企业的形象战略——CI 计划

Corporate identity strategy

CI(Corporate Identity)计划是现代企业的完整的宣传体系;是通过企业形象,帮助企业进行多侧面、全方位综合治理的系统工程。在西方国家,CI 已普遍被企业界所接受,成为当代企业理念、企业文化的主要组成部分。

CI project,originated from Europe and America in 1950s and widely accepted by industralized nations nowadays,has become one of the strategies of corporate concept,corporate culture and corporate management.CI project puts stress on“moulding unique enterpreneurs”, creating differences among corporated rivals and reaching co-recognition both in and out of the enterprise,so that enterprise can survive and develop in strong competetion.This article describes the origin and content of CI,as well as how to make up and carry out CI project.The author also gives a concrete introduction to CI strategy by taking Kenwood,a well-known company as an example.