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CI战略又称企业形象战略,就是企业有计划、战略性地创造出所希望的自身形象,以此造就自己最适合的经营环境,从而赢得消费者的信赖和肯定,达到扩大产品销售为企业带来更好的经济效益的目的。 随着经济的发展,市场的竞争必然由物质面向非物质面的企业形象,品牌渗透。因此,谁的企业形象鲜明、独特、优秀,谁就能脱颖而出,取得社会公众的信赖,获取市场。人们也越来越认同这样一个道理:使企业立于不败之地的,不仅是先进的技术和高质量产品,而且还有一种该企业所独有的文化特征——与众不同且能赢得消费者信赖和肯定的企业形象。企业如果具有了这种良好形象,不但能增强企业的广告效果,确保吸引人力、财力,还能扩大企业影响,加强市场竞争力,不但能提高企业的产品形象,还能激励员工奋发向上的精神。
CI strategy is also called corporate image strategy. It means that the company has planned and strategically created its own desired image to create its own suitable business environment, thereby winning the trust and recognition of consumers, and expanding product sales to bring in business. The purpose of better economic efficiency. With the development of economy, the competition in the market will inevitably be based on the corporate image of intangible materials and brand penetration. Therefore, whoever has a distinctive corporate image, uniqueness, and excellence will be able to stand out from the crowd, gain the trust of the public and gain access to the market. People are also increasingly convinced that such a principle: To make an enterprise invincible, not only advanced technology and high-quality products, but also a unique cultural characteristics of the company - unique and can win Consumers trust and affirm the corporate image. If the company has such a good image, it will not only enhance the advertising effect of the company, ensure the attraction of manpower and financial resources, but also expand the influence of the company and strengthen the competitiveness of the market. This will not only improve the company’s product image, but also motivate employees to work harder. .