Cultural Construction Of Sichuan Province Trimeresurus Tea Industry Co., Ltd

Founded in1998, Zhuyeqing Tea Industry Co., Ltd. had gradually perfected its marketing channel strategy in2001. Putting forward"regular mindset" as its brand communication strategy in2002and entering European market as "Chinese and Western Cultural Exchange Ambassador" in2007, Zhuyeqing Tea Industry Co., Ltd. had not only become a leader in tea industry, but also gone international on behalf of Chinese Culture. Merging with many excellent cultures such as traditional Chinese tea culture, Taoism culture and brand culture, each product of the enterprise possesses rich cultural color and life philosophy. Therefore, the building of enterprise culture is particularly important in the development of the company. Moreover, aggregating the behavior perspective, ideology, value orientation and material sources, enterprise culture affects operation, marketing and management ideas in the enterprise, which closely relates to the rise and fall of an enterprise. By permeating culture into management, production, and operation procedures of an enterprise, the cohesive force, management efficiency and product awareness will be enhanced. As an intangible asset, enterprise culture construction is playing a more and more important role in enterprise development. Hence, the features of Zhuyeqing Tea Industry Co., Ltd. have decided that enterprise culture construction is dominant in all the businesses of the strategic planning in the enterprise.Although achievements have been made in enterprise culture construction, the defects which exist shall not be ignored. Guided by relative economics and management science theories, this paper firstly does intensive study on the current situation of enterprise culture construction of Zhuyeqing Tea Industry Co., Ltd. through questionnaire-based surveys based on studying large numbers of references, and then discusses about problems lying on the way of building a proper enterprise culture in the internal construction of an enterprise. Last but not least, opinions and suggestions which are appropriate for the enterprise culture construction have been put forward. In order to further optimize and perfect the enterprise culture construction and management of Zhuyeqing Tea Industry Co., Ltd., this paper provides reliable theoretical directions and practical explorations.