关于CI的深层思考

SOME DEEP GOING REFLECTIONS ON CI

“ＣＩ热”中有误区，误将ＶＩ当ＣＩ。理念识别（ＭＩ）、行为识别（ＢＩ）、视觉识别（ＶＩ）构成企业形象整体系统（ＣＩＳ），其文化底蕴在于企业文化（ＣＣ），其理论渊源可归结为战略管理学（ＳＭ）、组织行为学（ＯＢ）、公共关系学（ＰＲ）。可将ＣＣ以及ＳＭ、ＯＢ、ＰＲ视之为ＣＩ的“一本三源”

With the replacement of CI by VI,some misunderstandings have occurred in the so called “CI Craze'.Mind Identity (MI),Behavior Identity (BI) and Visual Identity (VI) constitute the Corporate Identity System.The cultural implications of the Corporate Identity System are deeply rooted in the Corporate Culture (CC) and its theoretical basis originates from Strategic Management (SM),Organizational Behavior (OB) and Public Relations (PR).We,therefore,could view CC,SM,OB and PR as CI's “One Entity and Three Origins'.