Corporate Culture And Brand And Cultural Relations

The United States Subprime Crisis set off to be a rapidly spreading global financial crisis. In the crisis, a few enterprises did not build an operational mechanism of Culture effectively, did not understand interaction between Brand Culture and Corporate Culture rightly. So its brand declined gradually in the fierce competition of market. How to make these enterprises out of the plight of cultural construction, the paper made a comprehensive analysis on the dialectical relationship between Brand Culture and Corporate Culture from a theoretical point of view . Supplemented by strategy research on the role of Corporate Culture playing role on construction of Brand Culture, the paper made a study in detail. Finally, the paper made a summary and summed up the problems and their causes on the cultural construction of Chinese enterprises, made an analysis from a subjective and objective factors .The paper put forward a vision for the future at the end. This article includes five parts:Citation part made a discuss on the background and significance of the topics ,introducing research on Brand Culture and Corporate Culture at home and abroad, as well as basic research methods and thinking in this article.The first chapter introduced the concept and research of Brand Culture and Corporate Culture at home and abroad, made a comprehensive understanding before going into the concrete and in-depth analysis on the interaction and the dialectical relationship between the two in order to establish the following basic framework for the next research.Chapter II made a concrete comparison and analysis on Brand Culture and Corporate Culture, have conclusions reflecting the dialectical relationship between the two.Chapter III had a strategy research on the role of enterprise culture playing role on construction of Brand Culture through construction of the model, revealing the core values of corporate making an impact of organizational behavior and the elements can be outside in order that consumers can give recognition on the value of brand through feeling connotation by Culture expressed, which will play a good role on the construction path of Brand Culture. The fourth chapter stated the important role of Corporate Culture playing role on construction of Brand Culture by TCL excellent case which enhanced the competitiveness of the cultural and made successful construction on Brand Culture.Chapter V made a summary and summed up the problems and their causes on the cultural construction of Chinese enterprises, made an analysis from a subjective and objective factors .The paper put forward a vision for the future at the end.