多年来中国企业品牌战略之路步履维艰,在品牌扩展过程中,战略决策者把更多的注意力集中于品牌本身,而对其背后起着重要作用的文化关注相对较少。随着文化概念的渗透,挖掘品牌扩展中的文化底蕴,对有效降低企业品牌稀释,强化品牌凝聚具有现实意义。 Over the years, the path to Chinese brand strategy has struggled. As the brand expands, strategic decision makers focus more attention on the brand itself, while relatively few cultural concerns play an important role. With the infiltration of cultural concepts, tap the cultural heritage in the expansion of the brand, to effectively reduce corporate brand dilution, strengthen brand cohesion of practical significance.