The Research For How Is The Corporate Culture Constructs The Competitiveness Of Chinese Enterprise's Brand

The brand's culture is the new question which the research field of the corporate culture in recent years. The brand is the national culture's symbol, it tightly connected with the nationality traditional culture, is condensing profound and the rich culture connotation of our nationality. The Chinese enterprise can accomplish classical ones in the brand construction aspect very few, the reason lies in has not risen the brand to the cultural level.This text centre on the brand cultural construction of Chinese enterprises, began from the brand culture's connotation, to study the recognition and the utilization in the foreign brand developing process to the brand culture, through the study on their construction strategy of brand, it is discussed how they squeezed into the Chinese market and occupied some space. And analyze the Chinese brand development history and current situation at the same time, pointed out the reason of Chinese brand development lags and erroneous zones of brand cultural construction. And then, have analyzed the advantage and disadvantage that Chinese enterprises implement the brand strategy, have researched the international strategies of these two big native brands of Haier and Lenovo, have proposed the Chinese enterprise brand culture strategy internationalization idea. Finally, This article gives an foreground prospect to the brands culture establishment and development of Chinese enterprises after WTO. And brings forward an approach by which the brands establishment of Chinese enterprises adapts the incorporation of world economy, which looks for a turning point for the development of ideological and political education in the enterprise scopes, and also grasps the bonding point. This text is on the basis of summarizing domestic and international scholar's research results, it process the argumentation of constructed the brand culture system and internationalization design, brings forward the new issues shall be regarded in the scopes of brands establishment, and Enable the article have stronger innovative theory.