研究企业质量文化建设的品牌战略外文翻译.docVIP

Study on the Construction of Enterprise Quality Culture for Brand Strategy Zhi Gao, Jinfu Ye, Yi Huang School of Management, Northwestern Polytechnical University, Xi’an, China. Email: dazhi1217@163.com, yjf@, 280963827@ Received May 22nd, 2012; revised June 22nd, 2012; accepted July 22nd, 2012 ABSTRACT Enterprise quality culture is an important part of corporate culture, but it is often overlooked by enterprise, thus restrict-ing quality level and quality image improvement to a large extent. In this paper, the construction of enterprise quality culture is deeply discussed, aiming at helping enterprise deeply understand the essence of quality culture, combining with brand strategy for the construction of enterprise quality culture. Keywords: Quality Culture; Brand Strategy; Quality Culture Construction 1. Introduction Brand competition has become the domestic and interna-tional market competition mainstream. To survive and develop, enterprise must implement the brand strategy. As the core of corporate culture, quality culture plays an irreplaceable role for implementing brand strategy; brand is an important indicator of corporate quality culture. Therefore, this article will be combine product quality with brand strategy to discuss the building of quality cul- ture. It has an important significance for the brand strat-egy implementation and quality culture construction. 2. An Overview of Quality Culture 2.1. The Meaning of Quality Culture The meaning of the quality culture is still not a unified understanding. Experts in various fields from different perspective give different interpretations to quality cul-ture. Liu Lemin believes that the quality culture be the quality as the center, based on the material culture, con-sist of quality consciousness, quality standard, quality management art, quality improvement innovation and other spiritual and cultural activities [1]. Zhou Ye argues that quality culture refer to the enterprise and society in the long-t