(A) What is corporate philosophy
Enterprise spirit identity can be expressed as the philosophy, thoughts and values of enterprises engaged in all business management activities. It is the ideal realm and the highest criterion that an enterprise hopes to achieve in its operation. It can also be said that it is the core of the enterprise's pursuit of interests and business strategy and tactics, and it is the general goal and policy of the chairman, general manager and all front-line personnel.
Corporate philosophy includes corporate mission, business philosophy, * * values, entrepreneurial spirit, management principles, as well as advertising language and spiritual slogan for external communication.
Mental identity system not only determines the management policy and behavior orientation in enterprise activities, but also constructs enterprise culture and cultivates enterprise spirit, enterprise style, enterprise personality and enterprise image.
Enterprise concept is the soul, cornerstone and motive force of constructing CIS strategy.
(B) the elements of the enterprise concept (MIS) system
Image positioning-the clear positioning of the enterprise, the goal of image creation and the orientation of image communication;
Enterprise mission-the external value of the enterprise, its position, function and sense of responsibility in the social living environment;
Business philosophy-the business philosophy, business policy and business realm pursued by the enterprise;
Value concept-the value concept shared by companies, employees, customers, distributors, shareholders and society;
Enterprise spirit-the group consciousness of all members of the enterprise and the spiritual slogan of encouraging morale;
Service concept-the behavior concept of service-oriented enterprises, the driving force of customer satisfaction activities;
Management concept-the management concept of optimizing enterprise management and the management concept related to the use of talents;
Advertising language-the slogan of external communication such as management concept, brand concept and service concept.
The above constitutes the ideological value system that all members of the enterprise agree and pursue unanimously, and represents the heart, brain and soul of the enterprise.
(C) the characteristics of corporate philosophy
1. Abstract. It belongs to the crystallization of rational thinking at the level of concept, thought, philosophy, spirit and culture. It is the carrier of enterprise spiritual culture, more abstract than enterprise behavior, and at the same time it is a highly refined concrete image.
2. philosophy. Enterprise concept runs through enterprise management philosophy, world outlook, outlook on life and values. It is a method for enterprises to deal with internal and external relations, upper and lower relations and mutual relations, so it is philosophical.
3. futurity. Originated from the reality of the enterprise, it is higher than the reality of the enterprise and has a traction effect on the development of the company and all members.
4. stability. Enterprise concept is the "constitution" of an enterprise, which is long-term and stable.
5. spread. As the commercial cultural attribute of corporate culture, corporate philosophy should be market-oriented, which is conducive to communication, marketing communication and image building; Internally, it is attractive and cohesive to employees. Therefore, it can be used as a slogan for external publicity and also as a slogan and slogan for internal use of enterprises.
6. New ideas. The new enterprise concept is an innovation of the original concept, which embodies the concept change, new ideas, new ideas, new pursuits and new goals of the enterprise.
7. simple. Concise, accurate, natural and appropriate.
8. readability. Pronunciation is loud, catchy, easy to recite, easy to read and remember.
(D) The key points of enterprise conceptual design
1. Concept investigation, concept collection and concept reflection;
2. Enterprise development strategy research and corporate vision discussion;
3. Research on enterprise positioning and image positioning;
4. Research on corporate reality and corporate culture;
5. Research on industry characteristics and enterprise characteristics;
6. Interview the operators' business philosophy and business philosophy;
7. Management and employees sit down and talk;
8. The design expectation of the future enterprise concept at the comprehensive level;
9. Refining and synthesizing the above elements;
10. Focus on enterprise conceptual design and origin;
1 1. Concept and cultural development design.
12. Cultural interpretation;
13. Repeated communication with senior management;
14. The middle-level and employee-level solicit opinions;
15. Revise and finalize;
16. Edit the mental identity (MIS) manual.
(5) Design case of mind recognition system (MIS).
AirChina
Values: Serving the Highest Realm
Business philosophy: love to serve the world.
Enterprise spirit: innovation leads the future
……
Guodian Baishan Power Plant
Values: vitality comes from motivation.
Enterprise spirit: eternal innovation and infinite vitality.
Talent view: let everyone's wisdom burn!
……
Bada Group (Zhuzhou Vehicle Factory)
Business philosophy: carrying the mission of strengthening the country and expressing the wealth of the world.
……
Zhuzhou cemented carbide group
Values: create value in good faith.
Business philosophy: world tools, wealth weapons.
……
Suzhou dongfang shengfeng technology co., ltd
Business philosophy: mother of fine products, source of value.
Values: casting models and deducing infinity.
Quality concept: the pursuit of picky, impeccable.
……
Hong Kong Eigil Group
Business philosophy: caring for you, me and him, caring for the next generation.
Sales concept: don't lie to children.
Quality view: quality is love, which is almost impossible.
……
Shijiazhuang boshen tool group co., ltd
Business philosophy: business philosophy: Bo? Big? How are you? deep
Enterprise spirit: progress is endless …
Service concept: make users more handy.
……
Hangzhou Gaoxin (Binjiang) Water Co., Ltd.
Enterprise spirit: dig a well three feet, and it will follow.
Service concept: love users and connect thousands of households.
……
Shanxi yacheng coal transportation company
Values: burning bitterness and joy
Dedicate light and heat
Enterprise spirit: blue flame spirit
Blue flame, infinite vitality!
……
Harbin gasification plant
Enterprise spirit: flame is spirit.
Energy burns, but the flame never goes out.
Values: dedication is rewarded …
……
(vi) Exchange ideas and dialogue with entrepreneurs.
1. The abstraction and practicality of the thought;
2. Differentiation of enterprise personality and concept;
3. Disseminating ideas and their commercial value;
4. The long-term nature of this concept and its continuous implementation. Second, introduce a new corporate culture.
(1) The three CIS systems MI, BI and VI are related to enterprise spirit culture, behavior management culture and material culture;
(2) Introduce CIS to innovate corporate culture and build a new tangible carrier of corporate culture;
(3) Explore the commercial value and dissemination of corporate culture;
Case analysis of CIS design and corporate culture innovation;
Case 1: CIS and Corporate Culture in Baishan Power Plant
(Display design results)
This is the largest hydropower enterprise in Northeast China. In July 2002, facing the demand of enterprise innovation and development, the factory decided to start the enterprise culture construction project and entrusted the Asia-Pacific CI Institute to introduce CIS. Corporate image design is carried out from three aspects: concept (MI), behavior (BI) and vision (VI), in order to build the carrier of corporate spirit culture, behavior management culture and material culture, integrate corporate image construction with corporate culture construction, put forward the core values of "vitality comes from power", and design corporate logo integrated with this core corporate concept. Enterprise spirit is defined as "infinite vitality and eternal innovation", and it is put forward that "let everyone's wisdom burn!" The concept of talent, ...
Due to the leadership's attention, clear direction, proper design and strong implementation, the corporate culture construction of this factory has made obvious breakthroughs in just two years from 2002 to 2004, which shows the practical effect of CIS innovation in changing the concept of all employees and stimulating the vitality of enterprises.
The practice of CIS in Baishan Power Plant shows that the function of CIS is far from a single image building, nor is it limited to brand building and market development. It should have cultural creativity and management drive. To this end, there is a view of CI in Asia-Pacific: "The depth of understanding of CIS determines the strength of CIS development, thus determining the effect of introducing CIS." It's the same story as the well digger. Faced with those vague views on CIS, we need to reflect: Do we really understand CIS?
Case 2: CIS and brand culture of China International Airlines;
(Display design results)
In 2003, China International Airlines signed a contract with Asia-Pacific CI Strategy Institute, entrusting Asia-Pacific to introduce CIS, and focusing on designing enterprise concept (MI) and behavior recognition (BI) systems on the basis that the existing visual identification (VI) system is basically unchanged. Its purpose is to innovate the traditional management concept of state-owned enterprises, establish and improve the internal and external models with customer service as the center and satisfaction as the goal, build the service brand of Air China in China, build a new corporate culture of Air China, enhance its competitive advantage externally, integrate the strategically reorganized subsidiaries internally, and form a joint force of the group.
CIS design puts forward that the core concept of Air China is "service first". This core concept consists of the management concept of "caring for the world", the service concept of "four-hearted service" (making customers feel at ease, happy, comfortable and tempted) and "innovation leads the future"
Under the support of enterprise spirit, a complete Air China service brand concept and Air China ideological and value system have been formed.
Large companies like Air China use CIS to build service brands, integrate group culture, and finally use its market strategic goal of strengthening competitive advantage, which fully illustrates the role of CIS in creating cultural power, image power and brand competitiveness, and once again proves the new definition given to CIS by Asia Pacific: "CIS is a differentiated strategy for modern enterprises or related organizations to seek competitive advantage through unified design and introduction." At the same time, it shows that service is no longer limited to the extension of products, and service itself is an organic part of products, even in some enterprises and organizations. Service is one of the elements of core competitiveness. CIS is a powerful assistant to help you improve service, upgrade service, perfect service and build a competitive service brand.
Case 3: CIS and product culture of Hong Kong Philharmonic Company;
(Display design results)
Hongkong Aier Group (China) Umbrella Company is located in Xinxing County, Guangdong Province, formerly known as Ji Hua Umbrella Products Factory in Xinxing County. In the case of operating difficulties, the company entrusted the Asia-Pacific CI Strategy Institute to package and market a new product of children's umbrella.
Asia-Pacific uses CIS to inject cultural power into the product, and makes different positioning for this new product, naming it "Magic Meteor Umbrella", renaming the enterprise as "Aiyir Children's Products Co., Ltd.", positioning the company as "a company that spreads love", and determining the business philosophy as "caring for you, me, him and the next generation". Under the guidance of brand-new CIS brand strategy, a brand-new product image design was carried out for children's umbrellas ... This product was packaged into a brand-new product that can be used, played, sung and kept, integrating toy umbrellas and functional umbrellas, and soon became a hot-selling product of Korean, Taiwan Province and Japanese distributors. Philharmonic's product profit increased from 1 cent per umbrella to around 20 yuan. This is a typical case of CIS injecting cultural power into products and creating 200 times profits. It only took more than three months from product planning, design and process improvement to marketing planning and product introduction to the market.
Case 4: CIS and campus culture in Guanghou Primary School;
(Display design results)
Guanghou Primary School is the hometown of Dr. Sun Yat-sen, the forerunner of the revolution, and a century-old famous school in Zhongshan City, Guangdong Province. From July to September, 2003, the school used the school summer vacation to entrust the Asia-Pacific CI Strategy Institute to introduce CIS to build campus culture.
The leading direction of CIS design in Guanghou Primary School is to improve the campus environment. With the help of CIS, a brand-new school-running concept (MI), school emblem and a set of image recognition system (VI) are designed, and the two are combined to create a campus cultural atmosphere. According to the teaching rules of the school, the campus culture and image planning project was completed as planned by using the school's summer vacation of more than two months. Including the systematic proposal of school-running purpose, policy, concept and spirit, and the design of visual image identification (VI) system with the school emblem as the core, which quickly transformed into the decoration project of the park image. When the students end the new semester, the campus environment has taken on a new look. The campus environment with strong cultural atmosphere shows the modern style and youthful vitality of this century-old prestigious school.
Guanghou Primary School is designed with the aim of "education enlightens life" and the values are "the light of education, bathing future generations forever" ...
The construction of CIS campus culture in Guanghou Primary School shows that CIS, originally regarded as "enterprise identification system", is no longer the patent of enterprises. Schools, hospitals, media, regions, societies, cities, etc. CIS is introduced and developed for the construction of organizational image and culture, which proves once again that CIS is closely related to the cultivation of cultural power and image power.
Case 5: CIS and organizational culture of Zhengzhou Local Taxation Bureau;
(Display design results)
Zhengzhou Local Taxation Bureau is not only an advanced unit in Henan Province, but also an advanced unit in the national tax system. However, bureau leaders are not satisfied with the status quo, and promote organizational culture and image building with a strategic vision of keeping pace with coastal coordinates and integrating with the international community.
What's more worth thinking about is that the profound significance of introducing CIS project into Zhengzhou local tax lies in that CIS will make beneficial contributions to some deep-seated problems such as soul revolution and cultural change in the aspects of the reform of state administrative institutions, the transformation of government functions to socialization and service-oriented, the establishment of a brand-new service image of civil servants and the establishment of a new behavior model of taxpayers. This will be the glory of CIS, the honor of CI industry, and show the future development prospect of CIS!
Case 6: CIS and Corporate Culture of Goldlion (China) Co., Ltd.
(Display design results)
Goldlion is a typical case of eight years' follow-up service of Asia-Pacific CI Strategy Institute. It has gone through three stages: brand promotion, brand promotion and brand innovation.
In the three processes, Goldlion has implemented a business strategy from beginning to end, namely, cultural management, image management and emotional management. Obviously higher than the marketing model of selling products. It communicates with consumers and the public from the cultural level, injects personalized cultural connotation into products and brands, and deeply imprints the brand concept of "Goldlion, a person's world" in the minds of consumers and the public.
Goldlion's stores and counters all over the country are completely designed according to this concept of "doing business with culture". Including its business philosophy of "diligence and thrift, honesty and trustworthiness" and the employee code of conduct of "love the country, love the company, love the family and love yourself", Goldlion participated in social welfare activities such as sponsoring the Olympic bid, donating money to help the poor, giving back to the society, giving back to the society, fully demonstrating the high cultural literacy and high-grade product taste of this enterprise, allowing consumers to buy and use Goldlion products.
What does Goldlion's case show?
This paper expounds the view of Asia-Pacific CI that CIS is a strategy, a process and the only way to cultivate brands. It shows that cultural management is the highest realm of operators, and CIS is a tool and assistant of cultural management, which can be tried out.
(E) Cultivate a new corporate culture and introduce and implement CIS.
Realization of concept * * *: establish * * values;
Behavior standardization: establish a unified behavior model;
Visual standardization: establishing a unified standardized image recognition system