research, product rules, and service levels. , advertising activities, public relations, promotional activities, cultural activities, etc.
1. Enterprise internal identification system
Enterprise internal identification is the organization and management, education and training of all employees, and the creation of a good working environment, so that employees can identify with the company's philosophy and form a * ** knowledge, enhance corporate cohesion, fundamentally improve the company's operating mechanism, and ensure high-quality services to customers.
⒈Working environment
The working environment consists of many factors, which mainly include two parts: First, the physical environment, including visual environment, temperature and humidity environment, olfactory environment, marketing and decoration environment, etc. ; The second is the humanistic environment, which mainly includes leadership role, spiritual outlook, cooperative atmosphere, competitive environment, etc.
Creating a good internal corporate environment can not only ensure the physical and mental health of employees, but also is an important aspect of establishing a good corporate image. Enterprises must strive to create a clean, tidy, unique, positive, united and mutually supportive internal environment. , this is the first impression that a company shows to the public for consumption.
⒉Organizational management and education and training of employees
Implementing the CIS strategy requires the cooperation of all employees of the enterprise. Employees are important media that convey the corporate image to the outside world. If the quality of employees is not good enough, If it is high, it will damage the corporate image. Therefore, the implementation of CIS strategy must strengthen organizational management and education and training for enterprise employees, improve the quality of each employee, and make each employee realize that his words and deeds are closely related to the overall image of the enterprise. Only through long-term training and strict Management can enable an enterprise to form a culture and habit in providing high-quality services and quality products, and gain recognition from consumers.
The purpose of employee education and training is to standardize behavior and comply with the overall requirements of the enterprise's behavioral understanding system. Employee education is divided into cadre education and general employee education, and the content of the two is different. Cadre education mainly covers policy theory, legal system, decision-making level and leadership style education. General employee education mainly covers content related to daily work, such as business purpose, entrepreneurial spirit, service attitude, service standards, employee norms, etc. There are many ways of corporate training and education, the main ones are: ⑴ Develop a CIS strategy implementation plan, including the company's introduction of CIS strategic background, development goal positioning, MI, and BI manuals, so that all employees have a clear understanding of the implementation of the CIS strategy and improve their awareness of implementation ; ⑵ Compile and print a manual describing the corporate logo, corporate philosophy and employee code of conduct so that employees can carry it with them; ⑶ Hold training classes. Through training, leaders and backbones should first be trained and educated on the introduction of CIS strategy, and then training classes can be held among all employees to promote self-enlightenment; (4) Produce audio-visual instructions for employee education, that is, use film and television tools to explain the background of the company's introduction of CIS , process and specific concept content.
⒊Standardize employee behavior.
The code of conduct is a code of conduct that all employees of the company must abide by. Standardization of behavior not only represents the process of employee behavior from non-standard to normative, but also represents the final result of employee behavior that reaches the norm. It includes: professional ethics, appearance, meeting etiquette, telephone etiquette, greeting etiquette, banquet etiquette, dance etiquette, speaking attitude, speaking etiquette and body language, etc.
⒋Compile and sing company songs (factory songs, traveling songs).
In the CIS strategy, in order to enhance corporate cohesion, factory songs can be used to help achieve the goal. Because the compilation and singing of singing songs can promote the company's philosophy, invigorate the spirit of employees, and relieve the stress of employees' work. In particular, young employees prefer music and are happy to hear and accept this form. Therefore, more and more employees In order to cater to this mentality of employees, many companies have written their corporate philosophy into their own corporate song, and achieved good results. In addition, the internal system of behavior recognition also includes welfare systems, pollution countermeasures, operation rationalization, development strategies, etc.
2. Corporate external identification activities
Corporate external identification activities are to continuously input a strong corporate image to the external public of the enterprise through market research, advertising, and service level activities. Information, thereby improving the visibility and credibility of the company and shaping the image of the company as a whole.
⒈Market research.
If a company wants to sell marketable products, it must conduct market research to obtain consistency with consumer needs, and on this basis carry out new product design and development. In particular, it is necessary to do a good job in market positioning through market research, that is, to determine the competitive position of the company's products and services in the target market based on the market competition situation and the company's conditions, so as to create certain characteristics and give a certain image to the products. , to adapt to certain needs and hobbies of customers.
⒉Service level.
Service can be said to be a halo of corporate image, and high-quality service can best win the favor of customers. In terms of service content, it includes service attitude, service quality, and service efficiency; in terms of service process, it includes three stages, namely pre-sales, in-sales and after-sales services. The effect of service activities on shaping corporate image depends on the purpose, uniqueness and skill of the service activities. Service must not be hypocritical at all. It must be true to its words and resolute in its actions, and bring tangible benefits to consumers.
⒊Advertising activities.
Advertising can be divided into product advertising and corporate image advertising. For the CIS system, more attention should be paid to the creation of image advertising to gain widespread recognition of the company and products from all walks of life. The main purpose of corporate image advertising is to establish product credibility, expand corporate visibility, and enhance corporate cohesion. Product image advertising is different from product sales advertising. It is no longer a simplified representation of the product itself, but the creation of an image that meets the pursuit and yearning of customers. Through the performance of the trademark, the logo itself and the introduction of the image of the product, it makes the product Leave a deep impression on consumers to arouse society's attention, favor, dependence and cooperation on the enterprise.
⒋Public relations activities.
Carrying out necessary public relations activities based on market research is an important part of corporate behavior identification. Through public relations activities, an enterprise's credibility and honor can be enhanced, public misunderstandings can be eliminated, and social understanding and support can be gained. Public relations activities have many contents, including special activities, public welfare activities, cultural activities, display activities, press conferences, etc.