论企业形象的力量

【作者】 刘惠子；

【导师】 胡绍中；

【作者基本信息】 四川大学 ， 设计艺术学， 2003， 硕士

【摘要】 企业形象(Corporate Identity，CI)也叫企业识别系统，它包括企业理念识别(Mind Identity，MI)、企业行为识别(Behavior Identity，BI)、企业视觉识别(Visual Identity，VI)三个部分，是指运用视觉设计手段，通过标志的造型和特定的色彩等表现手法，使企业的经营理念、行为规范、管理特色、产品包装风格、营销准则与策略形成一种整体形象。同时将企业名称、企业标志经过标准字体、标准色等统一规范化之后，由内至外进行企业与社会之间的信息交流和传播，一方面以最快的速度、最深的印象，让社会和公众注意自己、认识自己、了解自己，从而塑造企业的最佳印象，获得社会的认同感；另一方面通过规范言行将所确定的企业发展战略、企业目标、企业精神以及个人价值的实现与企业目标的统一传达给全体员工，唤起员工的热情，培养每一位成员的企业责任感与事业心，并形成影响力与凝聚力，达到促进企业整体能力全面提高的目的。企业形象是企业自身一笔重要的无形资产，尤其是在商品与服务同质化程度日益提高的今天，它代表了企业的信誉、产品质量、售后服务、甚至影响消费者的生活方式，优良的企业形象可以促进企业的良性发展，而不当的形象设计可能会毁掉一个企业。企业形象虽然是平面设计一个重要的研究领域，但涉及的范围决不仅仅是视觉范围，企业经营管理与市场营销的知识与经验同样至关重要。 本文从企业经济管理、企业文化、人类行为与心理学、营销管理、广告学等多方面的理论全面论述了企业形象的概论、产生、构成、特征、作用及实施，通过案例和相关理论着重分析了企业形象的力量究竟有多大，以及为什么会对企业、社会产生重大的影响。从结果上看，世界500强都实施过企业形象工程，而其中90%都是率先导入CI工程的:从实现的过程_!二看，企业形象的意义可以分别通过MI、BI、Vl三部分对提高企业的经营业绩的作用来体现。另外，遵循正确的操作程序和一系列的原则也是企业形象导入获得成功的必要所在。 最后，本文运用了四川省阳光文化有限公司的CI导入作为具体实例，使企业形象的导入更形象和更具操作性。更多还原

【Abstract】 CI(Corporate Identity) includes MI(Mind Identity),BI(Behavior Identity) and VI(Visual Identity).It is depended on visual design, logo shape, specifically color etc. to form a corporate visualize drawing market idea, behavior ruler, management characteristic, packaging style, operating ruler and strategy together. After the standardization of corporate name and logo, the information of the corporation could be communicated and spread from the corporation to the whole society. Stratagem of development, target and spirit of the corporation, unification of individual value and corporate target are delivered to each employee by means of the criterion of words and deeds. The passion, responsibility and enterprise of each employee are aroused, thus the integer ability of the corporation are developed. At the same time, the society and public are effected by the impression of the corporation fast and deeply, thus agree with it easily. Visualize is a kind of immateriality capital of a corporation when service is as important as merchandise. Visualize of a corporation represents credit standing, quality of manufacture, after service of the corporation. It can also influence the life style of the consumers. Good visualize may accelerate the development of a corporation, while unmerited design of visualize may destroy a corporation. Corporate visualize is an important researching area of graphic design, it involved not only vision but also knowledge and experience of management and marketing of the corporation.This paper states the conspectus, generation, constitutes, character, action and carrying out of corporate visualize from the aspects of management, culture, behavior, psychics, marketing, advertisement of the corporation.It also analyses the power and the influence to the corporation itself and the society of the corporate visualize by case and theory analyses. As results, 90% of the 500 strongest corporations of the world took the lead in actualizing CI process composed of MI, BI and VI, these could improve the outstanding achievement of the corporation. And successful CI process is achieved by correct operating procedure and a series of rulers.At last, this paper takes the actualizing of CI process of Sunshine Culture Corporate Co. for an example to make CI process visualizing and operable.更多还原