Under the guidance of the strategic thinking of enterprise identification, a whole set of identification system is planned, which is also called "enterprise identification system", so CI is the abbreviation of CIS. This shows that the initial nature of CI or CIS is to design and display a set of identification systems that are different from other enterprises and reflect their own personality characteristics, so as to highlight the corporate image and succeed in the market competition. When Japan introduced Ci from Europe and America, it didn't completely copy it, but incorporated national ideology and culture into it, and innovated and improved the structure of Ci. Mars Yamada, a Japanese CI expert, pointed out that the definition of CI in the United States is quite different from that in Japan. The former thinks that CI is a tool to convey corporate philosophy and corporate culture with standard fonts and trademarks. The latter thinks: CI is an activity that clearly identifies with corporate philosophy and corporate culture. Different understanding of the concept of Ci will inevitably produce different results, which is the fundamental reason for the development of Japanese Ci. No matter how CI develops and changes, it always runs around an ideological core, which is to solve problems for enterprises, more specifically, to solve the relationship among enterprises, society and nature. The tool it uses is to shape the corporate image, and the way to solve the problem is to constantly change and create new corporate images to improve and promote the relationship between enterprises, society and nature, thus promoting social development and maintaining the dynamic balance between enterprises, society and nature. Therefore, the basis of CI strategy is always the design and development of the enterprise's own image. Therefore, Japan's Kato Banghong said: "CI is to design the whole enterprise; Taking the overall activities of the enterprise as the design object, it is in line with the trend of the times to express the enterprise itself and personality.