略论广告和“CI”对现代企业发展的作用

On the Functions of Advertising and CI to the Development of Modern Corporations

广告和“CI”作为一种信息和视觉传递形式 ,在对现代企业的发展中起着重要作用。这已经是毋庸置疑的事实了。本文叙述广告和“CI”概念的同时 ,对两者之间的相同点、不同点以及相辅相成的关系 ,对现代企业的发展进行探讨。在方法上首先揭示了广告的基本特点 ,广告面临的战略 ;其次是对“CI”的特质、“CI”构成要素、“CI”的重要性的深入研究 ;以及广告和“CI”两者分别对现代企业的作用等。对于广告与“CI”的区别与联系的研究 ,有利于企业在开发广告时 ,充分注意两者之间相互促进、相互强化、而又相互制约作用。同时 ,通过分析IBM公司的成功案例 ,为国内企业的发展起到一个借鉴的作用。

As the transferring means of information and vision, advertising and CI have taken crucial roles in the development of modern corporations. This has been undoubted. This brief thesis is to describe in detail the development of modern corporations, the sameness, the differences and the close relation between advertising and CI as well as their concepts. Technically, the thesis will initially point out the basic characteristics of advertising and the strategies that advertising is facing; secondly, research deeply on the specialties, composing elements and the importance of CI, together with the respective functions of advertising and CI to the modern corporations. The research of the differences and relations between advertising and CI will enable the companies to pay full regards to their stimulation, strengthening and restriction when advertising. Meanwhile, the domestic enterprises can draw lessons from the analysis of IBM's the successful case.