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从历经数年的CIS启蒙阶段走过来,中国企业界与设计界开始逐步转向CIS导入企业的务实行为。在人们对CIS导入的作用和意义欢欣鼓舞的同时,又茫然于如何针对中国特殊的经济环境和企业经营实态导入CIS的问题。 受欧美和日本的成熟化CIS观念及导入模式的影响,单纯套用日本、台湾成功CI案例的导入程序、模式成为目前CIS模仿期的主要作法,这种导入套路是经过日本、台湾几十年经验探索下的成功模式,对于促进中国CI事业的发展起到了不可估量的作用。然而,中国经济发展和企业经营改革还未能充分消化吸引CI所带来的效益,其中存在的许多问题还需要进一步摸索。 目前企业普遍地要求将CIS计划的战略意义与战术作用,长期效益与短期效应结合起来,要求更为灵活多变地处理两者的矛盾,为企业提供多样化的CI导入模式。诸如针对企业广告宣传需求,侧重强调CI计划充分利用企业一切不用花费媒体费用的自身媒体的特点。如今创立“中国型CI”的呼声越来越高,创立适应于中国经济环境的CIS将是今后发展的趋势。在人们印象中深刻铭记着欧美企业的形象:天上飞的波音、地上跑的奔驰、口里吃的麦当劳。
From a few years after the CIS enlightenment came to the stage, the Chinese business and design community began to gradually turn CIS into the pragmatic conduct of enterprises. At the same time as people are rejoicing at the role and significance of CIS import, they are at a loss as to how to import CIS into China’s special economic environment and business reality. Influenced by the mature CIS concept and import mode in Europe, the United States and Japan, simply introducing the import procedures and models of successful CI cases in Japan and Taiwan has become the main practice in the current CIS imitation period. This introduction route has passed decades of experience in Japan and Taiwan The successful mode of exploration has played an inestimable role in promoting the development of CI in China. However, the economic development in China and the reform of enterprise management have not yet fully digested the benefits brought by attracting CIs. Many of the problems still need to be further explored. At present, enterprises generally require that the strategic significance and tactical role of the CIS plan, long-term benefits and short-term effects be combined, and the contradictions between the two should be handled more flexibly and flexibly to provide diversified CI import modes for enterprises. For example, for corporate advertising needs, emphasizing the CI plan to take full advantage of the company all do not have to spend media costs own media characteristics. Nowadays the voice of establishing “China-based CI” is getting louder and louder. Establishing CIS that suits China’s economic environment will be the trend of future development. Impressed people in the deep impression of the image of European and American enterprises: the sky flying Boeing, running on the ground Mercedes-Benz, McDonald’s mouth to eat.