市场经济下的企业都纷纷导入了CIS机制.CIS流行于商界,成为当代世界通行的国际营销竞争策略,取得了很大成就.如今,许多中国企业也效法实行,但却对CIS的本质不甚了解.说穿了,正如本文题目所指出的那样,CIS是一种理念,作为企业识别系统,对于企业内部来说它即企业文化,而对于企业外部来说则是企业形象,是整体企业文化价值的展现.例如无论走到世界上哪座国际性都市,当看到“麦当劳”快餐店,人们得到的形象首先是黄金双拱门、红色的招牌、麦当劳叔叔、汉堡包、炸薯条……甚至 Enterprises under the market economy have all introduced the CIS mechanism. CIS has become popular in the business world and has become a popular international marketing strategy in the contemporary world. It has achieved great success. Today, many Chinese companies follow the example, but they are not very aware of the nature of CIS. Understand. To put it bluntly, as pointed out in the title of this article, CIS is an idea. As a corporate identity system, it is the corporate culture for the internal part of the enterprise, and it is the corporate image for the external part of the enterprise. It is the overall corporate culture value. For example, no matter which international city you’ve come to the world, when you see the “McDonald’s” fast food restaurant, people’s image is first of all gold double arches, red signboards, uncle McDonald’s, hamburgers, French fries, etc.