CIS 是 Corporate Identificatin System 的缩写,通常译作“企业识别系统”。CIS 战略亦称形象战略。一、企业形象:现代企业竞争的核心1.企业间的竞争已从产品的竞争拓展至形象的竞争。90年代的企业经营已经进入了“情感化”经营或“形象战略”时代。其主要特点是:反映企业综合经营素质的“企业形象”,已成为企业经营的资源要素;开发企业形象资源,塑造良好的企业形象,成了企业 CIS is an abbreviation of Corporate Identificatin System and is usually translated as “corporate identification system.” The CIS strategy is also known as the image strategy. I. Corporate Image: The Core of Modern Enterprise Competition 1. The competition among enterprises has expanded from product competition to image competition. Business operations in the 1990s have entered the era of “emotional” operations or “image strategies.” Its main features are: “Corporate image” reflecting the comprehensive management quality of enterprises, has become a resource factor for business operations; the development of corporate image resources, shaping a good corporate image has become a corporate