The Modern Value Of The Orientation Of "Confucianism Complementary" For The Construction Of Chinese Enterprise Brand

The present Chinese enterprise brand construction has entered the philosophy view, from the perspective of cultural, philosophical interpretation of the brand, providing brand to build the modern interpretation of traditional culture and value guidance is the trend of The Times. Complementary "Confucianism" is the Chinese traditional values, the "social" and "individual" complementary thought constitutes the basic characteristics of Chinese traditional culture and national character. This paper in the traditional culture as the strong brand building to provide decision making and thinking as the main research object, points out that "Confucianism complementary" for the Chinese enterprises brand building in the new value standard, "rationality and beyond", finally points out that the value orientation of complementary Confucianism of Chinese enterprises brand building, to shape the brand into physical values.The full text is divided into five chapters: the first chapter as the introduction mainly introduces the Confucianism complement the theory and the modern brand related theory research; The second chapter analyses the value orientation of "Confucianism complementary" possibility and necessity of building a strong brand; The third chapter explains Confucianism complementary theoretical foundation and framework as well as the basic connotation, through the interpretation of the "complementary Confucianism" the value orientation of reference for Chinese enterprises brand building, trying to illustrate the value orientation of "Confucianism complementary" with the match to brand building; On this basis, the fourth chapter separately from the brand positioning, brand management, brand communication, performance of Chinese enterprises brand practice to the specific requirements of the complementary "Confucianism", the concentrated expression of complementary Confucianism value standard in the enterprise brand building of Chinese "rationality and beyond", ultimately maximize the brand value and brand the purpose of sustainable development, reach the highest realm of Chinese enterprises strong brand building; The fifth chapter through the case analysis of Tong Ren Tang, to interpret Confucianism complementary enterprises to China modern value of brand building. Chapter 6 summarizes this paper, and the paper points out the construction of Chinese enterprise brand.