中國(guó)企業(yè)文化與品牌的關(guān)聯(lián)研究

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[摘要]“企業(yè)文化是品牌的靈魂，品牌是企業(yè)文化的載體”這是對(duì)企業(yè)文化與品牌之間關(guān)系的真實(shí)透視。企業(yè)文化是凝結(jié)在品牌中的企業(yè)精華，而品牌的經(jīng)營(yíng)管理也離不開(kāi)企業(yè)文化這一要素，如今，品牌之間的競(jìng)爭(zhēng)已成為現(xiàn)代企業(yè)競(jìng)爭(zhēng)的重點(diǎn)，而品牌的核心要素就是其蘊(yùn)含的文化，具體而言，就是凝聚在企業(yè)中的企業(yè)文化。企業(yè)文化是品牌塑造的基準(zhǔn)，企業(yè)要在激烈的競(jìng)爭(zhēng)之中取勝要有先進(jìn)而強(qiáng)大的企業(yè)文化作為支撐。目前，中國(guó)有越來(lái)越多的本土品牌已經(jīng)擔(dān)任起高新技術(shù)的主角，紛紛從“中國(guó)制造”向“中國(guó)創(chuàng)造”進(jìn)行蛻變。本土品牌既要勇于打破自己在技術(shù)上的瓶頸，也要注重知識(shí)產(chǎn)權(quán)的保護(hù)，唯有這樣才能開(kāi)發(fā)出屬于自己的產(chǎn)品，也只有這樣才能使自己的品牌走得更遠(yuǎn)！伴隨著跨國(guó)公司國(guó)外商品的進(jìn)入，消費(fèi)者品牌意識(shí)日益增強(qiáng)，越來(lái)越多的企業(yè)認(rèn)識(shí)到品牌建設(shè)的意義，并在品牌建設(shè)方面進(jìn)行積極探索。
此次，將通過(guò)例證與辯證相結(jié)合的方法來(lái)詳細(xì)闡述企業(yè)文化與品牌之間的關(guān)系，并對(duì)我國(guó)企業(yè)文化以及品牌建設(shè)中的一些問(wèn)題進(jìn)行分析，同時(shí)提出解決的方案，希望我國(guó)的企業(yè)文化與品牌建設(shè)能進(jìn)一步發(fā)展，把企業(yè)文化與品牌建設(shè)有效結(jié)合起來(lái)，使企業(yè)能夠更快、更好地發(fā)展。
[關(guān)鍵字]:企業(yè)文化 品牌 關(guān)聯(lián)


The Relationship between Enterprise Culture and Brand in CHINA
[ABSTRACT] “The enterprise culture is the soul of the brand, the brand is the carrier of enterprise culture”. This is about the relationship between corporate culture and brand's perspective, the enterprise culture is the condensation in the brand of enterprise essence, and the management of brand also cannot do without the elements of enterprise culture. Now, focus on the competition between brands has become a modern enterprise competition, while the core element of the brand is its cultural, specifically, is the condensation of the corporate culture. The enterprise culture is shaping the brand of reference, Enterprise in the fierce competition to win to have advanced and owerful enterprise culture as the support. At present, there are more and more Chinese local brands have served as high tech lead, one after another from the "Chinese manufacturing" Metamorphosis "Chinese to create". Local brand should dare to break the bottleneck in their technology, also should pay attention to intellectual property protection, only in this way can develop their own products and we can make our own brand go farther. With the entry of Multi-National Corporation of foreign goods, consumer brand awareness is increasing, more and more enterprises recognize the significance of the brand construction, and have conducted active exploration in brand building.
This time, I will take the example and the dialectical method to elaborate the relationship between corporate culture and brand, and to our country enterprise culture and brand building in the analysis of some of the issues. At the same time, it puts forward the solution. Hope that the corporate culture and brand building in China will increase the development. Finally, some prospects will be put forward in order to take the enterprise culture and brand together, so the development of enterprises will make faster, better.
[Key words] enterprise culture, brand, relationship


目錄
一、緒論
（一）國(guó)內(nèi)外關(guān)于企業(yè)文化的研究……………………………………………1
（二）國(guó)內(nèi)外關(guān)于品牌的研究…………………………………………………2
二、理論基礎(chǔ)
（一）企業(yè)文化的概述…………………………………………………………3
（二）品牌的概述 ……………………………………………………………4
（三）企業(yè)文化與品牌之間的關(guān)聯(lián) …………………………………………5
三、企業(yè)品牌管理的模式分析
（一）中國(guó)品牌管理的危機(jī) …………………………………………………8
（二）CIS系統(tǒng)的導(dǎo)入 ………………………………………………… 9
四、中國(guó)企業(yè)文化與品牌
（一）中國(guó)企業(yè)文化與品牌建設(shè)的現(xiàn)狀分析 ………………………………10
（二）我國(guó)企業(yè)文化與品牌建設(shè)的對(duì)策及建議 ……………………………11
五、案例分析——新疆葡萄酒業(yè)
（一）新疆葡萄酒業(yè)的概述 …………………………………………………12
（二）新疆葡萄酒業(yè)品牌建設(shè)現(xiàn)狀 …………………………………………14
（三）新疆葡萄酒企業(yè)文化與品牌建設(shè)的方向及趨勢(shì) ……………………15
六、總結(jié) …………………………………………………………………………16
參考文獻(xiàn) ………………………………………………………………………17