中国型CI的重新界定

A New Definition Of Chinese CI

区别于美日两国的中国型CI概念在九十年代末初步成型,但理论上的归结对中国CI的实践却没有产生应有的指导与影响作用。面对这CI实践中出现理论脱离于实际而流于形式化表面化的困惑,本篇论文试图从基础层面出发对中国型CI进行重新界定:中国型CI是具有塑造企业形象并将企业形象成功传达给受众两种功能,从而使受众形成一致的良好的企业形象印象的战略。在此基础上,对实践中国型CI提出建议。

The conception of Chinese CI, different from American or Japanese one, came into being in late 1990s, but hasn' t been put into practice. Facing the problem of Chinese CI theory divorced from its practice, this article tries to redefine Chinese CI as follows: Chinese CI is the strategy that helps to form corporation images and deliver them to the public successfully. Based on this, some suggestions have been made about the practice of Chinese CI.