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CI是Corporate Identity的简称,Corporate是指企业、团体等具有法人性质的机构,Identity是指一体化、一致性,两者合起来意指企业形象识别一体化的战略。 素有重内在素质轻外表形象的中国人,在80年代后期从沿海特区掀起了一股塑企业整体形象的热潮,一些企业纷纷导入风靡全球的CI战略,从企业精神、企业名称到商号、信封、服装、企业行为、信签、招牌等等都统一重新布置设计,突出企业的整体形象。
CI is an abbreviation for Corporate Identity, Corporate is a corporation with a legal personality such as a corporation, a group, etc. Identity refers to integration and consistency. Together, the two refer to the strategy for the integration of corporate image recognition. The Chinese, who are known for their intrinsic quality and appearance, launched an upsurge in the overall image of the plastic companies from the coastal special zones in the late 1980s. Some companies have introduced the globally popular CI strategy, from the spirit of the enterprise, the name of the company to the name of the company, and the envelope. Clothing, corporate behavior, letterheads, signboards, etc. have all been re-arranged to highlight the overall image of the company.