禧悦餐饮cis设计报告

《禧悦餐饮cis设计报告》由会员上传分享，免费在线阅读，更多相关内容在应用文档-天天文库。

1、实训报告课程名称:企业形象设计与营销策划实务课程代码:1201279报告题目:禧悦餐饮CIS设计报告学院:工商管理学院年级/专业/班:2012级市场营销（2）班学生姓名:#####学　　号:312012110202###指导教师:###成绩:目录一、前言············································································1二、第一部分1.企业概况··························································

2、··············12.导入CIS条件分析1）环境分析·····································································12）目标市场·····································································23）竞争情况分析································································24）企业自身分析···············

3、·················································2三、第二部分CIS新形象1.MI················································································31）企业使命2）企业理念3）企业口号4）企业标语2.BI················································································31）行为规范2）经营服务3）环境布置

4、4）公关活动3.VI················································································3企业名称标准色：（见彩页）标准字：禧悦餐饮（黑体）装饰布置四、第三部分CIS具体导入实施···············································41．实施目的······································································42．导入时间········

5、······························································43．形象定位······································································44．渗透实施······································································45．文化传播···················································

6、···················5五、结束语········································································5六、附录············································································6一前言CI或CIS一般译为企业识别系统，或称为企业形象战略。CI是一个社会组织为了塑造自己的形象，透过统一的视觉设计，运用整体传达沟通系统，将组织的经营理念、企业文化和企业经营活动传递出去，

7、以突显企业的个性和精神，与社会公众建立双向沟通的关系，从而使社会公众产生认同感和共同价值观的一种战略性的活动和职能。CIS分为理念识别MI、行为识别BI和视觉识别VI。随着经济的飞速发展，技术的不断进步，人们的生活水平不断提高，同时对生活质量有了更高的要求，人们更加倾向于追求生活的高质化。这一点在饮食方面表现得最明显，绿色、健康、营养、享受，成为人们追求的饮食主题。 大学生，作为一个很大的年轻消费群体，更是讲求“吃的文化”。他们生活费的很大一部分都用于饮食消费，可以说他们有着很大的需求，但是，现实的市场供给（学校食堂）还不能满足他们的需求。这

8、也催生了校园餐厅的萌芽。禧悦餐饮作为一个校园饮食之所，刚刚起步，各方面都还没得到完善，急需导入一套完整的CIS，给其旅游餐厅形象做一个独特的定位。二第一部分1.企业