The shaping of corporate image planning is achieved through the implementation of three aspects: philosophy, behavior, and visual representation. This is precisely the perfect unity of the processes of truth-seeking, goodness-orientation, and beauty-attainment for enterprises.
First: Truth-seeking. That is, respecting facts and objective laws, and then boldly exploring and adhering to the truth. It is the prerequisite for the realization of modern scientific development and progress. Only by continuously seeking the truth can an enterprise ensure the quality of its products. Also, only by conducting research and production with a scientific spirit of truth-seeking can an enterprise maintain its forward momentum and a cool head while keeping pace with the times. Corporate image planning must achieve truth-seeking.
Second: Goodness-orientation. From a philosophical perspective, the value concept of corporate image planning is about the recognition of the usefulness of objects. The value concept of an enterprise is the ultimate judgment on the significance of the enterprise that is unanimously or largely agreed upon by all or most of its members. The business operations of an enterprise are realized in relation to various parts of society, including the government, customers, financial institutions, and media. Therefore, an enterprise cannot ignore these connections and pursue its own interests alone. The value and meaning of an enterprise's existence depend on the recognition and support of the public from all sectors of society. Thus, the choice of a good value concept by an enterprise is based on a correct understanding of itself and is consistent with the ways and means of social civilization and progress. Goodness-orientation is an important part of corporate culture and an intrinsic stipulation of an enterprise. Only when an enterprise understands who it serves can it make the right judgment in target positioning.
Third: Beauty-attainment. That is, reaching the realm of beauty and meeting people's emotional demands. The production process of an enterprise is also a process of objectifying human essential forces. Successful business operations affirm the essential forces of humans in reality, which is also the essence of the aesthetic pleasure that an enterprise brings to its employees. The beauty of an enterprise is based on the free mastery of economic laws: "continuously realizing the conscious initiative of people and the unity of economic objective inevitability, that is, increasingly profoundly recognizing economic laws, thereby gaining freedom in the kingdom of economic necessity." When workers transcend from the kingdom of necessity to the kingdom of freedom in production, they will experience the beautiful psychological feeling of "doing as one pleases without overstepping the boundaries," which is also a kind of aesthetic intention. Therefore, corporate image planning cannot lack beauty-attainment.
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