1、 The connotation and dialectical relationship between enterprise culture construction and enterprise brand construction
Enterprise culture refers to the enterprise spirit, belief, purpose, values, enterprise morality and ethics formed in the long-term production and operation process of an enterprise. Under the new economic situation and market competition environment, enterprise culture is an important intangible asset and a part of comprehensive strength of an enterprise; Enterprise brand building is a series of marketing activities under the guidance of differentiated marketing strategy, focusing on brand positioning, brand planning, brand image and brand expansion. As an important part of enterprise management, the two have a very close relationship and influence and restrict each other.
The system and mechanism embodied in the corporate culture are the vein, character and power of brand building. The role of corporate culture in brand building is mainly reflected in three aspects, namely, brand premium, brand strength and brand loyalty. A good corporate culture helps to enhance the value of the brand, maintain the vitality of the brand and establish long-lasting loyalty in the hearts of consumers and the public; Enterprise brand is the carrier of enterprise culture construction. The connotation and extension of enterprise brand all analyze and explain the specific enterprise culture. At the same time, enterprise brand also plays an important role in the construction of enterprise culture.
2、 The current situation and existing problems in the relationship between cultural construction and brand construction of enterprises
At present, in terms of the horizontal comparison between Chinese enterprises and foreign advanced countries in terms of cultural construction, brand construction and their related relations, there are mainly the following problems.
First, the enterprise lacks strategic attention and examination on the cultural construction and brand construction and their mutual relations, resulting in short-term behavior and opportunism tendency at the relevant tactical and business levels, which greatly discounts the contribution rate of cultural construction and brand construction to the enterprise's market competitiveness and economic benefits. Relevant research shows that in 2010, only 35.6% of China's enterprises raised the cultural construction and brand construction to the level of enterprise strategy for consideration, while many enterprises showed indifference to the brand construction and corporate culture construction, insufficient attention or felt that they were unable to start, which naturally led to a reduction in their contribution rate and effect, Its average contribution rate to market share and economic benefits is less than 4.5% and 7.3%.
Second, enterprises lack continuous investment in cultural construction and brand construction, especially lack of effective means and strategies for how to achieve seamless integration and docking of cultural construction and brand construction in specific business. According to the survey and research statistics, during 2005-2010, the average annual growth rate of Chinese enterprises' investment in brand building and corporate culture construction was less than 3.8%, while the index value of enterprises in developed countries in Europe and America reached 11.4%, which was much higher than the domestic level. Moreover, the seamless integration of brand building and cultural construction in relevant businesses and links in Europe and America reached 78.3%, However, the average value of this numerical index of Chinese enterprises is only 15.3%.
Third, under the situation that e-commerce information technology is becoming more and more popular and popularized, enterprises lack a complete and practical solution on how to rely on e-commerce platform to realize enterprise culture construction and brand construction, and the low-cost and high-efficiency advantages of e-commerce platform for cultural brand construction have not been brought into play. As a low-cost and efficient means, e-commerce information technology has been fully applied in the cultural construction and brand construction of foreign enterprises. In 2009, due to the application of e-commerce information technology in the cultural construction and brand construction of European and American enterprises, 46.8% of the cost was saved and 19.3% of the efficiency was increased. However, the two indicators in China in 2010 only achieved 12.3% and 3.2%.
3、 Suggestions and Countermeasures for correctly handling enterprise culture construction and brand construction
According to the elaboration of the connotation and mutual relationship of enterprise culture construction and brand construction, on the basis of analyzing the existing problems and their causes in the process of culture construction, brand construction and their mutual relationship of Chinese enterprises at present, referring to the relevant knowledge and theories of enterprise management, From the following aspects, this paper puts forward suggestions and Countermeasures for enterprises to strengthen and improve the quality and level of cultural construction, brand construction and their mutual relations under the new economic situation.
First, we should examine and pay attention to the construction of enterprise culture and brand from the strategic level and perspective. Based on this strategic height, we should re plan and adjust the relevant business processes and links of the enterprise, and establish matching mechanisms and supporting measures. It is determined by its special position and significance to consider the cultural construction and brand construction and the treatment and solution of their mutual relationship at the level of enterprise strategy. In the new market environment, the competition between enterprises is increasingly reflected in the competition of enterprise culture, and the enterprise brand, as the carrier and medium of enterprise culture, plays the role of externalization and expression of enterprise culture. Based on strategic considerations, it is an important guarantee to ensure the construction of cultural brand to put it into practice in various businesses of the enterprise according to its requirements and established procedures to achieve integration and supporting facilities construction.
Second, while examining and focusing on the strategic level, we should increase the continuous investment in cultural brand construction and the corresponding resource allocation, and study and formulate solutions and specific implementation ways to integrate cultural construction and brand construction into daily business in combination with the business characteristics and specific conditions of the enterprise. Cultural construction and brand building, like the normal production and operation of enterprises, require resources and costs. Due to the specific laws and characteristics of input-output ratio, their input is a long-term process, and they cannot be eager for quick success and quick success. In addition, it is an important content and important step in its construction to study and formulate the integration and symbiosis between the connotation of cultural brand construction and the specific production and operation links and processes of the enterprise. It is also the field and content that needs long-term investment, focus and adjustment in cultural brand construction.
Third, make full use of the low-cost and high-efficiency advantages of e-commerce in cultural construction and brand construction, and carry out cultural construction and brand construction on the basis of e-commerce information platform for a long time. The application of e-commerce information technology has brought about profound changes and influences on various business management of enterprises, and put forward new requirements and challenges. At the same time, it has also enriched enterprises with effective tools and methods in cultural brand building. The low-cost, convenient and fast characteristics of e-commerce can effectively save the investment in enterprise culture construction and brand construction, and can effectively change the level and cycle of its input-output ratio. The key problem is to do a good job in the specific scheme and implementation method of the integration of the two.