| In recent years,the rapid development of the Internet and intelligent technology has brought about great changes to our daily life.As consumers,we enjoy the convenience brought by the Internet and intelligent technology products.But at the same time,intelligent technology enterprises are also facing the competition pressure of product homogenization.It is difficult for enterprises to attract consumers by creating differences based on traditional factors such as product performance and price,and the role of brand culture,as the intangible assets of enterprises,has begun to emerge in the market competition.Therefore,it is very important for Chinese enterprises represented by intelligent technology to understand the strategy of building enterprise brand culture to transform to "created in China".As the leader of smart technology enterprises and an iconic enterprise that has long been at the top of the brand value list,apple inc.has gained valuable experience in brand culture construction in different stages since its establishment.Through the construction of brand culture apple case analysis,from the stage of development,to the aimed at each stage of development strategies for the construction of brand culture of these two aspects,summarizes the general method of brand culture construction,namely first determine brand spirit culture,find themselves can be distinguish from the same type enterprise brand personality,at the same time pay attention to the emotional communication with customers;Secondly,to build a unique style,simple and generous brand material culture based on quality culture;Finally,we should constantly learn and improve marketing methods,and give full play to the entrepreneurial spirit of enterprise leaders to enrich the brand behavior culture.Based on the methods of brand culture construction summarized above,this paper attempts to put forward Suggestions for the brand culture construction of smart technology enterprises in China. |
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