对文化的介入在品牌战略中所起作用的探讨

Discussion about the Effect of the Culture Interposition in the Brand Strategy

本文通过对品牌战略和文化及其二者关系的分析来说明文化的介入在企业竞争中所起到的重要作用。文化的介入使品牌战略更具包容力,使企业更具凝聚力和竞争力。只有依靠优秀的文化,企业才能像常青藤一样生机盎然、充满活力。

This paper shows the importance of interposition in the corporation competition through analyzing the brand strategy, culture and the relation between them. The interposition of culture makes the brand strategy more tolerant, makes corporation more cohesive and competitive. Only depending on the excellent culture, can the corporation be great-hearted and full of power like evergreen tree.