传统的商业不过是简单的买卖关系 ,商品品种规格少而稳定 ,商家进货选择余地甚少 ,顾客购物的选择权也极有限。尤其是产品短缺的计划经济时代 ,生产销售的整个过程谈不上有多少竞争。改革开放后 ,现代商业开始繁荣起来 ,卖方市场变为买方市场 ,促使商家之间开展激烈的竞争 ,从现代营销学角度考察 ,商家之间的竞争大致是遵循3个档次的竞争阶段递进 ,即由技巧竞争阶段、战略竞争阶段 ,进入形象竞争阶段。目前欧美式的CIS、日本式的CIS、港台式的CIS与我国大陆式的CIS各有特色 ,而通过交流取长补短 ,系统导入。CIS工程须全面贯穿于“形象管理”系统中 ,各项管理均须以企业理念和CIS手册为纲 ,才能有效地树立企业的整体形象和产品的良好形象。 Traditional business, however, is a simple relationship between the sale and purchase of goods, small and stable product specifications, merchants purchase little room for scarce, customer shopping options are also very limited. Especially in the era of planned economy where there is a shortage of products, there is hardly any competition in the whole process of production and sales. After the reform and opening up, modern commerce began to prosper, the seller’s market became a buyer’s market, prompting the fierce competition among the merchants. From the perspective of modern marketing, the competition among the merchants followed the three stages of competition, That is, from the stage of competing skills and the stage of strategic competition to the stage of image competition. At present, CIS of Europe and the United States, CIS of Japan, CIS of Hong Kong and Taiwan and CIS of China each have their own characteristics, and through the exchange of each other’s strengths and weaknesses, the system is imported. CIS project to be fully run through the “image management” system, the management must be based on business philosophy and CIS manual as the key link in order to effectively establish the overall image of the enterprise and a good image of the product.