In order to give a full understanding of the influence of the dimensions of store image on customer decision-making style,we discuss the difference that the customer who have difference shopping style have difference apperception to store image.

Retail store image refers to the physical environment for consumers to stroll around and do shopping, which can exert a significant influence on the consumer s decision- making behavior.

The store image is one of the important factors influencing consumers to patronize.

Through the comparison of the novels of Ming and Qing it is found that the images of Huizhou merchants are rooted in the reality but exaggerated.

In Records of History,a series of merchant images were narrated who had great influence on history.

The development of commercial economy in Ming-Qing Dynasty resulted in the change of solial status of merchants with more description about the commercial activity and merchant images in the novels then.

Developing public relations is an efficient way of industrial and commercial departments to depict industrial and commercial image,and it is very valuable for industrial and commercial administration departments to departments to develop function?perform duty ?achieve working aim.