Research On Ideal Of Smooth Traffic And Harmonious Society, A Cultural Brand Of Yunan Highway Development&Investment Co., LTD, From A Systematic Perspective

The competitiveness of enterprises is the eternal theme of enterprise strategy management research. After entering the era of economic globalization, the competition between enterprises is no longer the competition between products but the competition between the brand and culture.Twenty-first Century is the era of knowledge economy, the importance of the enterprise culture construction in the era of the knowledge is being further highlighted. When the knowledge type enterprise is dominant and mental work becomes the main mode of labor, reasonable use of cultural management is the only effective way to improve the management efficiency.At present, more and more Chinese enterprises began to attach great importance to the corporate culture of exploration and practice, which has formed a new enterprise culture construction. Under such circumstances, culture, again gives new vitality in a modern context.Theory and practice has proved that outstanding enterprises will eventually rely on and lead to the road of brand culture. On the basis of corporate culture through optimization of enterprise effectiveness, development potential, vision, enterprise can form stable external image and operating system through the enterprise culture brand building and shaping. Chinese transportation enterprises flourished since reform and opening up. However, with thorough implement of the scientific outlook on development and gradual saturation of national infrastructure construction, transportation enterprises which rely on extensive management were gradually eliminated or had to face business transformation and began to emphasize culture and practice the concept of brand. At present, because of historical factors and transportation enterprises’own characteristics, the traffic of our country enterprise culture brand starts later and cultural brand construction is still in a state of scientific development. On one hand, most of the decision makers are lack the awareness of implementation of cultural brand strategy, therefore effective brand management hasn’t established yet; on the other hand, transportation enterprises with a reputation and actual strength are lack of clear connotation of the brand and the integrity of the brand strategy and can’t make brand promotion by various means skillfully, though they have awareness of culture brand. This can lead to ambiguous location of enterprises, and low influence and social reputation. Meanwhile, due to the lack of transportation enterprise culture brand theory of consensus, it is difficult to make accurate and practical answer to specific questions. Based on the system theory, with Yunnan province highway development and investment limited liability company (hereinafter called "the Yunnan referendum") as a case, the thesis aims to discuss characteristics of traffic enterprises and their products’ particularity with related theories from cultural construction from cultural brand perspective and explore the cultural brand of traffic enterprises’key links and specific measures. The contents include traffic culture brand concept and characteristics, general model by culture brand, brand building material system, behavior system, system and spiritual civilization system, cultural brand implementation, cultural connotation of the brand creation and promotion evaluation and the like.Through the above research, the thesis intends to provide certain theory creative and practical reference for transportation enterprise culture brand construction, boost transportation enterprises to enhance the core competitiveness, and helps to development traffic enterprise scientifically...