顺含义简述（CIS含义简述）

顺含义简述（CIS含义简述） 顺含义简述(CIS含义简述) CIS system Chapter 1 Introduction to CI (1) CI is exotic, is a new discipline of management in developed countries, in our country is still in the study and promotion stage, this chapter of CI's translating meaning, structure and function, the characteristics of CI, giving detailed discussion from theory, lay the foundation for the following chapters. CI emerged from the modern market economy and matured in an international competitive environment. At first, it was only a means of understanding and understanding through visual communication and differential design, so as to achieve the goal of promotion. Because of the development of competition, this differentiated design has gradually expanded and penetrated into every field of the enterprise. It has become a new management method, that is, CI strategy. Section 1 basic concepts of CI I. translation of CI Since the birth of CI theory for nearly half a century, experts and scholars from different disciplines have different understanding and different research emphases. Therefore, the definition domain of CI is not the same. We make a preliminary study of the English translation meaning and definition of CI, which is helpful for us to understand the original meaning of CI at a deeper level. CI is the abbreviation of Corporate Identity in english. "Corporate" means a unit, a group, an enterprise. It is difficult for Identity to find corresponding words in Chinese, but its meaning is interpreted as distinguishing and recognizing in the modern Chinese dictionary. As a verb in the English Chinese dictionary, and can be interpreted as: A. equivalent, as the same B.; identify, identification, identification. The basic meaning of a noun: A., identity, identity, B., identity, identity. In English, there are many Identity, and most close to our current topic is: identity, identity, from the point of view, this word has two meanings: one refers to the identification of the subject, the subject has the personalized features different from others; the second is that individual the main feature to complete unity, common expression recognition subject. Visible, the basic meaning is recognition. Therefore, in most cases, CI is translated as "enterprise identification"". Given the ambiguity of the word "enterprise identification", a short language is difficult to summarize its rich meaning. We combine these meanings into a more comprehensive interpretation. First, recognize and recognize the enterprise identification in the sense of meaning, and show the identity and nature of the enterprise itself. For example: when we see "Hongta mountain", "Jianlibao" two signs, we will think of the cigarette soon, the latter is the beverage. Second, the corporate identification in the sense of communication indicates the identity of an organization within the organization. It shows the personality of the organization and distinguishes it from the others. For example, the service system of China International Airlines is the same regardless of the passenger country or nationality. Third, corporate identity and sense of community, that individual to realize his belonging to a certain group, ideology, behavior will be subject to the system, which is a group of individuals to communicate with each other and identity, mutual cooperation and support. For example, the branch of an enterprise, the relation between a subsidiary and the head office. In short, the so-called corporate identity, is an enterprise with the help of visual symbol and the intrinsic idea to prove their identity and internal communication activities, its remarkable characteristic is the similarities and differences, as Japanese scholar Tian riei said: "from the subjective point of view, Identity is" who am I "questions and answers; from the point of view, Identity is a common enterprise itself something". CIS is the abbreviation of English Corporate Identity System. The corporate identity system, the corporate image strategy, is the new explanation given by Japan not CIS. The emergence of the CIS strategy has made the differentiation strategy of the enterprise break away from the design of relying solely on the visual difference, and become the overall, all-round and systematic management strategy of the enterprise. In our country, there is no standard translation of CI at present, in order to avoid confusion, This book still uses English abbreviation CI or CIS directly. Chapter 1 Introduction to CI (two) Definitions of two and CI The purpose of defining any noun concept is to deepen people's understanding and understanding of concepts so as to enable people to use concepts more accurately and to perform practical operations more effectively. Since many publications define the concept of CI too complex, they are different. Therefore, before we give the definition of CI, it is necessary to give a brief account of the origin of the formation of CI NOUN concept. After the two World War, the world economy began to recover, and all walks of life entered a period of vigorous development. As the scope of operation is expanding, the enterprise begins to move towards a diversified and international market. The problem of corporate image has been paid more attention by European and American advanced enterprises. Therefore, since 50s, some large enterprises in Europe and America have been introducing the unified corporate image management strategy. However, until the middle of 60s, for this new strategy in the name and concept have not formed a consensus, some call it industrial planning (Industrial Desin), some of the design it is called enterprise (Corporate Desin), or call it the enterprise (Corporate Look), morphology (Specific Desin), special planning Design (Desin Policy) and other policies. It was only later that there was a unified Name: Corporate Identity, or CI. The original concept of CI was called enterprise identification". Guided by the strategic thinking of enterprise identification, a whole set of identification systems is planned, which is also called Corporate Identity System (CIS), so CI is the abbreviation of CIS. This shows that the characterization of the original CI or CIS: design and display a set of different from other enterprises, reflect the enterprise's own personality identification system, in order to highlight the image of the enterprise, and to win in the market competition strategy. When Japan introduced CI from Europe and America, it did not copy it completely, but it incorporated the national concept and national culture, and carried on the structural revolution and perfection to CI. Japanese CI expert Yamada Rie pointed out that the definition of CI in the United States and Japan CI definition is quite different. The former view: CI is standard font and trademark as a tool to communicate enterprise concepts and corporate culture. The latter argues that CI is an activity that explicitly identifies corporate ideas and corporate culture. The different understanding of the concept of CI will produce different results, which is the root cause of the development of CI in japan. To sum up, CI is not an unchangeable concept. Its connotation is constantly innovating and changing with the change of the times and the development of the enterprise. At the same time, the connotation of the concept is also updated with the different ethnic cultures. But no matter how it changes, its basic spirit remains unchanged. "For the business world, CI is a problem - solving approach," says CI, a Japanese expert at Kato Kunihiro". That's the basic spirit of CI. CI no matter how the development and changes, it is always around a core concept in motion, this is to solve the problem for the enterprise, more specifically is to solve the problem of the relationship between enterprise and society and nature, it uses the tools is shaping the corporate image, it is the way to solve the problem is to reform, the creation of new enterprises to improve the image and promote the status of the relationship between enterprise and society and nature, and to promote social development, maintain dynamic balance of enterprise, society and nature. Therefore, the foundation of CI strategy is always on the design and development of the enterprise's own image. Therefore, Japan's Kato Kunihiro said: "CI is the overall design of the enterprise work; to the overall enterprise activities as design objects, so that the enterprise itself, personality performance in line with the trend of the times."." From this standpoint, Kato Kunihiro said, "in order to form the image of an enterprise, the activity centered on design and development is the so-called CI."". Facing the CI art Kingdom, people feel a few mysterious, a few magical, because of its magical effects in the world economic field, more than 40 years, many experts and scholars have defined it, according to incomplete statistics, Direct translation of "Corporate Identity" there are nearly ten species: such as: "corporate identity" and "enterprise recognition system" and "corporate image", "corporate image strategy", "the same", "enterprise identification system", "enterprise differentiation strategy" and so on. And the explanation of CI, or definition, is rich and varied. Here are some more representative definitions for reference: CI is a management technique to improve the corporate image and effectively enhance the corporate image. CI is a clear understanding of ideas and corporate culture activities. CI is a review of the company's campaign. CI is the kind of integrated information dissemination about the nature and characteristics of the enterprise itself. CI is the concept of enterprise culture and spiritual culture, the use of the whole transmission system (especially visual design), convey to the relationship between enterprises around or groups (including internal and public), and master the identity and value of enterprises. We believe that CI is the business philosophy and personality characteristics, through visual identification and code of conduct unified system, to integrate communication, so that the public have a consistent identity and values, so as to achieve the establishment of a distinctive corporate image and brand image, improve product market competitiveness, create the best business environment of the enterprise the modern enterprise management strategy. Chapter 1 Introduction to CI (three) Three, CI and corporate image The purpose of enterprises to import CI is to create a good corporate image. But CI and enterprise image are two different concepts. CI design is the starting point elements will constitute the enterprise image recognition into a unified system, and then based on the information conveyed to accurately and clearly show in front of the public, the interaction of iterative process between information sender and receiver (information transmission and information feedback) formed in the corporate image design with CI. Obviously, "enterprise" is both the starting point of CI and the goal of CI. However, CI is not equivalent to corporate image. First of all, the concept of CI and corporate image is different in english. Corporate image in English is Corporate Image, also translated as the company". CI is the abbreviation of Corporate Identity in English, and the translation in Chinese is "enterprise identification". Secondly, the meanings of the two are different. Corporate image refers to the overall impression and evaluation of the public and enterprise workers, as well as the reflection of the performance and characteristics of the enterprise in the public mind. Such impressions and evaluations are the result of a comprehensive public awareness. CI is the tool and means to convey and shape the corporate image. Thirdly, the elements are different. Corporate image elements in product image, image, staff image, entrepreneur image, public relations image, social image and overall image, that is to say the corporate image is composed of the elements of the image. The elements of enterprise identification system are composed of concept recognition (MI), behavior recognition (BI) and visual identity (VI), which are clearly richer than the corporate image. CI is a specific position or personality characteristic of an enterprise in its industrial structure and social structure. It is the result of the identification or shared values of the enterprise in the public mind through different ways of communication. The image of an enterprise is not unchangeable; on the contrary, with the change of environment and the change of social values, the enterprise must adjust its management concept to form a new corporate image by repositioning the enterprise. If CI is only the social transfer of the image of the enterprise itself, its role is limited to those who have a good image quality, but the information transmission is not strong enterprises to carry out information transmission design. But in fact, a large number of enterprises because of its image image is not adapted to the development of the information era of fierce competition, turned to the CI of the system means, which is a profound basis for the existence and development of CI. CI is the fastest and most convenient way to shape the corporate image. But it doesn't work together Is not a universal image means, but not the enterprise itself. CI focuses on the spread of enterprises. Compared with marketing, public relations and advertising, CI is more systematic and holistic. To sum up, from the definition of CI, we can clearly understand the basic meaning of CI, its essence is a kind of enterprise (or other organization) image as the goal of organizational communication behavior. Therefore, it should be said that CI is a part of enterprise management, not the whole of enterprise management, not the enterprise itself.