CIS是 Corporate Identity System企业识别系统的译称缩写,意译为“企亚形象统一战略”,简称CI,是以识别(Identity)为主导的战略CIS的最早商业应用始自20世纪50年代中期美国IBM公司,采用这种形象差异化战略来取胜于市场。之后CI风靡全球,被欧美、日韩等知名国际企业普遍采用,成为创立国际名牌的现代经营策略之一。 

       自上个世纪80年代传入我国,由广东太阳神率先导入CIS为起点,十几年来,已在国内为广大企业所接受并成为发展潮流,涌现出海尔、长虹、康佳、格力等众多国内著名品牌,成为振兴民族经济的杰出代表在我国加入WTO之后,伴随着世界经济一体化、市场竞争国际化趋势的呈现,中国企业商业品牌标志意识高涨,纷纷借助CS这种战略武器规划企业发展,强化品牌战略,提高市场竞争力。

        CIS历经半个世纪畅行不衰,截至目前,世界各国对CS的定义仍各有不同,但是作为一种品牌工具,为企业创立商业品牌标志、并寻求可持续发展的基本战略,CIS仍然意义非凡按照不同国家和地区对CIS战略的不同理解,以及人文背景、社会结构的差异,有“欧美型CI”“日本型CI”之分,“中国型CI”还在探索与形成过程中不断寻求完善。

        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.