基于CIS战略的新建本科院校品牌形象塑造问题探讨

The Exploration of New Institute Brand Image Molded Issues in View of CIS Strategy

对于新建本科院校来说,要想在激烈的竞争中取胜,只有借鉴企业的成功模式,引入CIS理论,以此来指导学校的各项工作。从高校的理念识别系统(MI)、行为识别系统(BI)和视觉识别系统(VI)三方面出发,结合学校实际情况,挖掘内涵,总结发展思路,设计个性化的学校形象,加强品牌建设,提高美誉度和知名度,最终提高新建本科院校的整体竞争力,从而促进学校的发展。

Only in this way, to use the successful experience from the company model for reference and introduce CIS mind and guide each affair of the institute with CIS theory, can the new institute win in the intense competi- tion. The paper will start from three parts ： mind identity system （ MIS）, behavior identity system （ BIS）, view i- dentity system （VIS） ; it should combine with the practical situation of the institute, tap connotation, sum up the developing train of thought and design individual image of institute. Strengthen brand development, increase i- dentity and fame popularity and reputation. Finally, the aim is to enhance the whole competition of new institu- te, and advance the development of the institute.