基于企业形象策划的MI、BI探究.pdf

湖南大学
硕士学位论文
基于企业形象策划的MI、BI研究
姓名:李莉
申请学位级别:硕士
专业:设计艺术学
指导教师:赵钢
20050415
⸩຿ᄺԡ䆎᭛
ᨬ㽕
ᴀ᭛෎Ѣ⦄᳝ⱘӕϮᔶ䈵ㄪߦⱘ⧚䆎੠⦄⢊ˈ䩜ᇍЁ೑ࡴܹ WTO ҹৢˈ೑ݙӕϮ
೼䖯㸠ӕϮᔶ䈵ㄪߦᯊᑨ䆹ᗢḋᑨᇍ೑䰙࣪ⱘ䍟࢓䖯㸠ߚᵤˈҢ㗠ᦤߎњⷨおᴀ⃵䇒乬
üüĀ෎ѢӕϮᔶ䈵ㄪߦⱘ MIǃBI ⷨおāⱘᖙ㽕ᗻ੠ৃ㸠ᗻDŽ
ᴀ᭛Ң䆒䅵ᄺǃ㕢ᄺǃᖗ⧚ᄺǃ㒘㒛㸠Ўᄺㄝ㾦ᑺᴹᵘ䗴䆎᭛ⱘ⧚䆎ԧ㋏ᶊᵘˈᡞ
Āᣝ✻㕢ⱘ㾘ᕟᴹᓎ䗴⼒ӮāǃĀӕϮথሩ᳈㽕߯䗴㕢āǃĀӕϮ㸠Ўᰃҹ⾥ᄺᗕᑺᇍᕙ
ҎǃᓩᇐҎǃ▔ࢅҎˈՓҎⱘᎹ԰⛁ᚙ᳝ᬜഄথ᣹ߎᴹāǃĀㅵ⧚ⱘ೑䰙࣪ˈᰃӕϮᡞҎ
ব៤ӕϮ᳝Ӌؐⱘ䌘ѻˈՓҎ㛑໳៤Ў߯ᮄⱘ䌘⑤ā ㄝ㾖ᗉ䖤⫼ࠄ݋ԧⱘ MIǃBI ⱘ䆒
䅵ЁᴹDŽ࡯೒ᐂࡽӕϮᔶ៤ᇍ MIǃBI ⱘℷ⹂䅸䆚ˈ߯ᮄӕϮⱘ MIǃBI ⱘ䆒䅵ᮍ⊩˗
ᇚ CIS ⷨおᓩ৥ᅠ୘࣪ǃ㋏㒳࣪ˈ⬅ᅣ㾖ᓩ৥ᖂ㾖ˈ⬅ᢑ䈵ᓩ৥݋ԧˈЎ CIS ⱘ೑䰙࣪
੠ӕϮⱘৡ⠠៬⬹᳡ࡵDŽ
ㅔऩഄ䆎䗄њӕϮǃֵᙃӴ䖒Ϣ㡎ᴃП䯈ⱘ݇㋏ˈԧ⦄ӕϮ䆚߿㋏㒳ᏺ᳝ܜ䆎᭛佪
㓐ড়ᗻⱘ⡍ᗻDŽৠᯊᇍӕϮᔶ䈵ㄪߦⱘ⦄᳝ⱘ⧚䆎੠⦄⢊䖯㸠㓐䗄ˈߚᵤњ㒣⌢ܼ⧗࣪
ҹৢˈ䩜ᇍ CIS ᇸ݊ᰃ MIǃBI 䆒䅵䴶Јⱘೄ๗੠ᄬ೼ⱘ䯂乬ˈᦤߎᴀ䆎乬ⷨおⱘᖙ㽕
ᗻDŽ
᥹ⴔˈߚ߿ᇍӕϮᔶ䈵ㄪߦⱘ MIǃBI 䖯㸠䆎䗄ˈ䗮䖛ᇍ MIǃBI 䆒䅵ᅲ䰙Ḝ՟䖯
㸠ࠪᵤˈᇍ೑䰙࣪ࠡৢ MIǃBI 䖯㸠ߚ㉏ߚᵤˈ໮㾦ᑺǃ໮㓈ᑺ↨䕗ⷨおˈ᥶䅼ӕϮ೑
䰙࣪䘧䏃Ϟ MIǃBI 䆒䅵ⱘᮄᮍ⊩DŽ䖭гᰃᴀ᭛䞡⚍᥶䅼ⱘݙᆍDŽ
᳔ৢˈὖ䗄њ೼ֵᙃӴ᪁ᮄᡔᴃⱘ偅ࡼϟˈCIS Ӵ᪁⏴䘧੠Ӵ᪁ぎ䯈ⱘব࣪DŽ䆒䅵
ᰃЎњᅲᮑDŽҢ䆒䅵ࠄᅲᮑⱘ䖛⿟ˈгህᰃᇍӕϮᔶ䈵䆒䅵ⱘϔ⾡ᅲ⦄ˈᇍӕϮᔶ䈵䆒
䅵ⱘϔ⾡Ẕ偠DŽᑊҹℸ㒧ᴳܼ᭛DŽ
݇䬂䆡˖ӕϮᔶ䈵ㄪߦ˗೑䰙࣪˗⧚ᗉ䆚߿˗㸠Ў䆚߿˗ӕϮᔶ䈵Ӵ᪁

ĉ
෎ѢӕϮᔶ䈵ㄪߦⱘ MIǃBI ⷨお
Abstract
In view of the theory and situation of current corporation image scheme, China’s entry to
the WTO and how should the domestic enterprises deal with the internationalized trend when
they are carrying out this scheme, this paper puts forward to the necessity and feasibility of
this research task based on MI and BI scheme.
This paper constructs the theory system frame with multi-angle, such as the study of
design, aesthetics, psychology anizational behavior, etc. It employs many ideas to the
concrete design of MI and BI like “builds a society according to the law of beauty”,
“enterprises should create beauty if they want develop”, “ the corporation behavior means
adopting a scientific attitude towards the people and making people working enthusiasm”,Āthe
internationalization of management implicates that people is the valuable assets and
innovatory resources for corporation”. It also attempts to help the corporations to build up a
correct understanding and innovate the design method about MI & BI, and this will lead CIS
research to being per