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2.ί񷨪 

ίػ۵Ժرﱾķ˵߰˵Щ뱾ػĻ 

ԺбҪֱ˵˼Խеһ֡塱ֻһ 

α(ܸN)ʹҲѵĽ˳( 

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ֿһֱԾӾЧĴǾ˵ÿ͵׹칫Щ߳ӵĹ 

ʽеʱ˷ƽ̸ĴǾʾԣһ 

ּܱͼʽ־˵һ˳ȥʱ˵Ҳ 

ϣ˸ƥβжٸֻϣ֪صڡ 

ίҲԷΪͣʽʽʽ 

ʽίĴﲻֱ˵ʹ˸еѿĹԷ 

ʽǽһʵֱӻشĹԷ 

 

ʽۺԺǢԼĹԷ 

ԵĺʵǼģġǴѧ½ΪȻУ 

е󲿷ģƣǷģơѧ߸˹ҲΪ 

̶ȸ+ݴʡĴ飬硰ǳ졢ȣֻĲʮģ 

˱ԵԽԽģˡʱòȷġ򲻾ȷԽнʡأ 

յȷԵЧ⽻ϣ籨ֽأô 

פôó״10֮뿪ôΪǽݲĻ 

СݲĻģԡ 

ģҲáΪͬ壬ģⲻһ1972нٷ 

длʱһ仰ĹϵͶӰн 

ȥʮ䣬йϵ˲ҵḶ́ҹй˺ܴ鷳 

ҶԴٴαʾеķʡ֮ ܶձйɵʧ? 

н٣鷳仰ݲô򵥡ǳĳʵر 

飬ǲεģȻطձĵΪǰ 

Ȼġнٲòٴα׵ԭΪһģ 

 

鷳ģйձ ȥвȡһּΪ 

赭д̬ȣΪһģںе̫ᡣLM 

HT54K̬ԣݺӵĹֶΡHTHT55SS̬ 

ϢҪѷ͵ϢͨǱ̬顢͵ϢߵӾ٣ 

ͨϢߵӾڴԣӶӦʵϢߵĿġ 

̬ԣ쵼Ϣ壬ǹԵҪ֡Ϣ 

̬ͨԱ˵沿Ƕɹԣｲ 

ĸӵǧٱԡѧҰ÷ϰһʽ 

ϢЧ=7%+38%+55%沿顱 

ɴ˿ɼ̬ϢռоҪĵλ 

̬γɵһӡѧһ۽СЧӦһΪ 

Ǹ˵ġһӡ󡱣Ϊ˶жϵݡѧѩ 

һʮȤʵ飺Īشѧѡ68ԸʵߡЩӦߣ 

ڲţòͶжϣ𣬵ڷǱԡ 

ȵİţ68Ӧ߷ֱ4λزʶĹ·˵ϣõǵ֧֡ 

Ȳʤȯ̬ƽƽ˺󡣹߲ Ĺ 

Ҫֳϣע ̬ƣһõġһӡ󡱡 

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ָֺͨϢ̬ԵҪ﷽ʽƱ仯̬࣬ 

ݷḻмǿıδսڼ䣬Ӣ𼪶ڽݽʱ 

ȭ֣ȻʳָָɡVΣӢġʤ(victory)һ 

ĿͷĸȫΪʮرӢսʤ˹ıʤ 

ĺġ 

2.Ŀ瘟 

Ŀͨ۾ӳСΰҴ˵۾ 

Ĵ˹С˵۾һ顣еѧһΪ˵߻ 

70%̬Ա򡣷ѧһʵ飺ѱԱͬ 

ĿƬóֻ񲿷ֵϸȻ˷ֱֵУȷʺܸ 

˵ǶܽĿԡ 

ҪĿͬ¼̸ʱӦСȻĿ⻺͵¼ 

ӦһһɨӶԷ߶ݺݵضסԷ 

3.瘟 

ΪҪ쿪ȶΪ 

ŮԲȶΪׯء֡Ҫڴ 

ÿ˵ǰԻ鱧ںԻ 

⣬Ҫע⡰İ˽ֱֱָۣոմ 

۰ΪˡһԷøе򲻰ȫͼ뿪 

 

4.沿瘟 

沿ָͨ沿̬ı仯˼顣沿԰Ѹˡʹࡢη 

ŭʧǡաɸеѸ١ݡֵطӳ沿 

仯ĺһҪ׼ȷеԼ沿飬 

ͼһҪڡչɫͨ沿ԣ 

5.瘟 

ξϢܣʾ˵ְҵáλʡĻ 

ϰ߼׵ȡξ͵һ档๹ءУɫ 

ʡӵһλΪɫʾ˵ĸȾӰ˵Сװ 

ĿǰϹϵTPOԭ򡣡T(Time)ָʱ䣻P(Place)ط 

λáְλO(Object)ĿġĿꡢ1987ףڻʢ 

ǩг̵Լʱλһ(ϣɯ)ķװһġҽܡ 

˲Լͬش˻ɫװɯΪıŮġ˾һ 

ɫͻ˶Ŀһ¡ϣװ˫̫ڿ 

ׯص⽻ƺ̫ЭýΪɯʤϣ 

 

HT54KʣҪĹֶΡHTHT55SS 

õ󣬳Ҫע⡰Ӳ֮⣬ġ裬 

쵼оԻкһûû 

ţûкģˣûнȡĹ 

˵ڹ˵ǼҪġ 

Ӧ߱ܶ࣬漰档ֻ䲿֮ 

1.ȡ 

߱ȡ񡣽ȡһġǰڱ 

ķǰûĻпܳȺ׵ڱ 

иɢЪϢĽȡ񣬶ÿһǺҪġ 

ʯ͹˾Ĺɶö˾ܲô¡Ĭֻܹ൱ڸг 

ȵĻ˵ʱѧǾءԼɹؾ 

֣ȡĬ˺ϻﾭӪزһλ˵ĲƸ 

ǿĽȡ񡣡Ĭ˱Ҳ˵һֻҿһԽļһ 

ܹԿͣ ҵһڼУôΪһ 

ֻڼеŪϣϧҪ棬͵ýȡĬҲǿֲ 

ͣϢĽȡȡҵĳɹ޶żͼ˾ڴҵ 

ڴ죬տɿ񣬹˾ģ󡣲ҵǣ˾쵼 

ڵʤͷԣð״ȡˡͼ˳Ʋ˾Ϊ 

˾ͼͨĹ·дţһ뿪ͼ˹صơ 

֮飬Աֱ˾иĸ˾½ȡʹ˾ָԪ 

 

ҪҵϳɹôҪǣڷܡȡ費һ޳ɣ 

ʧȥԼӵõһС 

2.Ū 

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ΪʤԭеĻȡøĳɾ͡ԴŵĿ 

˵ĿȻͬţиȾҲʮ 

С 

Ϊ֮񡱵ձαչ˾ԭһƽ˵ֻҪԼģ 

ǰǹ࣬ҪҪȳȥ˵ôһһʧܣҲص 

Ҫ 

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裬ʼղ壬ĿģĲݡͳ֥дûһ 

ȡŸҲԗŲ߱ȱȽǣһ޳ɵҲɼ 

Ҳԣϳѧáѧõˣֻ;ģʤ 

 

ΰĹϣ˵ҵģСʱΪڳԺͺӶʧȥ˸һء 

Ϊݵʱϣɹ涨ӵȨ֮ǰһлʤ 

ĿڳԺʹʧܡӴˣŬÿںʯͷϰݽڳΪһ 

ݽʦ 

4.˪ 

֮ģ˽֮ѧΪһ԰أ 

ܵ˻صСͨǣ֮ã֮򱯡˵ĵõ 

ʱһֳɹ顣ֻ䡢ֹۺ˷ܼ飬쵼Ҳ 

øУڽӽڹҲŬһأʧСͷŭ 

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1960귨ͳַһɸͳΪеϣɷ˷ 

ܴľһ۵ʻչһ룬޶Ŀȴ 

һȪһ۾ͿŮΪӭĽģ޵һŮΪ 

һʽҪʱƻ벼ð!ɷ˶Դͳ 

еǳ͸ˡº˵õĴҪôע⣬ҪôмΪŮ 

˵л뵽ͽˡ 

HT54Kʷ׳ʵĹؼɡHTHT55SS 

 

󣬿ֶͨΡַʽĹֶҪ 

ý飬֯԰쿯ʵж͹ʹء 

1.ý骥ʹϵʷǣһϵѯ˾ 

ŦԼʱļ߰ά1903꽨ġʵ˵ϵһʼý 

˲֮ԵѧΪڴӰ칫ڵ;ǷߵģǴ 

ݱ䡱ɣȻͨ䡱ȥġ䡱ָר 

ѧߡżߵӰҪżߵΪҪΪ 

κרѧߡնżͨý鴫ȥ쵼 

Ҫý顣ýѸٵءʵ Χڹ 

󡣪 

1988괺ʲͬſ˹һѡͳһʼʲܲΪų 

õĴѧԤһ˰ڲļһſ˹ʲӰӣ 

ûжμšʱĲʲҲȷʵģ󲻼ѣھѡʼ֮ 

ʲѸ־ѡԺ󣬲ʲʼתˣ𽥱 

һػʵ²ʲɰ׹θ˺͵ϸ˸ 

ƳģǲõĹϵԱЧý飬ΪŽĺ 

ǲܶɹôѹء粻͸ýĹˣȷĹȥ 

޷ǰ׹ղ˵ǰʱĲǣһһε 

ṩȥιүǣı(ʲõϰ׹ʰ)ÿ춼 

ҪţһЩϢǾͻ߿ÿ춼ṩȫ 

ţбӰ˵ϣʵͳƣż˷ʣÿ춼¸ɣг 

͸УǾͲҲ硣ûţһ붫ڣҪµ 

ʣǾͲˡǱ뾡ǰҪǲܲ߻š 

򣬾⡣ǵĲ÷ĵϢûߣûݡ 

ܺõý飬Ӧ¼֣ 

(1)ʵ϶Դý顣ŽʿְҵҪ֯з黳 

ǿҵĺġӦ϶Դ˿ΨˣܵõŽ 

ʿΡ 

(2)ý顢ߡ༭־ĽӴṩ෽ķŽϵмɡʱ 

šҪעƽʱż߶֯ͷչ(3)ʿ 

ԼǵĹЩŽĽУΪǣʿĹȻ 

ýǿҷСȨҪýȡ෢ĳšΪ 

һý˵ⶼһص衣 

(4)Ҫϸоýص㣬˽űķ롢ԭ˽ 

йؼϢϵͳϣüߺͱ༭˽ݣҪȡ 

ŷᡣŷصǷϢʽ ¡ҹϸߣ 

лᷢʣʱڻֳιۣԱ׼ȷذոϢ 

2.԰쿯瘟 

ý빫ڹͨʱԼϴڱλ 

֯԰쿯ɹԿƣԸҪרĳһضڽо 

мƻġв԰쿯Ҫָ־ֽͨѶǽȪ 

ʤҹ˾쵼˵ΪԱ ĵһߡ ʤ 

˾һַȫ˾ļ28ֹڼ⹤ֽСͱֽù˾Ŀ 

ҪУڡá񡢽븣ʤҹ˾Ϊ˾Ա 

Уٹֵ֧֡ȷĿꡣҪвı༭ԱϸĹ 

ƻΪﵽЧ˾Ҫ󣺢˵Ŀ꣬޸Ӧ״ڸ 

༭൱ĵλԶڻ߼Ա˽⹫˾ߣֹȷ۵ 

ԱȤߵġӱ༭ݣרۣΪԳ 

еķʽҵɾ͡ 

԰쿯ʱӦǵ⣺ߡƵʡּͷ 

ӡˢաʽʽѷлȡѡǷ񿯵ǹ桢ɱ 

Ԥȡ 

3.жڼҵУIBMǾٵһȽĿƼƷУ 

ϣ? 

û˾(IBM)ܲ˹ɭ˵񡯣ڹû˾ 

ѾΪһԶʽϰߡǳһݹ档ֻ򵥵ôӡţ 

û˾ζŷ񡣡ǹ˾õһݹ档Ϊʮı 

˾ҪΪûṩѷȫ򣻹̻˾ĺͬṩĲǻ 

ǻҲ豸Լɱ˾ְṩĽѯɴ˿ 

ù˾ͨʵж˾ġʵҲ һΣ 

һҹ˾ʹõIBMëСʱ֮ڹ˾8רȥ 

⡣4λŷޣһλԼôһλޡ 

ͨʵжأȻӰϲǺܹ㣬Ӱȴǿճ־õġ 

Ӧöַʽӡ 

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عһ跨ڶ֯˽⣬֪֯Ⱥȣ 

Ӷʹ֯ϴõĹ档ھѡлѡѡΪͳ 

ͬΪǴγɹܲɷֵĹϵ죬 

һλǡۼ¡ΪһʵһĹ 

ع棺δа۾ŴӲ(ʵǳ)˷ 

ϣ֮⡣һ˺ܺõãά¡ʽ 

̬μӾѡʱһѾˡֿʼΪ 

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⡣ΪʹעĿǲ3ֹƣһɫһΪ 

ɫΪɫ Щعʵľѡ˺ܺõá 

Ҫܺõùع棬ӦԹعҪ˽⡣عҪ 

ʵ͹ۡϲЩʵ˵ԼȱˡعҲӦ 

Ҵͻȡ ڶعҪȷͻɺǡ 

ɿĹںʮƷϳˡܵطࡱ˼Ҫ 

ӱءҪʹԼĹع治ûִսУͱ 

죬辶ģĿ ڹзǳҪʾ 

Ʒ⣬ܸݣȤá壬 

Ҫ׼ǡعֻмҪӱͨϿڣΪڼǡ 

òͼɫʡݵ飬вͼôĶͼ˵Ķĵ 

ɫʿԿֵ壬ߵעߵƶ봴 

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ͬʱҪǿЧ⣬ʽʹáLM 

JZHT43XBSֶֻΗСHTHT55SS 

HJ*2 

ֶͨνֶβľأֶοԽõ 

ҲԽα󡣹ֶʱȫֶΡҪ 

עʵɣˣͷʶʱҲҪ͸ڹֶοʡ 

 

HT54KձöHTHT55SSձýڶ 

 

˶עԼǾ͵ȡģԼۺʽͨýĴ 

ͨһһ䶯ЧӦﵽĿ  

ĭáһʹձ˳ıͼԽǮռ 

ӳƻ˻ѹ˾ӹҵ˿ 

ºڣҪڹǵ1989ṫ˾6440Ԫº 

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ձΪѽƲ䲻˶ϲΪ˱˻ 

ȴ֣ձֻһѷδ꿼ãΪزֵ 

˰Ҳ飬ȴδսʱʾ޴½һԲ 

õĲȲ᳤߱ҲΪҵ׬Ǯ˷۱ 

һƹ˾ͳƣձȥ10ͶܶΪ773 

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㡣Ἧ1989ҰĲͶ34Ԫºĸױǹ˾ǵӰ˾ 

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HT54KɳĮ֮¡HTHT55SS¡¡ 

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ϣգϣյǳ⣬ȫɴ߼ǰֱԶͬʱ 

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½Ԫ˧ɸİͶٽͰɭ۷Ҳ 

ġΪΨһʷѧǴɴ߼졣 

HT54KͳHTHT55SSκһ쵼˶ 

ҪֶͨνԼ󣬵ǹҪмǣֶͨ 

Ǳһʵ󣬶Ҳܹάһʱ 

ջ¶β͡ 

ҲϣʱıƲǹı⣬ý 

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ϣȴ˵ʱҪģӰгֵǣǽ˰ɪð 

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ֵ50ԪСԢͺͳҽٽܼ屨ҵ˾ĺֻ 

ʹÿ3Ԫͳнͳܲӵ! 

 

ζû뵽ǣǿֻһѡڿܵӼ߲ɷõǴ 

ɷӱѡͳʱĿɽԺյ̷˹Ϊһ 

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˥п֮ʱ߲һѽϷͥ 

Ϊһ쵼ˣùֶνԼʱһҪԼʵв 

ԼƭڣҪȻٵԼ 

HT54KֿϳʵHTHT55SSֿʷһλ 

ͳϱսʱڵķṦΰΪϳūּͲεŬ  

ʵýıȾĿõӡȻ᲻ 

вʵ?еֿϵҲһ? 

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JZHT01HWTHZZZ(F¡HT21DHWB 

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4KʤCIϵͳHTHT55SSŹҵʶϵͳ(CIϵͳ) 

𼰵룬ҵѳΪҹҵеγӦԺǿʹ 

÷Χ㡢ʽһ׿ɲķ뼼ɡҵ󣬻þƵ 

ЧߣṫʶҵҵչʾòһCIӢҵʶ(C 

orporate Indentity)ļƣ̨CIȨʰ䶨ΪҵӪ뾫 

Ļͳһ崫ϵͳ(رӾ)ҵܱߵĹϵ 

(ҵڲ)ʹҵһµֵͬۡҵʶϵͳ 

CIS(ֳΪCIϵͳ)ӢCorporate IdentitySystemļдʽִҵ 

ͨҵʽƺҵǿҵ(ҵԱ)ʶ 

ϵ 

1.IBMCIԷâ50IBM˾ܾСķ˹ȡ˾ƣ 

ƣ״ƳһҵʶϵͳһʩʹIBM˾˼ɹʱIBM˾ 

ܲСķ˹Сķ˹ΪIBM˾бҪӼҵ 

һһҪǹ˾Ĵ쾫Ϳؾ񣬴Ӷг 

Դҵ֮Сʦѹ˾ȫơINTERNATIONAL BUSINESS MACHINESŨ 

IBM֣ѡɫΪ˾ı׼ɫԴ߿Ƽľܺʵ 

ͣͨCIIBM˾ҵ󣬲ʹ֮Ϊεġˡ 

ҵھһָİλCIϵͳ60𣬽 

ʮǶҵӣӪ˺ܴ仯ӪǼ 

ԲƷԼµĹCIϵͳĹ㷺Ӧá 

ִȻսУҵĻԻͣCIĻԻ͡ 

 

2.ѩ̿롰ڹ⣬CIϵͳʹҵ 

ĹӪ˾ţǰѧάȨ˾M 

ϲΪM飭ӣ֮󣬾ۼ˽ټҸҵʵ͹ģԳ 

Ϊ缶ҵšȻĿꡢΪĲһ´Ļңʹص 

ΣƸרʵʩCIϵͳ֮Եĺתձҵˣţ 

ףϣϣǰһұٵյҵҲͬCIϵͳ֮֡ 

˵CIϵͳҵǡѩ̿Ļôҵҵ 

֪͡ɿڿ֡ʿҵCIϵͳ 

ʵʩ 

ҹCIϵͳҵѧĹעһҵҵ 

ҵʵCIϵͳȻǳڵġģѸҵԵעµĻͬʱ 

ȡõľЧ档ȻԣCIϵͳһİĸбҪCI 

ϵͳںһܡ 

3.ҵ־CIϵͳȵCIϵͳҵʽڶʶУѡΪ͵ 

ҵ־׼塢ҵɫʡҵںŵȡЩͨ칫ϵͳ 

Ʒϵͳװϵͳϵͳ͹ϵͳý巴ɸоʹҵ 

ڱǼ䡣 

 

4.CIϵͳһԪҵ֮ĲԣȡCIɹĹؼڵ 

ңֵĻУҵ죬Ϳܱ̭ݹCI 

ʷ󷲳ɹߣڿش¡ҵӦƳһءҵ־ 

ӾϵС 

־ĿռӾʶ𣬾ݹʼ׼С˺Ҫбԡձ⹫˾ 

ҵ־¹α־Ƶ÷ǳɹ졢ࡢԶЧá 

CIϵͳǿҵʽͬһԡʵʩCIϵͳҵҵ־̱Ӧͬһģ 

ԭ򣺪(1)ҵ־ֱ־CIҪҵ־ҵ()̱ 

(2)ҵ־ͼλͼı־ҵ־ͼӦ̱ͼһ¡ԭ 

ǻľӪԣƷҵһҵвƷ 

ǿġĿǰһЩƷѭᵽԭ磬¹ı 

˾Ǳƣձ˾Ĳɫӻƣͬɿ 

ɿɿڿֹ˾ġżȻɺϣΪʶҵľİ 

CIĻϵͳڽϳʱӦһȶԡҵ־Ϊɿڿ֡ 

̱һλûʲô仯ֻԭƵ̱һߡ 

ΪƵܸӡ󡣪 

ھҵƷгУǿ쵽һֲƷҵ· 

һƷҵ̱꣬۰ٱӦʵϣ߹ 

ƷƷĳҪȡĳҵĳƷƵۺӡӡ 

ҵʷģƷƷ֡ܡˮƽ۸Լۺ 

ҵƷƷƵõṫڵĹ㷺κҵ־ͻĳ־ 

ĳĳָ顢ĳԸϵ㡣ǹڴһγƷ 

ϳ˵ᾭõλװ̱Ҳˣ˵ҵ̱ 

кǿĸ 

5.CIϵͳҵ־CIϵͳҵмƻøý壬ҵ־Ϊ 

ҵʽĵϵĿΪҵͲƷ֪ȺȡˣCIϵͳ 

ʵʩԴʹҵ־ʶľת 

ҵӪCIϵͳҵӪ˼롢ҵĻҵ 

崫ϵͳ͸Ӿƣҵ(ҵڲԱ)ʹҵ 

ͳһͬкͼֵۡCIϵͳƵĹ۵ǽִƹҵӪ 

۽ҵĸԣͻҵʹ̵߲ӡͬ 

ԴﵽҵľӪĿꡣ 

HT54KۗCIϵͳɡHTHT55SSCIϵͳ 

ɣʶϵͳ(M I y헗MI)Ϊʶ 

ϵͳ(B I y헗BI)Ӿʶϵͳ(V 

 I ӣ헗ƣI)ศɣȱһ 

CIϵͳչ۵Ļɲ֡ 

1.MIӗʶϵͳҵ֮ġMIָʶϵͳCIսԭ 

ʵʩĻҲҵ߾߲ΡҵʶϵͳĽ 

ҵӪȷʶӪҵĻԵȡ 

û˾IBM˾ȷΪģûṩŷΪҵ񣬴 

Ѹù˾ᴩӪȫ̵ĻòͳϰߡӪѧĻɫԼ 

ɹĻ黭㾦ظ 

 

2.BIӗΪʶϵͳҵ֮֡BIָΪʶϵͳʶϵͳĻ 

ԭ滮ҵڲĹԼҵµĵһлڵĻ 

Ա(ְ̬ȡɡò͹̬ȵ)Ŀ 

г顢Ʒۡϵȡҵ 

¼͹ĻҲΪʶķ룬ĿҪӮṫڵͬ 

һBISӦǴ˳ٻص˱λʹζй˵׺ 

С԰ءڵĻǷǳҪġͬʱӦҵּҵ 

뵽ȥΪ㣬ǱӰCI 

뵽ӦǿԵģڲ֪нܵģĬĬζҵ 

ػõҵ縣Ĺػ˴ģİ 

ϣһλ׷ԲԵ׼·ˮ˭Ҳͣһʱ 

˶ʱһɹĹ棬δֱԼĲƷȴ 

˼˹˵ĸҵ󡣪 

ΪʶϵͳжڲԱеĽѵȻһҪͨý崫ȥ 

˫Ч磬ĳ̳ΪӦƷгľڱ̳ԱУƳ¾ٴ룺ٵ 

ʷδչ滮̵ݡǱ͵¹淶ۼ(ӭӹ˿ͣʾ 

ƷװƷƷʣ͹˿)ոƷ֪ʶ 

ƷƷ࣬Ʒ䣬Ʒ̵ȣƷУɹҵ񣻢Ʊ 

ʹúдȵġǰƻȻͨ㲥Ϊҵõķ 

󡣪 

3.IӗӾʶϵͳҵ֮IָӾʶϵͳʶľ 

Ӿͨ֯ϵͳӾʽҵľӪϢӾʶ 

ݽ϶࣬漰㣬ЧҲֱӡĻҪҵơƷƱ־׼ֺͱ׼ 

ɫȣӦڲƷװ칫Ʒͨߵȴ 

ЩӾأֱӰǵӾǶȣԼǶҵۡ 

JZHT43XBSCIĹܡHTHT55SSHT54Kҵ 

HTHT55SSҵĿģΪǿҵľ 

ǽһҵкֹܡ֮ǰǻ 

ҵĻʲôҲ˵ҵĻҪӮʤ߱Щǰ 

Ϊˣҵ׶ҪأƷ() 

ҵ֮Ĺϵͼ12.9.1ʾCRT721BP#JZHT5 

5HST55HZͼ12.6.1HT55SSST55BZΪһҵ 

ƷҵĻȴƷ̸𡣪 

 

1.ƷҵĻʯ 

κҵ漰ƷۡƷһʣָĳʵҲָҵ 

ĸַ񡣲ۺƷΪʹΪƷûҵм 

Ӱ졣Ҳ˵ƷľԾҵʵĸߵ͡ҵעƷ 

ߣԸĽƷĲ֮Ը²Ʒҵǰ;ǿ 

֪ġ˵ҵĻƷ 

 

2.ӪҵӮù˿͵ 

ȻƷҵľͱȻ𣿻شǷ񶨵ġΪл 

Ӫ⡣仰˵Ʒ֮䣬ȱӪԱŬӪ 

ĹͨʹƷҲԴߡӪָӪ 

Ʒľȡһݣ 

ָӪԱһָӪҵԱ̵ǳԿ 

ͬһƷڼӪҵԱֻһӪҵԱԳ 

ΪƷΣҪбȽķ硣ҪָĲҪ 

Ҫ㣬ʩҪȫۺĻҪƵȵȡ磬һ˿͹ 

ƷʱҪƷۺСϴ»̳ʱ˽Ʒ 

⣬һرǵĶۺʽڱڣ绰֪ͨŷ 

ʱ۷ۺ񣬹˿ȻԸ⹺򡣪ָӪ 

ʽѡӪʽѡҪҵص㡢ƷľԼг 

״ȶؼԿǡ˽ҵ֮󣬾ͿԽһҵ 

Ĺˡ 

סͬҵҵƷӪƽɫ̳Ͼǳ 

ҡּҵ֪ȽϸߣҶԼҵĺøмԶҵôס 

ҵгϾ˭ᴦڸĵλأ֪õҵԽ 

ľһ棬߱ͶҵкøУȻ׽ӪԱ˵ 

һ棬ҵֵܾĹʱҲԳΪһǽܲô 

ҵͬ顣ԣõҵ󣬵ΪӪ춨ȹ̵ĻΪƷ۲ 

һͻȻĶѭˣIM(ע⡢Ȥ䡢ж 

IMΪҪصӢͷ)ߴӹýʶƷжһ 

̣ͬ߶ҵʶ֪øСĹһµġȻ 

ҵľߣֻעضƷĿͶӪļ֣ȴҵ 

Ӱʲôԭأ磬ҵƷ߱Ƚ 

Ա¶ĳЩȱʱŲҵйزӳ磬Լλ 

ĳȲʤȯʱȴͬҵľ֣ʱҵ쵼ǿ 

ҷӦǣ漰ҵйر־ʱ̬Եʮ 

ԭ򣬿¹ؼڶҵкֹûȷʶҲȱصϣ 

û˵˵İա󲿷ҵ߶ƷӪ⣬ܷ߼ 

һ漰ҵԵƶǶˡһҵӪҵ󣬶Ӫҵ 

ҵҵӪҵ֮һصĹϵһǷ 

ֵӵġҲǿҵеĹܰɣ 

ڣǾӦ侲ѧ۹⣬ʶҵĹ⣬һ¹ 

ľɹҵ󲻼Ѷ˻飬ǹһ𣿪 

ȻﻹǿǣǿҵĹܣǷƷ 

áʵϣֻҵƷӪַǵʱҵ 

ܴŹʡLM 

HT54KCIĹܡHTHT55SSCIҵľ幦ܿɷΪҵ 

ܺҵⲿܡCIҵڲָCIҵڲӪãҪ 

ҵĻĽ裬ҵߣƷľǿԼҵǻ 

ӪƵȡϡ 

1.CIؽҵĻҵĻҵԱ׷Ĺмֵ˼άʽΪʽ 

ۺϣҵԱҵڵ涷ȡͽѵչģ 

Ϊҵһأҵںδž޴Ӱ죬ҵԸսͱ仯 

ԴȪһҵ֯ûмǿҵĻôȻһɢɳһ 

ɡҵĻñǿҵĿҵԱĿһԣǿȺԱ 

ֵһԣǿҵԳԱͳԱҵ 

ҵԱž޴ھãʹҵԱŽ֯ڣγһ¶ǿ 

ΪӦ񵴱仯ҵĻҲӦϷչҵͨCIҵĻĸ 

ºػϱഺͻ2.CIǿƷCIͨӡǿҵ 

ʶƣڴƣߵƷƫá·(M)̣ 

רԸŮгģȡƾȡM    

    (ֻ 

˰)һ鵥еͷһĸϳɣ·ã¡ɹ 

˾ĺɫΪеҪɫʣڹӲ 

ţ󣬽áͺ׷ŵĹ˿ͣΪΪ 

̡3.CIڶǻŻʻӪҹҵĿǰǻ 

ŻʻľӪĿʹҵӪĿ֮乲ͬĳЩԴЭͬЧ 

ǿҵӦͬг仯ʹҵӪ˸Ƚȫ 

ֶǻŻʻľӪУؼҪȡüŸϵҵЭͬΪ 

־ӪսԵĺıιͬþӪԴҲ׷ЭͬЧӦ¡ɾӪ 

Ŀ֮ѰҶദԴĻڣʹһԴЧãӶѸӪĿ 

໥ҵCIսԣЧʹŸϵҵ๵ͨͬ໥Э 

֧֣ʹЭͬЧӦӵ󡣪CIҵⲿܣҪҵӪԴ 

ãߵͬԼҵĹϵȷ棬Ϊҵһõľ 

Ӫ|'b3ʹҵӦ̡̡ɶڻڴý顢ط 

ߵҵص֯˶õĹϵ 

4.CIҵӪԴêҵľӪԴˡơ棬CI 

ҵľӪԴܴڡ״ı仯(1)CIҵȶԭְ 

飬˲šִҵľ¼²Ʒľ 

 

ľ֮Ա¡ֻǴáµĵƷҵ 

Ǵ¡õ˲ŵҵֻо߱ҵӮ˲г 

ܱ֤ҵĲϽչģĲ󣬲סԭеְ飬 

˲ţʹҵʢ³´лϱഺͻ 

CIͨ츻иԵҵ󣬱ְԱͶгռо޴ƣ 

ҵһԺԣˣҵְԱҲ;߱ 

ӷҵضҪļԣҵֳⲿְԱԸҪһ 

¡ڱ˲ȷԣҵп˲ţļְԱĳҲ 

ñȽϼҳɱCIҵǿҵġĻ½Աܺ 

ܵ޹ջѵϿӦ(2)CIҵʣʽ 

ԴǿɶͶġһҵûõʽʽԴ 

 

ȡĹģЧ档CIҵǿͶߵİȫкθУ 

е֧ԼҵӢıʩ岪˾ǹѧ 

̣Ҿ߱͹̷ƣƱ䶯ȴֻΪķԱ׷ 

٣ҵıչһϵ˾󣬱һԽΪҪݵ 

֯Ϊ˸ıƱԱĹ˾Լ˾ƸΪ͹ѧʹ˾ 

ҵƣ˾ڷԱǰıĸҪӮķ 

Ǹ˽ҽơҽѧ͹ѧ˾ĹƱ۸º˴Լ40 

һЩоĽڵĵ飬ҵƸı󣬲ھͿԿ 

ƱгӦı䶯 

Ƶı䶯ʹвЧӦٲԭ˾Ƹʵһĸ 

µĹ˾ƣڲôдĸΪ˾ƣ۲øΪƣ 

ܽ˾ƺϲһ𣻪ȡо޵Ĳ֣ԭ˾ƵĴдĸ 

棻߼򵥵ؽ˾ԭ̣õΪ¼ 

ٲһ̱ƣڲñ̲˾ƣΪʹ˾ƾ 

ı乫˾ơһ㲻ᷢӰ죺ĸı䣻ڷɵλı仯 

ƵƣѹǰƣıձƱͶʵר־鿯 

ҲΪ˾Ƶıҵĸ£ԻӰҵĹƱ۸񡣡ձ 

ʽΪ϶ǻӪķչ1985꽫˾ƸΪICIңIʽ 

ù˾ĹƱ۸ǹ400Ԫ(3)CIȡĹӦ̺̣ 

ҵͨоҵ˹ӡΪ֮Ĺϵ 

 

棺һǾ飬һΪһ˾Ե͵ļ۸ 

ĲƷô˾˶õߡһ㣬Ӧù鹦ڹ˾ 

ͳһҵ˾Ǹ߶ȵĶ־ӪĹ˾ʹһϵеóƽоӪ 

ôЩó׹˾ľͲ˵Ӧ̻ƾͬľ 

ó׹ϵ֮СɼCIҵڽһͳһӴʹӦԸԵ 

ƷһԭҲͬá֮CIҵ󣬿 

ǿӦ̵̺ĹģٽڽʹҵȶĹ 

õĹϵҵƷۡ 

 

5.CIڻߵͬ 

ӢһҲ߻ʹ˾˰ͨμƲƷ1000 

˾ͻĽӴΪƲƷŸ߶ʶҵȻɹЧ 

ƲƷͶŵصҵеľӪͶʣоѺ 

ѵȣмߵͶЧ档ƣУεı־ҫ 

 

ۣΪʹѱͬƷ߳ܶ౶ļ۸Ҳֵù򡣪 

Ĵѧ̹ѧԺĳ´Ө˼һг飬200 

󣬵ó1261 

JZHT55HST55HZ1261ƷռHT5 

5SSST55BZ 

BG(!SDFXDFBHDFG3FK20K19FÿƽڹƲƷĪռ룥 

BHD020310BHDW2140315BH4160225 

BH6180110BH8110040BG)FLM 

JZHT55HST55HZ1262ƲƷѡءHT55SS 

ST55BZ 

BG(!SDFXDFBHDFG2FK20K19FѡʱĿءҪԣBHDG1*2 

󡼡465BHDWƷʡ400BHʱг354BH 

ƫá315BHƷ۸񡼡265BH215BH 

165BHۻԱķ̬ȡ55BG)Fɱ1262ɼ 

߹ƷƵ̶ΪеȣƷ۸߳ʵʼֵ͹ó 

ˡֿɼڹƲƷʱ󡣪 

6.CIҵϵתе߰ٿȫ顷幫ϵΪּڴйظ 

ˡ˾֯Ϣƹڶ̬ȵ߻жҵ 

ϵͨҵйϢЭ빫ڵĸֹϵֱΪҵľӪչ 

ҵCIϢݵĿԡʵԺͳһԣʹҵĹϵõ 

˳չ 

ҵĹϵͣɷΪԱϵ˿͹ϵڽϵϵϵ 

ϵŽϵȡֹϵʽͬCIзӶصãԱ 

ϵ˿͹ϵڽϵϵǰ½ٿֹϵ 

 

ϵָҵһҵϵָҵڵ֯ 

Լȫ֮ڹϵҵڵȻҲҵչͨ 

CIҵȻһ£ΪĽȺУҵְڹеΪ淶 

½ǣദҵеıҪ񣬸ϵȵȡ 

 

ϵҵĹϵҵܲŵĹϵְܲŵĹϵ 

ɻĹϵѯŵĹϵȵȡҵCIҵ 

ЧϢͨҵӡͽι̹ϵҵе 

Ӱ죬ʹҵֲ֧ŽϵҵŽĹϵָҵ 

(籨ֽ־㲥ӵý)乤Ա(ߡ༭)Ĺϵ 

Žǹ۵ĴߣҵΪмලãͬʱŽҲҵڴġ 

ҵCIʹͨϢͳһʶ𣬱Žھ򡢡 

¼ͬʱҵҲʹڱ֮CIʹҵϢĴ 

򵥻컯ڹʶͬӶﵽѵĹͨЧùϵͬʱ 

CIҵҲʹϵת˼ʵĻ 

JZHT43XBSCIS߻HTHT55SSCIS(Corporate Identity S 

ystem)⼴ҵʶϵͳһֿ̻ҵϵͳҵľӪĻ 

ͳһ崫ϵͳ(رӾֶεı)ҵйϵ 

ڣʹҵһµͬС˵ҵCISϵͳĽӦ֣ 

ҵʶҵӾʶҵΪʶ𡣪 

ҵCISĻ򣬿ɷΪ׶Σ 

HT54K߻׼ͻHTHT55SS1.CIS߻׼Թ 

˾ӪΪĵĳﻮίԱᣬоCISƻҵʵʩCISɣ˽ʵ 

ʩCISĿġȻپCISƻĴŷΧֻҵ־? 

Ҫס¼ҵ?CISﻮίԱĳԱһԶǴӹ˾ڸ 

ŵмѡ510Ϊʺϡͬʱҵר˾ݽ 

ѾʵʩCISҵѧϰ 

һҪʵʩCISҪ֯CISίԱᣬƽƻԤʱͬʱ 

һרҵCISƹ˾һCISƻĵʱԼһңҲһʱ 

2.ҵ״ֿҵڲⲿҵڲķ 

Ƚʶ飬ҵ߸˱ܽл̸Ա̸ 

ҵ顢Ӿ顭Ȼҳ˾ǰٵĿ⣬ʹCISƻе 

ȷҵⲿķִָķ統ǰг״ķ 

ҵطȷʵձ˾ҵеĵλֹ̽˾ 

Ĵλá 

3.ȷݵڶ׶ζ״İգɽ¼ҵҵ 

ҵľӪ־ᡢгΪԤʮ󡢶ʮȷ 

˾ҵͬʱִҵڡδգݴ˶滮ҵĻ 

Χ 

4.ҵṹĵҵҵҵڲĽṹָҵ 

Ĺͱչ 

CISרҵ˾ĻԱЭ£趨ҵڵ֯ƣԼѶϢϵͳ 

µҵʡ5.Ϫ֡жֺӾ档 

жָ͸ҵṹĵ̣ȻֳҵԱж 

ɻڲٽ˶չȫ˾ҵ͸ƻʹҵжͳһ 

ΣҵӾýϵı֣Ҳͳһͳƣ˵鱨ȡ 

УӾ鱨Լռ80%Աرӡ 

ƱֵۺǴҵѶϢݵЧʻýЧʻҲ 

йϵ׶εĹϸΪҪصĿӦϵͳĿ 

ʵʩƺʵʩϵͳĿȼ׶Ρ 

Ҫذ׼֡ҵ־˾Ʊ׼ֵӾҪءڹȥҵ־Ǳ 

ȻҪ¿Ŀһµƣù˾Ʊ׼ֵı׼ﵽ 

Ч磺SONY˾δҵ־Ա׼Ϊ־ʹáһ 

˾ƵӢı׼Ƴɱ־ʽʱ45Ϊޡ 

Ӧϵͳʱ뿼ǣҵҪǲһѶϢýճҵж 

쳧̣ƷͲƷװҪý壻ҵԸΪҪý 

壻ҵҪý嵱ȻǳһӦĿŷ⡢ֽʶ 

־ƷԼĸýȡԣҵҪһе 

ʹ֮ͳһȷ̫ף뿼ǵúʱ⡣ҵԸ˳ 

𲽱֮CISƻĹ̺ص㣬˾죬һŶۡ 

׶ΣֻCISƻĻCISƻи׶κͳϣҵ 

죬ҵһҪǹ˾Ҫ״ܷCISЧ 

 

 

 

HT54KHTHT55SS 

CISḶ́һ൱ϸܵҵһУȷCISʩв裬 

ΪպʵʩݣCISҵĵһ 

1.ҵʵ̬骥ĵһҵչҵʵ̬顱Ҫݴ 

мҪ㣺 

(1)ڶԹ˾ӡ?(2)ڶԹ˾Ƿ빫˾гռ 

?(3)ͬҵҵȽ˾ҵҪĿΪ? 

(4)ЩԹ˾ۺ?Щ۽ϲ?Ϊ?(5)͹˾ 

ҵϣ˾ṩķΪ?Թ˾Ļк? 

(6)˾ҵкȱ?δӦ?(7)˾Ŀǰг? 

(8)˾緢͵鱨ĿУѶϢݷʲô?(9)˾ĸ߼ 

Թ˾δķչкμƻ?ĿΪ? 

ҵĿǰʵ̬鹤ɴҵڲⲿ֡ 

йҵڲĵ鹤ҵӪӪ˷롢Ʒԡ֯ṹԱ 

顢ҵȣҪһԼ֡СҵӪ붨λ 

ⲿе顣 

ҵڲص㣬ҪǺ͸߽ײԱĹͨӦ໥͹ͬΪ 

ҵӪֿڲ֯Ӫ˵ķ򡭡֣ 

ȷķ򡣪ȷеȱʧĹ滮ҵ趨 

ҵӪĿꡢսԵƺıֵȷ棬ҵ屾 

ڲԱ֪ҲǵҵĹص֮һΪԱҳ϶ȡС 

־Ĺ᳹ԾҵӪĳɰܡԱڲҵҵ 

Ƶķӳ뿴ҲǿCISѵĲοϡˣҵʵ̬ 

Ĺ͹˾ΪеԱ 

ⷽ棬йгضķоǾ鱨ռǿ 

ҵǰ鹤Ҫ档ȣѰҳ߶ҵеĲƷ񣬾 

к̶ֳȵӡȻгδ趨Ӧսԣ˾ҵ 

ӪսԺλؾӪ㣬ȡӦĴʩľӪ 

鹤ǷơȷʵǾCISɰܵҪؼ˷ҪCISҵ 

Ӧ֯ĵϵͳٸݵƿҵȷʩз롣2.ҵ 

骥õҵCISҵҪ֮һչҵǰ˽ 

˾ԣʲôҵǡá?γкͺøеľʲô? 

 

⣬ĿǰгĻɫҲӦϸой㷺ĵ鹤걸 

͹۵ǰ飬˽δCISҵķ򣬲ӹЧʣҲCIS 

Ч֤ҵĵ飬áؼ(Key Word)ȡ߲ 

24ĿѡʺϸҵĹؼҵĹؼУ(126 

3)JZHT55HST55HZ1263HT55SSST55BZ 

 

BG(!SDFXDFBHDFG2K15ZQK24ZQ(1)(13)²ƷĿܻB 

HDWG1*2K15ZQK24ZQ 

(2)ʸС(14)桢BH(3)δԡ(15)нBH 

(4)ԡ(16)оǿBH(5)ҵģ󡼡(17)ʾǿBH 

(6)ͳԡ(18)Թ˿͵ķܵBH(7)С(19)濼ǵ 

⡼BH(8)ȶԸߡ(20)൱ơBH(9)Ϻʱ(21)ϣŮ 

ڴ˹˾ְBH(10)˾á(22)빺˹˾ĹƱBH(11)ִ 

(23)йƾΡBH(12)Ӫߺ㡼(24)Էι 

ġBG)F 

ЩؼǿԽҵعΪ֣ 

(1)г濼⣬Թ˿͵ķܵ棬൱ 

ƣʾǿ(2)󣺸УȶԸߣͳҵģ󡣪 

(3)оǿ²ƷĿġ(4)δ 

Ϻʱԣδԡ 

(5)Ӫ󣺾Ӫߺ㣬(6)˾󣺾н󣬾 

ִУ˾ãԱͰò 

(7)ۺһҵϣŮڴ˹˾ְ빺˹˾ĹƱ 

3.áɷλгġҵۡ(Assessment of opportun 

ity)ǻҵձҵ֮Ϊλ(positionning) 

ȣҵӦȷϱֹݵĽɫȻٽɫݹ㷺 

һ˽⡣͸ҵѶϢݻڲŻáĳĳҵĳһҵҵ 

֮ȻػԴҵ趨Լж 

ҵģĹ˾һҲ޷˽кιãչȻܵޡ 

νҵԶλ?һľӪһ﷨һ!ʵֱӹ۲쾺 

гԵľҲһֺܺķ֮һǣҵδ 

ȷ󣻵ڶǣݹɷսԵķʹҵ˽ⱾӦ 

ۻģΪպǿĿꡣĿǰΪֹĵ鱨棬 

Թɳֱ棺һϸ棬ǵСĵһα棬˵ 

ϸϣȻҲСıȽϡһȷΪ׼ĵ 

棬Ҫгࡢ򵥽۵ϡ 

HT54K󻮷HTHT55SSҵοǰĽ 

ҵµҵӪսԗҲγCISƻķ룬ΪδĹ 

ҵķһĹ˼ͳΪܸ 

CISΧ󡢳ɾ͡ЧûȫȡCISܸ󻮷 

ܸ棬йCISĳ飬ҪǸݹ˾Ŀ͹ʵٹʺڹ 

˾ҵҲ˵ǶԹ˾ܵĽ飬˱н⡢ʡ 

ĹܡܸԵȷжϣṩйCISĻ 

ָ͸飬ǳָδҵӦþе󣬲ʾһCIS 

ҵ͹취 

ܸݴ£(1)Ҫ㣺ԶҪǰĽ 

еصԽ˵ 

(2)ҵCIS˾δ硢󡢻򡢷롢Ҫ 

֮ѹ˾δĸҪ(3)еĲԣΪ˾ر 

Ӧгʵʿе 

(4)CISƿҪ죺ϸؼCISƿƻʹչҵ 

(5)CISйصĲƻΪ˳CISĿ꣬˱ƿƻ⣬ 

˾ڡѶϢݼƻԼؼƻܸҵɽɹ˾ 

ĻУƸרңִ˭صݡ 

1.󻮷Ī 

ܸɺ󣬽ͱݱ滭CISͼҲ󻮰 

CIS󻮰󲿷ɣ(1)ҵʵ̬ļֺͷҲǰ׶Ρ 

(2)ݵչ󻮺͹滮ҵCISƿҲⲿ֡ 

(3)ʵʩҵҵӪCISʱӦ󲿷֣ѭ򽥽ȷʵִ 

УCISЧ 

CIS󻮰Ĺ֮ǰǻһ⣺CISĿʲô?ǲ 

Ϊ˾ĳЩ⣬Ը?ǶȽǿ˵ѾCISܽ 

˾ٻ򼴽ٵ⡣ˣ󻮰Ӧرʾ⡱͡ 

취ص㣬ҶԾʵв衢Ԥڳɹ˵г˾Ŀǰ 

⣬Ծϸ˵ž͸ܴ򶯾Ӫ˵ġˣһġ 

CIS󻮷Ŀ 

(1)⡣(2)᰸Ŀġ(3)CISɺͱ(4)ƻ 

(5)CISļƻ롣(6)ʩϸ򡣪(7)CISƻƶ֯Эߡ 

(8)ʵʩCISƻķʱ䡣˸Ŀص㣺᰸ĿĺCIS 

뱳CISɣһҪ˵Ϊܾ˹˾CIS 

򡣪Ҫر㣺ֻԹ˾Ŀǰȱ㣬Ҫʱơҵ 

ͬҵֿӵĿԶ۹⡣ 

CISļƻҲ󻮰֮һⲿֱǰе⡢C 

ISĻ롣ȻCISļƻȻǣ浽ʩзʱ䡢ѡеλ 

Ӫ˼⣬ǷõCISЧĺû2.ִй 

õҵһһϦģҪʱۻɡҵ 

CISҵ᰸ǰеĵص˽⣺(1)ҵҪԼ 

ʲô?(2)ҵչķص?(3)ͬҵҵȽϣ 

һεĶλ?(4)ҵ屾֪?һʾǿ?(5)ҵ屾 

Щȱʧ?ԭ?(6)ҵܱڽܵʲô? 

Щǰĵҵ֮CIS滮ķͻḡֳЩ 

廯ĸ᰸ݣ᰸ȷ֮󣬼ɽCISҵִз 

ִдٵҪ󣺪(1)ȷÿһ󻮰 

 

ȻҲֻáڱ˾CIS١Ϊ⣬ⶨҵдԵ 

Ϊ׵磺Ϊʵֹ˾ҵԻгռʵ 

ӭӴ 

⣬ⶨʱгܵ˼֣ǧҪΪ׷ʱֶжϴ 

Ӱ칫˾Եķչ(2)ⶨʵʩ취ַĽۣΪ 

 

ҪCISʱ轫⡢۵㡢ȣһһΪڵҵʵʩÿ 

һ׶ΣÿۣȫҵٷҪⶨֲͬ 

ʽƶ(3)еʱԤCISҵǶڵҵͬʱڽ 

Ҳ 

ϣҪҵ׶νеĿճʱ䣬гֵյ䣬 

ҵе˳չ 

(4)ҵ֯ܡʲôʽƶѡʺԱִеҵǲɺ 

 

¡ܱ֯ȷ磬ڲCISίԱ𣬹Чķ 

ִеȡ 

⣬CISҵĹ滮ƸרЭ룬Ϊҵϣܻ 

ڵͬϲȫڲԼԱƶĻ»ҵ 

ƫãɱ쳵ȱʧ(5)оѡͨ󻮽׶Σʵʩҵѵ 

 

ǱȽϲյģ᰸ԳɱûһЩʵʩĿԾ΢΢ 

ˣҪҵĿĸ뾭ѡ 

һԣ辭Ѱ󻮷áӾƷáĿʵʩҵá⹵ 

ͨҵѡѵȵȣɷҵԤԵĽͨڽ 
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