A Study On The Organizational Artifacts Of Brand Fashion Enterprises In The Frame Of Aestheticization

This study attempts to combine the overall tendency of research focus on the topic of“The Aestheticization of Organization”and“Organizational Artifacts”with the reality of the development of brand fashion industry in the context of China; and to figure out problems about branding and business upgrading of brand fashion industry from the perspective of aesthetics.This research applies the aestheticization of organization as the fundamental framework, and the organizational artifacts which are the major carriers of the aestheticization of organization as the basic research elements; proposes the function and the basic classification of organization artifacts in a business organization in the frame of the aestheticization of organizations by referencing, and analyzing existing literature; conducts massive field research and investigations to identify the key organizational artifacts of brand fashion enterprises; and proves the identified results by conducting empirical research therefore to establish a system of the key organizational artifacts of brand fashion enterprises. Also, this study analyzes the requirement of brand positioning towards aestheticization which provides foundation of complex analysis of the implication of key organizational artifacts in practice.This study has achieved five major innovative inspirations: first applied the research framework to business study in China; first set organizational artifacts as the central research objects in business study in China; first analyzed thoroughly about the faction of organization artifacts in a business organization in the frame of the aestheticization of organizations; first established a total system of the key organizational artifacts of brand fashion enterprises and given practical advices about them by applying both theoretical and empirical research; first introduced the concept of“corporate brand positioning”in the analysis of brand positioning.