Field Research of Environment Identity System Based on Corporate Identity System
Authors: Wei Ding, Xinyue Yang
Abstract: Since the 1980s, CIS has been a methodology for many enterprises to improve their brand image. The full English name of CIS is Corporate Identity System. CIS originated from the United States, then developed and perfected in Japan, and began to rise in China in 1980s. Because CIS developed earlier in Taiwan, it has reference value for the correct introduction of CIS in the mainland.On this basis, through continuous practice, MOMA design team put forward a new analysis of CIS. As one of China's top ten design companies and design innovation demonstration enterprises, MOMA design is committed to providing customers with comprehensive solutions from product prototype definition, concept design, structure design, supply chain integration and brand building. MOMA design in the field of nearly 20 years of groping, has been highly recognized by the industry, and the composition of CIS enterprise identification system has a new interpretation, thinks that CIS should include five subsystems: MIS(Mind Identity System), BIS(Behavior Identity System), VIS(Visual Identity System), PIS (Products Identity) System and Environment Identity System (EIS). CIS has been developing for more than 40 years in China, and countless entrepreneurs, practitioners and scholars have gradually perfected their ideas and continuously incorporated some new ideas. However, relatively few literatures can be retrieved in the research of EI. With the advent of sustainable design and digital economy, MOMA design in the long-term project practice that "environment" for the development of corporate image is a state of crisis and opportunity, to a certain extent, has played a key role, and the enterprise's demand for external environment is also growing. In this paper, EI of CIS five elements is taken as the research object and the concept of "field" is adopted. "Field" is derived from Bourdieu's field theory. Field refers to "network or configuration of objective relations between positions". Field, capital and habitus constitute the core of Bourdieu's sociological theory, which embodies the characteristics of relational thinking. Capital is the quantity and type controlled by actors, including economic capital, cultural capital, social capital and symbolic capital. Habitus is an actor's temperament of perception, judgment and action according to different fields. Bourdieu believed that each field should explore the special practical experience of the local nature, and be used as a general field theoretical analysis method, as the construction principle and reproduction mechanism of field practical space. Therefore, relevant scholars extend "CIS field" and "CIS field effect", considering the transverse field mutual relations among the five elements of CIS. This paper takes EI as the sub-field of CIS, considers the mining of EI vertical field to improve the overall integrity of CIS, uses field theory to analyze the macro field, meso field and micro field in environmental identification, subdivides the environment contained in each field, and sort out the overall logical framework of EIS. Then through the case of MOMA design, using capital and habitus as media to verify the cross relations between the three dimensions of the segmentation of environmental identity system. This paper aims to further improve CIS and put forward the importance of EI, hoping to promote the collaborative evolution of enterprises themselves, enterprises with enterprises and enterprises with the outside world in this field, and also hope to bring certain reference value to some practitioners and academic staff.
Keywords: Corporate identity system, Environment identity system, Field theory, Case study
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