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CIS(企业形象识别战略)产生的企业革命给以竞争为特征的市场经济注入的活力,它的巨大效应不仅被国外众多成功企业的CIS实践所证实,也为越来越多的中国企业所瞩目。CIS作为“舶来品”,它的发展映现了世界经济一个时期的发展变幻,也印记了不同国家和地区探索工业改革、强化市场竞争的历史特征。CIS由西方到东方、从过去到现在,都富有鲜明的“国情”、“厂情”和“行情”色彩。因此,中国企业导入CIS不能一味照搬。它应该依循CIS战略MI、BI、VI整体统合与扩展的思路,结合企业特点、行业特性、中国国情,走出一条具有中国特色社会主义市场经济需要的CHINESE-CIS之路来。
The revolution brought by the CIS (Corporate Identity Strategy) has injected vitality into the market economy characterized by competition. Its huge effect is not only confirmed by the CIS practice of many successful foreign enterprises, but also attracted by more and more Chinese enterprises . CIS as a “exotic”, its development reflects the development of the world economy during a period of change, but also marks the different countries and regions to explore the history of industrial reform, strengthen market competition history. CIS from the West to the East, from the past to the present, are full of distinctive “national conditions”, “factory conditions” and “market” color. Therefore, CIS can not be blindly copied into Chinese enterprises. It should follow the idea of overall integration and expansion of MI strategy MI, BI and VI, and combine the characteristics of enterprises, industry characteristics and the actual conditions of China to get out of the path of CHINESE-CIS with the needs of a market economy with Chinese characteristics.