CI strategy of Chinese enterprises with the core of establishing identity

With the arrival of the information era and increasingly fierce international competition, many business management personnel and CI planners have to face a problem to introduce CI which is adapted to Chinese enterprises. This article focuses on the analysis of relevant issues challenged Chinese enterprises and the current situation of their CI strategies and elaborates the importance of identity to CI designs of Chinese enterprises from the fundamental functions of CI. It also introduces the strategies and methods adopted in establishing identity in CI designs from the aspects of visualization of core concept and visual unity and difference.