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一、引言 近年来,“名牌热”在我国蓬勃兴起,广大消费者青睐名牌,企业争创名牌,各地区、各部门纷纷制定名牌战略。与之而来的也兴起了一股“CI潮”,许多企业已开始逐步导入国外行之有效的企业形象战略,借助CI塑造名牌,一时间形象广告此起彼伏。如今,企业形象战略已作为塑造良好的企业形象的重要手段,成为企业发展战略中的重要组成部分,正日益得到越来越多明智的且具有战略眼光的决策者所重视,把它作为树立企业和品牌优势,增进与公众的相互了解和企业进入市场的金钥匙。
I. INTRODUCTION In recent years, “brand hot” booming in our country, consumers favor brand name, enterprises striving for brand names, all regions and departments have developed a brand strategy. In the meantime, a wave of “CI CIs” has also emerged. Many enterprises have begun to gradually introduce effective corporate image strategies abroad. With the help of CIs to create brand names, image advertisements are gradually appearing one after another. Today, the corporate image strategy has become an important means of shaping a good corporate image and has become an important part of an enterprise’s development strategy. It is increasingly valued by more and more intelligent and strategic-minded policy makers as an enterprise And brand, to enhance mutual understanding with the public and enterprises to enter the market the golden key.