一、前言企业形象是企业宝贵的无形资产和企业竞争能力的综合反映 ,具有十分强大的价值增殖功能。现代社会的市场经济是一个充满激烈竞争的社会环境。在这样的条件下 ,企业形象在一定程度上对于企业来说是生死攸关的大问题。影响和塑造企业形象的因素有很多 ,如企业的识别（包 I. Preface The corporate image is a comprehensive reflection of the company’s valuable intangible assets and its competitiveness, and it has a very powerful value proliferation function. The market economy of the modern society is a social environment full of fierce competition. Under such conditions, corporate image is, to a certain extent, a matter of life and death. There are many factors that influence and shape the corporate image, such as the identification of the company (packages