【摘要】：企業(yè)形象識(shí)別系統(tǒng)(CIS)是在上個(gè)世紀(jì)中后期在發(fā)達(dá)國家興起的,經(jīng)過了幾十年的發(fā)展,該理論已經(jīng)逐漸成熟并且支撐了企業(yè)的戰(zhàn)略的實(shí)施。企業(yè)形象識(shí)別系統(tǒng)(CIS)又三大要素構(gòu)成,即理念識(shí)別(MI),行動(dòng)識(shí)別(BI),形象識(shí)別(VI)。通過有效重構(gòu)和整合這三個(gè)要素,使企業(yè)能夠塑造良好的形象去迎接激烈市場競爭,目前,國內(nèi)的一些企業(yè)對于CIS認(rèn)識(shí)存在部分誤區(qū),因而在企業(yè)實(shí)際導(dǎo)入CIS系統(tǒng)時(shí)取得的成效并不大。可以說,CIS在我國企業(yè)中尤其是大型企業(yè)中的實(shí)踐才剛剛開始,因此,亟需對其進(jìn)行更深入的研究。 本文以國有大型集團(tuán)企業(yè)中國北車集團(tuán)為樣本進(jìn)行案例分析,具有一定的代表性。首先,對企業(yè)形象識(shí)別系統(tǒng)(CIS)的含義及其構(gòu)成要素進(jìn)行了分析,并對國內(nèi)外關(guān)于企業(yè)形象識(shí)別系統(tǒng)(CIS)的實(shí)踐和發(fā)展進(jìn)行了回顧；其次,梳理中國北車集團(tuán)的歷史脈絡(luò),對其集團(tuán)文化、集團(tuán)制度、管理流程、人員結(jié)構(gòu)等進(jìn)行深入分析,在此基礎(chǔ)上,對其存在的問題從CIS視角上進(jìn)行了分類；第三,對中國北車集團(tuán)的CIS分別從理念識(shí)別(MI),行動(dòng)識(shí)別(BI),形象識(shí)別(V1)進(jìn)行了重構(gòu)；最后,總結(jié)出中國北車集團(tuán)CIS形象設(shè)計(jì)的成功經(jīng)驗(yàn)。
[Abstract]:The corporate image identification system (CIS) emerged in developed countries in the middle and late of last century. After decades of development, the theory has matured and supported the implementation of enterprise strategy. Enterprise image identification system (CIS) is composed of three elements, namely concept recognition (MI), action recognition (BI), image recognition (VI). Through the effective reconstruction and integration of these three elements, enterprises can create a good image to meet the fierce market competition. At present, some domestic enterprises have some misunderstandings about CIS. Therefore, when the enterprise actually imported CIS system, the effect was not great. It can be said that the practice of CIS in Chinese enterprises, especially in large enterprises, is just beginning. This paper takes the large-scale state-owned group as the sample to analyze the case, which has certain representativeness. First of all, the meaning of (CIS) and its components are analyzed, and the practice and development of (CIS) at home and abroad are reviewed. Secondly, combing the historical context of China North car Group, the group culture, group system, management process, personnel structure and other in-depth analysis, on the basis of this, the existing problems from the perspective of CIS classification; Thirdly, the CIS of China North Rail Group is reconstructed from concept recognition, (MI), Action recognition, (BI), Image Identification (V1), and finally, the successful experience of CIS image design of China North Rail Group is summarized.
【學(xué)位授予單位】：北京交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F426.472;F270

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本文編號(hào)：2395434