Analysis of the Brand Cultural Shaping Mode of Modern Enterprises

DOI

10.2991/icedem-19.2019.95How to use a DOI?

Keywords

shaping brand culture; shaping mode;brand culture internalizes; brand culture outreach

Abstract

Based on the four dimensions of brand culture, this paper uses case analysis and cross-case research methods to explore outstanding enterprises in the new era of local business environment by selecting three local Chinese companies, Huawei, Xiaomi and Haidilao as research cases. The understanding of brand culture provides an effective reference for Chinese companies to promote their development by focusing on brand culture. Three effective models of brand culture shaping are finally obtained in this study. The conclusions have important theoretical and practical significance for exploring the brand culture shaping mode of outstanding enterprises in the new era.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Shiyingzi Huang
PY  - 2019/10
DA  - 2019/10
TI  - Analysis of the Brand Cultural Shaping Mode of Modern Enterprises
BT  - Proceedings of the 2019 3rd International Conference on Economic Development and Education Management (ICEDEM 2019)
PB  - Atlantis Press
SP  - 402
EP  - 405
SN  - 2352-5398
UR  - https://doi.org/10.2991/icedem-19.2019.95
DO  - 10.2991/icedem-19.2019.95
ID  - Huang2019/10
ER  -