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形象战略是企业在面对市场竞争的挑战及企业兼并的压力下提出来的一种经营战略，目的在于对自身进行全方位设计和有关信息的广泛传播，以期在社会公众中留下深刻、良好的印象，从而提高自身的竟争实力。形象战略50年代起源于美国，60年代盛行欧美，随后被日本、东南亚广为采用
The image strategy is a business strategy put forward by enterprises in the face of the challenges of market competition and the pressure of corporate mergers. The purpose is to carry out all-round design and dissemination of relevant information, in order to leave a deep and good impression on the public. The impression, thereby enhancing their own competitive power. The image strategy originated from the United States in the 1950s and prevailed in Europe and the United States in the 1960s. It was subsequently adopted by Japan and Southeast Asia.