A Thesis Of Brand-name Culture

Looking ahead into the new century, the tendency of the integration of economy and culture has become more and more obvious. The power of culture is the key factor determining whether an enterprise will succeed in competition. An enterprise who has the strong power of culture will succeed in competition. The brand-name culture of an enterprise moulds itself and its products by invisibly and powerfully cultural factors and contributes to its pre-eminence in the age of brand.The brand-name culture is a unique scene of enterprise culture. We carried out the research in famous brands in the beginning of 1990s and have established a theoretical system after ten years' research. However, sometimes we still do the superficial and repeated work. This thesis is just what the author tries to take cultural aspects as the breakthrough of the research of famous brands and expects to make a positive contribution to the complement of the enterprise culture theory and the development of the cause of famous brands.This thesis systematically elaborates on the definition, constituents, structure, main content and characteristics of brand-name culture and on this basis makes a profound analysis of the typical cases of brand-name culture at home and abroad. After joining the WTO, our enterprises are facing the unprecedented chances and challenges. An enterprise who wants to survive and develop must strengthen the key power of competition. Thus, it's essential to learn from the matured brand-name culture from abroad and create the Chinese characteristics of brand-name culture.This thesis bestows its attention on the present situation of Chinese brand-name culture, how to reform and the strategies that can push brand-name culture in modern China. In a word, it's critical to heighten the awareness of brand, execute the strategy of brand, multiply the investment in science and technology, and let the Chinese famous brands enter the world market.