随着经济改革的深入发展，过去被人们，忽略的企业形象问题，已越来越引起人们的关注，因为它涉及企业在商品市场的竞争力。本文对企业形象的含义、重要性，公共关系在企业形象塑造中的作用等论述，并对如何塑造良好的企业形象提出个人的看法。目前，我国的经济体制改革正在进一步深化，企业逐步变成相对独立的经济实体，成为自主经营、自负盈亏的社会主义商品生产者和经营者，具有自我改造和自我发展的能力，成为具有一定权利和义务的法人，同时，市场机制在不断完善，企业不再是单纯的生产型企业，而是走向参与市场竞争的生产经营型企业。这样，企业就不但从内部找到了建立自己企业的独特个性的根据，而且从外部发现了在竞争中求生存和发展必须树立良好形象的要求。因此，过去被人忽略的企业形象成为人们注意研究的课题

With further development of economic reform,now more and more people pay attention to enterprise image problem which was ignored before.Because it concerns enterprise's competitive power in the goods market.This article discusses the fuction of enterprise image meaning, importance, public relationship in moulding enterprise figure.And it puts forward personal opinion on how to mould a good enterprice image.At present our economic system reform is furtherly proceeding.Company is progressively becoming a comparatively independent economic entity, a socialist manufacturer and operator who can self-manage and consume sole responsibility for its profits or losses with ability of self remaking and self developing,and a corporation with particular right and duties.Meanwhile,market system is improving continuously.Corporation is not only a manufacturer,but also a trading company tending to take part in market competition.In this way,enterprise find base internally to sent up their own special character.And they find the needs externally to seek survival and development and set up a good figure. Furthermore, the enterprise image which was ignored before now is becoming a topic for attention and study.