A method and device are provided for customizing a model entity presentation based on a presentation policy. The method comprises: applying the presentation policy to a first model to generate a presentation model; creating a model entity thereof according to the first model; reading model content from the first model and reading presentation data from the presentation model; and applying the read model content and presentation data to the model entity. The presentation model and core model of data are separated, and their association may be configured through a presentation policy in real-time during operation. The real-time and dynamic configuration of the method and device provide enhanced flexibility for users.