Enterprise Brand Building Empowered by Chinese Culture -- Taking Moutai as an Example

Abstract

Chinese culture has a profound impact on enterprise brand construction, enterprises in the brand construction to establish a good reputation and image, which is consistent with the principle of advocating integrity in Chinese culture, enterprises in the brand construction of the Chinese traditional cultural elements into the product design and marketing activities, enhance the brand uniqueness and attractiveness. Chinese culture emphasizes drinking culture, and Moutai is a traditional high-end liquor based on Chinese culture. Its unique brewing process and long history perfectly reflect the pursuit and unique insight of Chinese culture for wine making. As a traditional brand, Moutai inherits and carries forward traditional Chinese values and family culture through the production skills and drinking ceremony passed down from generation to generation. With its noble temperament and exquisite packaging, Moutai wine shows the elegance and charm of Chinese culture, and has become a good product for domestic and foreign feasts and ceremonial occasions. When Moutai was negatively affected by the macro environment, Moutai still relied on cross-border co-branding, cultural integration and digital integration of Chinese culture to get out of the dilemma.