The depth of corporate culture must be spread to the public through Jinqiao. This golden bridge means goods, stores, marketing, and merchants. As long as the company's product culture, store culture, marketing culture, and businessman culture are disseminated, the company will na

The profoundness of corporate culture must be spread to the public through Jinqiao. This golden bridge means goods, stores, marketing, and merchants. As long as the company's product culture, store culture, marketing culture, and businessman culture are disseminated, the company will naturally become famous. Most people know the story of

Xuanzang and Jianzhen. Xuanzang traveled west to India and spread Buddhist scriptures to China, Jianzhen traveled east to Japan, and spread Buddhist meaning to Japan. Both of them are disseminators of Indian Buddhism and Chinese Buddhism .

Xuanzang was poor when he was young. He lived with his brother in Pure Land Temple in Luoyang to study Buddhist scriptures. He has traveled all over the world, visited famous teachers, and studied many sutras and treatises. Xuanzang felt that the teachings of each teacher were different, and the scriptures were different, so he decided to go west to seek the Dharma to relieve his confusion. In the third year of Zhenguan (629), he traveled westward through Lanzhou, sneaked to Guazhou, passed Yumen Pass, crossed the Moheyan River, and arrived at Yiwu. Later, he traveled to North India and finally arrived in Central India.

Xuanzang settled in the Indian Buddhist center at that time Nalanda Temple , studying scriptures, traveling to India, preaching scriptures to the temples, and writing scriptures and establishing lectures. In the 19th year of Zhenguan, Xuanzang returned to Chang'an with his requests. For more than twenty years after that, Xuanzang was engaged in translating scriptures and translated 75 scriptures and treatises in total and 1,350 volumes.

Xuanzang traveled west to seek Dharma for 17 years, with a passion, "I am willing to die to the onion river, and I am willing to speak out in one sentence." He dared to take risks and spread Buddhism.

In the spread of Buddhist culture , Tang Dynasty monk Jianzhen traveled to Japan to promote Chinese culture, which is also comparable to Xuanzang.

Jianzhen is a 2 from Yangzhou. He became a monk since childhood and studied Buddhism's Tripitaka. Later, he taught the law and spread the Dharma at Daming Temple in Yangzhou. In the first year of Tianbao in the Tang Dynasty (742), after receiving an invitation from a Japanese monk studying abroad, he decided to go to Japan to promote the precepts. However, five times of the eastward traversal failed and they were blind. In the 12th year of Tianbao, Japan sent a Tang envoy to Yangzhou to invite Jianzhen to "send the precepts to Japan". So he did not fear the difficulties and went east to Japan for the sixth time. He arrived in Japan in 754. At the beginning of the following year, he was welcomed into the capital Nara Todaji Temple, and set up a presidency. Master Jianzhen traveled to Japan, not only spreading Buddhism, but also spreading Chinese thoughts and culture.

There are many channels for the spread of Buddhism in China. Some Indian monks came to China; some Chinese monks came to India to seek scriptures; some were translated into Buddhist scriptures, such as Kumarajiva , Zhenti, Bukong, Xuanzang; there were colored sculptures, murals, Sutra Caves, such as Dunhuang Mogao Grottoes, Yungang Grottoes, and Luoyang Longmen Grottoes; there were temples all over the country, such as Putuo Temple , Baima Temple , and Lingyin Temple. Monks, translators, temples, pagodas, Buddhist sculptures, Buddhist scriptures, poetry, literature, fables, paintings, and music all built a "golden bridge" for the spread of Buddhism. With so many "golden bridges", Buddhist culture quickly spread and integrated into Chinese culture.

If you want the public to know and recognize anything, it must be spread, and communication requires channels. Corporate culture is the inner beauty of the enterprise. If the profound connotation of corporate culture is to be conscious and identifiable, it is inseparable from the golden bridge that spreads them. This golden bridge is goods, stores, marketing, and merchants. It is used by commodity culture, store culture, marketing culture, and businessman culture to spread and reflect the connotation of corporate culture and business culture.

. The communication power of commodity culture.

Product culture includes many elements such as brand, trademark, decoration, performance, appearance, price, life, safety, easy maintenance, easy storage, etc. Commodity culture must not only meet people's material and cultural needs, but also meet people's spiritual and cultural needs, so that the goods have both use value and can enjoy beautiful things, which is pleasing to the eye. injects rich cultural connotation into product , which can increase the added value of the product——image added value.

The connotation of product culture can be summarized into four aspects: new, famous, exquisite and beautiful. New means constantly introducing new products, making products have the characteristics of the times and personal styles. my country's " Zhang Koizumi " scissors have a long history and express our traditional culture.The quality of "Zhang Xiaoquan" scissors has always been excellent. A poet wrote a poem to praise: "After thinking and new things, the swallow tail is cut into brocade patterns, the embroidered pavilion and red building are often accompanied by, and the golden needle and jade ruler are the neighbors."

However, the operators of "Zhang Xiaoquan" scissors still spared no effort to develop varieties of patterns, and there are as many as a hundred kinds of scissors. The larger ones have 10 kilograms of cutters, and the smaller ones have less than one liang of cutters. Civilian scissors include fully electroplating, semi-electroplating, beaded color, rattan handle, round head, round feet, pointed head, pointed feet, etc. The most traditional feature is the red vine scissors that "the surface of the head is smooth, the handle is tightly pinched, the paint is bright and even, and the use is comfortable to use". The most exquisite and exquisite one is the ninth-scissors specially used for finger-puncture and thread-cutting. The continuous innovation of "Zhang Xiaoquan" scissors shows the public the sense of the times of commodity culture.

name, namely the reputation or reputation of the product. As the basic symbol of the product, the product name of the product is closely related to culture and is a social reflection of the value and credibility of the product. Many dishes of , the eight major dishes in our country, reflect the unique style of the dishes, the names and reality are in line with each other, and spread traditional culture and national culture.

Many dishes are a painting or a poem that is confusing; looking at the things on the plate makes people pleasing to the eye. If a good product is like a boat, a good name is like a sail. Put the duck intestines and shredded ginger together and cook them. If the dish is called "duck intestines and shredded ginger", it will not leave a deep impression on people; if it is called "jade belt silver silk", it will be elegant and generous, with a profound artistic conception, which will make people feel deeply impressed.

With the development of market economy and the fullness of material wealth, people pay more and more attention to the cultural significance and cultural value contained in the goods to reflect their cultural appreciation taste. Tangshan Cao Xueqin's Wine Brewing Corporation is located in Fengrun County and is the ancestral home of the great writer Cao Xueqin. According to historical records, the Cao family has an indissoluble bond with Gengjiu.

This company, with its outstanding talents and spirit, explored and sublimated this historical culture, and proposed that "the mellow wine nourished Cao Xueqin's great spirit and was incorporated into " Dream of Red Mansions ", thus breeding a colorful wine culture." The company also traces history and reiterates the fact that the wine provided wedding banquet for the founding ceremony of at the founding ceremony of in New China, which has attracted worldwide attention.

The famous Kongfujia wine 's product cultural orientation is the same as that of Gengjiu. The Kongfu family wine is brewed in the hometown of Confucius , the birthplace of Confucian culture . Confucian culture originated from China and has a profound influence in Japan, South Korea, and Southeast Asia, and is also becoming increasingly important in Western countries. "Drink Kongfu family wine and write articles all over the world." The cultural content of this wine makes it very well-known at home and abroad.

Enterprises should be good at making culture and products amicable relationship. In this regard, contemporary Chinese entrepreneurs have many wonderful works. There is a knitting group company in Wuxi County, on the shore of Taihu Lake. There is a thousand-year-old ancient red bean tree near the company. It is said that it was planted by Prince Liang Dynasty 1,400 years ago. There is also a touching love story circulating. Tang Dynasty great poet Wang Wei praises this and said: "Red beans grow in the south. How many branches are produced in spring? I hope you can pick them more, this thing is the most love-loving."

The company launched "red beans" clothing, attracting consumers with the potential cultural value of "red beans" and its rich cultural connotation. The elderly regard the "red bean" clothes as mascot, the young people regard the "red bean" clothes to their couples as fashionable, and overseas wanderers use the "red bean" clothes to express their lovesickness for their relatives and friends in their hometown. "Red Bean" products are not only famous in China, but also exported to Japan, Southeast Asia, Europe and the United States.

precision, that is, from product design, raw material delivery, production process, to product packaging and decoration, we must pay attention to excellence. - An exquisite product can give people a pleasing beauty; a beautiful meal can give people satisfaction of color, fragrance, taste and shape. Those shoddy and low-quality products, those vulgar product packaging remind people of the inferior product culture and the low overall level.

Shao Wansheng South Store is famous for its Ningbo flavored foods, and the food sold is of high quality.One day, a customer who was going to Hong Kong came to the store to buy drunk crabs. The clerk asked: "When will you leave and when will you arrive in Hong Kong?" The customer was puzzled. The clerk said: "Crabs are fresh goods, and the time of drunkenness has a lot to do with the flavor. Please be sure to unpack them according to the date indicated on the drunken crab container. If you postpone them in advance or postpone them, the taste will be affected." After returning to Hong Kong, the customer sent an invitation according to the prescribed unpacking date.

After all the guests arrived, they opened the seal. It turned out that the aroma in the jar was so fragrant that it was extremely delicious. During the meal, Shao Wansheng's drunk crab became a topic of conversation. Shao Wansheng's drunk crab's "essence" shows the Nanfu Store's corporate image of meticulous pursuit of excellence and meticulousness.

Beauty means that products can give people a sense of beauty and enjoyment of beauty. Following the principle of formal beauty in aesthetics, those products with outdated shapes, discordant colors, and inappropriate proportions are annoying, and the image of products and companies will also lose their color. Jilin Yaqite Watch Jewelry Co., Ltd. boldly develops products with high cultural content.

They use micro-carving technology to carve various exquisite decorative patterns, scenic spots, celebrity portraits, handwriting, wedding anniversary photos, etc. on the dial, making the watch a treasure and souvenir that integrates technology and art. This kind of watch not only has the function of a timer, but also has the value of viewing and collection.

Shenzhen sapphire watches focus on appearance design and create "sapphire watch cultural image", injecting time into the beautiful connotation of sapphire - the stone of love, stone of destiny, and stone of nobility. The female watch is delicate and delicate, symbolizing the soft and elegant beauty of oriental ladies; the male watch is strong and generous, symbolizing the heroic beauty of oriental men, making the watch develop from a simple timer to a decorative culture, showing a profound image of beauty.

2. The communication power of store culture.

store is the window of commercial enterprises. The storefront, architecture, environmental sanitation, store name, signboard, store decoration, facilities, window design, counter decoration, product display, etc. all reflect the cultural atmosphere. Store culture is a "silent" competitive means, which perfectly shapes and displays the store image to the public. The store appearance is the most impressive. The antique Rongbaozhai , the three hundred-year-old store Tongrentang and the magnificent modern shopping center all allow customers to enjoy their spiritual enjoyment before shopping.

Some famous stores in Europe and the United States. The facade decoration is grand, the pavement design is clever, the counter decoration is rich, the lighting configuration is coordinated, and it is integrated, like a palace of art. The customers who are in it appreciate it like artists, and they enjoy it. The Boda Trading Company run by Thai Chinese entrepreneur Cai Mingxiang has a strong cultural color. A high-altitude zoo was opened on the sixth and seventh floor of the Commercial Bank Building, which collected rare birds and animals from various countries. The fifth floor is the exhibition hall, which holds several craft exhibitions every year. Dinosaur fossils unearthed in my country and Terracotta Warriors and Horses of the Qin Mausoleum have been exhibited here.

store culture should not be the same, but should have its own characteristics, including luxury, elegant, and antique, which can satisfy the spiritual enjoyment of customers at different levels. There is a Qianlong Banquet Mansion in Zhengzhou. It does not pursue luxury, but pays great attention to cultural and artistic atmosphere. The front of the Qianlong Banquet Mansion is decorated with an imitation of Qing ancient buildings. The hall has four walls, and famous calligraphy and paintings are hung with quiet and elegant environment. The six elegant rooms are themed on the Qianlong's descending to the south of the Yangtze River. They are titled Guanchao Tower, Ziguang Pavilion, Changchun Garden, , Anlan Garden, Qiansou Banquet , and Yule Garden. The carvings of dragons and phoenixes in the Yule Garden are elegant and extraordinary, allowing customers to feel the atmosphere of ancient Chinese culture and art.

store culture shows the quality and management level of the store. An important part of store culture is window culture. The window is a street culture and art that meets pedestrians every day, and is the public's first impression of shops and goods. A product window with novel concepts and unique style is an art and a culture. Its connotation is extremely rich, which not only expresses the business scope and characteristics of the product, but also shows the store's grade, management level and cultural attainments.

3. The communication power of marketing culture.

Business activities are mainly a marketing activity, so marketing culture is the primary culture of business culture. Marketing culture is a comprehensive culture with a wide range of contents, including business ideas, business strategies, business arts, sales methods, civilized business, advertising culture, public relations culture and professional ethics. Through the dissemination of marketing culture, the image of goods, store images and business people can be conveyed to the public.

First of all, thoughtful service itself is the best display of marketing culture. The business philosophy of Oriental Hotel in Bangkok, Thailand is: "Thoughtful service is everything about Oriental Hotel." People who go out want to welcome someone warmly as soon as they get off the plane and treat them as guests. Whenever an international flight lands, you can see the manager and staff of the Oriental Hotel reception department who have been waiting for a long time. They saluted the guests with a smile and greeted them in standard English. The driver in a white uniform politely welcomed the guests into the car.

Due to the congestion and noise in the city of Bangkok , the Oriental Hotel also specially arranged waterways for guests, took a boat to cross the Chao Phraya River , drove through the magnificent pagoda, and enjoyed the tropical scenery along the way. Oriental Hotel breaks the frame of service starting from the hotel gate and extends its smile to the gangway of the plane. This is undoubtedly an outstanding chapter in corporate marketing culture.

Secondly, the clever marketing method is more directly related to corporate culture. Marketing in the new era is not only the purchase and sale of goods, but also the dissemination and reception of culture. Beijing’s “Nanhai Fishing Village” restaurant is unique and has added a series of theme activities of “cultural dish” - “House of the People’s Home”. The first "main dish" is the advanced market lecture of "Business Navigation", which specializes in the recruitment of recognized market experts to teach topics such as business strategies, stock market investment, and high-tech industrialization that cannot be heard in college.

Factory managers and managers were very interested in listening and were very interested. Another "master dish" is the "Lady Harbor" event, which regularly invites entrepreneurs and ladies and businesswomen to meet each other. In addition, there are also "side dishes" such as restaurants' own business reports and selected business books. Beijing's "Nanhai Fishing Village" restaurant has introduced modern content such as "going to the sea", market economy and business practices into corporate culture, with new ideas and high cultural content in marketing methods. The idea of ​​imagining a commodity society as a "cultural desert" is unreasonable. Economic activities without culture are like building a tower on sand, which cannot last for a long time.

Ordering will be an important part of the marketing process. The form of ordering parties needs to be reformed. Things that cannot be done when eating, drinking, giving gifts, and traveling around can be done, showing the corporate culture, showing the inspiring spirit and deep friendship of corporate employees.

Changsha Second Machine Tool Factory highlighted the theme of inspiring spirit at the ordering meeting and held a grand welcome ceremony with all the employees of the factory; organized a relaxed and cheerful literary evening party, a knowledgeable and interesting product knowledge award competition; organized a visit to the leader's former residence, so that the delegates attended not only to see the manufacturer's spirit, but also to fully understand the factory situation, the characteristics and performance of the products.

Yantai Leather Shoe Factory once held a "Leather Shoe Model Show", and the observers were more than 200 business customers from all over the country. The leather shoes displayed at the performance were placed on the sample table as soon as they were taken off. The customer took the sample order and ordered the production tasks for the whole year at one time. This promotion makes full use of the “ shoe culture ” effect.

The factory "has done a series of articles around "shoe culture", such as inviting experts to hold a "foot reflection zone health care seminar", and organized a "Love sail" artistic concert based on the "Sail" trademark. Promoting "shoe culture" not only does a good job in business, but also establishes an elegant image. Although objects are different, the emotions are no different. Any business activity fosters its own culture, and digging out culture and prosperity are closely related to the prosperity of business.

4. The communication power of business culture.

Businessman culture includes entrepreneur culture, employee culture, and group culture. Businessmen are the disseminators of business culture. Whether they are store owners, company chairman, general manager, or ordinary salespersons or salespersons, they all have their own cultural outlook.

Entrepreneurs are the core of creating corporate culture. They often play the role of the organizer of the company and the gathering of talents, and often represent the image of the company. The entrepreneur's cultural cultivation, policy level, business style, moral quality, knowledge accumulation, and etiquette speech will all play a crucial role in the corporate image.

Modern entrepreneurs live in meetings, meetings, negotiations, negotiations, receptions, buses, and phone calls every day. If you are not careful, it will damage the good image of yourself and the company. Entrepreneur culture also includes various etiquette and language arts, such as introduction etiquette, handshake etiquette, telephone etiquette, guest etiquette, banquet etiquette, ride etiquette, and arts such as language, smile, expression, and posture. Taking language art as an example, Gorky once said: Language "is not honey, but can stick to everything."

A pleasant voice, distinct theme, fluent auspicious words, moderate humor, coupled with natural expressions, and just right gestures are equal to half of the successful image. The pleasant voice makes the plain topic vivid and friendly, showing the speaker's good cultivation and psychological quality. The distinctive theme reflects the speaker's keen thoughts and personality. Fluent words show the speaker's cultural literacy and expression ability. A funny sense of humor can turn rusty into familiarity, and turn cold into warmth, showing the wisdom and friendliness of the speaker.

Freezing three feet is not a day's cold, and the formation of entrepreneurial culture is not a day's success, all depends on accumulation of little by little. Traditional Chinese businessmen have low status and have long been ranked last among the "scholars, farmers, industry and commerce". They are looked down upon and are mostly associated with "bribers" and are denounced as "no businessman is not traitorous." The reason is that in the past, businessmen had low cultural level and low quality.

Today, to achieve modernization and develop a socialist market economy, entrepreneurs shoulder the burden, and the construction of businessman culture plays a huge role in this.

Employee culture permeates all employees' behaviors. Employee culture is reflected in four aspects: concept, knowledge, skills and image. In terms of concept, establish the idea of ​​ love business , love shops, and love customers; in terms of knowledge, you must not only master product knowledge and business knowledge, but also psychological knowledge and aesthetic knowledge; in terms of skills, master product display, packaging, disassembly, and guide customers to use, and be able to operate proficiently; in terms of image, you must have dignified appearance and civilized behavior.

Many of our business personnel have developed excellent skills, one-sharp and one-sharp, and made cut noodles at an extremely fast speed, and hand-stretched noodles, which amazed the viewers. Their proficiency skills themselves are a kind of cultural art. But some employees are not like this, they have poor business knowledge and don’t know about it. Of course, their behavior cannot make people feel good about it.

Group culture is a collective culture that refers to the image of department teams within an enterprise. Any department is a group and a window for the enterprise. What the public sees is the behavior of a department, and what they think of is the image of the entire enterprise.

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