Research On GL Enterprise Brand Culture Strategy

Enterprise culture and brand is a necessary factor for the formation of the enterprises core competitiveness. Enterprise culture emphasizes internal effect, containing values and management areas. And brand culture emphasizes the external effect, and it belongs to the category of operation. The internalization of external effects, internal external effect, this is the trend of enterprise development. Corporate culture and brand integration, the establishment of corporate brand culture is to promote the development of the enterprise, can never replace the competitive factors, lack of cultural heritage of the brand construction is weak, no culture to build brand, like build castles in the air, construction of the higher, more prone to collapse.At present, there are a lot of researches on corporate culture and brand strategy, but how to combine the two with the strategic analysis of enterprise brand culture is less. Theory, this paper, from the point of view of culture, as a brand strategy provides a new perspective,practical application and from the point of view of culture, brand strategy point, expounds the influence and the relationship between the two, through the analysis of the brand culture strategy case, system of theory analysis and application strategy of the enterprise brand culture strategy based on. Explore the specific integration of corporate culture and brand strategy and the way and method of building corporate brand culture strategy, in order to provide some enlightenment and reference for today’s enterprises. Based on this, the paper researches the Brand Culture Strategic of GL Company. First analyzes the status of enterprise brand culture research significance and research; and then analyzes the related theory of brand culture construction of enterprise; then for GL’s brand culture construction basic situation, to the present situation of brand management were investigated. Diagnostic analysis in aspects of the philosophy of culture, behavior culture and material culture, to find out the advantages and problems of the construction of brand culture; and aiming at these problems, puts forward the outline of GL company brand culture strategy countermeasures and suggestions; finally has carried on the comprehensive summary of the thesis.