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1、企业文化的内外认同而形成的品牌信仰(Brandbeliefformedbyinternalandexternalidentityofcorporateculture)Somemanagersbelievethatcustomersarenotsimplybuyingproductsandservices,butalsochoosinganideaandattitude.Whenfacedwithincreasingandincreasinglydiversifiedchoices,thecustomer'sbuyingtendencybeco
2、mesmoreconstrainedbythebeliefinthebrandoflove.ConcentricpowerintheextensiveresearchfoundthattheculturalconstructionofChineseenterprisesismoreconcernedabouttheintegrationofresourceswithintheenterprise,inordertounifythinking,unityofbehavior,improvecohesion.Althoughthebrandbui
3、ldingofexternalimageisalsomentioned,fewenterprisescombinetheculturalconstructionwithintheenterprisewiththecustomerparticipation.Someenterprisesintheconstructionofenterpriseculture,customersdonotconsidertheactualassessmentofthebusinessandculturalneeds,nottakingintoaccountthe
4、stakeholders'perceptionsandexpectations,juststareattheeyesoftheenterprise,whichcanonlysolvetheproblemofinternalcultureintegrationofenterpriseculture,cannotsolvetheproblemofexternaladaptationofenterpriseculture.Someotherbrandbuildingservices,moreproductsandservicesfromtheper
5、spectiveofbrandmarketingandadvertisingvalue,sensationalismandshort-termperformance,scientificinterpretationandpositioningenterprisespaylittleattentiontothedeepculturalgeneandculturalpersonalityofthebrand,resultinginalotofChinalackofstronginternalpowercontinuedeffectivesuppo
6、rt,buthurtforitsownbrandvalue.Thisisaquestforsustainabledevelopmentofenterprises,istantamounttoexploit,recentlysomedairyproductsenterpriseChinaisthemosttypicalexample.Abrandisacommitmentthatreflectsthebrand'scorevaluethattheenterprisebelievesin.Thiscorevalueisnotonly"appeal
7、"tothecustomer(consumer),moreimportantistheappealtothemembersoftheenterprise.Demandforcustomers,customersneedtobelieve,andassumetheorganizationalcommitment,topromotecustomertrustbehavior,theoriginalistheproduct,nowmorepeople-employeesintheenterpriseorganization.Enterpriseem
8、ployeesshouldfirmlybelievethatbrandcommitment,underthepremiseof"letter",deepenthet