Analysis of CI designoriented corporate culture15688.doc

Analysis of CI design-oriented corporate culture        Abstract In the modern business activities, should be based on people-centered enterprises. CI is not only a corporate image strategy, or corporate culture strategy is a clear understanding of corporate philosophy and corporate culture. Mature design of the CI basis points, is to create 'corporate America, environmental beauty and life of America's world'. The pursuit of the United States, with the United States to win more benefits, but also offer such benefits to the community and the U.S. consumers, this is a mature, affluent socio-cultural symbol of progress.         Key words CI design; corporate image; corporate culture                    The late 20th century, we have ushered in an era of rapid development of the changes. China Earth is from the 'planned economy' towards 'market economy', economic system has undergone a major historical changes. Affected by a deep and close the service of economic development, the 'design', also entered an era of change in the name of the concept of comprehensive.         Create a new image of a modern enterprise CI design, it is rooted in the 'socialist market economy,' this piece of fertile soil, and to develop rapidly. Under the new concept, especially in today's discussion of the CI design and research, has been given from various circles at a great enthusiasm and interest in, have advocacy, referral, so 'CI education, to promote', 'to create and improve enterprise , the business group CI-designed social nature of value - will eventually become a corporate culture of knowledge management resources and beauty ', then become a CI design direction for the purpose and practice. And has become a business strategy can not be ignored important means and to improve and beautify the business environment, improve enterprise competitiveness, an important factor in the image and the latest theories.         CI theory into practice in the United States has over half a century, popular in Japan more than 30 years, China Taiwan and other regions are still the theory has also been growing. CI theory - corporate image planning, it is different from the traditional marketing strategy, marketing is no longer simply the products, but rather promoted to marketing on their own image created by a new marketing strategy and design theory. Also known as 'corporate identity system'. The acronym for the 'CIS', referred to as 'CI'. Is to draw on to shape the design system to create an overall image of the corporate strategy of the theory and methods.         As of today's design principles 'CI strategy', which covers corporate philosophy (MI), Code of Conduct (BI), and visual identity (VI) the three constituent elements. Acts as the business of marketing tools and modern business tool for war. And in the world merged into a revolution for the enterprise's economic development has brought a new vitality.         With the pace of reform and opening up of China's accelerated growth and sustained economic momentum, has to go abroad with the world economy. The purposes of internationalization and liberalization of the competitive market, the need for a strong corporate brand image as a backup, and can quickly and effectively solve problems and meet the old system, the market in the old space, naturally subject to inject new momentum, this momentum is CI design.         For the CI of the meaning of Japanese PAOS de male founder who said: 'intentions, the planned, strategic way to show companies the desired image. For itself, through the company to produce the best internal and external business environment, this concept and methods, that is, CI '. Simply put, is the 'face-lift for the enterprise, exchange transfusion for Health'. This is an enhanced enterprise value of existence and give their social, cultural meaning of an effective manner. Is in line with corporate long-term business strategy of a whole system planning, is to create a unique corporate personality, is a complex system engineering. It covers the corporate vision, our overriding objective, management areas, management services, development strategy, corporate culture, a distinctive deep-seated corporate social responsibility 'soul' of the re-shaping.         The visual image recognition system (VI), is a communication and design through the integration of communication tools, not simply to replace the company name, logo or standard word. If only this simple consideration, companies must no future. Often only a mere formality, a temporary solution for shallow, but also will introduce a perfunctory CI strategy astray.         Sony director of propaganda department that Kuroki Yasuo, CI should be implemented to 'business differentiation', namely 'software-driven', 'from the company's basic operating principle of multiply out', 'The companies should be to create what the product as a starting point, while the development of what the market, how to design, produce, how to formulate their selling prices and sell in such processes, directly to the idea of the performance of the enterprise, which became the fundamental corporate image '. Kuroki Yasuo so-called 'software-driven', true essence is that the CI should be deep into the corporate culture at the deep.         Meaning can be seen from the above, CI is not only a corporate image strategy, but rather of corporate culture strategy. CI visual image of the enterprise from the surface until the deep-seated philosophy have carried out systematic planning, is an aim to help businesses from operating, organizational systems, marketing strategies, commodity policy, public relations, advertising and marketing as well as the quality of personnel in areas such as a comprehensive system for control system engineering. In this sense, CI is the enterprise's business strategy, it is clear that the enterprise's development direction of the overall operation of the enterprise full of vigor and vitality into an orbit.         Into a scientific and rational corporate CI activities can enhance the internal cohesion of the enterprise to improve the management level, the building of a dynamic enterprise culture; externally, through the consistent dissemination of information, create distinctive unique, substantial and credible corporate image, to obtain consumer those who agree and the general public, government support, the relationship between the trust business organization, thereby creating a favorable business environment for development.         Therefore, CI is a clear understanding of corporate philosophy and corporate culture. The promotion of this concept, in the creation of 'China-based CI' has just started the occasion, we get all walks of life more and more recognition. With the further deepening of China's reform and opening up and the socialist market economic system is established, do a good job building of enterprise culture will play an important role in China's economic development.         Corporate culture and its meaning. Corporate culture is based on unit employees of the objective conditions, in the production and business activities in the material and spiritual wealth created by its bearer of these material and spiritual wealth in the form of the organization and the morphology of physical facilities. It contains the ideological and cultural as well as the entrepreneurial spirit, sense of democracy, development goals, values, ethics, factory regulations Changji and cultural environment, etc., at its core values. This is a corporate image during design must learn a lesson can not be ignored, otherwise abandoned the spirit of CI.         Corporate culture, employees can raise the general level of technological literacy, provide greater participation in decision-making and management of scope; employees generally improved living standards, leading to increased social and psychological needs; people's self-values increasing social and cultural development and business have been expanding, therefore, must form a stronger internal cohesion and cohesion. Therefore, far-sighted entrepreneurs have begun to focus on the creation and development of corporate culture.         Enterprise culture is a system. It is to uphold the fundamental characteristics of humanism, and have clear objectives organisms. Corporate values, corporate culture is the core of the system as a whole, but also all acts of the inner soul of business.         First of all, the development of corporate culture, which values should be directed towards the community, to contribute to the customer as the goal. The larger companies to contribute to society, to provide customers with more high-quality services, social or customer will be more support and help these companies succeed. On the contrary, those who profitability as the most important value of the company, often counter-productive. A higher profit companies, most choose to 'customer satisfaction' as the company's most important value. For example, IBM is the best symbol of service, it enjoys 'the world's most pay attention to service-centric companies' honor. Hewlett-Packard (HP) company believes that only offer services to customers that they really need and have a lasting value of quality products and in sales before and after providing a useful service, in order to ensure the company's success and well-developed. Coca-Cola, sold over a hundred years has been a business account first in the world, an average of 400 million people on the planet every day, drinking cola, its brand, logo value has reached 35.9 billion U.S. dollars. Central Asian shopping malls to the expectations of human life as a historical responsibility, in order to win understanding and support from the community to enhance a sense of the enterprise's credibility and cohesion, etc.         Second, set a higher goal, the pursuit of excellence. Excellent performance standards of modern management concepts and experiences of the world's great business success, product of the combination is currently the most advanced quality management system standards. Performance Excellence Model to Guide the results of corporate governance, strategic decision-making, operational mechanisms, operating performance, and so on around the market demands, continuous improvement, to gain dramatic improvements in organizational performance to create capacity for sustainable development. It provides businesses with an operating path to success and to help businesses deal with development challenges. It can be said is that an enterprise implementation of modern management, a 'Collection'. Company to pursue certain aspects of 'best', and set outstanding goals or standards, requirements and strive to achieve in order to arouse the staff to exert themselves in pride and enthusiasm, miracles. Established after the date of this conviction, even a very common enterprise, often able to make outstanding achievements. Reposted elsewhere in the paper for free download http:/         Third, the emphasis on individual and overall harmony. Promote a harmonious and healthy development of market economy and culture is the best choice. For a country to pursue economic development, from the macro to have developed a sound domestic and foreign markets, from the microscopic to make the various market players to abide by 'rules of the game', good faith can be mutually beneficial transaction. This is bound to promote cultural harmony. Every good corporate culture embodies the spirit of harmony, a good business philosophy is the harmony of the Tao. If you are still of staff as a tool to make money, then it will not only damage the interests of staff and life, but also harm to the enterprise, market economy and healthy development. Can be seen that only the building of a people-oriented management objectives of enterprises and employees consistent, coherent and harmonious community interests. Employees have a strong sense of community, always rise and fall of their own and enterprises linked to identity, vested in their own businesses, so that each employee will do their best work, embark on the venture to establish a good corporate image, sense of mission to promote enterprise development and a high sense of responsibility, in order to ensure business success in the competition.         Fourth, the modern enterprise management emphasis on respect for people, caring for people, people-centered, which is the building of enterprise culture and business interests of the construction of a common starting point. Throughout the history of modern enterprise management and respect by the people through the management, emotional management, energy management and human resources management of the whole evolution process. People-management refers to the enterprise operation and management of all activities and always put people at central location; in means, we focus on the fullest mobilization of all the work of staff motivation and optimal allocation of human resources; purposes, the pursuit of the all-round development and maximize the resulting business benefits. People-oriented management is mainly reflected on the respect of human values. Emotional management emphasizes caring for people, love, is a kind of 'love of the management', 'to emotions of people management'. Emotion management constitutes a 'to rely on people - caring for people - to train people - raising people - receive management effectiveness' of the logic chain, emotional management is mainly reflected on people's feelings of respect. Ability-based Management is based on people's knowledge, intelligence, skills and practical innovation capacity management as the core content management model, which essentially reflects the ability of human respect. No matter what kind of management style, are permeated with the theme of respect for human beings; and respect for human beings and will fully mobilize the enthusiasm of the general staff, which bring huge economic benefits for enterprises and comprehensive benefits. In today's enterprise economic activity, people are the most positive factor. Enterprises need to staff as the main body, respect, trust and rely on every employee, when they get the respect and trust, they will 'have a fever, send a light,' make every effort to help businesses succeed.         Fifth, emphasizing equality and close down the spirit of cooperation. Communication potentiometer effect is the University of California study on internal communication derived from important results. They found that the information from the leadership that only 20-25% of the lower right to know and understand, while the feedback from bottom to no more than 10% of the information, parallel exchange efficiency can reach 90%. Further research found that the reason why the efficiency of the parallel exchange "