企业形象（ＣＩＳ）包括理念识别、行为识别和视觉识别三个层次，它与企业文化的三个层次──观念层、制度层、器物层是一一对应的。企业文化是企业形象的本源，企业形象是企业文化的外显，是企业文化在传播媒体上的映象。当前，中国企业在企业文化建设上面临一个共同的问题──观念上的更新。具体而言，应该实现八个方面的观念转变。 Corporate Image (CIS) includes three levels: concept recognition, behavior identification, and visual identification. It is a one-to-one correspondence with the three levels of corporate culture: concept, system, and artifacts. Corporate culture is the origin of corporate image. Corporate image is the manifestation of corporate culture and the image of corporate culture in the media. At present, Chinese companies are faced with a common problem in the construction of corporate culture - the renewal of ideas. Specifically, there should be an eight-concept shift.