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何為CIS企業(yè)形象識(shí)別系統(tǒng)？ 時(shí)間：2015-11-21
企業(yè)形象即CI（corporate identity）始于1908年（德國(guó)）貝塔.倍高斯的AEG項(xiàng)目理論，而CI或CI創(chuàng)造實(shí)績(jī)效益始于1956年（美國(guó)）艾利奧特.諾伊斯實(shí)施的IBM設(shè)計(jì)計(jì)劃之時(shí)。
CI在60年代引入日本，日本人把CI深入到企業(yè)管理之中，由西方的CI限于視覺設(shè)計(jì)擴(kuò)展為MI（企業(yè)理念），BI（行為規(guī)范），VI（視覺設(shè)計(jì)），三者構(gòu)成為CIS體系。
Three Identification Systems of CIS
The concept of CI first appeared in the AEG project theory proposed by the German Beta Pegauss[E1] in 1908, while it first produced benefits from the IBM design plan implemented by Elliott Noyce, an American, in 1956. In 1960s, CI was introduced into Japan. Later it was deeply involved in the corporate management of the country, expanded from visual design, which is what the West did, to MI (management idea), BI (behavior identity) and VI (visual identity), three of which constitute the CIS system. | 
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中國(guó)的CI模式，（融入CI管理系統(tǒng)和CI傳播系統(tǒng)） CI在90年代初引入中國(guó)，在中國(guó)進(jìn)入市場(chǎng)經(jīng)濟(jì)后掀起了企業(yè)CI熱，在中國(guó)的CI初級(jí)階段，企業(yè)往往注重形式，忽視國(guó)情和企業(yè)內(nèi)在的東西，不少企業(yè)把CI當(dāng)成一種形式或業(yè)績(jī)對(duì)待，往往CI導(dǎo)入后缺乏執(zhí)行和管理的手段。
力邦歷經(jīng)數(shù)年為企業(yè)導(dǎo)入CI，深入到企業(yè)之中。創(chuàng)建了含執(zhí)行CI管理與CI傳播的CIS體系。實(shí)踐證明，力邦創(chuàng)建的CI+CI管理+CI傳播的“力邦CI模式”，將會(huì)對(duì)企業(yè)全面導(dǎo)入CI起到解決問題的真正效果（見圖所示）
CI Mode by Lanyun (with CI management system and CI disseminating system)
CI was first introduced into China in late 1990s, and after that, the heat wave of CI swept Chinese enterprises following practice of market economy in the country. In the early CI stage in China, enterprises always focused on the formality, but ignored the national reality and corporate internal management. Some even considered CI something superficial or a sort of performance. Consequently, implementation and management means was not in place after CI introduction. Libang spent years on introducing CI into enterprises and making it part of the corporate fabrication. It established CIS system covering CI implementation and management and CI dissemination. Experience proves that “Libang CI Mode”, which consists of “CI+CI Management+CI Dissemination”, can wholly play its role in solving problems.
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企業(yè)運(yùn)作模式 企業(yè)導(dǎo)入CI，應(yīng)以企業(yè)實(shí)際情況出發(fā)，選定最佳導(dǎo)入時(shí)期，還要針對(duì)企業(yè)自身?xiàng)l件作出判斷，如企業(yè)產(chǎn)品質(zhì)量及市場(chǎng)前景等硬件是否適應(yīng)市場(chǎng)競(jìng)爭(zhēng)條件。CI不是萬能，要因地制宜，就如同一個(gè)人身體不好，穿得再紳士，也提不起精神。因此，企業(yè)在CI導(dǎo)入前，應(yīng)解決自身存在的產(chǎn)品與產(chǎn)品結(jié)構(gòu)等問題。蘭韻創(chuàng)建的“企業(yè)運(yùn)作模式”是幫助企業(yè)自我檢驗(yàn)，適應(yīng)產(chǎn)品入市即產(chǎn)品概念——商品交易即商品概念——品牌擴(kuò)張即品牌概念。企業(yè)運(yùn)作模式圖表如下：
Corporate Operation Chain
CI should be introduced into enterprises on the basis of their situations. To do that, optimal time should be selected and conditioned, such as whether the product quality and market perspective can get accustomed to the competition, should be judged. Like a person whose health is poor, no matter what clothes he wears, he would not remain high spirit. The same is true of CI, which can’t offer universal solutions, but ones based on the realities. Therefore, an enterprise should first solve the problems existing in products and products structure before it adopts CI. The Corporate Operation Chain designed by Lanyun can help enterprises self-examine, which consists of “product concept” that introduces products into the market, “commodity concept” that tells the commodity trade and “brand concept” that aims at brand expansion.
整合CI的內(nèi)容 企業(yè)形象識(shí)別（CIS）系統(tǒng)
MI企業(yè)理念識(shí)別系統(tǒng)
BI行為規(guī)范識(shí)別系統(tǒng)
VI視覺識(shí)別系統(tǒng)
品牌推廣系統(tǒng)
品牌傳播系統(tǒng)
品牌視覺系統(tǒng)
VIS識(shí)別系統(tǒng)
SIS包裝設(shè)計(jì)
PIS包裝設(shè)計(jì)
WIS網(wǎng)站設(shè)計(jì)
其他視覺設(shè)計(jì)
品牌營(yíng)銷規(guī)劃
品牌市場(chǎng)調(diào)查規(guī)劃
品牌市場(chǎng)調(diào)查研究分析
品牌整合、策略定位
品牌識(shí)別策略品牌管理體系
品牌傳播策略（AD、PR、SP、EVENT、品牌上市活動(dòng)等）
品牌發(fā)展戰(zhàn)略
品牌發(fā)展趨勢(shì)分析
品牌環(huán)境分析
品牌優(yōu)劣勢(shì)分析
品牌發(fā)展戰(zhàn)略研討營(yíng)
品牌主體戰(zhàn)略
品牌發(fā)展規(guī)劃
品牌經(jīng)營(yíng)管理戰(zhàn)略
品牌營(yíng)銷策略
市場(chǎng)營(yíng)銷診斷、分析
營(yíng)銷戰(zhàn)略規(guī)劃（產(chǎn)品策略、促銷策略、廣告策略、信息策略）
營(yíng)銷模式建立與規(guī)劃
營(yíng)銷人員培訓(xùn)（營(yíng)銷人員素質(zhì)培訓(xùn)、營(yíng)銷實(shí)戰(zhàn)培訓(xùn)）
終端營(yíng)銷促進(jìn)
企業(yè)文化工程
企業(yè)文化梳理、整合
企業(yè)文化診斷
企業(yè)文化觀念溝通
企業(yè)文化戰(zhàn)略定位（經(jīng)營(yíng)文化、管理文化、精神文化、品牌文化）
企業(yè)文化宣傳
企業(yè)文化推廣活動(dòng)
企業(yè)集中營(yíng)（培訓(xùn)）
針對(duì)中高層的互動(dòng)式研討
企業(yè)領(lǐng)航營(yíng)
全員CIS教育共識(shí)營(yíng)
企業(yè)理念（MI）共識(shí)營(yíng)
行為規(guī)范（BI）共識(shí)營(yíng)
品牌定位研討營(yíng)
發(fā)展戰(zhàn)略研討營(yíng)
企業(yè)文化塑造營(yíng)
CI的推廣和傳播
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