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Planning Strategic Connotation and Realistic Significance of Corporate Image

2013-11-16 10:34:33

         The history of Corporate Identity (CI) dates back to the beginning of the 20th century. In 1908, the German famous architect Peter Behrens designed for concise alphabet for German AEG Company, and apply it to the company's series products, scrap paper, envelope, buildings, stores, these design practices of Behrens are recognized to be the prototype of the Corporate image planning. Since CI produces, Europe and the United States and Japan's well-known enterprises import successfully, make it to build a reputation in employment. Corporate image planning strategy is not a panacea, but its reasonable and scientific connotation is the key to success.

  Corporate image planning can also be referred to as the Enterprise Image Management (Corporate Image Management), namely, from the perspective of Image for the company and enterprise concept (Mind), Behavior (behaviors), and Visual aspects of the planning and Management (Visual). Have a purpose, in a planned way of the enterprise values, goals, pubic relation strategy, service marketing, advertising and product identification, combine enterprise's internal culture and external performance, inside and outside and repair, constitute the image of the resultant force, so as to hit the market, to win customers’ trust and support.

   Enterprise as the basic unit of the modern society, its development has a profound influence on the progress of human civilization. Companies not only promote the development of the social material civilization, make human’s life and enterprises formed a moment to contact closely - since the industrial revolution, social need material product mainly is the enterprise to provide; More importantly. It made and will make an important contribution for the development of social spiritual civilization and progress. Enterprise is defined as an economic organization in the past, economics, it is defined as "has a certain behavioral traits, that is, seeking to maximize output and profit maximization of the economic unit". With the progress of civilization, the enterprises have from the orientation of one to binary, i.e. it is not only creating material products, at the same time to create spiritual values. Enterprise image is shaped by concept, behavior, visual three aspects to implement and achieve. And that is what is truth - for good - being a perfect unification of three process. 
         The first: authentic. Namely, respect facts and objective law, and then boldly explore and stick to the truth, it is the premise of modern science to achieve development and progress. As scientist and philosopher, Landau said: "The science business is the rational business", for the enterprise, the production of the enterprise must follow the objective law and benefit from understanding and grasping the objective laws. Companies are only constantly exploring truth, will be able to guarantee its product quality. Enterprise also only in line with the pursuit-of-truth spirit of scientific research and production, in the era of progress at the same time, maintain its forward tension and cool head.

   Second: to be good. Tell from the philosophy, values on object is useful to know. And enterprise values is the enterprise all or most members agree about the ultimate judgment of enterprise significance. Attaches great importance to the profit is the enterprise survival and development needs, is also the precondition of social and economic development, but after all is an integral part of the social system, it connected to other elements of the social system. The operation of the business is realized with the government, media, customers, financial institutions and other social relationships of each part. Therefore, the enterprise can not in violation of these connections, simply pursuing his own good. Enterprise existence value and meaning depend on the public's recognition and support from all walks of life. Companies choose the value of good, therefore, correct understanding is based on its own orientation, is also consistent with the social civilization progress of ways and means. For good is the important content of enterprise culture, is the enterprise of a kind of inherent regularity. The enterprise only to understand service for who, can make the right judgment on target.

   Third: become perfect. Namely into realm of beauty, meet people's emotional appeal. Is people's essential strength target enterprise production process, production and business operation activities of the success make people's essential strength obtain the affirmation in reality, this is enterprise bring to employees by the essence of aesthetic pleasure. The beauty of enterprises based on the free rein of economic laws, : "constantly to realize man's conscious dynamic role and economic unity of objective necessity, which increasingly realize the economic law, deeply to achieve freedom in the economic life of inevitable kingdom." When the laborer in production reaches from the kingdom of necessity to the realm of freedom beyond, he will get a "placing no bounds" good psychological feeling, this feeling is also a kind of aesthetic intention.

   Enterprises seek to quality, to be good and bring perfection, will bring the three dimensions’perfect unification. And these three aspects is the essence of the social spiritual civilization. Enterprises through the production and marketing activities, it will spread the good image to the public and the society, promote the progress and development of social spiritual civilization.

Corporate image planning strategy is the inevitable trend of era development

  With the development of economy and culture, the idea of society and era and people's life style has experienced great changes, from the early era of subsistence, the transition to wealthy era, namely, into the era of phenotypes. Phenotype era of the pursuit of spiritual consumption, that is, consumer notice whether product image and brand image to meet their aesthetic requirements. This era is also called the perceptual consumption age, instead of the original era of rational consumption. The consumption idea is accompanied with the requirement of high value-added products. As first, resort to emotional resonance: when buying goods, consumers no longer based on economy and the necessity to make rational analysis, but according to the requirements of his emotion to buy goods. Those that can cause their emotional resonances, they can even abandon price factors.

  At the same time, consumers in the choosing and buying goods, the preferred product sales service, such as the corporate image factors. Second performance for dissimilation, psychological, namely the personalized requirements. Consumers changed rational consumption to follow the common consumer psychology, began advocating personality, by buying goods, show the self unique intrinsic value. Phenotype or perceptual consumption age's arrival, image for the enterprise provides a good external conditions. Enterprises only through from inner to outer behavior and planning of visual communication, to form a correct concept of value, so as to provide the public with good service and high quality and beautiful products, create corporate image, to adapt to the requirement of era development.

  At the same time, with the progress of times, the enterprise marketing strategy also has had great changes, from the traditional marketing strategy, the strategy is given priority to the seller, into the marketing strategy, namely according to the request of the buyer to adjust the price of the product and quality, and then into the era of image strategy, including the inner quality of products, the external packaging, moral service, etc., that is, customers choose goods is the most important thing is given by the image, product of tangible and intangible image. The visible image can be defined as can see and touch, such as corporate identity, packaging, name, and after-sales service, etc.; Invisible image, that is, the value of the enterprise concept, spirit coordinates, target and direction, reputation and so on. All of these, of enterprise image, is an agreement and commitment to the public.

  At the same time, daily life aesthetics is a reflection of the basic form of the modern world consumer society, people consumption are not only on material products, but more of advertising, consumption image, brand, and consumer code. In today's world is called the "code of the world", also called "world 4". Karl Popper has put the real world is divided into three parts: world 1, namely the objective physical world; world 2, namely the subjective consciousness of the world; world 3 is popper's theory, namely the objective knowledge world.) World 4 brings the codes of the production, the codes of consumption, rights of codes, codes of survival, this inevitably induce new demand motive, cause new profit distribution.

  Therefore, from this point, we can see that corporate image planning strategy is to cater to the demand of times development and social progress, is the inevitable choice for enterprise development.

Corporate image strategy is a prerequisite for enterprises to implement humanistic management.

   Corporate image strategy is an essentially aesthetic strategies, is to use eye for beauty and the laws to position enterprise production and management, make the man's image and physical image, product image, the moral image penetrate, so as to achieve the overall image of the enterprise of shaping and grasp, therefore this aesthetic strategy can also be called Aesthetics Management.

   Traditional management theory try to follow natural law and economic law to plan the accurate action as far as possible. It will be only one as a factor to treat labor, ignore the demands of the human nature. A great contradiction between requirements and dislocation become between the way of management and the realization of people. With the progress of management, humanistic factors gradually permeate into management, arguably, the theory of enterprise management, several revolutionary are roots in the nature of man power to further reveal and public. Aesthetic management is based on respect for human nature as well as to the time development perspective and put forward a kind of new management theory.

   Humanistic management way, change thing management which is a mechanization management model with thing but no people, it includes the use of behavioral science, reshaping relationships, increasing human capital, improving the quality of labor force, improving the labor management, improving the participation of the workers, the construction of enterprise culture, improving the spirit of enterprise and so on. It is guided by the humanistic spirit, load more cultural connotation and aesthetic meaning. Humanism is toward to humanized way, it is of "cognition, emotion, meaning" three levels of recognition and affirmation. For a long time, people's emphasis on "knowledge" and "meaning" than "love" is much larger. Especially industrial civilization era, instrumental rationality understand man's existence as a kind of intellectual, and ignore the emotional and aesthetic role in human life and meaning. And modern society, with the return of the humanism culture, “The human aesthetic way is no longer just a way of cognition, and become a way of living style, beyond, is no longer a dispensable things, and is the most important thing from bottom to top life”.

   Aesthetics is the most important prerequisite for humanistic, it with" knowledge "and" meaning " become indispensable elements. And corporate image strategy that aesthetic management strategy is to give companies a chance to realize humanistic and conditions. Here, the enterprise through aesthetic orientation and management, to give employees full play to the space of self, the reduction of production to reflect the important activities of self. Marx pointed out that the production itself is a species of production, it is the production of life activities. All characteristics of a species is the way of life activities of species, the human species characteristics lies in his activity, conscious of his own. Hegel has also pointed out that "The true meaning of freedom is not absolute".This is an important feature of humanistic management.

   Through the above analysis of the corporate image strategy significance, and we can draw the conclusion: corporate image shaping is not just the enterprise of visual communication, more important is the enterprise internal culture and spirit together. Corporate image strategy of an enterprise as an economic unit brings the negative impact of social cynical, should convey more spiritual and cultural characteristics. Corporate image planning is not only an economic category, but also a kind of aesthetic category. Famous Italian philosopher, Grock, define aesthetics and economics as the modern "two prominent secular science", their combination, is an inevitable trend of history and time. Their common mission is to achieve "feeling of the heart" and "feeling of mind”. Corporate image strategy is the perfect combination of aesthetics and economics, so as to achieve the synchronous development of enterprise and society. Wether can shape the corporate image correctly and combine aesthetics and economics, is the coordinates and scale to measure the enterprise development in the future.