企业形象是企业文化的重要组成部分,是企业内在素质的外在表现。一个企业的经营者和从业人员的素质如何,直接决定了这个企业形象的好坏。企业形象是企业“硬件”与“软件”结合的综合体现。购物环境、设施,商品质量,营销策略,营销手段,管理水平,员工的敬业精神,服务态度,服务质量等等都反映了一个企业的风貌,使顾客有一种舒适感、亲切感、放心感。企业形象是企业的无形资产。它包括企业宗旨、企业精神、企业道德、企业管理、企业特色、企业声誉、企业公共关系等等诸方面,而这诸多方面的效应,给企业带来的效益无法估量,将是巨大的,无形 Corporate image is an important part of corporate culture and an external manifestation of the company’s internal quality. The quality of a company’s managers and employees directly determines the quality of the company’s image. Corporate image is a comprehensive embodiment of the combination of enterprise “hardware” and “software”. Shopping environment, facilities, product quality, marketing strategy, marketing methods, management level, employee’s professionalism, service attitude, service quality and so on all reflect the style of a company, so that customers have a sense of comfort, intimacy, and sense of relief. Corporate image is the intangible asset of a company. It includes corporate purposes, corporate spirit, corporate ethics, business management, corporate characteristics, corporate reputation, corporate public relations, and many other aspects, and the effects of many of these aspects are invaluable for the company and will be huge and intangible.