Briefly describe the elements of enterprise CIS system.

A: CIS system consists of three parts: mind recognition (MIS), behavior recognition (BIS) and visual recognition system (VIS). The three complement each other and are indispensable, and they are the basic components of the three layers of CIS system.

(1) MIS-mind identification system is the "heart" of an enterprise. Mental identification system is the driving force of CIS strategy operation and the basis of implementation, and it also belongs to the highest decision-making level of enterprises. The establishment of a complete enterprise identification system depends on the establishment of enterprise management concept, which is the soul of CI activities. Mental identity includes business philosophy, corporate culture, spiritual slogans, policies and strategies, etc. For example, IBM has defined "people-oriented, providing users with the best service" as the enterprise spirit. Thus, the basic characteristics of the company, traditional habits, basic characteristics of business ethics and successful basic experience run through the whole production and operation process, which plays the role of finishing touch.

(2) Double behavioral identification is the "hand" of the enterprise. Mental identification system is the foundation and motive force of CIS strategic operation, which plans the internal management, education and all activities of enterprises. Any normal enterprise has two different forces, one is centripetal force and the other is centrifugal force. Centripetal force is an internal concentration to strengthen the cohesion of the whole body, including employee education (including service attitude, service skills, polite language and work attitude, etc. ) and working environment, etc. Centrifugal force is the driving force for enterprises to expand outward, including: market research, product sales, public relations, advertising, promotional activities and so on. Corporate behavior identification is the "hand" to turn these two forces. Enterprises actively participate in social events and public cultural activities, which also belong to the category of behavioral identity, and its main purpose is to win public recognition.

(3) Visual identification system is the "face" of the enterprise. VIS refers to the visual recognition system, which is the concretization and visualization of mental identity. It conveys the business information of an enterprise through organized and systematic visual expression. Visual recognition has many contents, a wide range and the most direct effect. Its basic elements include enterprise name, brand logo, standard text and standard color. , and applied to products, packaging, office supplies, transportation, etc.