WK公司企业文化对品牌管理策略影响地分析.docx

AbstractABSTRACTIn 2008, the United States of America credit crisis caused by the global economic crisis,spread rapidly and caused the world financial market and the capital market a tsunami. In thismassive economic crisis, part of the enterprises development was also severely affected.Investigate its reason, because these enterprises to establish effective corporate culture and brandmanagement operation mechanism, when the enterprise in the face of strong wind and big waves,due to the lack of corporate culture and brand management culture between benign and interactive,so that enterprises cannot keep the core competition power, so in the face of the global financialcrisis, inevitable to the enterprise the development of fatal injuries. And makes the enterprisebrand in the increasingly white-hot competition in the market gradually decline.Face this kind of corporate culture and brand management lack of interactive predicament,enterprises must take effective measures to change this situation, the enterprises must begin tostudy the corporate culture and brand management strategy relationship, understand aboutcorporate culture and brand management strategy the immanent connection between, builtbetween the two effective interaction mechanism and system. In order to improve the developmentlevel of the enterprise, make the enterprise is in intense market competition remain invincible.The main contents of this paper are to corporate culture and brand management theory as theresearch foundation, firstly on the brand management strategy of enterprise culture influence onthe need for subsequent analysis, in view of corporate culture on the brand management of theimpact mechanism analysis, again to WK company as a case, to carry on the enterprise culture ofthe brand management strategy of research and analysis, and finally got the corporate culture andbrand management strategy must be from two interaction influence and corresponding solution tothe problem of performance change