A Study On Brand Culture Of Chinese And US Food And Beverage Enterprises

With the deepening of China's reform and opening up, continuous development of global economy and the entry into the WTO, Chinese food and beverage industry is confronted with tremendous opportunities as well as its severe challenges and fierce competition. The culture of Chinese food and beverage is a part of China's culture. Currently, our country's enterprises are developing rapidly. But successful cases, especially cases for Chinese food and beverage internationalization are in a tiny minority. And the number of Chinese food and beverage enterprises which are able to compete with KFC, McDonald's etc can be counted on the fingers of one hand. Therefore, how to build and develop brand culture of Chinese food and beverage enterprises has become an urgent subject for ours. This paper is aimed to further study on the significance and importance of brand culture based on current situation of Chinese enterprises. And the research on brand culture will help our enterprises win in international brand competition.On a basis of a comprehensive review of the development on brand and brand culture study, on one hand, this paper explores the concept, the characteristics and the types of brand culture as well as the link between brand culture and corporate culture from a deeper level. Meanwhile, it illustrates the present situation and difficulties of Chinese enterprises. On the other hand, the paper further points out brand culture building has the important significance to enhance the core competitiveness and the development of internationlization based on the successful experience of domestic and international famous brands. Finally, the auther comes up with some effective and practical suggestions on the brand culture building of Chinese food and beverage enterprises by analyzing the successful experience of famous brands both at home and abroad.