摘要随着中国加入世界贸易组织，世界经济全球一体化进程的加快，品牌文化传入中国且变得流行起来。越来越多的企业开始重视品牌的创立以及品牌文化的建设。然而我国的国情不同于其他国家，在品牌文化建设的道路上难免会出现坎坷。在建设的同时我们也应注意到中国传统文化的博大精深，如何能将企业的品牌文化与极具特色的中国传统文化相融合成为中国企业面临的难题。本文首先阐述品牌文化，然后分析品牌文化建设过程中涉及的中国传统文化的方面和内涵，接着以中华老字号“谢馥春”为例，分析谢馥春作为中华首妆品牌的发展历程，谢馥春的瓶颈何在，并提出了一些对策和建议。最后，作者希望以谢馥春的例子为中国企业的品牌文化建设提供参考与借鉴，可以好好利用中国博大精深的传统文化来给企业品牌文化增添光彩。43423

毕业论文关键词：品牌文化；中国传统文化；谢馥春

Brand Culture Studies Based On Traditional Chinese     Culture Xie Fu Chun Case

Abstract

With China's accession to the WTO, to accelerate the process of economic globalization, brand culture was introduced into China and became popular. More and more companies started to focus on the creation of brand and the construction of the brand culture. However,China's national conditions are different from other countries, in the road of brand culture construction will inevitably appear bumpy. At the same time we should also pay attention to the broad and profound Chinese traditional culture, how to combine the enterprise's brand culture with the characteristic of Chinese traditional culture has been the difficult problem that the Chinese enterprises face. 

This paper firstly describes the brand culture, then analysis the brand culture construction process involved in the Chinese traditional culture and connotation, then takes China’s time-honored brand "Xie Fuchun" as an example, analysis Xie Fuchun as the first makeup brand development process, where the bottleneck of Xie Fuchun lies, and puts forward some countermeasures and suggestions. In the end, the author hopes to provide reference for the brand culture construction of Chinese enterprises with the example of Xie Fuchun, which can make good use of the traditional culture of China to add luster to the corporate brand culture. 

Key Words: brand culture；  traditional Chinese culture；  Xie Fuchun  

目  录

摘要 I

Abstract II

目  录 III

一  绪论 1

（一）研究背景和意义 1

（二）本文的创新点 1

二  品牌文化概述 1

（一）文献综述 1

（二）企业品牌文化建设的意义 2

（三）品牌文化建设现状 3

（四）中国品牌文化建设的趋势 3

三  基于中国传统文化的品牌文化建设 4

（一）中国传统文化概述 4

（二）建设中国品牌文化应把握的原则 6

（三）建设中国品牌文化的途径 7

（四）建设中国品牌文化的注意事项 7

（五）本章小结 7