现代企业要在市场竞争中获得成功,就要注重树立和维护良好的企业形象。所谓企业形象,就是社会公众,包括企业职工对企业的总体认识和评价,是企业在生产经营和为社会服务的过程中,长期给人影响而获得的信誉。一个企业获得了社会普遍的好感和信赖,就赢得了生存的空间。杰出的企业家总是重视企业形象的精心设计,根据市场实际确立自己的经营理念,注重企业形象的广告宣传,扩大知名度,不断地提升本企业的形象。构成企业形象的要素是多方面的,主要表现在企业的产品和服务上,也表现在企业的技术设 Modern enterprises to be successful in the market competition, we must focus on establishing and maintaining a good corporate image. The so-called corporate image, is the public, including business workers overall understanding and evaluation of enterprises, enterprises in the production and management and social services in the process, the long-term impact on the access to credit. An enterprise has won the community’s general favor and trust, it won the living space. Outstanding entrepreneurs always attach great importance to the well-designed corporate image, according to the actual market to establish their own business philosophy, pay attention to the advertising of corporate image, expand visibility, and constantly enhance the image of the enterprise. The elements that make up a corporate image are multifaceted, mainly manifested in the products and services of enterprises, and also in the technical establishment of enterprises