SUBJECT:STUDY ON "C.I.P OF DOMESTIC FINANCIAL CORRS"

By:Choi Gun(Majored in Ad Design, Department of Industrial Design, Graduate School of Industrial Art, HONG IK UNIVERSITY)

Directed by:Prof. Park Sun-eui

Circumstances of enterprise of today should be transferred toward marketing attaching great importance to information suggesting a direction of enterprise itself, in the traditional marketing which has sought after a superiority of technique.

Likewise, matters such as how favorably the characters of information which was possessed by enterprise itself is taken by the masses, and if there is a desirable response in an enterprise were appearing to be important issues. To this point, it can be said that the necessity of C.I.P. being a communication system which the enterprise controls its own image for the society as well as unifying the ideology and action of enterprise, is increasing all the more. Especially, even in the financial business which is not an enterprise of manufacture and sales, but types of business selling just service itself. We can say that the C.I.P. plays an important part, it's because each bank is endowed with individuality by C.I.P. and is able to form a unified phases of enterprise, and the improvement of habitude and promotion of service can be achieved through the enforcement of C.I.P.

In the domestic financial circles, taking the van of Commercial Bank in 1976, Trust Bank and Foreign Exchange Bank introduced C.I.P. and have enforced it so far and nowadays other banks are also in real situation of preparing owing to quickening the private management of bank.

Under such circumstances, I researched the introduction of comparison and this report is able to suggest the following matters and means of solution for the problems state in the below:

First:Prior investigation step in the introduction step of C.I.P. was not sufficient and a campaign for introduction was hardly been enforced.

Secondly:In the composition factor forming the root of C.I.P., the use of mascot, type face, and slogan were not positive and were not having a good effect on the formation of image.

Thirdly:The establishing regulations of signboard from application system to sign system was not sufficient, and there was a necessity of expansion, as the item number applied to Business Form System was small. And it was also pointed out that the display, publicity and ad system should be developed.

Fourth:In the administration and operation, regulations for correct enforcement and complete manual were not made out, and realistic and efficient organization of administration was not made up. In the introduction of C.I.P. it should not be recognized that C.I.P. is simply matter of unification of optic angle or stays at the level of designer, and C.I.P. should become and opportunity to have a turning point of enterprise management, as a strategic means of enterprise management.

C.I.P. is not meaningful to change, but significant to secure a powerful identity according to change made, and should be confronted with a positive posture all over enterprise management, and should be enforced under a long-term and thorough plans.

Domestic banks should be able to establish an upright image of C.I.P. by revealing the change and identity of its bank, and should undertake a betterment of posture of business and promotion of service by exalting understandable power and self-conceit for the bank by the bank clerks.