企业识别系统与品牌的塑造

The Corporate Identity System and the Brand Name

随着西方企业文化的渗入，我国许多大、中型企业曾一度盲目导入ＣＩＳ。正确认识ＣＩＳ战略意义及其作用，塑造企业及品牌形象，使企业在激烈的竞争中立于不败之地，是众多企业家及学者们关注的热点问题之一。本文就这一问题进行了探讨。

With the assimilation of the Western culture of enterprise,many large enterprises of China have been blindly pursuing the introduction of CIS.It is one of the key issues for the entrepreneurs and scholars to know the real meaning and the roles of CIS,to create the brand name and to make the enterprise more competitive.