文档介绍：北京理工大学继续教育暨现代远程教育学院
毕业论文
类别: 业余——专升本
专业: 工商管理
班级: 北船院07
(教学站)
姓名: 邹跃

毕业设计题目: 福田汽车品牌识别系统(BIS)的建立和管理__
指导教师姓名: 李培军
摘要
本文拟从以下几个方面论述福田汽车品牌识别系统的建立和管理:
首先介绍品牌识别系统(BIS)的定义和建立BIS的重要意义。这一部分涉及到BIS与企业识别系统(CIS)的区别、BIS子系统——理念识别(MI)、行为识别(BI)、视觉识别(VI)、产品设计识别(DI)、终端体验识别(EI)和服务识别(SI)的构成和关系、BIS在企业战略和品牌战略中的地位和重要作用。
其次,论述如何建立福田汽车BIS,主要包括BIS各个子系统规划、设计,以福田汽车举例详细的阐述从设计的输入、构成要素、设计程序、方法,到最后设计输出。此部分是核心内容。
最后,介绍BIS的运营管理和维护,BIS的管理不是品牌管理部门一个部门的事情,应贯穿企业整个价值链的各个环节,包括企业的研发、采购、生产制造、销售、服务各个系统。每个系统都需要定期的对BIS的运作进行评估,不断进行维护和改进。这一部分论述了BIS的管理和维护的组织和流程,从而确保BIS的正常运作和不断完善。
关键词:品牌识别系统;品牌战略;品牌运营;品牌的管理和维护
Abstract
This article discusses how Foton pany build and manage its Brand Identity System (BIS) from the following aspects.
In the first part, the article introduces the concept of BIS and the meaning of building it. This part refers to the differences between Brand Identity System and Corporation Identity System, the constitution and relationship of the BIS's subsystems -- Behavior Identity, Vision Identity, Design Identity, Experience Identity and Service Identity system, and the position and importance of BIS in Foton's corporation strategy and brand strategy.
In the next part, also as the article's most important part, the topic of how Foton pany build its BIS system is discusses in detail, includes the input of the design, the elements of the subsystems' constitution, the program of design, the methods of design and the output of the design.
At last, the article introduces the operation management and the maintenance of BIS system. Not only the corporation's Brand Management apartment should be response for the BIS system's operation but also the R&D department, Purchase department, manufacture department, Sales department, and Service department. The management of the BIS's is covering every link of the corporation's value chain. Every apartment should regularly asses, maintain and improve the BIS's operation in order to make sure the BIS system run well.
Keywords: Brand Identifi