摘要
CIS(企业形象塑造)作为企业识别系统,可使企业经营理念与精神文化传达给服务者和服务对象,并促使其对企业产生一致的认同感与价值观。CIS战略作为企业形象识别统一的战略计划,重点解决的是企业形象力的问题。它们对提升企业的知名度,提高员工的凝聚力,有着积极的促进作用。我国企业对CIS的接受和运用上,仍然处于刚刚起步的阶段,认识上和实践上尚存在误区和盲目性。实施CIS战略,应营造良好的企业文化,把CIS提到系统工程的高度,使企业形象战略策划与实施有机结合起来。
In 1980s, the corporation identity system (CIS) strategy was introduced into China as an advanced market operation concept and a modern advertising theory. CIS has been gradually setting off an upsurge of changes in Chinese enterprises along with the deepening reform and the open policy as well as the increase of the economic construction. This paper introduces the concept of CIS, analyses and discusses some issues about the implementation of CIS existing in the Chinese enterprises. The main representative forms of the problems in CIS and their causes are summarized and explained. The authors also put forward some suggestions and countermeasures on the basis of their research work.
出处
《大连理工大学学报（社会科学版）》
2004年第1期37-41,共5页
Journal of Dalian University of Technology(Social Sciences)
关键词
企业识别系统
误区
系统工程
企业文化
CIS
mistaken ideas and blindness
systems engineering
corporation culture
