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企业形象设计(CI)作为企业与消费者沟通、契合的媒介在中国十载有余。广东太阳神集团、广西玉林的“南方黑芝麻糊”从窘困的乡镇企业,迅速崛起成为现代化的名牌企业,其名星效应中 CI 的导入功不可没;远眺大洋彼岸的可口可乐、柯达公司与一衣带水邻邦之索尼、富士诸名牌,我们领略到名企业、名产品巨大的附加值与消费心态的归属感乃至盲从心态。由此可见,企业形象与企业命运生死攸关。这股由南向北漫移的 CI 风近年来波及温州,本文试就温州企业形象的发展状况谈一些看法。
Corporate image design (CI) as a business and consumer communication, fit the media in China more than 10 years. Guangdong Apollo Group, Guangxi Yulin “southern black sesame paste ” from the embarrassing township enterprises, the rapid rise of a modern brand-name enterprises, the celebrity effect of the import of CI contributed; overlooking the Pacific Ocean Coca-Cola, Kodak Companies and a clothing belt water neighboring countries such as Sony, Fuji various brand names, we have a taste of the famous enterprises, the huge value-added products and consumer attitudes sense of belonging and even blind attitude. This shows that the corporate image and the fate of business life and death. In recent years, the CI wind spreading from south to north has touched Wenzhou. This article tries to talk about the development of Wenzhou corporate image.