Based On Corporate Cultural Of Shenyang Tobacco Service Brand Construction Research

Building a corporate culture with the times is a precondition for continuously improve their core competitiveness of enterprises, and is also the basic guarantee for the development of the success of business. At present, with the development of the service economy, more and more enterprises use the service as a cultural and a brand which will be incorporated into enterprise culture’s construction. Service culture and service brand have become one of the key elements of enterprises in market competition. Tobacco company as a business enterprise, how to combine industry and enterprise’s own characteristics to create service brand as the core competitiveness of corporate culture is placed in front of executives in an important subject.Combining the enterprise culture and the theory of service brand, this paper mainly introduces the theory of the enterprise culture and service brand, also introduces the relationship between enterprise culture and service brand. At the same time, it takes Shenyang Tobacco Company as an example and uses the questionnaires, literature reviews and other methods to analyses the construction of "Sunbird&Sunshine" culture very deeply. Also, it describes Shenyang Tobacco Company’s culture and its development in the present situation. The article summarizes what are the results and problems of the corporate culture. On this basis, combining those problems, the paper gives some good measures on how to build Shenyang Tobacco Company’s "Sunshine" service brand. Finally, the article summarizes the full-text and gives a prospect to the enterprise.The research wants to tell us that businesses should build a distinctive brand of service to fully embody the core culture and the values of enterprises when they faces with different clients. Through service brands optimize service processes, standards and standardize services. It is also injecting new elements into the tobacco business enterprise culture construction for upgreading, and also enhance the core competitiveness of company.