On the soft power of culture to enhance the competitiveness of Chinese brand

[Abstract] article that the brand is the core of culture, national cultural soft power need to reflect the brand competitiveness, and national culture influence the formation of national commercial brand, but also further enhance the competitiveness of the brand. This paper presents the current Chinese enterprises need to transform their operational concepts, and tap the traditional cultural resources, research customer psychology, construction, corporate culture and socially responsible and so enhance the competitiveness of the brand.

[Keywords] culture, brand, competitive

Brand's core culture. Consumer spending is not just products, but also condensation in the product's brand culture. Brand not only to corporate culture based and backed by the national culture, Chinese enterprises must not only build the brand, but also through the promotion of Chinese culture and the formation of good national commercial brand, the party's congress report, to stimulate the creativity of the whole culture to improve the country's cultural soft power. national cultural soft power need to reflect the brand competitiveness, and national culture influence the formation of national commercial brand, but also further enhance the competitiveness of the brand. At present, Chinese enterprises need to transform their operational concepts, mining traditional cultural resources, research customer psychology, construction, corporate culture and socially responsible and so enhance the competitiveness of the brand.


1, changing concepts, quality products and services to develop new markets

Core-level concept of culture in China's enterprises must change the traditional product quality management concepts. Brand must be based on quality, marketing guru Philip Kotler pointed out that the brand essence, is the seller to the purchaser who provided a specific long-term characteristics, benefits and services promised, which fully shows that a good brand stands for quality products and services in Japan, South Korea's brand of quality products have undergone the second lowest price to the high quality high transition, while the Chinese-made products if the quality of the minds of customers still in the second lowest level, we can not talk about the establishment of corporate brand in the international financial crisis, China's enterprises should be based on quality and cheap brand products to capture the international market.

financial crisis, Chinese enterprises in export volume growth of bottlenecks in the country under the guidance of the policy of expanding domestic demand, should focus on domestic market, inexpensive high-quality brand-name products and foreign enterprises to seize the domestic market, Chinese enterprises should focus on improving product quality, and establish high-quality brand, and gradually change the minds of Chinese brand in the customer's impression of quality second lowest. if not pay attention to product quality, more and more attention as the interests of consumers, product quality, if there are problems will the enterprise have been established up causing great damage to brand image, causing the company to quickly degeneration.

Chinese enterprises also need to brand building sales channels and service aspects. Brand name, logo design, and store location and decoration should be highlighted the cultural connotation of the brand should be. Enterprises, particularly the need to strengthen the sales channel management, R & D center and guard against counterfeiting channels to happen in order to protect the brand image in the minds of customers reliable. Companies to do the training of employees, customers in the consumer experience the process of attention to their own atmosphere and good service and now, after-sales service increasingly influence the determinants of customer choice of goods, some foreign brands in Chinese market there are still areas in the absence of after-sales service, Chinese companies can just take this opportunity to high-quality after-sales service to develop the domestic market.


Second, the innovation, to create a strong cultural soul of the brand

The first Chinese companies to help Chinese customers to establish self-confidence of Chinese culture in China since the Opium War in 1840 modern and out-dated so some of the traditional Chinese culture, Chinese people have lost confidence, and even the fawning psychology. Some Chinese customers in the selection of similar merchandise that is imported than domestic, and foreign brands is superior to domestic brands. If the Chinese customers can not get rid of this mental disorder, China's brand-building enterprises will face a huge cultural challenge, so Chinese enterprises to carry forward China's outstanding traditional culture and the culture of innovation, to promote Chinese culture is walking in the great rejuvenation of the road.

Chinese enterprises should fully tap the resources of our traditional culture, rich cultural connotation of the brand. Philip Kotler pointed out that the brand should contain attributes, interests, values, culture, personality and consumers in six aspects. This indicates that enterprises in the provision of quality products and services based on culture is the heart and soul of the brand, brand culture is condensed in the brand's values, aesthetic, cultural experience, etc. China has five thousand years of civilization, has a profound traditional cultural resources, the Chinese Confucian ideas of benevolence, the Buddhist idea of ​​compassion, the Taoist idea of ​​close to nature, and piano, chess, calligraphy and painting, tea and so can be used to form a new way of life, a new life style, a new interest in life; China has a diverse ethnic and cultural resources, national costumes, folk dance, ethnic food, ethnic medicine have a unique flavor, China has a rich species resources, green, bio-medicine will be important arena of business and these can be a product design and cultural factors used to enhance the corporate brand culture.

Continuous culture of Chinese enterprises to innovate, a strong culture of innovation to enhance the competitiveness of the brand. Enterprises in developed countries through long-term technological innovation and unique design to enjoy a competitive advantage. China's classics, species resources, folk medicine, natural scenery, etc. cultural resources are often free of foreign commercial enterprises for network game development, species improvement, research and development of new drugs, made into a TV drama, and then use these business results occupying the market and gain a huge economic benefits, this is where we feel sad , it is worth our consideration. Chinese enterprises in the introduction of foreign advanced technology, based on, should advocate and engage in cultural innovation, to win customers in China and worldwide customers, "China" of confidence, so as to enhance China's brand's core competitiveness.

Third, lead the fashion, to customer demand trends guide

Chinese enterprises need to focus on building the brand of the customer's psychological needs in different brands of product quality and functionality is not much difference in the case, to master the psychological needs of customers on a special significance. Depends on the brand's strong customer understanding of the brand, awareness, recognition, acceptance, and loyalty. Maslow's hierarchy of needs theory of human needs into the physiological needs, safety needs, social needs, respect the needs and demands five levels of self-realization, not only that the person demand is met by level, but also shows people the value of the highest self-realization needs in people's living standards are improving the situation, people's daily life has gradually gone beyond survival needs, therefore, reflected in the brand fashion elements, aesthetic orientation, symbolic, spiritual content and values ​​affect customer choice will be a key factor customers to choose the brand or product in order to show their identity, status, prestige, honor and reputation, or to get other people's recognition and respect, or to advocate their own experience of life, life style and aesthetic taste, etc.

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Chinese enterprises should learn to use the international fashion elements, combined with China's traditional cultural resources to create outstanding, fashionable, and guide the customer needs. Fashion is by the public advocate and emulate the life styles, for example, almost every week in Paris, France senior fashion show, fashion luxury brand to become the world capital of the Italian island of Murano glass, with its exquisite traditional crafts among the ranks of the world's luxury brands, foreign classic films, drama and music added to create an attractive brand of cultural artistic content, foreign sports brand inherent in sport to attract young people to pursue their brand of Chinese enterprises not only make their products by style, color and aesthetics of art and design form features, but also to profound thinking and tap the corporate brand Customers should have respect for the culture, doing the branding and advertising, you can not just stay in the fight product awareness, but also to publicize the brand is worth the spirit of customer-owned brand.

Chinese companies to address their target customers to shape their own brand personality. Philip Kotler same connotation in brand value to consumers and personality. Can not win a brand of products for all customer needs. Fashion is precisely the specific groups advocates. consumer psychology has gone from single to diversity, from a diversified to a personalized process of change. brand culture represents a specific group of people's way of life, values ​​and personality traits. either by brand name companies, symbols, colors, packaging and product features to shape the brand personality differences, but also to publicize the brand represents the unique characteristics and aesthetic values ​​in the growing homogenization of the product today, the brand personality to attract the attention of consumers becoming more and more of the important factors customers can purchase and use of products consistent with its own personality to show themselves. fashion luxury brand in the Plata and Anna Sui is diametrically opposed to the brand by promoting the spirit of highlighting their own brand personality, won their respective customer groups of all ages.


Fourth, responsibility, good corporate image to win customer loyalty
Our government to assume the government accountable. From Japan, South Korea's development experience, the Government's active promotion of the cultivation and growth of own brands has an important role in the first, to guide our government from the macroeconomic level to implement the brand strategy of Chinese enterprises as the core and improve the competitiveness of enterprises Second, our government should help foster the development of Chinese brand of fiscal, credit and industrial policy. Government should formulate rational industrial planning initiative to eliminate backward production capacity of enterprises, encourage and support the brand enterprises to reduce energy consumption, the development of new industries the Government of China to promote financial institutions to provide financing services to the development of SMEs, to break local protectionism, support SMEs take the road of brand building. Third, our government should actively provide legal environment to protect the brand the Government through the legal system to crack down on counterfeiting and IPR protection for enterprises in international trade friction to provide legal services to support corporate brand building.

Chinese entrepreneurs to assume the corresponding responsibility of entrepreneurs, first, Chinese entrepreneurs have to bear the responsibility of innovation in China's brand in the international road above I confronted numerous risks and challenges, some of China's enterprises in the international at the beginning have tasted the taste of defeat and suffering. to promote the internationalization of Chinese brand of Chinese entrepreneurs need to revitalize the national brand's spirit, courage and hard work of courage, perseverance to bear frustration, dialectical thinking, and for the future to win. If these Chinese entrepreneurs spiritual content into their own brand of spirit, I believe that better access to Chinese customers for their support. Second, China's entrepreneurs to bear the responsibility of corporate culture. entrepreneurs is an important enabler of enterprise culture . corporate culture usually presents corporate mission, vision, values, codes of conduct, ethics and follow the traditions and habits. entrepreneurial charisma and excellent corporate culture, the formation of the company's employees will not only have a subtle influence and stimulating, and can improve corporate image and customer brand awareness, thereby allowing customers to provide products and services companies create goodwill, brand requires deep cultural roots in the soil, if the brand can pass a sublime story, or convey a worthy customer recognition and appreciation of culture, will greatly enhance the brand's position in the minds of customers.

Chinese enterprises should assume social responsibility. Enterprise, no matter what side, if always in a responsible public image of the face, will greatly enhance the corporate brand image and win the customer's goodwill and trust, for example, companies should create value for customers, to provide employees with safe and comfortable work environment and employee benefits, resource conservation and environmental protection should take the responsibility to create profits for shareholders, helping the poor to bear the responsibility and development charity. If companies can creatively courage into the spirit of social responsibility to their own brand of culture, and to persevere, we will be able to establish a good corporate image, the public will be able to form a stable psychological sense of belonging, which will contribute to brand awareness and reputation of the formation to win customer brand loyalty.

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