[Editor's note] Corporate culture, the unified system of enterprises, is the product of enterprise management thought in 1980s and is recognized as an effective model of modern enterprise management. Cis strategy is the image embodiment and externalization of corporate culture, and it is the most vital and influential part of corporate culture. The development and construction of corporate culture has laid the foundation for the correct implementation of cis. Therefore, understanding cis is of great significance for in-depth study of corporate culture. [Edit this paragraph] The meaning, development and constituent elements of Xiao Si are abbreviations of English corporate identity system. It means "unified system of enterprises", "self-identification system of enterprises" and "enterprise identification system". Xiao Si Theory constructs and develops the corporate image as a whole, which is a corporate identification system. A good "Xiao Si" will become a sharp weapon to help enterprises explore the market for a long time. Cis is a modern enterprise management strategy, which can't be achieved overnight. It has experienced the evolution from competitive intelligence to competitive intelligence. Ci (Corporate Identity) refers to corporate identity. At first, it was just a means to unify the visual identity of enterprises, improve the visibility of enterprises' products, and then expand the sales purpose. The emergence of ci is the result of the emergence of a large number of enterprises in the industrial age and the corresponding market competition. As early as the early 20th century, Italian entrepreneur Milo Olivetti set up a typewriter factory in Iberia. In order to improve the competitiveness of his products, on the one hand, he attached importance to the design of corporate logo and constantly improved its trademark, on the other hand, he also opened a nursery to enhance the corporate image. 19 14 years, the famous German architect Bieber Hans was hired as the design consultant of aeg Electrical Appliance Company in Germany, which unified the design of trademarks, packaging, post-it notes and envelopes, and played a positive role in unifying corporate vision. Although the unified design of these trademarks and logos can not be regarded as ci design in a strict sense, it can also be regarded as the embryonic form of ci visual recognition. Ci officially originated in the United States in the 1940s and 1950s. During this period, three companies in the United States adopted ci design, namely cbs, ibm and Westinghouse, among which ibm's logo design is the most famous. Therefore, some people regard ibm's ci plan as a symbol of ci establishment. The introduction of cis has made many enterprises achieve good business performance. For example, in the early 1960s, Clarice's market share suddenly increased by 65,438+08%. 1970, the Coca-Cola Company introduced cis, which transformed the logo of Coca-Cola into the logo of the whole world, thus setting off the upsurge of cis all over the world. Following the American trend, Japan introduced and developed cis in 1960s and 1970s, and developed and strengthened "spiritual identity", which not only created its own unique cis practice, but also contributed to cis theory. Around 1980s, cis was introduced into Southeast Asia. In the late 1970s, China, Hongkong and Taiwan Province introduced cis and made some achievements. Since China's reform and opening up, with the development of market economy, many enterprises have gradually attached importance to and introduced cis, such as Apollo Group, Sanjiu Group, Jianlibao and Li Ning Sporting Goods, and achieved remarkable results. In recent years, many professional companies such as ci planning and design have emerged in China to introduce cis to enterprises. It helps to improve the competitiveness of enterprises. [Edit this paragraph] The enterprise identification system (cis) basically has three elements: 1 enterprise mental identity (MI); 2. Behavior identification (BI); 3 visual recognition (vi for short). The mental identity of an enterprise generally includes business creed, enterprise spirit, motto, enterprise style, business strategy, advertisement, employee values and so on.