What is enterprise's image?
Plan named CIS is enterprise's image plan, is the abbreviation of English Corporate Identity, free translation discerns for the corporate image or the brand image is discerned. Development and design of namely the tactics system of modern corporate image.
CI is also called CIS, is the abbreviation of English Corporate Identity System (enterprise's recognition system). Pointing the recognition system of the corporate image, it is that an enterprise discerns to one's own idea culture, behavior and vision that improves systematically, unified spread, in order to mould out the corporate image with strong
character, the management strategy in order to be approved by internal and external masses.
CI means show one's own enterprises or the brand characteristic to the public in a planned way consciously, make the public have a standardizing, difference, beautiful impression that melt and knowing on a certain enterprise or the brand, in order to discern better, reach the economic benefits of promotion enterprises and social benefit. It is the science, and art; both technology and culture, and its social base depended on for existence is that the human production practices struggle with the society
Concrete component
MI of CIS: The idea discerns
BI: The behavior discerns
VI: The vision discerning

MI: The idea discerns the so-called MI, refer to establishing enterprise's own management theory, enterprises carry on master plan and define to the operations objective, management philosophy, type of operation and marketing state of a regular period at present and in the future. The main content of MI includes enterprising spirit, enterprise's values, corporate culture, enterprise's creed, management theory, an operation policy, market orientation, the industry forms, organize the system, manage the principle, community responsibility and development plan, etc.
 BI: The behavior discern that puts individual character and particularity that BI to the intermediate level location reflects enterprise's idea directly, it is enterprise that practice management theory and create criterion of corporate culture, plan to enterprise operation unity way act as but dynamic recognition system that forms. Including internal organizational management and educate, public relations, advertising campaign, subsidy social cultural activity, etc. to the outside. Every corner that expands the spiritual essence of enterprise's idea inside enterprises through a series of practice activities, gather the staff's enormous spiritual strength. It is internal that BI includes the following content: Organization system, the standard management, behavioral norm, the cadre educates, the employee education, working environment, production equipment, the welfare system, etc.; Externally: The market research, public relations, marketing activity, circulate countermeasure, research and development of products, public beneficial, culture activity, etc.
 VI: The vision discerns VI: The intact, systematic vision of regarding indicate, standard word, standard as the core and launching expresses the system. Change such abstract concepts as above-mentioned enterprise idea, corporate culture, service content, enterprise's norm, etc. into the concrete symbol, mould out the unique corporate image. In CI design, vision discern design is it propagate strength and appeal to have most, most easy to accept by the public, significant. Main content that a set of VI designs: I. Basic key element systematic A. Mark B. Standard word C. Standard D. Association of marking and standard word.
A. Office supplies: Envelope, letter paper, writing paper, name card, badge, employee's card, invitation card, file, reference, account ticket, memorandum, materials bag, official document form, etc.B. Enterprise's outside building environment: Model of the building, company's flag, enterprise's shop front, enterprise's signboard, public identification card, signpost sign, advertising tower, neon-light advertisement, courtyard are beautified etc. C. Environment of the building inside enterprises: Identification card, daily identification card, floor identification card, corporate image card, flag, bill-board, POP advertisement, shelve sign of every department, etc. inside enterprises. D. Means of transportation: Car, minibus,  bus, truck, tool car, oil truck, steamer, plane, etc. E. Dress and personal adornment: Manager's uniform, administrative staff's uniform, staff's uniform, etiquette uniform, singled, tie, job cap, button, epaulet, chest card, etc. F. Advertising media: Television advertising, magazine advertising, advertisement of the newspaper, the advertisement of the network, advertisement of the signpost, employs and signposts etc.ing. G. Packing of product: Paper carton packaging, container bag packaging, wooden case packaging, glass container packaging, plastic bag packaging, mental package, ceramic packaging, wrapping paper H. Public affair gift: T-shirt, tie, tie clip, lighter, key card, umbrella, badge, gift bag, etc. I. Display and show: Show, display the goods to show etc. in show of show window, exhibition show, shelve goods. J. Printed matter: Brief introduction of enterprise, brief introduction of goods manual, products, year calendar, etc. CI is designed and plans and channels into to be a kind of progressive planned homework, the whole plan carries on and expansion, comprehensive domestic and international enterprises channel into the experience of CI, its homework procedure can probably be divided into the following five stage ?U
 1 enterprise real attitude investigates stage hold present situation of company, external cognition and present situation of designing, and confirms the cognitive state of image that enterprises give to somebody from it.
2 image concepts establish stage and is based on investigation result, analyze inside enterprises, external cognition, market environment and systematic question of various kinds of designs, to work out localization and basic conception which there should be the image of the company, design the principle basis of planning as CI.
3 designs the homework and launches stage according to the basic image concepts of enterprises, change into a concrete information symbol that can see. And with testing investigating, confirm intactly and according with the recognition system of enterprise's idea the exquisite homework.
4 finish and channel into stage focal point lie in is it channel into implement priority of project, plan advertisement of enterprise move about and prepare and organize CI not to carry out group and administrative system to fill. And will design the manual or file that the recognition system planning to be finished will be made into standardization, standardized.
 5 supervise and assess design, stage of CI not to it plans to be planning getting leading only, how is it set up image of enterprise to implement, must often supervise and assess, so as to ensure that accords with the corporate image concept that the former society makes, if find that designs and plans the defect to some extent originally, should propose making a self-criticism and revising. CIS (Corporate Identity System) corporate image design recognition system, enterprise management theory and spiritual culture, use and transmit to enterprises and social masses wholly, make it produce unanimous acceptance or values to enterprises, thus reach and form the good corporate image and design system of the promotion products.
 CI design system to propose by U.S.A., must use extensive popularization and application in Japan the seventies at first the sixties, it whether modern enterprise move towards whole, figuratively with system management in order to plant the brand-new concept. Internal, enterprise can is it propagate through CI to office system, production system, administrative system, marketing, packaging, advertisement their, etc. image form norm designed and manage to design, each staff member's enthusiasm, sense of ownership, acceptance that therefore arouse enterprises, enable every functional department every duty, effective cooperation its.
Externally, form the unique images of enterprises through the integrated symbol form, it is convenient for masses to distinguish, admit the corporate image, and promote the popularization of the enterprise products or the service.
 But the embodiment of the internal foreign administration behavior of enterprise of the initiation of great appropriate scale of operation of enterprise that the function of CIS corporate image is. Nowadays the international market competition is fiercer and fiercer, the competition between enterprises is not merely products, competition in such respects as quality, technology, etc. Enterprises want must seek survival from managing, the idea, such respects as the image, etc. are adjusted and upgraded, make long-term development plan and strategy, in order to adapt to the change of the market environment. Present market competition is a competition of the image at first, pursue the corporate image to design, implement corporate image strategy, has already become basic strategy of modern enterprises. For the image strength of unifying and promoting enterprises, make the corporate image designed and demonstrated one side which accords with the social values demand, enterprises must design their image management and image.
 CI design system make a reservation with enterprise or enterprise management theory for central, in order to include the management inside enterprises, foreign relation activity, all respects of advertising and other propaganda activities taking vision and stereo as means inclusive, organize to melt, systematized, the synthesis and design of the unity, all these respects appear in front of social masses with a kind of unified shape to strive to make making in enterprises, produce the good corporate image.
 CI designs the system, as the design system with integrated corporate image, is a kind of setting-up and intact and ideal method to transmit the corporate image. Enterprises can design their office systems, production system, administrative system correctly through CI, such systematic images as and marketing, packaging, the advertisement, etc. form the standardized design and standardized management, each staff member's enthusiasm and the development strategies of participation enterprises that therefore come to arouse enterprises. Divide responsibility and obligation of enterprises through the integrated symbol form, make enterprises can operate to manage effectively, set up its individual character image out of the common of enterprise, make enterprise products and other like products distinguish, show one's talent among the counterparts, help enterprises to create the famous brand effect promptly and efficiently, occupy the market.
 CI design systematic implementation, to enterprise, can make the management and administration of enterprises move towards scientific process and proper arrangement, tend to symbols, make the management theory having eyes according to the development of the market and enterprise, make a set of management principle and standard management that can be carried out, consult and carry out in the form of symbol, make production process and market of enterprise circulate the procedure, in order to lower costs and loss, and improve product quality effectively.
 Propagate the form to the outside, utilize various kinds of medias as the introduction of the unity in fact, make social masses accept information that enterprise travel, set up good corporate image is it raise enterprise and popularity of product to come in a large amount, strengthen the memory and subscription rate to the enterprise products to the corporate image of social masses, make the enterprise products sell well, bring better social benefit and management benefit to enterprises
 It is an omni-directional, standardized, highly difficult and intelligent project that CI designs the system, so call it the system engineering, the implementation of this job and whole effect take some time. Design and implementation of CI, usually the supreme policymaker and CI expert of enterprises make up CI project executive committee together, in the hope of reaching the best corporate image strength. Because the insertion of CI is a kind of constant activity, in the supervision that is implemented to CI project for a long time, and make a self-criticism regularly, revise, can just finish. The design of CI is essential to development of enterprises, so, the CI expert who is responsible for finishing CI system engineering should possess the following ability.
 A enterprise planning ability is the ability to investigate and analyze to enterprise's domestic and foreign synthesis; Know the market trend, ability of studying enterprise's production management tactics well; Ability to analyze and research to enterprise's interior employee's psychoanalysis and behavior; In enterprise's idea (MI), behavioral norm (BI), the vision discerns (VI) that makes the creative thinking leading and ability of the motion and CI system engineering gentle case creation and ability to express in respect.
 2 designed capacity is the ability to that enterprises and integration in the vision design of behavior idea express; The standardization of the recognition system of the vision, scientific show ability; Creative designed capacity that the recognition system uses on the space, level. Implemented to stage goal managerial ability in 3 pool ability; Ability to make a self-criticism, revising after using and implementing; Release the result and determine the ability of feed backing; Ability that media's tactics, tactics of public relations use.
 The advertising ability to architect plans and strategies of 4 advertising abilities to architect plans and strategies is by expressing the ability that CI layout strategy and advertising intention gain thorough understanding through comprehensive study of the subject, corporate image and advertising image are unified. It is one system engineering for CI not to design, to operate it is general designer that can finish all it, must be proposed such reports as feasible report and analysis, predicting, etc. by CI expert, write the design plan and implementing scheme, pass the right of the executive committee, carry out. But also feedback the suggestion through every administrative department, propagate the popularization designed in inside management and CI that CI designs in a planned way, step by step, implemented omni-directionally, the ones that soed as to ensure CI is designed were popularized high-quality, strictly, consistently