在市场竞争日趋同质化的情况下,企业文化被提上了老总们的日程表;在中国城市化的进程中,如何建设城市的文化和特色已受到越来越多的城市管理者的关注。良好的企业形象是巨大的无形资产,是一笔巨大财富,良好的城市形象亦然。从1987年我国第一家专业企业形象设计机构在广州成立到如今 CIS 完整、健全、独特的理论建设,形象营销作为超越传统经营方略的全新营销理论在各行各业得到了广泛的应 In the increasingly homogeneous market competition, corporate culture is put on the CEO’s schedule; in the process of urbanization in China, how to build the city’s culture and characteristics have been more and more city managers attention . A good corporate image is huge intangible assets, is a huge fortune, a good image of the city as well. From 1987, China’s first professional corporate image design agency set up in Guangzhou to now complete, sound and unique theoretical construction, image marketing as a new management strategy beyond the traditional business strategy in all walks of life has been widely applied