企业形象是一个企业内在精神和外感形象在社会公众心目中的总体印象,犹如一个人的精神风貌、仪容、气质,国外简称CIS,是英文(Corporate Identity System)的缩写。CIS由理念识别系统(MI)、行为识别系统(BI)和视觉识别系统(VI)组成。MI即企业的经营方针、经营意识、价值观念、精神文化、社会心理等等。BI指企业的服务环境、员工素质及其工作方式和行为方法等方面。VI包括企业的标志、名称、标准字、标准色、象 Corporate image is the overall impression of the inner spirit and extrinsic image of an enterprise in the public’s mind. It is like a person’s spirit, appearance and temperament. Abbreviated as CIS, abbreviation of the Corporate Identity System. CIS consists of Idea Recognition System (MI), Behavior Recognition System (BI) and Visual Identity System (VI). MI is the company’s operating principles, business sense, values, spiritual culture, social psychology and so on. BI refers to the service environment of enterprises, the quality of employees and their working methods and behavior methods. VI includes the company logo, name, standard words, standard color, like