Research Paper on the Coordinated Development of Corporate Culture and Brand Culture

Research Paper on the Coordinated Development of Corporate Culture and Brand Culture

Under the "new normal" economy, cigarette sales are facing a severe situation. In order to achieve the established profit and tax targets and sales targets, tobacco enterprises urgently need to build competitive brands. Brand cultivation of tobacco enterprises needs the coordinated development of tobacco enterprise culture and brand culture. However, at present, the integration of tobacco enterprise culture and brand culture has the problems of rigid system and unbalanced construction, which needs to be improved by realizing the coordinated development of core concepts and the integration of communication activities.

Keywords: new normal; Corporate culture; Brand culture

At present, China's economy is in the stage of changing from high-speed growth to medium-high-speed growth, and the mode of economic growth is changing from factor-driven, investment-driven to innovation-driven, which we call the "new normal". The present situation of tobacco monopoly under the "new normal" has new characteristics. Taking cigarette sales as an example, from the national cigarette sales trend, although the sales volume is gradually increasing, with the increase of sales base, the annual growth rate has declined. As shown in figure 1, since 20 10, the annual growth rate of national cigarette sales has shown a downward trend, and the sales growth has entered a downward channel. Facing the severe market situation, tobacco enterprises urgently need to build competitive brands in order to achieve the established profit and tax targets and sales targets. Brand cultivation of tobacco enterprises needs the coordinated development of tobacco enterprise culture and brand culture.

1 Connotation of tobacco corporate culture and brand culture

Corporate culture is a general concept that guides employees to work and think in the same way. Tobacco enterprise culture is gradually formed, recognized and followed by all tobacco employees, and has enterprise values and operating principles. It is the sum total of tobacco business style, enterprise spirit, ethics and development goals. For the tobacco industry, its products are harmful to the health of consumers, and the products of different brands produced by different enterprises have a high degree of homogenization. Therefore, at present, in order to effectively cope with the cruel market competition, tobacco enterprises choose to build a corporate culture with service culture as the core. Tobacco corporate culture has the following three characteristics:

(1) reflects the style of tobacco industry and highlights the advantages of enterprises;

(2) keep pace with the times, remove the rough and extract the fine;

(3) Respect local customs and pay attention to social coordination. The core of tobacco brand culture is the supremacy of national interests and consumer interests. Tobacco brand culture requires the national interests as the center, the completion of the national profit and tax tasks, the goal of consumer satisfaction, efforts to shape brand value, and the brand value as the core to promote the overall development of enterprises and gain competitive advantages. On the one hand, tobacco corporate culture and brand culture are independent and closely related to each other. Tobacco enterprise culture is the foundation of brand culture. Only by building a corporate culture with service culture as the core can we support the establishment and development of brand culture. Service culture is embodied in serving the country-national interests first; Serving consumers-the interests of consumers are paramount. At present, tobacco enterprises usually collect the consumption information of different consumer groups, and integrate these information enterprise cultural strategic resources into the operation of enterprises, and gradually form an entrepreneurial spirit. The employees of tobacco enterprises work around this spirit of enterprise, which makes the corporate culture embody the connotation of brand culture invisibly. This culture, which embodies the characteristics of different consumer groups, will inevitably strengthen the brand loyalty of consumers and consolidate the relationship between brands and consumers. On the other hand, the biggest difference between tobacco corporate culture and brand culture lies in their different target groups. The target group of tobacco corporate culture is all tobacco employees, while the target group of tobacco brand culture is tobacco consumers. This determines that the purpose of establishing tobacco enterprise culture is to maintain enterprise operation and increase enterprise cohesion; The foundation of brand culture is to solve the relationship with consumers, and its outward spread and expansion play a more significant role.

2 the status quo of the integration of tobacco enterprise culture and brand culture

At present, the whole international community has entered the era of fierce brand competition, and creating competitive advantage by cultivating brand value has become the development strategy of many enterprises. Under the "new normal", the cigarette sales situation is not optimistic, and it is urgent to strengthen brand building and consolidate the relationship with consumers. In brand building, many enterprises endow their brand products with corresponding cultural values. After several years of unremitting efforts, the integration of tobacco corporate culture and brand culture has made great achievements, but there are also some shortcomings, mainly reflected in the following two aspects.

(1) system. The current tobacco monopoly system in China is based on state monopoly. According to the relevant theories of western economics, monopoly system is inefficient relative to market economy. Although the tobacco industry has broken the regional monopoly and realized the separation of industry and commerce through continuous reform, it still focuses on planning and lacks the awareness of market competition. The current "marketization" reform is mainly to break the system defects. The market mechanism of survival of the fittest can effectively identify the cigarette brands recognized by consumers, thus feeding back to tobacco enterprises, which is conducive to the brand cultivation of tobacco enterprises. Only by persistently carrying out the "market-oriented" reform and gradually introducing the market competition mechanism in the industrial and commercial fields can we better promote the integration of tobacco enterprise culture and brand culture.

(2) The construction of tobacco enterprise culture and brand culture is unbalanced. Due to the late start of tobacco enterprise culture construction, most tobacco enterprises are carrying out or preparing to carry out enterprise integration, and pay insufficient attention to enterprise culture construction. Although there has been an upsurge of cultural construction in recent years, there are many similarities, and most of the cultural construction is concentrated in the surface and middle layers, without touching the core level. The integration of corporate culture and brand culture lacks pertinence and innovation. Some directly change their flags, only add the main brand logo to the merged products, and do not formulate effective measures in light of their own reality. This leads to little effect of corporate culture construction, which easily makes the traditional tobacco corporate culture lose its due centripetal force and cohesion, and directly leads to the imbalance between tobacco corporate culture construction and brand culture construction.

3 coordinated development of tobacco enterprise culture and brand culture

Good corporate culture can enhance corporate cohesion, and it is also the driving force for the development of China tobacco at this stage, which is "rigorous, standardized, efficient and full of vitality". On the basis of implementing the values of "national interests first, consumer interests first" in the tobacco industry, corporate culture can not only effectively enhance the image of tobacco enterprises in the public mind and the overall quality level of tobacco employees, but also enhance the competitiveness of tobacco enterprises, which is conducive to their long-term development. It is particularly noteworthy that a good brand culture helps to establish a good corporate image, improve the loyalty of consumers, and help to transform the "soft power" of corporate culture into "hard power", so that enterprises are in an advantageous position in the competition. To this end, we can promote the coordinated development of corporate culture and brand culture from the following two aspects.

3. 1 The core idea of realizing coordinated development

Tobacco enterprise culture and brand culture should serve tobacco enterprises and cannot be independent of enterprise management. Therefore, their core concepts should be interlinked. The core idea of an enterprise is the value orientation it pursues. The object of corporate culture is employees, and the corresponding value is employees' personal value. According to relevant research conclusions, when the personal value of employees is consistent with the brand value of enterprises, the development of enterprises will enter a virtuous circle. Because employees' personal efforts can not only realize personal value, but also better cultivate brand value. The object of brand culture is consumers. If consumers have contradictions between corporate values and corporate values, it will directly affect the spread of corporate brand culture. Therefore, tobacco enterprises should integrate industry values into production and operation, take "two paramountcy" as the core concept of enterprise development, and integrate it into enterprise culture construction and brand cultivation. Under the guidance of the core concept of "two supremacy", tobacco enterprises should carry out integrated marketing based on corporate culture, formulate development direction and brand strategy from the perspective of consumers, and accelerate the pace of brand culture construction.

3.2 Realize the integrated development of communication activities

Communication is one of the three core contents of corporate culture and brand culture, and the integration and development of communication can promote the development of both. One of the effective ways to realize corporate culture and brand cultivation is to carry out communication activities. Taking Shandong Zhongyan as an example, the "love and righteousness" culture carried out by Shandong Zhongyan has integrated Shandong Zhongyan culture into the deep heart of every Shandong Zhongyan person by holding Spring Festival group meetings, staff sports meetings, cadre training classes, mountaineering activities, outward bound training, speech competitions, emancipating the mind, and bright terminal projects. Through a series of social welfare activities, such as charitable donation, donation for education, retailer's project to get rich, and support for the construction of new socialist countryside, the brand culture of Shandong Zhongyan has been spread, which has promoted the harmonious development of enterprises, employees and society. Under the "new normal" of economy, tobacco enterprises should actively participate in social welfare undertakings, and enhance public recognition of tobacco enterprises through actively spreading corporate culture and brand culture.

4 conclusion

Under the "new normal" of economy, the coordinated development of tobacco enterprise culture and brand culture is helpful to build competitive brands. In the future, tobacco corporate culture and brand culture will be more closely combined. Corporate culture is spread to consumers with the help of brands and recognized; Corporate culture supports the cultivation of brand culture. In the process of building corporate culture and cultivating brand culture, tobacco enterprises can enhance their brand power and competitiveness only by coordinating them.

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