The Study On The Cultivation Of Enterprise Brand Culture

With the entering into the 21st century, in the intense global market competition, it has demonstrated this kind of situation more and more: The brand subdues the reality was already without a doubt, moreover the trend of development is increasingly irresistible. In the present market, each kind of complex brand is exquisitly everywhere. The brand lets the consumer eyes cannot take it all, and takes the producer attention. The brand already, and will continue widely to seep to each corner of the global village, even more affecting each global villagers. In a word: The brand already penetrated into people daily life, the study, and work. From this, the people facing the brand blots out the market like bombing recklessly, will raise such questions: What is the brand actually? Why the brand has great strength? How can the brand be enjoyed well for the people? These questions has raises sympathetic chord and attention in the business community, the academic circle and the political circle as early as from last century, and continue until today. It already becomes important topic that the theory and the practice must pay attention with, and must perform to analyze and discuss.This article precisely in this background, takes the enterprise brand culture as the breakthrough point, makes the enterprise brand culture's cultivation for the subject, under the premise of studing the scholars practice, in the foundation of widely studies the scholars research results, attempted to carry on a thorough travel. We expect to carry on combs and summarizes, and offers its achievement to the old scholars, the colleagues, and all other people. We also like to share with everybody the thought prudent and meticulous, the thinking to move underway sincerely mental journey' s experience, and feeling of aware and enjoy.The present paper mainly uses determines the nature of the research technique which with the quota, the theory and the real diagnosis unifies, the main method includes:First, literature methodology. Through to the senior scholar about the enterprise brand culture theory, the enterprise brand culture cultivation theory and the related research results' review and the study, provides the solid rationale for present paper's research. Second, real diagnosis methodology. Through the analysis "Toyota" and "Haire" the respective enterprise brand culture cultivation' s reality, the way, the procedure as well as the pattern, has confirmed the present paper about enterprise brand culture elaboration and so on cultivation essential factor, principle, way and method scientific natures. At the same time, summarizes, induces our country enterprise brand culture cultivation the present situation, the existence question, the origin analysis and the countermeasure suggestion. Third, Induction. Through carries on the induction, the analysis to the domestic and foreign well-known enterprises and the well-known brand's related dissemination material, to a certain extent helps the inquisition enterprise brand culture cultivation system construction the general rule and the unit process.This article main achievement includes: First, has refined the enterprise brand culture fundamental research system; Second, establish the enterprise brand culture cultivation research system; Third, has analyzed our country enterprise brand culture cultivation present situation, the existence question and the reason; Fourth, proposed our country enterprise brand culture cultivation countermeasure and the suggestion.This article innovation lies in: First, Determines the nature of unifies with the quota. Through the massive literature material' s study and research, analyzed the domestic and foreign enterprise brand culture cultivation theory viewpoint and achievement; induced research theories systematically, enriched the enterprise brand culture cultivation theoretical system; Second, the fusion of many kinds of research techniques. Through the observation, real diagnosis, induction and discussion, analyzed the enterprise brand culture cultivation research present situation and the development, summarized the enterprise brand culture cultivation applied research numerous achievements, consummated the enterprise brand culture cultivation applied research system; Third, with the utilization selective analysis method, analyzed two world famous multi-national enterprise group own enterprise brand culture cultivation actual operation process thoroughly, refined its unique enterprise brand culture and the cultivation pattern. Fourth, has carried on widespread, thorough research and analysis to our country enterprise brand culture cultivation's present situation and the advancement, even proposed the corresponding countermeasure and the suggestion target-oriented. This article studies related conclusion, on the one hand, enriched the enterprise brand theory system, consummated the enterprise brand culture research system, supplemented the enterprise brand culture cultivation application system, and refined two global famous multi-national group own enterprise brand culture cultivation pattern. Specially the selective analysis on our country Enterprise brand culture cultivation' s practice condition, proposed continues direction, way and methods; On the other hand, to the business community, the academic circle and the Government department, research and the practice enterprise, the brand culture cultivation research also has certain theory reference value and the reality application significance.