【作者】 朱宁；

【导师】 王可君；

【作者基本信息】 湖南师范大学 ， 课程与教学论， 2005， 硕士

【摘要】 随着新世纪的到来,越来越多的企业认识到新一轮竞争的核心将会从单纯的产品竞争、管理竞争、广告竞争、人才竞争转变为以企业为主体,产品为媒介,设计为先导,传播手段为武器的综合实力的竞争——品牌竞争。于是从进入二十一世纪以来,国内外大企业在CI上动作频频:从产品定位到名称标识;从包装设计到广告策略……这些让消费者眼花缭乱的外部变更一波紧接一波,尤以2003～2004年为甚。有专家预言新一轮大规模的CI热潮又将来临。国内企业在其品牌成长的过程中如此集中的变更其CI,尤其是标志和名称的现象也引起了业内外的关注。时隔一年,各类企业不同形式换标的效果也逐渐在市场的检验下彰显出来。于是要不要换标?什么时候换标?换标能带来什么?怎么换?换什么等诸如此类曾经不是问题的问题,一时间成为许多企业决策者心头解不开的结。笔者通过对近两年来企业CI变更现象的观察和分析,欲从如此高频度的改名、易标现象切入,分析众多企业为何选择此时机进行变更的原因是什么;国内外企业分别做出了哪些不同的举措。并就这些举措已经带来的效果,比照历史上著名大企业CI演进的举措,客观的从正反两方面阐明CI变更不同举措可能带来的良好绩效和可能存在的风险。笔者认为:CI变更像一场博弈,恰当的CI变更是提升品牌的途径之一,但狭义的改名、变标并非是树立企业形象的必胜战术,在品牌成长的过程中,CI频繁的颠覆性的变化反而不利于企业的发展和品牌形象的构筑。此文的目的在于:提醒国内那些正在大举进行换标运动的企业,须冷静思考,从企业自身状况出发,制定出真正有益于企业长远发展的CI变更策略,并就企业在CI变更执行过程中可能更多还原

【Abstract】 Along with the coming of the new century, more and more enterprices have realized that the nucleal competing power of a corportion has transformed from separately factor like products> management、 human resources to the unified power of brand which takes enterprice as principal part、 products as intermedium、 design as preursor and means of public communication as weapons .Since the beginning of the 21 century , corporations both here and abroad have taken a lot of actions on transforming their CI (corporation identification system), covering from new prodcucts orientation、 the title or logo of the enterprice to packaging and advertisement strategies. This actions take place frequently in these years especially in 2003 and 2004 . Some experts predict that a new round of upsurge on CI transforming is coming . The phenomenon that internal corporations transform their corporation identities especially their logoes and titles has become a cause of concern . The different effects of transforming on various of enterprices is going to present after a year gradually . So , whether or not transform CI? When and how to transform? How far to enforce the transform ? A series of problems that never have been problems give the policy makers big headaches. Through above 2 years of observation and analysis on the corporations CI transforming , I’d更多还原