Talking about the corporate image culture planning

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Enterprise development can not be separated from corporate image design (CI), corporate image design includes VI design, MI design, si design. The design that the UNMIN provides for you is not according to the common sense design, even teaches you not to do the CI design at all, the premise is, all design's core is the market as the core, customer-centered design.

The concept of corporate image culture planning

Corporate Image Culture CIS (corporporate IDENTITY SYSTEM), abbreviation CI. He is aimed at business philosophy and spiritual culture, the use of the whole to communicate to the internal and social public, and to produce a consistent sense of identity or values, so as to achieve a good corporate image and promotional products design system. At the same time, corporate image planning can also be called Corporate image management (Corporate image Management), that is, from the image of the company and Enterprise Concept (Mind), Behavior (Behavior), and Visual (visual) aspects of planning and management. To standardize the enterprise's values, objectives, public relations strategies, service marketing, brand logos and advertisements, and to combine the internal culture and external performance of the enterprise, both inside and outside, to form the resultant force of image, thus impacting the market and winning the trust and support of consumers.

Second, the importance of corporate image culture planning

With the rapid development of market economy and the increasing wealth of goods, consumers ' desire for purchase has not only satisfied the material needs of commodity use value, but more depends on the demand of aesthetic value culture and the demand of commodity brand and corporate image. This requires enterprises not only in the product and price competition, but also in the overall image of the enterprise competition. In the market competition increasingly fierce new situation, the same industry enterprises surge, competition more embodied in the "high, fine, sharp" field, if the enterprise to win in the competition, in addition to the quality and low price of goods and superb technology, more critical link in the desire to enterprise can be a distinctive personality, good reputation of the corporate image. Because the "wine is not afraid of alley deep" era has long been history. The same kind of goods dazzling, everywhere, so that consumer goods dazzling. Enterprises to win the favor of consumers, must be unique, highlighting personalization. Therefore, the shaping of corporate image has become an urgent demand for enterprise development!

Secondly, good corporate image culture, not only can enhance investment, collaborators of the company's goodwill and confidence, but also to enable enterprises in the financial market easier to raise funds, and further expand the visibility and reputation of enterprises, and then expand the effectiveness of advertising and the customer and the public persuasion, and continue to consolidate the foundation of enterprise Management, So that business or sales continue to increase substantially, rapidly expand the enterprise's products in the domestic and foreign market share.

The basic content of corporate image culture

CI system is composed of three aspects such as concept identification (Mind identity abbreviation mi), behavioral recognition (behariour identity abbreviation BI) and visual recognition (visual identity abbreviation VI).

MI: Idea Recognition

Corporate philosophy, internal impact on enterprise decision-making, activities, systems, management, etc., external impact on the public image of enterprises, advertising and so on. The so-called MI, refers to the establishment of the Enterprise's own business philosophy, the current and future period of business objectives, management ideas, mode of operation and marketing status of the overall planning and definition. MI's main contents include entrepreneurship, corporate values, corporate culture, corporate creed, business philosophy, operating principles, market positioning, industrial composition, organizational system, management principles, social responsibility and development planning.

BI: Behavioral Recognition

The BI, which is placed in the middle tier, directly reflects the individuality and particularity of the enterprise idea, and it is a dynamic identification system which is formed by the unified planning of the enterprise's operation mode. Including internal organizational management and education, external public relations, promotional activities, financing of social cultural activities. Through a series of practical activities to the spirit of the enterprise concept of the essence of the enterprise into every corner, bringing together the staff of the great spiritual strength. BI includes the following

Internal: Organizational system, management norms, behavioral norms, cadre education, staff education, work environment, production equipment, welfare system, etc.

External: Market Research, public relations, marketing activities, circulation countermeasures, product development, commonweal, cultural activities and so on.

VI: Visual recognition

VI to sign, standard Word, standard color as the core of the complete, systematic visual expression system. The above enterprise concept, corporate culture, service content, enterprise norms and other abstract concepts into specific symbols, to create a unique corporate image. In CI design, visual recognition design is the most contagious and appealing, and it is most easily accepted by the public, which is of great significance. VI system includes basic element system and application system. Basic elements such as enterprise name, Enterprise logo, Enterprise modeling, standard Word, standard color, symbolic pattern, propaganda slogan, etc. Application systems include product modeling, office supplies, corporate environment, transportation, apparel, advertising media, signboards, packaging systems, business gifts, display and print publications.

CI Design planning Process

CI and implementation of the introduction is a step-by-step planning operations, the whole plan carried out, integrated domestic and foreign enterprises to import CI experience. The operating process can be divided into the following five phases:

1. The investigation stage of Enterprise's real state

Grasp the current situation of the company, outside cognition and design status, and to confirm the actual image of the enterprise to the cognitive status of people.

2, the concept of image establishment stage

Based on the investigation results, the paper analyzes the problems of internal, external cognition and market environment in various design systems to formulate the basic concept of the company's orientation and image, as the principle basis of CI design planning.

3. The design work unfolds the stage

According to the basic image concept of the enterprise, it turns into the concrete visible information conformity. And after exquisite work in the test survey, to determine the integrity and compliance with the enterprise Identification system.

4, completed in the import phase

The focus is on prioritizing the implementation of the project, planning the advertising activities of the enterprise, and organizing ci.