新世纪的到来,使全球经济的中心资源发生了巨大变化,以知识、创意为基础的非物质因素到现代经济生活中创造财富的比重远远高于物质因素的今天,欧美许多企业的无形资产已超过总资产的60％,非物质因素创造的财富已经成为衡量一个企业,一个产业,一个城市,个地区,一个国家经济竞争力的主要指标。企业形象(CORPORATE IDENITY简称CI)正是非物质因素创造财富的重要表现形式,这已被大量企业的实践所证实。因此重视形象塑造和形象建设,从管理上要效益,就显得更为重要。这是跨世纪的 The advent of the new century has brought about tremendous changes in the central resources of the global economy. The proportion of non-material factors based on knowledge and creativity to the creation of wealth in modern economic life is far higher than that of material factors. The intangible assets of many enterprises in Europe and the United States Has exceeded 60% of the total assets. The wealth created by the non-material factors has become a major indicator of the economic competitiveness of an enterprise, an industry, a city, a region and a country. Corporate image (CORPORATE IDENITY referred to as CI) is an important manifestation of non-material factors to create wealth, which has been confirmed by the practice of a large number of enterprises. So pay attention to the image of the building and image building, to benefit from the management, it becomes even more important. This is a cross-century