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自从IBM公司首创CIS战略并取得极大成功以来,CIS的浪潮风起云涌。国内最早的CIS由太阳神引发,此后历经十几年的积淀,出现了海尔、联想等范例。当今,中国航空运输企业要进入国际市场,同样离不开深刻、完整的CIS和与之相关的品牌运作的理念。以“势”的运用为核心,分析CIS战略在航空运输企业的运作过程,目的在于通过CIS战略的实施,确立企业的品牌形象,提升企业的综合竞争能力,使其在国际市场的竞争中占有一席之地。
The wave of CIS has surged since IBM pioneered the CIS strategy and achieved great success. The earliest CIS triggered by the sun god, after more than 10 years of accumulation, there Haier, Lenovo and other examples. Today, China’s air transport enterprises to enter the international market, the same inseparable from the profound and complete CIS and the concept of brand operation. With the application of “potential” as the core, this paper analyzes the operation process of CIS strategy in air transport enterprises. The purpose is to establish the brand image of enterprises through the implementation of CIS strategy and to enhance their comprehensive competitiveness so as to occupy the competition in the international market A place.