近年来,随着企业文化建设活动的深入,企业形象战略(简称 CIS)也被成功地导入我国企业界和理论界。事实上,一些企业由于实施了 CIS,面貌由过去的平淡无奇变得“楚楚动人”了,不仅改变了过去“藏在深闺人未识”的状况,赢得了公众的亲和与信赖,而且扩大了产品的市场覆盖面,进而取得了市场竞争中的优势,江苏臣功医药公司就是一个成功的例子。这个公司成立不久,就以准确的市场定位、鲜明的企业标识,多层次的宣传攻势在市场上掀起一股“臣功”巨浪,同时,精选产品 In recent years, with the deepening of corporate cultural construction activities, the corporate image strategy (abbreviated as CIS) has also been successfully introduced into China’s corporate and theoretical circles. In fact, due to the implementation of the CIS, some companies have become “beautiful” from the past, which has not only changed the situation of “hidden people are not known” in the past, but also won the public’s affinity. With trust, but also expanding the market coverage of products, and thus gaining the advantages of market competition, Jiangsu Chengong Pharmaceutical Company is a successful example. Soon after the establishment of this company, an accurate “market positioning”, distinctive corporate identity, and multi-level propaganda offensives set off a wave of “good offices” and huge waves on the market. At the same time, featured products