In recent years, many Chinese enterprises have begun to adopt a new approach to management and business operation by introducing the CI strategy. CI (Corporate Identity) refers to the corporate identification system, which serves as the visual expression of a company’s intrinsic character and its management philosophy. The CI strategy develops from this foundation and constitutes a comprehensive plan for shaping and organizing the overall image and identity of an enterprise.
As both an academic discipline and a professional field, CI has undergone decades of research and practical application in developed Western countries and in Japan. CI Strategy is the first monograph published in China devoted to the fundamental concepts and implementation of the corporate identity system. Drawing upon the latest international theories and practices of CI, this book establishes a more comprehensive framework of CI concepts and operational methods that better correspond to China’s social conditions and cultural context. Based on this framework, the book provides concrete analyses of CI implementation and its application in Chinese enterprises.
Rich in documentation, clearly presented, and abundantly illustrated, this book serves as an indispensable textbook and practical reference for the Chinese business community and for professionals engaged in CI planning and design.