In fact, culture is the soul of a brand. In the increasingly fierce market competition, culture has gradually become the main orientation of market competition. Enterprises should try their best to put cultural wings on their brands, show their cultural charm, wander in the ocean of culture and enjoy the profits brought by culture. A brand must have at least two functions, one is material function to meet the material needs of consumers; The other is spiritual efficacy, which meets the psychological needs of consumers. Today, with the increasing consumption level, people's requirements for culture are relatively high, and culture has gradually become the habitat of human spirit. Why coffee has been sought after and welcomed by people and has become a fashionable leisure drink. Starbucks, Nestle and many other coffee brands are popular all over the world. The reason lies in the spread and inheritance of coffee culture. With the first coffee bean being picked, roasted, ground and brewed, and the fragrance of the first cup of hot coffee drifting away, coffee culture spread all over the world. Coffee culture is not only because it has a long history, but also because it is the embodiment of a way of life-Europeans drink coffee with great emotion, Arabs drink coffee with great pressure, and Americans drink coffee freely and comfortably. Drinking coffee pays attention to the environment and mood. Starbucks and other coffee brands show elegant taste, romantic style and poetic realm, and gradually become the core gene of their brand's longevity. Similarly, perfume is considered as an object that can convey feelings and express things, and it has always been dumped by men and women. Its production cost is not high, but its price is high. A good perfume is a luxury. Chanel no.5, for example, is already a perfume brand that many fashionable women dream of. Chanel no.5 is loved by many women, not only because of its unique fragrance, but also because of the cultural charm contained in perfume. Moreover, the emergence of many perfume brands is accompanied by many beautiful legends. The essence of making perfume is to create an intriguing culture, in other words, to create "brand allusions". Guerlain perfume, for example, found its own beautiful legend by digging the birth process of the product, and used it as its own "brand allusion": It is said that Indian emperor Sha Jiahan loved his concubine Taj Mahal very much, and the emperor in charge of everything in his kingdom still tried his best to win the favor of beauty like any ordinary man in the world. To this end, Shah Jahan ordered the construction of many beautiful gardens, where he walked hand in hand with the Taj Mahal, whispering and pouring out his love. In the eyes of the woman he was deeply infatuated with, he found another better world. These gardens that left their footprints were named Shalima. SHALIMAR is Sanskrit, which means the temple of love. The emperor and his concubine have disappeared with the passage of time, but this romantic love story has become a beautiful legend. In this beautiful legend, the perfume master JACQUESGUERLAIN found inspiration and created SHALIMAR. With the help of this "brand allusion", Guerlain well expresses the brand characteristics: perfume born in love is the best gift for lovers, and it also expresses that perfume has a very mysterious oriental flavor, which is suitable for women with oriental female traditions but slightly mysterious. The "humanistic electric vehicle" with extraordinary influence and opening a new era of electric vehicles is also a classic of integrating culture into the brand. Although its products come from a very boring and monotonous "industrial field", Shan Ye has brought culture. Electric cars are not really ruthless, but they are also full of human feelings. For example, Shanyue series Shanye electric vehicles advocate "everything depends on human effort, and there is no hurdle to get through", which gives people the motivation to move forward; Electric cars also carry people's emotions. For example, Yi Shan series Shanye electric vehicles promote the lofty ambition of "how far the heart is, how far the future is" and inspire people to have positive and hard-working life feelings; Electric cars can also be the embodiment of happiness and romance. For example, Xiye series Yamaha electric vehicles strive to show the wonderful moment of "having a wedding night, being proud and having fun" ... Humane electric vehicles have become synonymous with "ideal, career, love, persistence and freedom", which has influenced the consumption concept of electric vehicles in China.
Under the aura of culture, humanistic electric vehicles are particularly dazzling, and Shan Ye can seize the opportunity in the reshuffle war in the post-Warring States era, and has the genes for brand development and growth, laying the foundation for achieving a strong brand. Opening the history of Tongrentang, the strong cultural atmosphere is touching. It can be said that the history of Tongrentang is a history in which culture and economy complement each other. Generally speaking, Tongrentang's corporate culture has six aspects: quality concept, reputation, image, talents, motivation and innovation. 1. The quality view of Tongrentang culture
From ancient times to the present, there are two reasons for the formation of Tongrentang's concept of cultural quality: one is the self-discipline consciousness of Tongrentang people. Tongrentang people in past dynasties abide by the medical ethics of honesty and dedication, and put forward the creed of "no one sees it when it is combined, but they know it intentionally". The pharmaceutical process strictly follows the formula, selects authentic medicinal materials, never cuts corners, and shoddy. The other is the external pressure of Tong Ren Tang. This external pressure is the pressure of imperial power, because it is for the palace pharmacy, so there is no room for any carelessness, and a little carelessness may lead to fatal disaster. Tongrentang people in past dynasties have been adhering to the four pharmaceutical characteristics of "unique formula, excellent materials selection, exquisite technology and remarkable curative effect" and produced many Chinese patent medicines with remarkable curative effect. 1989, the State Administration for Industry and Commerce awarded Tongrentang the title of "China Well-known Trademark", making Tongrentang the only enterprise in the Chinese medicine industry to obtain the title of "China Well-known Trademark" so far. Tongrentang not only has "Top Ten Aces", but also forms a product series represented by "Top Ten Famous Drugs", which has won wide praise and favor from people at home and abroad. 2. The reputation view of Tongrentang culture
If we can sum up Tongrentang's entrepreneurial spirit in one sentence, it is: fellow practitioners are kind and help the world keep healthy. Entrepreneurs in Tongrentang respect "those who can preserve their health and help the world, but doctors are the most important", and regard practicing medicine and selling medicines as a lofty cause to save the world and serve the society. Throughout the ages, practitioners have always taken "preserving health" and "helping the world" as their responsibility and adhered to the moral character of honesty and professionalism. They treat visitors from all directions, whether they are dignitaries or ordinary people, with sincerity and always adhere to the principle of non-deception and non-discrimination. In the competitive environment of market economy, Tong Ren Tang always believes that "honesty and trustworthiness" is the most basic professional ethics requirement for an enterprise, and stressing credibility is the most fundamental criterion for business behavior. 3. The image view of Tongrentang culture
Tongrentang has attached great importance to promoting itself and establishing the image of Tongrentang. For example, taking advantage of the imperial examination, we will give away "Ping An Medicine" for free, run a winter and summer medicinal porridge factory, and hold a "fire and water meeting". Today's Tongrentang not only inherits the original fine tradition, but also endows it with new contents that conform to the characteristics of the new era. At the turn of the century, Tongrentang mainly pays attention to the following aspects: first, it uses various media to publicize the overall image of Tongrentang and improve the visibility and reputation of the enterprise; Secondly, with Tongrentang newspaper as the carrier, carry out internal publicity to improve the cohesion and centripetal force of the enterprise; Third, give full play to the cultural power of Tong Ren Tang, inspire and educate employees with the spirit of Tong Ren Tang, and stimulate their enthusiasm, initiative and creativity; Fourthly, pay attention to the design of Tongrentang enterprise identification system and establish a new image of Tongrentang facing 2 1 century; Fifth, actively participate in social welfare undertakings, selfless dedication to society, and improve the sense of social responsibility of enterprises. 4. The talent view of Tongrentang culture
Over the past 300 years, Tongrentang has developed from a small workshop at the beginning of its business into a modern enterprise group, which is inseparable from its emphasis on bringing talents into play. Whether in the past or today, there have been many expert talents who are proficient in both medical theory and management in Tongrentang. Today's Tongrentang has created conditions for talents from all walks of life to stand out: they have reformed the outdated employment mechanism and provided a stage for fair competition for talents from all walks of life; They set out from the reality of enterprise development, formulate and improve people-oriented policies and treatment, and realize the rational use of human resources; They give priority to solving the housing problem for all kinds of professionals urgently needed by enterprises; Train all kinds of people who are good at learning and have outstanding work performance, and strive to build a learning organization. In a word, Tongrentang has cultivated a good environment for the growth of all kinds of talents by taking various measures.
5. The incentive view of Tongrentang culture
Since ancient times, Tongrentang has always maintained a very prominent feature, that is, it stresses etiquette and attaches importance to harmony with people. The ancient Tong Ren Tang clearly highlights the colors of "harmony between people" and "goodwill".
Today's Tongrentang inherits the good tradition of emphasizing human harmony in history and promotes it as a new content to enhance the cohesion of enterprises, creating a good environment in line with the development of modern enterprises in many ways. The company takes the principle of caring, understanding and respecting people; Characterized by "human harmony"; Taking care of the material and cultural life of employees as the content, creating an increasingly improved living environment; Pay attention to shaping corporate image and forming a good material environment; To improve the overall quality of employees as the goal, to form a distinctive cultural environment. 6. The innovative view of Tongrentang culture.
Tongrentang has developed from the initial workshop to today's group company, from folk prescription and palace secret recipe to high-tech Chinese medicine products, from pills and powders to tablets, oral liquids, capsules and other dosage forms. The history of more than 300 years is permeated with the innovative development concept of Tongrentang culture. Tongrentang in 2 1 century has developed into a large-scale group with two listed companies, namely joint-stock company and science and technology development company, which integrates production, supply and marketing, science, industry and trade. In terms of development, Tongrentang has taken the following measures: strengthening the construction of Tongrentang's marketing network at home and abroad, based on this city, expanding the whole country, marching overseas and building chain stores; Actively carry out the implementation and exploration of new technology projects that meet the development needs of Tongrentang; Actively make use of the advantages of the internet, explore e-commerce that conforms to Tong Ren Tang's characteristics, and carry out online marketing; Try to establish a medicinal material planting base that meets the quality requirements of Tongrentang drugs; Actively explore overseas financing channels and make listed companies bigger and stronger. The corporate philosophy of China Time-honored Brand originates from the 5,000-year-old traditional culture in China, emphasizing harmony, stability and team consciousness. From the history and deduction of Tongrentang for a century, we can get a glimpse of it. Through the rich cultural background of Tong Ren Tang, it is not difficult to understand what has kept Tong Ren Tang young for three centuries. Practice has made Tongrentang people realize that only by inheriting excellent culture and carrying forward excellent cultural traditions can excellent culture become the driving force for enterprises to move forward.
The product of a brand with high cultural content is like a work of art, which gives people a beautiful and refreshing feeling, and makes people feel like spring breeze and can't put it down. Only by making the brand more "cultural" can we attract consumers' attention, activate consumers' desire for consumption, cater to consumers' tastes and meet consumers' needs, and successfully occupy the market and remain invincible in the market competition. Therefore, enterprises should inject unique and appropriate cultural connotation into the brand with wisdom, improve the cultural value of the brand, and let the brand have strong core genes.