随着市场经济的确立，为国内企业参与竞争和自主发展创造了前提条件，但同时也加大了企业压力。市场竞争不仅仅是产品竞争、实力竞争，也是品牌和形象竞争。我国企业界开始意识到企业形象建设的迫切性，越来越多的企业在朝国际统一市场经济的深摩和广度进军的过程中，已逐步感 With the establishment of a market economy, preconditions have been created for domestic enterprises to participate in competition and independent development, but at the same time, they have also increased the pressure on companies. Market competition is not only product competition, strength competition, but also brand and image competition. The Chinese business community has begun to recognize the urgency of corporate image construction, and more and more companies are gradually feeling the process of advancing towards the international unified market economy.