First, the enterprise internal identification system
Enterprise internal identity is the creation of organizational management, education and training and a good working environment for all employees, which enables employees to identify with the enterprise concept, form * * * knowledge, enhance the cohesion of the enterprise, fundamentally improve the operating mechanism of the enterprise and ensure the provision of quality services to customers.
working environment
The working environment consists of many factors, mainly including two parts: first, the physical environment, including visual environment, temperature and humidity environment, olfactory environment, marketing and decoration environment. The second is the humanistic environment, which mainly includes leadership, mental outlook, cooperative atmosphere, competitive environment and so on.
Creating a good internal environment can not only ensure the physical and mental health of employees, but also an important aspect of establishing a good corporate image. Enterprises should devote themselves to creating a clean, tidy, unique, positive, United and mutually supportive internal environment, which is the first impression that enterprises show to the public for consumption.
Organization, management, education and training of employees.
The implementation of CIS strategy needs the cooperation of all staff. Employees are an important medium to convey corporate image to the outside world. If the quality of employees is not high, it will damage the corporate image. Therefore, the implementation of CIS strategy must strengthen the organization and management, education and training of enterprise employees, improve the quality of each employee, and make each employee realize that his words and deeds are closely related to the overall image of the enterprise. Only through long-term cultivation and strict management can enterprises form an atmosphere, form habits and be recognized by consumers.
The purpose of employee education and training is to standardize behavior and meet the requirements of the integrity of enterprise behavior cognition system. Staff education is divided into cadre education and general staff education, which are different in content. Cadre education is mainly about policy theory, legal system, decision-making level and leadership style education. General employee education is mainly related to daily work, such as business purpose, enterprise spirit, service attitude, service level, employee norms and so on. There are many ways of enterprise training and education, mainly including: (1) formulating the implementation plan of CIS strategy, including the background of introducing CIS strategy, the orientation of development goals, MI and BI manuals, etc., so that all employees can have a clear understanding of implementing CIS strategy and improve their consciousness of implementation; (2) Prepare and publish a manual explaining the corporate logo, corporate philosophy and employee code of conduct for employees to carry with them; (3) Organize training courses. Through training, leaders and backbones should be trained and educated to introduce CIS strategy, and then training courses can be held among all employees to promote self-motivation; (4) Audio-visual explanation of employee education, that is, using video tools to explain the background, process and specific concept of CIS introduction in enterprises.
3. Standardization of employee behavior.
Code of conduct is the code of conduct that employees of enterprises abide by. Code of conduct not only means the process of employee behavior from non-standard to standard, but also means that employee behavior will eventually reach the standard result. Including: professional ethics, gfd, meeting etiquette, telephone etiquette, welcome etiquette, banquet etiquette, dance etiquette, speaking attitude, speaking etiquette, body language and so on.
4. Create and sing enterprise songs (factory songs, line songs).
In CIS strategy, in order to enhance the cohesion of enterprises, we can achieve our goals with the help of factory songs. Because the compilation and singing of songs can promote the idea of the enterprise, also can inspire the spirit of employees, and relieve the stress of employees' work, especially young employees prefer music, which is easy to understand and accept. Therefore, in order to cater to employees' psychology, more and more enterprises have created their own enterprise songs and achieved good results. In addition, the internal system of behavior identification also includes welfare system, countermeasures against public hazards, rationalization of operation and development strategy.
Second, the enterprise external identification activities
Enterprise external identification activities are to continuously input powerful corporate image information to the external public of the enterprise through market research, advertising, service level and other activities, thus improving the visibility and credibility of the enterprise and shaping the corporate image as a whole.
1. Market research.
If an enterprise wants to sell marketable products, it must conduct market research, make it consistent with consumer demand, and design and develop new products on this basis. In particular, it is necessary to do a good job in market positioning through market research, that is, to determine the competitive position of products and services in the target market according to market competition and enterprise conditions, so as to create certain characteristics for products and give them a certain image to meet certain needs and hobbies of customers.
2. Service level.
Service can be said to be a halo of corporate image, and high-quality service can win the favor of customers. As far as service content is concerned, it includes service attitude, service quality and service efficiency; As far as the service process is concerned, it includes three stages, namely, pre-sale, mid-sale and after-sale service. The effect of service activities on shaping corporate image depends on the purpose, uniqueness and skill of service activities. Service can't be hypocritical, it must be said and done, bringing tangible benefits to consumers.
3. advertising activities.
Advertising can be divided into product advertising and corporate image advertising. For CIS system, we should pay more attention to the creation of image advertisements, so as to gain wide recognition of enterprises and products from all walks of life. The main purpose of corporate image advertising is to establish commodity reputation, expand corporate visibility and enhance corporate cohesion. Product image advertising is different from product sales advertising. It is no longer a simplified representation of the product itself, but an image that meets the customer's pursuit and yearning. Through the expression of trademarks and signs themselves and the introduction of their representative products, the products leave a deep impression on consumers, thus causing the society to pay attention to, like, rely on and cooperate with enterprises.
4. Public relations activities.
It is an important content of corporate behavior identification to carry out necessary public relations activities on the basis of market research. Public relations activities can enhance the credibility and sense of honor of enterprises, eliminate public misunderstandings and gain social understanding and support. There are many contents of public relations activities, including special events, public welfare activities, cultural activities, exhibitions, press conferences and so on.