Study On Brand Building Based On Confucian Doctrine Of "sagely Within And Kingly Without"

This paper roots in the background that How will the Confucianism do in the process of modernization, and How to enhance the competitiveness of Chinese enterprises brands in the economic globalization, using interdisciplinary theory of Chinese Management Philosophy, Cultural Philosophy, Brand Communication etc.,reviewing the ideological system of Confucian Doctrine of "sagely within and kingly without"with the spirit that discard the dross and select the essential, considering the current need to solving problems in the construction of Chinese brands ,elucidating the concept modern Chinese-style brand building which bases on Chinese ethical and philosophical ideas. At last, convert a modern appeal of Confucianism, and explore actively the guidance of specific methods for Chinese brands to get out of the current difficulties. We hope to find our own way to build Chinese enterprises brands.This paper is divided into six chapters. The first chapter is an introduction, maindly introduce the study of the background, the meaning, the possible innovations and the shortages, make a Review of the related theories baseing on understanding the research topic, and introduce research methods and the train of research thought. Chapter II, we summarize the Origins and Historical Evolution of the Confucianism "Saint and King" theory , analysis the meaning of this theory,and exploring the modem value of Confucianism from the the perspective of six aspects:" golden mean" for brand-building principles; " step by step " for the brands practice; "conscious commitment" for the brands' mission; "worthy of Heaven" and the brand of Ethics; "active and promising" for the brand's core competence; " love people and veneration gentlemen " for the brands' image. Chapter III, summarize the problems of China's brand-building, and in-depth analysis the cause from the economic level, the historical level and cultural dimensions, point out that just only paying attention to the "Outer World" and ignored the "saint" is the source of the problem. Chapter IV, focusing on analysis the possibility and necessity of using the Confucian "Saint and King" in brand building in China. Chapter V explains the brand building from the Perspective of "Saint and King",focuse on the enlightenment for Chinese brand building from the modle of "Saint and King" in "university" , and accordances with the principle and the method of " three cardinal guides and eight items ",combined with Western brand-building theory,explores a way for Chinese modern enterprises from " Brand Self-restrain " to "Strong brand " ,from the "inside" to "outside",from the low-end to high-end,and at last reach the top among international brands, Syncretizes both Inner and Outer to achieve the highest level for Chinese brands, and conduct case studies. Chapter VI, summarize, and look ahead to the future research.