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企业形象设计和塑造，作为对企业“第四资源———软件资源”的开发，在发达国家已形成一门专门学科———ＣＩＳ。一、ＣＩＳ的概念和构成要素ＣＩＳ即企业识别系统，是以设计和塑造良好企业形象为目的的一种新的经营技法，该体系是公众了解企业形象的基本渠道。ＣＩＳ主要由
The corporate image design and shaping, as the development of the company’s “fourth resource—software resources”, has formed a special discipline in the developed countries—CIS. I. Concepts and Components of CIS CIS, the enterprise identification system, is a new business technique aimed at designing and shaping a good corporate image. This system is the basic channel for the public to understand corporate image. CIS is mainly composed of