Abstract:Started to be in fashion in western developed countries from the 1980s, the theory--corporate identity system, found its way into China in the early 1990s, which undergoing three stages of fashion, din and quite. The author of this thesis therefore ponder over the reasons behind the cycling of the system that shifting from cold to hot, and then from hot to cold, after examined its spread in China. To find the answer, the author presents a systematic analysis and elaboration of his own in this paper, on the basis of consulting large numbers of domestic and foreign literature that related, combines some successful practice of corporate image of international business strategy in the implementation and combines the very practice of China's enterprises which are on the transition period carrying out the strategy.
Firstly, with its base a considerable knowledge of the related literature, the author made an analysis about the formation and development courses of the so-called corporate images. Also discussed and compared some main and representative points of view about the image. Secondly, after a comprehensive discussion of the corporate images,then focuses on an analysis on the strategy of modeling the corporate images. Revealed that the aim of importing CIS is to improve the overall competitiveness. By International Enterprise -- IBM company started studying Corporate Identity System and examples of successful import .reveal its features and characteristics, that is pointed out that the corporate image strategy is manifested in its "entirety, long-term, comprehensiveness and non-imitativeness". Next part is focused on the series means of strategy implementation and then tends to deal with the failures and problems that emerged in its practice,put forward some principles of the implementation phase should be noted. Finally, it is oriented toward an analytic examination on the image strategy's spread and development in China, what's more, analyze the corporate image strategy of BoWen Co. Ltd exactly.
On the value of Corporate Identity System theory and case-depth research and on the enterprises in the market economy of current status.The authors of this paper found that the secret of a company's success lies in building corporate image, lies in the congregation is timely into CIS system, lies in exploring and developing core competence, and Corporate Identity System holds the future with confidence and hope in China.
Keywords：Corporate Image； CIS； Recognition； Strategy；Core Competence
