| "Half of the brand is culture", the brand is the carrier of culture, culture is the soul of the brand, excellent brand has a unique cultural heritage. Practice has proved that corporate culture is the foundation of brand building, a corporate culture only based on brand building,that to be able to give the brand a deep cultural connotation, lead to resonate with consumers, and recognized by consumers ultimately.However, faced with increasingly intense competition in China's wine market, wine industry in Xinjiang are not able to seize the opportunity, with the unique natural resources and geographical advantages, raw material advantages, advantages of a strong cultural heritage is not able to get into full play. The reason, Xinjiang wine enterprises in brand building, ignoring the corporate culture and the brand's contaction, there is no clear understanding of brand constraction in the cultural constraints, and making the foundation of brand building is not solid, which can not play on corporate brand building corporate culture role in promoting the wine industry can not result in Xinjiang, China and the international well-known wine brand to compete.This article from the corporate culture and brand building of the relationship as a starting point, through dialectical analysis to demonstrate corporate culture is the brand's support, is the brand's core base, but the brand is the corporate culture reflects and material carriers to clarify the corporate culture and corporate brand building the dialectical relationship between, and the building of enterprise culture in Xinjiang wine and brand-building process problems, proposed the construction of Xinjiang, culture, wine brand measures, I hope the wine enterprises in Xinjiang culture to enrich the connotation of the brand, and enhance The vitality of the brand, brand value in the continuous improvement of wine products on the basis of the competitive advantage, thus promoting the development of wine industry better. |
PDF Full Text Request