behavior， which appears to be focused and directed at the object and at pleasure， in fact responds to quite different objectives： displaced expression of desire， and the production of a code of social values through the use of differential signs”(Baudrillard) .The reason for image­oriented customer behavior is probably that customers' lifestyle has been continuously virtualized by paying much attention to “Virtual Reality”.The evidences can be traced from computer games and Hollywood movies， in which customers' preference for fleeing reality is perfectly matched.

　　This change requires us to take efforts to enhance product image by integrating style， color， taste， shape and material， and communicate with customers creatively， imaginatively and innovatively， and enable them to enjoy the distinctive experience image brings.“A need is not a need for a particular object as much as it is a ‘need’ for difference” ( Baudrillard).The typical example is Apple Computer's IMAC， which has strong visual impact and outstanding dynamics.By this way， customer relationship can be set up

　　through image， and brand can be treated as living that can transform people.Other examples commonly used are Disney Fairyland and Las Vegas， where new experience and imagination are fully demonstrated.In sum， consumption is negotiation， a never­ending conversation held in the languages of advertising， packaging， branding， fashion， and entertainment.

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