Today, with the reform and opening up and the market economy starting and developing, the corporate image-CI theory has gradually reached the front of the economic field. Some entrepreneurs have also begun to talk about the topics of â€œestablishing corporate cultureâ€ and â€œestablishing corporate imageâ€. In pursuit of hard work, a small number of entrepreneurs in China are like finding a â€œmagic weaponâ€ to save the company. CI heat has been generated within a certain range. In fact, as early as the late 1970s, Mr. Randolph, the president of Landor Associates Design Corporation in the United States, came to China and talked to the Chinese design community about CI issues.
Afterwards, Mr. Yuan Weiqing, a packaging design expert from China, wrote about CI in related publications. Many years have passed and all these efforts have not attracted the interest and attention of the Chinese business community. The reason is probably that at the time of the economic background, enterprises only had to complete the mandatory planning tasks assigned by their superiors. The market supply and demand relationship was in short supply. The status of the enterprise, it is necessary to consider what the image of the problem.
The company's internal management and management theories are all uploaded, issued, a caliber, a set of methods, and even the name of the company is compiled in the form of a troop number. When it is carved, CI is unfamiliar to the enterprise. Most of the shaping of their own image holds the attitude. At that time, there were many products that were consistently implemented for decades. Despite efforts, relevant departments did not have much success because there was almost no threat of competition in the domestic market. Exports are not the same, because we must compete with the strong international players, we must pay attention to the image of the problem, or else it can only be "first-class goods, second-class packaging, third-class prices", we suffer.
In the late 1980s, a small number of private enterprises and the design community in the South joined forces to try to import CI. After several years, they achieved results. There are a few companies in China that recognize the importance of CI. However, objectively speaking, state-owned enterprises are far less reliant, decisive, and timely in introducing CI than private enterprises. The change in the leadership of some state-owned units has also led to the replacement of the company's logo, and it really has the flavor of "reform." Some state-run agencies can delay seven or eight years on the issue of identifying signs. Among them, there are many difficulties that are not explained.
Generally speaking, many private enterprises are run by young people. The average internal age is in their twenties, their cultural level is relatively uniform, their thinking is less conservative, and the newly established enterprises strive for modernization from the very beginning and strive for one step. The body is less crowded, lighter, and has been running for three or four years. The accumulation of assets is impressive. They realized that to run a business must not be done, but must pay attention to the necessity of stress. Otherwise, it will be quickly eliminated in the tide of competition.
There will obviously be two diametrically opposed business attitudes. It will not necessarily be a savings, and stressing will never mean waste. The emphasis must be on saving ideas and winning ideas. And the consequences will be wasted and quickly eliminated. The reason is so simple.
Recently, the famous food in the United States - Lulu Snow Ice Cream Xindeng City, before they did a lot of preparation, I participated in part of the design, manufacturers through strict visual transmission design to show in front of the city is a complete, unified , high quality brand new image. The setting of each selling point in Beijing is exactly the same. A freezer, a designed parasol, and several well-printed point-of-sale advertising boards (POPs) are clean and beautiful.
All this makes people feel that the strength of the manufacturers is extraordinary. Recall that Coca-Cola, Fujifilm...etc. The brand-name products when they landed on the mainland are the same as they are. Really authentic, enough stress! The perfect visual communication design (VI) part does not make a difference. In contrast, we are doing too badly. Many manufacturers, even though they understand their reasons, want to pay attention to it all at once, but they are reluctant to invest, they are troubled by funds, and they have to hold back. They have to hold "will say it again." Attitude, gave up efforts.
They do not understand the reason why they "will want to be with them first." Notice that many foreign entrepreneurs would rather make less money and never spend less on their own image. Are they not clever? In addition, they regard the investment in this aspect as the foundation for the establishment of the enterprise. It is just as important for companies to add new equipment and increase productivity. They all attach great importance to the role of design. And many of our companies are very interested in the fact that KENWOOD was revived by importing CI. When it costs more than 100 million yen, itâ€™s not enough: â€œThis is almost astronomy.â€ digital!"
China's current design fees are generally low, which also reflects the lack of due attention paid by companies to design. The decision-makers of individual companies bluntly said: "Who designs will not? Why should we be so poor?" It is also true that primitive people can drink blood, but modern people have to pay attention to food culture. They are all eating and eating. There is a fundamental difference. There is no consensus between the enterprise and the design department.
The foreign design fee is generally very expensive, but you have your reasoning. A large part of the money must be used for market research and analysis. They can make a direct relationship between the input and output of enterprises. However, due to the low design cost, we cannot do a job that is not worthwhile, and workbooks such as market analysis reports, market information feedback, small batch production trials, repeated amendments, etc., are all non-negotiable.
It takes time, manpower, and funds for these tasks. The manufacturer does not provide the above guarantees. Designers only rely on personal experience, designing on-hand information in hand, and will have to deal with manufacturers. This creates a bad cycle and is very low. The design fee generally can only obtain design works with low standards. After being put into production, it will not only lack competition, but also will damage the corporate image. For this scenario, the manufacturer only has to go back and start again, and when the company really understands When the â€œquality design will bring good benefits to themâ€, they will be willing to invest in design. It should be said that the company is suffering from painful and stressful importance.
After all, the times are different, and the improvement of image power cannot be realized by relying on it. In spite of this, most domestic companies still lack enough sober understanding of this, and look at the image design of many companies in Japan will understand that they have refreshed their old face and established a new image of internationalization, which means that they have invested In the ranks of international competition, standing in the forefront of the world. Ito Tadashi, Mazda... everything is true. I think that only in the face of the impact of the competitive tide, when companies really feel threatened by survival, they will naturally find ways to find ways to protect themselves.
Enterprises can only learn to swim in the sea, and the revitalization of Chinese enterprises is just around the corner. There is a natural progression and a fruitful process. Looking back at the postwar Japan, Taiwan in the 1960s and 1970s also had similar experiences. However, Japan is good at learning successful Western experiences. It has revitalized the enterprise by introducing CI and has established many famous brand images in the world. In the 1960s, Japanese people saw from the practical results of Americansâ€™ implementation of CI strategies. Its scientificity, rationality, and inevitability are fully affirmed and introduced in a timely manner. Then, after the verification of practice, the development of Chinese enterprises should also inject new impetus. This is the CI strategy. It should be said that this is not a matter of debate.
The term "CI" has not been produced for a long time. Its connotation and reason are not unknown. The problem lies in the fact that creating a CI theory is valuable in that it summarizes people's long-term practical experience in management to a systemic, scientific, and standardized level, and thus has universal guiding significance. It provides people with the guidance that modern companies must follow. The law of management, the development of the existing enterprise productivity and marketing force pursued by CI, is more emphasis on the improvement of corporate culture quality. Lao Tzu said: "If you rule a big country and cook fresh," this simple philosophy is included in CI's theory.
What is worthy of clarification is that CI contains three major aspects of corporate identity, visual identity, and the identity of actions. It is not just that the simple introduction of a VI can make the enterprise win. Importing CI means comprehensive quality management of the company. Many people now claim that they can help companies introduce CI. I do not agree. If a designer does not understand enterprise management, does not understand market development, does not understand the economy, does not understand public relations, does not understand marketing, he cannot help others. To do CI, at best, can only help VI. This will not be true.
Japanâ€™s Japanese and Western mentors are experts with dual academic qualifications. He knows both design and business management, so the company he leads can achieve outstanding results. Their work in every aspect includes science, seriousness, and admiration. These are all worth our serious study.
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