文档介绍：摘要
当今世界,已经进入了一个文化敏感的时代。企业文化对于激烈的市场份额争夺来说,不再是一个虚无飘渺的东西,而是一件锐利无比的武器。而CI作为一种创造企业形象、增强企业形象影响力、改善企业管理的有效工具,从第二次世界大战后在西方兴起,经过几十年的运作,已经被证明是一种功能强大的企业推进剂。当中国的企业面对市场经济的硝烟时,在CI的设计开发和推广过程中创制优秀的企业文化将是一个不可回避的话题。可以说,一个没有文化的企业,是一个庸俗的企业,它在导入CIS战略系统过程中将因为缺乏自身独特的文化品质而无法确立自己在社会中的形象;一个没有形象的企业,则注定要在市场中失败。当我们对可口可乐的成功津津乐道时,当我们对松下电器的信誉深信不疑时,我们都不应该忘记了,这些成功的企业正是在CI设计的过程中将企业文化与企业经营成功结合的典范。
关键词:企业文化企业形象 CI
Abstract
Nowadays world, have already enter for an ages of cultural corporate culture fights to the market quota of the vehemence to say, is not an illusory thing any more, but a sharp-edged and matchless the CI be a kind of valid tool that creates the business enterprise image and strengthens the business enterprise image influence and improves the business enterprise management, from rise in the west after World War II, through several decades of operation, have already is prove is a strong business enterprise of a kind of function to push the business enterprise of the in the middle country face the nitric smoke of the market economy, create to make the excellent corporate culture and will be a topic that can't get around in CI design development and the expansion say, a business enterprise that have no culture, is a vulgar business enterprise, it is ducting into the CIS strategic system process lieutenant general and can'ting establish the oneself in the image in the society because of lack the special cultural quality of oneself;A business enterprise that have no image, then destine to want to fail in the we take delight in talking about to the Coca-Cola essfully, when when we believe deeply to doubt not to the prestige of the loose next electric appliances, we shouldn't forget, these essful business enterprises are exactly the model that the process lieutenant general corporate culture and the business enterprise managements bine design in the CI.
Key Words:Corporate culture Business enterprise image CI
引言
CI思想起源于