企业形象识别系统的内涵探析

论文编号:BZ039  论文字数:35510.页数:50

摘要：企业形象识别系统于八十年代开始在发达国家中流行，在九十年代初开始传入我国，历经流行、浮躁、沉寂三个阶段。本论文作者在审视企业形象识别系统进入中国传播所发生的种种现象后常常思考一个问题，究竟是何原因使企业形象识别系统在中国的传播由冷而热后又由热而冷?本论文在查阅了国内外大量相关文献的基础上，结合国际上一些企业在实施企业形象战略的成功案例，再通过中国转型时期部分企业导入企业形象识别系统(CIS)的实例，对该问题展开了系统的分析和阐述。
 本论文首先在全面的掌握相关文献资料的基础上着重分析介绍了企业形象理论的形成和发展过程，对企业形象理论展开了全面的综述，并介绍、对比、分析了主要的具有代表性的观点;其次，在企业形象识别系统综述的基础上，对如何塑造企业形象的战略进行了分析，并揭示企业导入形象识别系统（CIS）的目的在于提高整体竞争力，通过国际化企业——IBM公司着手研究企业形象识别系统并成功导入的例子，揭示了企业形象战略的属性及特征在于其“整体性”、“长期性”、“综合性”，最终达到其他企业“无法模仿”的目的;再次，针对企业实施企业形象战略的误区及问题，在实施企业形象战略如何操作的层面上进行了阐述和分析，提出几点实施阶段应该注意的原则，并得出塑造企业形象“两步走”的实施框架;最后，分析的角度转向企业形象战略在中国的传播和发展，并具体分析了温州伯温酿酒有限公司实施企业形象战略的案例。
 本论文作者在对企业形象识别系统理论与企业实施形象战略的案例进行深入研究和对现今市场中企业业界的现状调查探究后，体会到企业的成功的秘诀在于塑造与众不同的企业形象，在于适时导入CIS系统，在于企业核心竞争力的发掘和提高，并对企业形象识别系统未来在中国的发展抱以信心和希望。
关键词：企业形象；CIS系统；识别；战略；核心竞争力
 
Abstract:Started to be in fashion in western developed countries from the 1980s, the theory--corporate identity system, found its way into China in the early 1990s, which undergoing three stages of fashion, din and quite. The author of this thesis therefore ponder over the reasons behind the cycling of the system that shifting from cold to hot, and then from hot to cold, after examined its spread in China. To find the answer, the author presents a systematic analysis and elaboration of his own in this paper, on the basis of consulting large numbers of domestic and foreign literature that related, combines some successful practice of corporate image of international business strategy in the implementation and combines the very practice of China''s enterprises which are on the transition period carrying out the strategy.
   Firstly, with its base a considerable knowledge of the related literature, the author made an analysis about the formation and development courses of the so-called corporate images. Also discussed and compared some main and representative points of view about the image. Secondly, after a comprehensive discussion of the corporate images,then focuses on an analysis on the strategy of modeling the corporate images. Revealed that the aim of importing CIS is to improve the overall competitiveness. By International Enterprise -- IBM company started studying Corporate Identity System and examples of successful import .reveal its features and characteristics, that is pointed out that the corporate image strategy is manifested in its "entirety, long-term, comprehensiveness and non-imitativeness". Next part is focused on the series means of strategy implementation and then tends to deal with the failures and problems that emerged in its practice,put forward some principles of the implementation phase should be noted. Finally, it is oriented toward an analytic examination on the image strategy''s spread and development in China, what''s more, analyze the corporate image strategy of BoWen Co. Ltd exactly.
    On the value of Corporate Identity System theory and case-depth research and on the enterprises in the market economy of current status.The authors of this paper found that the secret of a company''s success lies in building corporate image, lies in the congregation is timely into CIS system, lies in exploring and developing core competence, and Corporate Identity System holds the future with confidence and hope in China.
Keywords：Corporate Image； CIS； Recognition； Strategy；Core Competence
目  录
中文摘要 I
英文摘要 III
目  录 V
第一章 绪论 1
1.1研究企业形象识别系统的意义 1
1.2企业形象识别系统的主要内容 1
1.3国内外关于企业形象相关研究的发展概况 2
1.4 本章小结 6
第二章企业形象识别系统综述 7
2.1企业形象识别系统概述 7
2.2企业形象识别系统的构成要素 7
2.3企业形象识别系统的功能作用 9
2.4企业形象设计的基本原则 9
2.5 CI的组织实施 12
2.6本章小结 12
第三章 借用企业形象战略提升企业核心竞争力 14
3.1企业形象战略是整体性的竞争战略 14
3.2企业形象经由CIS系统而外化出来 15
3.3从IBM公司的CIS系统来解析企业形象战略 18
3.4 本章小结 21
第四章 实施企业形象战略时应注意的问题 22
4.1实施企业形象战略应坚持的两个步骤 22
4.2企业形象建设必须以物质作为依托 22
4.3企业实施企业形象战略所应坚持的几项原则 24
第五章 案例分析一一温州伯温酿酒有限公司实施企业形象战略 26
5.1温州伯温公司简介 26
5.2温州伯温公司发展瓶颈 27
     5.2.1伯温公司经营理念模糊 27
  5.3温州伯温公司企业形象战略建设 29
5.4伯温公司企业形象战略分析 31
5.5实施CIS战略的成果与不足之处总结 33
第六章 温州伯温酿酒有限公司VI设计手册 36
6.1导入CI系统，进行VI设计的紧迫性 36
6.2商标标志的释义与内涵 36
6.3VI设计遵循的原则 39
6.4本章小结 39
第七章 总结与展望 41
7.1 全文总结 41
7.2 未来展望 41
致  谢 43
参考文献 44