中国北车集团企业识别系统战略研究
发布时间：2018-12-30 10:17
【摘要】：企业形象识别系统(CIS)是在上个世纪中后期在发达国家兴起的,经过了几十年的发展,该理论已经逐渐成熟并且支撑了企业的战略的实施。企业形象识别系统(CIS)又三大要素构成,即理念识别(MI),行动识别(BI),形象识别(VI)。通过有效重构和整合这三个要素,使企业能够塑造良好的形象去迎接激烈市场竞争,目前,国内的一些企业对于CIS认识存在部分误区,因而在企业实际导入CIS系统时取得的成效并不大。可以说,CIS在我国企业中尤其是大型企业中的实践才刚刚开始,因此,亟需对其进行更深入的研究。 本文以国有大型集团企业中国北车集团为样本进行案例分析,具有一定的代表性。首先,对企业形象识别系统(CIS)的含义及其构成要素进行了分析,并对国内外关于企业形象识别系统(CIS)的实践和发展进行了回顾；其次,梳理中国北车集团的历史脉络,对其集团文化、集团制度、管理流程、人员结构等进行深入分析,在此基础上,对其存在的问题从CIS视角上进行了分类；第三,对中国北车集团的CIS分别从理念识别(MI),行动识别(BI),形象识别(V1)进行了重构；最后,总结出中国北车集团CIS形象设计的成功经验。
[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.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.472;F270
本文编号：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.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.472;F270
【参考文献】
相关期刊论文 前2条
1 崔泽玉;企业形象浅谈[J];商业研究;2000年02期
2 孙启新;;CIS企业识别系统新解[J];美术大观;2010年02期
，本文编号：2395434
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