随着世界新经济浪潮的到来,现代企业已进入了以实施企业品牌战略、构建企业文化制胜的年代。企业文化已由简单意义上的产品标识演化为综合企业形象、标志和灵魂,发挥着重要的市场营销作用,左右着品牌在市场中的地位,也深刻地改变着消费者的意识和行为,为企业打造强势品牌、增强品牌竞争力提供有力的支撑。本文通过实施品牌战略与构建企业文化的关系探讨,着重论述了企业文化在市场竞争 With the advent of a new wave of the world economy, modern enterprises have entered an era of implementing corporate branding strategies and building a corporate culture. Corporate culture has evolved from simple product labeling to corporate image, logo and soul, playing an important marketing role, influencing the brand's position in the market and profoundly changing consumers' awareness and behavior. Enterprises to create a strong brand, enhance brand competitiveness to provide strong support. This article through the implementation of brand strategy and the construction of the relationship between corporate culture, focusing on the corporate culture in the market competition