中國北車集團企業(yè)識別系統(tǒng)戰(zhàn)略研究
發(fā)布時間：2018-12-30 10:17
【摘要】：企業(yè)形象識別系統(tǒng)(CIS)是在上個世紀中后期在發(fā)達國家興起的,經過了幾十年的發(fā)展,該理論已經逐漸成熟并且支撐了企業(yè)的戰(zhàn)略的實施。企業(yè)形象識別系統(tǒng)(CIS)又三大要素構成,即理念識別(MI),行動識別(BI),形象識別(VI)。通過有效重構和整合這三個要素,使企業(yè)能夠塑造良好的形象去迎接激烈市場競爭,目前,國內的一些企業(yè)對于CIS認識存在部分誤區(qū),因而在企業(yè)實際導入CIS系統(tǒng)時取得的成效并不大�？梢哉f,CIS在我國企業(yè)中尤其是大型企業(yè)中的實踐才剛剛開始,因此,亟需對其進行更深入的研究。 本文以國有大型集團企業(yè)中國北車集團為樣本進行案例分析,具有一定的代表性。首先,對企業(yè)形象識別系統(tǒng)(CIS)的含義及其構成要素進行了分析,并對國內外關于企業(yè)形象識別系統(tǒng)(CIS)的實踐和發(fā)展進行了回顧；其次,梳理中國北車集團的歷史脈絡,對其集團文化、集團制度、管理流程、人員結構等進行深入分析,在此基礎上,對其存在的問題從CIS視角上進行了分類；第三,對中國北車集團的CIS分別從理念識別(MI),行動識別(BI),形象識別(V1)進行了重構；最后,總結出中國北車集團CIS形象設計的成功經驗。
[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.
【學位授予單位】：北京交通大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F426.472;F270
本文編號：2395434
[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.
【學位授予單位】：北京交通大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F426.472;F270
【參考文獻】
相關期刊論文 前2條
1 崔澤玉;企業(yè)形象淺談[J];商業(yè)研究;2000年02期
2 孫啟新;;CIS企業(yè)識別系統(tǒng)新解[J];美術大觀;2010年02期
，本文編號：2395434
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