CIS Strategy and Research on the Promotion of "Millennium Salt Capital" Culture

Abstract

Brand is the carrier of culture, and the process of marketing is to disseminate all the information of the brand to consumers in a resource-optimized way, so as to realize the change of their cognitive structure and behavioral attitude. Brand promotion refers to a series of activities and processes in which an enterprise (brand) shapes its own and product image and is widely recognized by consumers. Generally speaking, a successful and complete brand promotion should include three stages: the first is the promotion stage of brand width, that is, the establishment of brand awareness; The second is the stage of in-depth brand promotion, that is, to enhance the reputation of the brand; The third is the maintenance stage of the brand to enhance the characteristics of the brand. As a demonstration area for the transformation of old industrial cities in China, Zigong should learn from the CIS strategy [CIS abbreviated as CI, the full name is Corporate Identity System, translated as Enterprise Identity System, which is translated as "corporate image unified strategy". Since the mid-fifties of the twentieth century, IBM was the first company in the United States to use this differentiated strategy to win the market, CIS has swept the world for half a century, and has been widely adopted by international enterprises in Europe, America, Japan and South Korea, and has become a modern business strategy for creating an international famous brand. It includes mind identity (MI), behavior identity (BI), and visual identity (VI). Give full play to its own advantages in historical and cultural resources, promote the integrated development of culture and tourism, polish the golden signboard of the national cultural export base, and provide a fresh "Zigong model" for the transformation of China's old industrial cities.