In this paper, the author makes a deep sight into the life-force and into the image of "Wine-bibber Wine", and also does some researches into its sales advertising.

With the development of several decades,huge potential image resources for state-owned enterprise have formed and are waiting for us to develop and put to use with the purpose of reinforcing these enterprises.

This literary divides the brand operation into scientific and technological strength,marketing strength and image strength and analyze the current barrier factors in brand operation of military enterprises in Xi an.

This article describes the image strength, selling strength, products strength of Mountain Lang and proves the Mountain Lang s market competitiveness from three respects, the travel image construction, the use of combine marketing and the travel products combination.

Through the"joys"which the"charming image"of those toys brings"joys"to people’s life,this paper brings a point of "combination of form and spirit",which is the image building principle of"charming ima.