+张译冉+宜家家居的CIS品牌战略研究详解.docVIP

二 〇 一 五 年 五 月  摘要 形象识别系统是一种为企业树立良好形象的竞争型战略，从第二次世界大战之后，欧州各国的大型企业纷纷开发和导入 CIS 战略并获得成功。从20世纪90年代开始，我国也相继实施CIS战略，对我国企业的发展与管理模式起到了很大的帮助。 近年来，中国企业经济快速发展，经济体制与管理体制不断变化，不断发展。中国的产销结构从生产式到营销式走到了形象式导向。经历了导向模式的演变，我们可以看出，企业要想在强烈的竞争市场中生存，不仅需要具备好的产品质量与营销方式，更重要的是企业的外在形象。而企业形象识别系统在强烈竞争环境中已成为主体,被国际认定为二十一世纪塑造企业形象,谋求高效管理的一种经营战略。 但目前我国在实施CIS战略上还有很大的缺点与不足，需要认真研究与解决。本文站在企业形象识别系统(CIS)的角度，以宜家家居为例，分为四章，从根本研究了实施CIS品牌战略的必要性。 第一章本文介绍了关于本文研究形象识别系统的基础理论概念什么事形象；第二章分析了我国家居的营销现状，対宜家家居进行SWOT分析，之后分析宜家家居的营销现状从而得出第二章的结论，宜家家居CIS品牌战略的必要性；第三章分析宜家家居的企业形象识别系统，分别从理念识别系统，行为识别系统与视觉识别系统三方面进行细节分析;最后通过对宜家家居企业形象识别现状的梳理总结找出我国家居值得借鉴的卓越之处。 关键词：形象识别系统；宜家家居；营销现状；必要性 Abstract Corporate Identity System (CIS) strategy is geared towards a competitive strategy to establish a good corporate image, since the 1950s, Europe and the United States have developed large enterprises and import CIS strategy and success. Chinese enterprises also import from CIS strategy in the 1990s, Chinas enterprises to enhance the management level has played a significant role. With the deepening of Chinas economic reform and development, Chinas industrial upgrading of enterprises and economic restructuring accelerated, corporate marketing structure accordingly happened then from production-oriented to marketing-oriented image-oriented changes. China more and more companies come to realize that in order to remain invincible in the fierce market competition, we need to have a strong product strength and marketing power, it is more needed is the image of the force. The corporate image recognition system as the core of war weapons, the international community has been recognized as the twenty-first century to shape corporate image, companies seeking to develop a new high-level business strategy. However, domestic enterprises still exist problems understanding and practical application of CIS strategy in particular, we need to be carefully studied and solved. This text stands Corporate Identity System (CIS) angle to IKEA, for example, is divided into