Study on Corporate Identify System of Mercedes Benz 4S Shop

Jie LI, Jiantong SONG, Chunhong ZHU

COMPUTER MODELLING & NEW TECHNOLOGIES 2014 18(12C) 913-917

School of Automotive engineering, Beijing Polytechnic, Beijing City, China, 100026

To improve the promoting effect of corporate identify (CI) system to the China’s enterprise brand, this study constructed the CI model of auto 4S shop. Basing on this model, it analyzed the characteristics, color, material, and effects of the external and decorative CI on the column, glass curtain wall, roof eaves, door bucket, workshop curtain, indoor floor, stairs, and the resting area in the Mercedes Benz 4S shop. The results showed that the internal and external CI systems of Mercedes Benz 4S shop were harmonious and unified. By organically integrating with the enterprise culture, a standard “enterprise individuality” was propagated to the society and promoted the enterprise development. Thus the CI system was the important brand-name trademark strategy of enterprises. China’s national brand should optimize their CI in reference with the CI systems of outstanding enterprises to directly and widely propagate and deepen enterprise culture and establish favorable enterprise brand.