“CI”或“CIS”是当今中国公关界尤其是职业公关界的热门话题,“导入CI计划”、“实施CI战略”、“采用CI技术”之类的说法不绝于耳。CI似乎成了一剂毕其功于一役的灵丹妙药,可一下子解决企业的全部公关问题。但必须指出的是,国人对CI这一洋玩意儿的理解和应用存在着严重的偏差与混乱。许多人并未弄清CI的本意与真谛,就人云亦云地跟着起哄;而某些心里很明白的人则出于某种难以启齿的原因也装傻充愣,不把CI的底蕴说穿 “CI ” or “CIS ” is a hot topic in the public relations circles in China, especially in the field of professional PR, “Import CI ”, “CI strategy ”, “CI technology ” and the like The saying goes. CI seems to have become a panacea for the battle, but at one stroke solve all the public relations issues. However, it must be pointed out that there is a serious bias and confusion in the understanding and application of CI as a foreign thing. Many people do not understand the original intention and meaning of CI, just follow the example of coaxing; and some people who know very well for reasons that are unspeakable pretentious, do not put through the CI's heritage