在市场经济的激烈竞争中,企业也面临着竞争和挑战,CI战略因此而纳入课题。CI即Corporate Identity——企业形象系统,是企业通过VI(Visuul Identity)——企业的视觉识别系统、MI(Mind Identity)——企业的精神系统和BI(Behavior Identity)——企业的经营管理系统三方面有力的结合,塑造企业的独特形象。一个好的企业要想在公众面前立足,树立长久的企业形象,最初是通过VI来实现的。企业的识别标志或某一产品的商标设计即是VI的一部分。我们日常生活中比较熟悉的有美国的可口可乐、柯达,日本的松下、索尼等的识别标志。这种标志像开路先锋,他是否具有个性,形象上是否对公众有很大的冲击力,在很大程度上决定了企业是否有能力控制和争夺市场。作为一个消费者,在众多产品面前,他不可能逐个了解每个产品。而此时企业或产 In the fierce competition in the market economy, companies are also facing competition and challenges, and the CI strategy is therefore included in the subject. CI is the Corporate Identity - the corporate image system, is the enterprise through the VI (Visuul Identity) - the company’s visual identity system, MI (Mind Identity) - the company’s mental system and BI (Behavior Identity) - the company’s business management system The powerful combination of the three aspects creates a unique image of the company. If a good company wants to establish a foothold in the public and establish a long-term corporate image, it is first achieved through the VI. The company’s logo or trademark design of a product is part of the VI. We are familiar with daily life in the United States, Coca-Cola, Kodak, Japan’s Panasonic, Sony and other identification marks. This kind of sign is like a pioneer of opening the road. Whether he has personality or whether the image has a great impact on the public determines to a large extent whether the company has the ability to control and compete for the market. As a consumer, he could not understand each product one by one in front of many products. At this time the company or production