On The Brand Culture Construction Of Enterprise

Under the modern market economy condition, the living environment of enterprises is becoming more complicated. If the enterprise expects theirs products to be established in an unassailable position in the fierce market competition, enterprise's brand culture must be cultivated consciously. Enterprise's brand culture has become the effective means and ideological impetus to promote enterprise's business performance and economic growth. It's particularly important to enterprises of China in the 21st century to establish the enterprise brand culture of the distinct Chinese characteristics, and the construction of brand culture should be based on drawing lessons, from which foreign advanced cultural construction, and inherit the traditional culture and fine tradition of Chinese nation. At present, the establishment of enterprise's brand culture of distinct Chinese characteristic should regard important thought of comrade Jiang Zemin Three Represents1 as guidance. In addition, we should stand on the commanding points of advanced enterprises of the world and adhere to the request of advanced culture to implement it.On the basis of inheritting and drawing lessons from existing some relevant research which resulting about the construction of the brand culture of domestic and international scholar, the article combines reality, bases on enterprises, holds the market, and puts forward the objective requirement for setting up a set of rational, high-efficient mechanisms of brand culture, and the scientific theory conduct that must possess is guided etc.. The thesis also offers scientific and systematic methods through analyzing the realistic state, understanding accurately the tendency of enterprise's development clearly.The full thesis is divided into four parts. The first part: From the visual angle of the theoretical research mainly to explain and discuss the concept and characteristic of the brand and brand culture, thus fully hold the intension and epitaxy of the of brands culture; the second part: Combine two major key elements of enterprises and markets,probe into the value of enterprise's brand culture from economy, society, management fields, and reflect producing brand necessity and the practicality of cultural constructions; the third part: Adhere to scientific theoretical direction and base on macroscopic and microcosmic aspect to seek principle, terms and environment in the construction of brand culture; the fourth part: It is the last part of the full article. At first analyse the current situation of the construction of brand culture and find out all sorts of difficulties and obstacles met in the construction of brand culture, secondly propose dispelling morbid state culture, and analyse realistically, at last put forward some constructive suggestions standing in enterprise's management strategy.