A Study on C.I.P. in the service industry

(focused on the case of the Hotel S)

Cha, Yong Sun(Major in Education of visual design, Graduate School of Education, Hanyang University, Directed by Prof. Park Dae Soon)

When thinking of a person, his/her face automatically comes to mind first. We draw the face in our mind and then successively think of the reminiscence, relationships, past feelings that we had to form an image of that person.

This idea also works for corporations and products of the corporations as both have images as well. Sources and factors needed to create these images can be diverse. Social ethics, creditability, technological excellence, tradition, advertisement, hospitality, satisfaction based on consumption, excellence in quality and design, leadership in the market by continuously creating new ideas, service and more will all interact together in bringing out the image of a company or its product. Further, this mixture of factors will vary depending on the consumer bracket.

However, it must be clear that today's product purchase and consumption trend in the service industry depend largely on psychological and symbolic factors and this phenomenon will develop as industries and consumer culture develop.

Therefore, in this paper, I will analyze and do research on the present conditions of the Korean service industry and method of development of the CI work in both the domestic and foreign service industries.

1) Present situation analysis based on theoretical background of CIP

First, we must clearly understand the concrete historical and/or social background of CIP, the use of which is spreading very rapidly in Korea.

Second, we must pinpoint why CI is needed at certain marketing and communication stages in accordance with the proper and efficient usage of all factors which emerge through the constituent factors that embody CI.

Third, we need to understand the flow of CIP in general through research and analysis on the necessity of having design mind and on development and provision of visual language.

2) Situation analysis based on psychological approach of CIP

The management of a company might be concerned over the formation of consumer behavior but it probably is more concerned about how to change that behavior of the consumer. Accordingly, I will analyze, from the psychological point of view, consumer mind, consumption motive and behavior of the consumer on the basis of what the consumer wants, how he purchases and how consumption method itself is presented at the time of purchase.

3) Research and analysis based on marketing approach of CIP

First, we must realize the fact that network marketing communication is a must to succeed in today's fast-changing atmosphere. Then we should understand why a course of direction is taken based on systematic knowledge and theory about visual presentation methods of potential marketing presentation.

4) Analysis on present conditions arid how-to's of CIP in both the domestic and foreign service industries.

I will be looking into the actual conditions of the CI in both domestic and foreign service industries, especially that of S Hotel in Korea through which I shall suggest a course of direction based on systematic knowledge and investigation.

In conclusion, CIP is an output of combination of communication, law, advertisement, marketing and practical arts. A person knowledgeable in 1 or 2 of the above mentioned fields would not be fit to carry out the CIP task. The reason why the writer wishes to discuss the CIP in this paper is that too many corporations are ignoring the face images of their companies and that this would in some way assist in the development of CIP in the service and design industry.