CIS是 Corporate Identity System企業(yè)識別系統(tǒng)的譯稱縮寫,意譯為“企亞形象統(tǒng)一戰(zhàn)略”,簡稱CI,是以識別(Identity)為主導的戰(zhàn)略CIS的最早商業(yè)應(yīng)用始自20世紀50年代中期美國IBM公司,采用這種形象差異化戰(zhàn)略來取勝于市場。之后CI風靡全球,被歐美、日韓等知名國際企業(yè)普遍采用,成為創(chuàng)立國際名牌的現(xiàn)代經(jīng)營策略之一。 

       自上個世紀80年代傳入我國,由廣東太陽神率先導入CIS為起點,十幾年來,已在國內(nèi)為廣大企業(yè)所接受并成為發(fā)展潮流,涌現(xiàn)出海爾、長虹、康佳、格力等眾多國內(nèi)著名品牌,成為振興民族經(jīng)濟的杰出代表在我國加入WTO之后,伴隨著世界經(jīng)濟一體化、市場競爭國際化趨勢的呈現(xiàn),中國企業(yè)商業(yè)品牌標志意識高漲,紛紛借助CS這種戰(zhàn)略武器規(guī)劃企業(yè)發(fā)展,強化品牌戰(zhàn)略,提高市場競爭力。

        CIS歷經(jīng)半個世紀暢行不衰,截至目前,世界各國對CS的定義仍各有不同,但是作為一種品牌工具,為企業(yè)創(chuàng)立商業(yè)品牌標志、并尋求可持續(xù)發(fā)展的基本戰(zhàn)略,CIS仍然意義非凡按照不同國家和地區(qū)對CIS戰(zhàn)略的不同理解,以及人文背景、社會結(jié)構(gòu)的差異,有“歐美型CI”“日本型CI”之分,“中國型CI”還在探索與形成過程中不斷尋求完善。

        CIS is the abbreviation of corporate identity system enterprise identification system, which is translated as "enterprise sub image unified strategy", or CI for short. It is a strategy dominated by identity. The earliest commercial application of CIS began in the mid-1950s in the United States IBM company, which adopted this image differentiation strategy to win over the market. After that, CI became popular all over the world, and was widely adopted by famous international enterprises such as Europe, America, Japan and South Korea, becoming one of the modern business strategies to create international famous brands.

       Since it was introduced into China in the 1980s, Guangdong Sun God first introduced CIS as the starting point. Over the past ten years, it has been accepted by the majority of enterprises in China and has become a development trend. Many famous domestic brands such as Haier, Changhong, Konka and Gree have emerged and become outstanding representatives of revitalizing the national economy. After China's accession to the WTO, With the trend of the world economic integration and the internationalization of market competition, Chinese enterprises have a high awareness of commercial brand logo. They use CS as a strategic weapon to plan enterprise development, strengthen brand strategy and improve market competitiveness.

       CIS has been running smoothly for half a century. Up to now, there are still different definitions of CS in the world. However, as a brand tool, CIS is still of great significance in creating commercial brand marks for enterprises and seeking basic strategies for sustainable development. According to different understandings of CIS strategies in different countries and regions, as well as differences in cultural background and social structure, There are "European and American Ci" and "Japanese Ci", and "Chinese Ci" is still seeking perfection in the process of exploration and formation.