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随着社会信息化、科技社会化以及一体化的到来,由技术所导致的有形的产品及服务质量方面的差异被大大缩小了,已无法取得足够的竞争优势,而无形的形象、品牌等竞争要素却可以创造产品的差异性,从而增加竞争优势。尤其是形象这种无形资产,在眼球经济的背景下更加显得难能可贵,因此一时间国内掀起了形象建设的热潮。世界经济一体化趋势加快,国内许多中小企业面临着发展的机遇也面临着巨大的挑战,中小企业要想在竞争中趋利避害,运用CIS进行品牌传播、推广,已经成为企业占领先机的战略和途径之一。本文从CIS简介入手,以中小企业的代表昆明云企网CIS的现状作为范例来进行分析,希望能为该企业的形象建设提供建议的同时倡议社会各界重视。
With the arrival of social informatization, socialization of science and technology, and integration, the tangible differences in the quality of products and services caused by technology have been greatly reduced, and it has been impossible to obtain sufficient competitive advantages, but invisible images, brands, etc. Elements can create product differentiation and increase competitive advantage. Especially the intangible assets such as the image are even more valuable in the context of the eyeball economy, so for a time, there has been an upsurge of image building in China. The trend of world economic integration is accelerating, and many small and medium-sized enterprises in China are faced with opportunities for development. They also face enormous challenges. If small and medium-sized enterprises want to seek advantages and avoid disadvantages in competition, the use of CIS for brand communication and promotion has become a leading factor for enterprises. One of the strategies and approaches. This article starts with the introduction of CIS, and analyzes the status quo of the small and medium-sized enterprise representative Kunming Yunqi.com CIS as an example. It hopes to provide suggestions for the company’s image construction and at the same time advocates the attention of all sectors of society.