企业品牌文化建设外文文献翻译最新译文3000多字

文献信息: Thompson M. The research of enterprise brand culture construction [J]. Marketing Theory, 2015, 12(05):41-51.

原文

The research of enterprise brand culture construction

Thompson M

Abstract

Brand culture is a culture trait in all the cultural phenomenon of brand of sedimentary and brand activities. Brand belongs to the category of high-cultural value, is the unity of the physical form and spiritual form, and is the combination of modern social and cultural value orientation. Enterprise brand culture is an important part of enterprise culture and enterprise culture including spirit culture, system culture, marketing culture, marketing and brand culture is the culture of a kind of expression form, is the enterprise culture construction of high-level pursuit. An enterprise has its own corporate culture, but does not mean that the brand culture, brand culture is the enterprise after years of efforts, the brand gain greater advantage in the market competition and influence.

Keywords: Corporate culture; Brand culture construction; Development strategy

1 Introduction

Marlboro (Marlboro) President Maxwell declared: "the brand is one of the biggest enterprise assets, the enterprise brand as the depositor's account, you are constantly in its value in the advertisement, and you can enjoy its high interest rates.”Coca-Cola Company a manager declared: "if Coca-Cola all factories overnight is destroyed by fire, but it can quickly back to life. Because Coca-Cola brand can make any company bonanza, by this you will get to the bank loan, come back to life. "Above all, the brand is a huge intangible assets, has is immeasurable power and very high social value and of great economic value.

2 The necessity of brand culture construction

Modern commercial society, enterprises pay more and more attention to the shaping of the brand. In the process of business development marketing, into the brand culture connotation, make it more with rich cultural atmosphere, improve the

level and cultural value of goods, and thus have a huge economic effect and social significance.

2.1Enhance the competitiveness of the enterprise brand

In the modern business, using the cultural connotation to participate in the competition can bring twice the result with half the effort. Then decide what is the basis for successful competition, why do some products can be in an impregnable position in the market, and some enterprise product was good, but is the occupation of the market. This surface is the price problem or quality problem, but in essence is the enterprise brand culture construction problems. Because enterprise brand culture determines the people's way of thinking, then decided to the enterprise business philosophy, goals, strategies, tactics and methods, etc. As a result of the enterprise brand culture gap, can form the gap between business strength. Therefore, only by establishing the correct values system, form a competitive brand culture of enterprise, to guarantee the brand enterprises in the competition. In today's world economic competition, the surface is the competitive products and services, is a deep layer management of competition, and then a deep layer is the competition system, and the deeper cultural competition. No cultural taste of enterprise, is the lack of the vitality of enterprises; No cultural flavor of the product, is behind The Times, is not popular with the consumer products. Brand is the deep culture, brand is a symbol of wealth, famous brand marks the social status, brand to prove the quality, and brand is the culture. Investigation showed that both residents consumer goods market and durable consumer goods market, its concentration is very high, the sum of the top 10 brands share is in commonly 70 ~ 80%.Consumers have to shift from simply pay attention to the matter of consumer brand utility to pay attention to consumer goods material function outside the other utility. Quite a number of consumers started from the "goods" to enter the stage of "brand consumption", the brand culture is born, brand competition is transferred to the enterprise brand culture came up, the connotation of brand culture more rich, more lasting, associated with people's thought life, the greater the brand competitiveness is stronger, and the stronger the brand enterprise competitiveness. Therefore, the brand culture is to enhance the brand competitiveness

of the enterprise.

2.2 Integration within the enterprise cohesion and competitiveness

The competition and development of the modern enterprise, the person has played a decisive factor, brand culture shape, is a values between internal decision makers, employees, society, the essence of management view and behavior standards, unified integration process, in the form of visual understanding through communication, interaction, mutual inductance, thus the enhancement enterprise's cohesive force and fighting capacity, promote the spirit of teamwork and progress. Brand culture is the enterprise product or service brand image, the manifestation of social values. The so-called "faithful" and "table" is the company's brand image, "in", is the core of the internal management staff, "table" and the thought of "in the" cultural value orientation is unified. Through the fusion of culture, can make well management and staff together, for the company for the society to create huge economic value and social value. McDonald's is no matter in which country or area of business development, insist on promoting construction company internal family happiness, the family culture, emphasizes equality and teamwork of the concepts of family affection, blame, let employees feel is a kind of warm loving together create the pursuit of the relationship.

2.3 Cultivate staff quality and image of the good

Brand culture is the core of brand management idea, behavior standards, packaging unified visual identity. Is an important role on the cultivation of the quality of employees, such as solidarity, honesty and service production, sales, service functions? Employee is responsible for the brand, all the business activities on behalf of the company's brand image. behavior so that employees must conform to the company's brand culture connotation extension features, such as cosmetic skin care products series "kose", such as "Maybelline", when strengthening brand of beauty and fashion culture, pay more attention to the staff in the thought, language, behavior, good communication with customers, and the exercise of service quality, make customers feel personalized quality service in the process of consumption.

2.4 Build the brand of good nature and strong expansion drive

Brand value is embodied in the marketing management play a convey of cultural thought, is the nature of goods or services. Thinking of "science and technology people-oriented" brand culture, also expressed the inner "people-oriented, science and technology as the core, to fashion culture as the direction of" the world of modern culture management idea, thus in the process of development, always full of brand personality expansion drive and cultural dissemination of permeability.

2.5 Brand of quality services

Build brand service is one of the important means to participate in market competition, is also a merchant's a tidy intangible assets. To build the brand service, the best method is to use the enterprise brand culture. Scholars LuKeHeng say ": American culture exists in the thoughts, emotions and responses of various industries has fixed mode, and spread it can be got through symbols. Culture constitutes the achievement of groups have distinguishing feature each, these achievements include they manufacture all kinds of concrete forms. Therefore, services such as to enterprise brand culture as the guidance, and participate in the competition of service, will create

a successful brand service.

3 The development of enterprise brand culture

3.1 Fully aware of the development of brand culture strategic position

Brand culture's strategic position depends on the culture in the process of shaping brand value. As is known to all, the brand value depends on the brand product of social trust and loyalty, the higher consumer loyalty of products, the higher brand value. To maintain consumer trust and loyalty of the product, the upgrading of products is inevitable, but volatility is lesser, product development and upgrading of the guidance of culture to maintain certain stability. The stability of culture is the core of the product development, in the brand core value in the process of dominance; the key idea is the leading product value. American scholar Stephen king pointed out that ": the product is produced in the factory, the brand is what consumers buy, a product can be imitated by competitors, but the brand is unique, products become obsolete soon fall behind, and successful brand is enduring, its core brand culture". At the same time, the strategic position of brand culture reflected in the cultural positioning the

authority of organization, in foreign enterprises, determine the enterprise culture and brand culture of the organization of the board of directors, is the highest decision-making authority of the enterprise, decides the company management policy, strategy, etc., the authority of decision-making authority decides the brand culture in the enterprise management status, only know fully in place, they can better do a good job of the brand culture development. Given the current our country enterprise awareness of the brand culture is not yet in place, strengthen the enterprise core management of brand culture understanding, establish its strategic position, is particularly important.

3.2 Shape under the same brand hierarchy culture system

Enterprise in a single brand for all product sales, should according to different product quality, the formation of hierarchical culture system. The cultural system consists of the values and brand series products of cultural values, mainly the core brand values, is the basis of product series of cultural values, plays a controlling role, its scope involves product development philosophy, marketing theory, organization operation pattern, is the core of the brand value, the key to segment the consumer market. Series of cultural values of the products is in the Lord, according to the characteristics of the product on the basis of brand culture, the development of niche value concept, has distinct features and different products cultural value should be obvious difference, it is divided into the basis of product quality. To the hierarchy of cultural system, enrich the connotation of brand culture; widen the breadth of culture, to expand the depth of the brand.

3.3Establish a professional brand culture development organization

Brand culture in the core position in the brand development process, the decision enterprise must set up special organizations responsible for the management of brand culture development, the status of the agency must be in the strategic level, is the enterprise decision-making institutions directly under the leadership of the development institutions, the personnel structure must be involved in decision-making, management, product development and design department, sales department, etc., is a combination of collective wisdom. Should maintain the independence of the agency

business at the same time, to avoid the interference of day-to-day business management, design and develop independently. In the concrete implementation of brand culture development business, should strengthen the study of consumer behavior, grope for the consumption law of consumer groups, is characteristic of enterprise product brand development idea is put forward.

译文

企业品牌文化建设的研究

Thompson M

摘要

品牌文化就是指文化特质在品牌中的沉积和品牌活动中的一切文化现象。品牌属于高文化价值的范畴, 是社会物质形态和精神形态的统一体, 是现代社会消费心理和文化价值取向的结合。企业品牌文化是企业文化的重要组成部分, 企业文化包括企业精神文化、制度文化、营销文化等, 而品牌文化则是营销文化的一种表现形式,是企业文化建设的高层次追求。一个企业有自身的企业文化, 但并不意味着有品牌文化, 品牌文化是企业经过多年的努力, 其品牌在市场竞争中获得较大优势和影响力以后才出现的。

关键词：企业文化，品牌文化建设，发展策略

1 引言

Marlboro(万宝路)公司的总裁马克斯韦尔宣称:“品牌就是企业发展的最大的资产, 企业的牌子如同储户的户头, 你不断用广告累计其价值, 便可享受它的高额利息。”可口可乐公司一位经理曾宣称:“假如可口可乐所有工厂在一夜之间被大火烧毁, 但它能很快起死回生。因为可口可乐的牌子能使任何一家公司财源滚滚, 凭此就可以向银行贷款, 恢复生机。”以上都说明, 品牌是巨大的无形资产, 具有无可估量的力量和极高的社会价值与巨大的经济价值。

2 品牌文化建设的必要性

现代商业社会, 企业越来越重视品牌的塑造。在商业拓展营销过程中,注入品牌的文化内涵, 使之更具有浓郁的人文气息, 提升商品层次与文化价值, 从而产生巨大的经济效应与社会意义。

2.1增强品牌企业的竞争力

在现代商战中, 运用文化的内涵参与竞争, 可以给企业带来事半功倍的效果。那么决定竞争胜败的基础是什么, 为什么有的企业产品在市场能立于不败之地, 而有的企业产品本来不错, 却就是占领不了市场。这表面上看是价格问题或质量问题,但实质上是企业品牌文化建设问题。因为企业品牌文化决定了人的思维方式, 进而决定了企业的经营理念、奋斗目标、战略战术、方式方法等。由于企业品牌文化的差距, 会形成企业间的经营力度的差距。因此, 只有建立正确的价值观体系, 形成具有竞争力的企业品牌文化, 才能保证品牌企业在竞争中取胜。当今世界经济的竞争, 表面是产品和服务的竞争, 深一层是经营管理的竞争, 再深一层是体制的竞争,而更深层次的就是文化的竞争。没有文化味的企业, 是缺乏生命力的企业;没有文化味的产品, 是落后于时代、不受消费者欢迎的产品。名牌的深层是文化, 名牌象征着财富, 名牌标志着身价, 品牌证明着品质, 品牌沉淀着文化。调查表明: 无论是居民日用消费品市场还是耐用消费品市场, 其集中程度均很高, 前10名品牌的占有率之和一般在70~80%左右。消费者己经从单纯注重消费品牌的物质效用转变为注重消费品物质功能外的其它效用。相当一部分消费者开始从“商品消费”进入“品牌消费”的新阶段, 名牌文化孕育而生, 品牌的竞争转移到企业品牌文化上来了, 品牌文化的内涵越丰富、越恒久, 与人们的思想生活关联越大, 品牌的竞争力也就越强, 从而品牌企业的竞争力就越强。因此说, 品牌文化增强了名牌企业的竞争力。

2.2整合企业内部的凝聚力与竞争力

现代企业的竞争与发展, 人起到了决定性的因素, 品牌文化的塑造, 是内部决策者、员工之间的价值观、社会观、经营观的思想精髓及行为规范, 视觉形态的统一整合过程, 通过沟通理解, 互动互感, 从而增强企业的凝聚力、战斗力, 发扬团队协作进取的精神。品牌文化就是企业商品或服务品牌形象的价值观、社会观的具体表现。所谓“表里如一”,“表”是公司品牌的形象,“里”, 则是内部管理员工的核心思想,“表”与“里”的思想价值文化取向是统一的。通过文化的融合, 可以使领导管理层与员工很好地团结在一起为公司、为社会创造巨大的经济价值与社会价值。麦当劳公司无论在哪个国家或地区的商业发展中, 都坚持宣扬营造公司内部家庭式的快乐、亲情文化,团队协作的家庭亲情观念。（完整译文请到百度文库）2.3培养员工良好的素质与形象