浅谈VI在酒店品牌文化中的影响.doc

PAGE 1 浅谈VI在酒店品牌文化中的影响 摘 要 VI 即（Visual Identity），译为视觉识别，是酒店品牌形象识别系统的重要组成部分，它主要通过视觉符号将酒店在经营理念、经营方针、酒店使命、酒店文化等方面的独特的个性展现出来，从而塑造酒店鲜明的形象，让公众一目了然的识别企业的信息。首先，它能以视觉符号的形式来传达酒店的经营理念、企业文化等信息，将企业的形象以具象的形式宣传出去；其次，较之其他的酒店而言，VI通过塑造酒店的鲜明的不可替代的形象，来达到彰显其差异性的目的，这样利于公众的识别记忆，最终提升品牌的知名度和忠诚度；再次，酒店形象识别系统蕴含的酒店文化可以提升员工对酒店的认同感，凝聚酒店力量，最终成为酒店的无形资产。 Pick to VI: (the Visual Identity), the Visual Identity, is the hotel brand image recognition system is the important component of it is mainly through Visual symbol will hotel in management concept, management policy, hotel mission, hotel culture, the unique individual character show come out, thus shaping hotel distinct image, let the public recognition of the enterprise information be clear at a glance. First of all, it can take the form of visual symbols to express the hotel management concept, company culture, the information such as the enterprise is the image with the physical form publicity go out; Second, compared with those of other hotel is concerned, VI through the shape of the hotel sharp irreplaceable image, to achieve the purpose of showing its differences, so the identification of the memory to the public and finally enhance the brand visibility and loyalty; Again, the hotel image recognition system contains the hotel culture can improve employee to the hotel the identity, strength, and ultimately become the condensed the intangible assets of the hotel. 关 键 词 品牌 视觉符号 知名度 忠诚度 Close key words brand awareness of visual symbols loyalty 引言 现代的社会中, HYPERLINK /SearchResult.aspx?type=0startpos=1sort=1keywords=%be%c6%b5%ea \o 酒店 \t _blank 酒店已经和大众紧密的联系在一起了, HYPERLINK /SearchResult.aspx?type=0startpos=1sort=1keywords=%be%c6%b5%ea \o 酒店 \t _blank 酒店 HYPERLINK /SearchResult.aspx?type=0startpos=1sort=1keywords=%ce%c4%bb%af \o 文化 \t _blank 文化就是 HYPERLINK /SearchResult.aspx?type=0startpos=1sort=1keywords=%be%c6%b5%ea \o 酒店 \t _blank 酒店精神的体现,就是 HYPERLINK /SearchResult.aspx?type=0startpos=1sort=1keywords=%be%c6%b5%ea \o 酒店 \t _blank 酒店管理理念、 HYP