Diagnosing And Changing Corporate Culture Of Chinese Time-honor Brands

Being the essence of Chinese business culture, Chinese time-honor brand inherit the local culture and history. They own ancestral reputation and a wide range of consumer acceptance. After the founding of the PRC, the transformation of private capital, and the turmoil period, many time-honored brand have lost their long-established reputation, only a few part of them still maintained the consistent energy. Culture should be the advantage of time-honor brand, but now it had turned into the reason that part of the time-honored brand lost their competitiveness. The diagnosis and measurement of corporate culture on Chinese time-honored brand will not only help them to understand their own cultural strength, but also will conducive to the cultural change and enhance. Investigation on Chinese time-honor culture will help to protect both the Chinese culture and inheritance, at the same time, extend the cultural soft power and strengthen the core competitiveness of enterprises. Author wished to assess the corporate culture of Chinese time-honor brand, use diagnostic methods to explore the cultural changes happens in today's time-honored brand and search solutions to improve the business circumstance.This paper includes two kinds of research methods, one is qualitative research and the other is quantitative research. The qualitative research review Chinese time-honor brand literatures, while quantitative research collect data using questionnaire. The analysis use SPSS to describe statistical data.Five chapters are including in this paper. The chapter describes the research background and the purpose of the article. The theories at home and abroad were reviewed. The second part reviews the characteristic and histories, study the current status of Chinese time-honor brand and their opportunities and challenges. Chapter three proved enterprise's core competitiveness lies in culture, and describe the unique value system of time-honor brand. The fourth chapter is based on the introduction of domestic and international corporate culture assessment instruments. The final selection lies in the context of traditional Chinese culture, the assessment try to make time-honor brand's corporate cultural measureable. Chapter five is the last part of the article which focuses primarily on establishment of corporate culture and suggestions.