企业形象是企业经营运作的表现和特征在公众心目中形成的印象,它是企业物化了的价值观念,是企业状况的综合反映。由理念形象、行为形象和视觉形象构成。塑造企业形象、开发企业形象资源,是现代企业赢得竞争优势的关键,但按照CI战略进行设计,将企业行为全部形象化,需要大量的人力物力投入,而对实力有限、处于寻求生存和二次 The corporate image is the impression formed by the performance and characteristics of the business operation in the public mind. It is the materialized value of the enterprise and a comprehensive reflection of the status of the enterprise. From the concept of image, behavior and visual image form. Shaping the corporate image and developing corporate image are the keys to modern enterprises to gain competitive advantage. However, designing according to the CI strategy will fully visualize the corporate behavior and require a great deal of investment in manpower and resources. However,