CIS Planning for Small and Medium-sized Enterprises

Author: Zhang Zhenghe
Publisher:
Publish Date: 2002-07-01
Features: The world economy in the 21st century is increasingly shifting from narrow local and regional economies to a globalized, integrated economy. Competition among enterprises has evolved from localized product competition to a comprehensive, multi-dimensional competition in overall strength. The dual pressures of survival and development, coupled with dual domestic and international competitions, compel Chinese enterprises to strive for effective strategies to gain a competitive advantage. The Corporate Identity System (CIS), centered around corporate image strategy, is regarded as one of the most effective competitive strategies in the modern industrial society. This system helps businesses establish product and corporate images, formulate marketing strategies, enhance consumer awareness of the company, and plays an increasingly vital role in the increasingly complex market economy. This book provides a concise overview of the origin, development, and application of CIS, focusing on techniques to enhance corporate image from the perspectives of branding, crisis management, publicity, VI design, advertising, and media. It also offers reference suggestions for businesses to design CIS and seek agency partnerships.