Confucianism And The Modern Enterprises Brand Marketing

The innovation mechanism issues of the world result in the phenomenon that Copycat is popular in the world enterprises. Many medium-sized and small-sized enterprises copy foreign brands and products, and most of them finally failed. This requires the modern enterprises reconstruct the perception of brand marketing to create cross-country brand. On the perspective of the Confucian culture, this research usesXunzi’s Theory of Proper Names(Zhengminglun) to demonstrate how the modern enterprises could conduct brand marketing and solve the issue of Copycat and fake goods. Theory of Proper Names is the core of Confucianism. Applying Theory of Proper Names into marketing means the accordance between enterprises’behavior, product, culture and consumers’ cognition. The process of Zhengming includes four steps:naming(giving a name for the enterprise), expecting(consumer’s recognition of the name), speaking(consumer’s data gathering) and reasoning(information communication and sharing between consumers and enterprises). Brand marketing should be a two-way communication and construction between consumers and enterprises, which requires enterprises hold guidelines like "established by usage", "checking the real number", "demasking" and "adhering to the moral" when thinking about brand marketing methods.Because the author comes from South Korea, this research takes for Korean enterprises Samsung, LG, Orion and Amorepacific for example, and introduces exact methods for their localization in Chinese market. The author proposes some suggestions about how to conduct real brand innovation, not just copying and Copycat in the way of case study. The meaning of this research is applying Chinese essential traditional culture to business environment and brand construction, and help form a Chinese characteristic. Meanwhile, only what belongs to the nation belongs to the world, this research also provides experience and direction for the modern enterprises’ entering overseas market.