Overview of CI strategy

American scholar William P. King and others once pointed out that enterprise strategy is often the synthesis of individual strategies, and each strategy is formulated around a center. Individual strategy is an integral part of an enterprise's overall strategy and serves the overall goal. Enterprise CI strategy is also an important part of the overall strategy of the enterprise, and it is a single strategy to establish a good corporate image goal. Therefore, first of all, we should make clear the basic concept of CI strategy, master its main characteristics, and understand its functions and functions. In the 1950s and 1960s, others were constantly striving for success. However, at that time, China was in an unstable environment and its economy was stagnant. People regard "foreign culture" as a disaster and shut it out of the country. Until the 1980s, a ray of dawn shone on China, and the spring breeze of reform and opening up spread all over the country. With the rapid economic development of the eastern coastal open cities, people's ideas began to be updated and gradually accepted. At that time, China was still in the primary stage of economic construction, and all aspects of the system were not perfect. Although people's consciousness has changed, they still retain strong traditional ideas, so it is rare that CI has failed to bring more successful examples to China enterprises. With the intensification of market competition, a new marketing orientation-"image orientation" which marks the maturity of enterprise marketing has gradually formed, and enterprises have been looking for ways to shape their own good image. "CI" strategy has been widely valued by enterprises.

The earliest enterprise that successfully introduced CI into China was Guangdong Sun God Group. The group company was originally a small-scale township enterprise with an annual output value of only 5.2 million yuan; 1988 entrusts Guangzhou New Realm Professional Design Company to introduce CI into its design. By 1990, its annual output value increased to 40 million yuan, 19 1 year reached 800 million yuan, and 1992 rose to1200 million yuan. Helios can achieve such impressive results in just a few years, largely because it can introduce CI projects in time; A brand-new image with red circle and black triangle as the basic image logo appeared in the market in the early days of China's reform and opening up, with a brand-new appearance, which made the human body experience unprecedented visual effects, left a deep impression on people and quickly won the recognition of the market and consumers.