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CIS是英文“corporateIdentitySystem”的简称,通常称作CI战略,是企业运用视觉设计和行为活动,通过全方位的统一传播,塑造出独特的优良形象,把企业理念和企业文化传送给社会公众,使公众和企业产生一致的认同感和价值观的一种形象理论。本文从CI理论产生的背景、发展过程、内涵以及本质要求等方面系统的介绍了CI理论,希望对导入了或是准备导入CI战略的企业或组织有所帮助。
CIS is short for “corporate identity system”, commonly referred to as CI strategy. It is a strategy that enterprises use visual design and activities to create a unique and good image through a unified communication in all directions and transmit the corporate philosophy and corporate culture to the public , An image theory that gives the public and businesses a consistent sense of identity and values. This article systematically introduces CI theory from the background, development process, connotation and essential requirements of CI theory, and hopes that it will be helpful to the enterprises or organizations that import or prepare to import CI strategy.