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A Culture Strategy Study of Xinjiang Wine Corporate Brand Constraction

Author: ZhangHuiQin
Tutor: WangYuLian
School: Xinjiang University
Course: Business management
Keywords: Corporate Culture Corporate brand Wine enterprises in Xinjiang
CLC: F270;F426.82
Type: Master's thesis
Year: 2011
Downloads: 196
Quote: 0
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Abstract


Half of the \Practice has proved that the corporate culture is the foundation of corporate brand building , only based on corporate culture, brand building , to be able to give the brand a profound cultural connotation and lead to resonate with consumers , and ultimately consumer recognition . However, with increasingly intense competition in the wine market in China , Xinjiang wine companies can not seize the opportunity , unique natural resources and the geographical advantage , the advantage of raw materials , the advantage of a strong cultural heritage but he can not be fully exploited . Reason , Xinjiang wine enterprises in brand building , ignoring the corporate culture and corporate brand contact , there is no clear understanding of the cultural constraints in the corporate brand building , corporate brand building foundation is not solid , you can not play the corporate culture of corporate brand building the role the Xinjiang wine business is difficult to compete with China and internationally renowned wine corporate brand . This article from the corporate culture and brand building relations research as a starting point , through dialectical analysis to demonstrate corporate culture is the support of the brand , the brand's core foundation , and the brand is is corporate culture embodied and material carrier , which clarify the corporate culture the dialectical relationship between the corporate brand building , culture building and brand building process of the wine business in Xinjiang , the proposed the Xinjiang wine corporate brand building culture countermeasures hope the the Xinjiang wine business to enrich the connotation of the brand through cultural construction , enhanced brand vitality , and improve brand value based on wine products to gain a competitive advantage , thus promoting the development of better wine enterprises .

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CLC: > Economic > Industrial economy > China Industrial Economy > Industrial sector economy
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