白沙品牌扩张中的文化融合探讨

近年来,烟草行业大品牌战略不断推进,长沙卷烟厂通过品牌合作加大了白沙品牌扩张的步伐。而合作双方由于存在精神理念、管理方法、风俗习惯等文化差异,导致冲突逐渐显现,给合作生产均质化保障提出了严峻挑战。文章以长沙卷烟厂与郴州卷烟厂、宝鸡卷烟厂为例,通过分析双方的合作形式、文化位势、文化特质以及其共性与冲突,探寻双方较合适的文化融合途径与方式。

Brand expansion in the cultural integration of Baisha

A recent years, the tobacco industry continue to promote the big brand strategy, Changsha cigarette factory co-production of the brand through brand expansion has increased the pace of white sand. The co-operation exists between the two sides due to the spirit of philosophy, management methods, customs and other deep-seated cultural differences, leading to conflict gradually emerging to co-production to protect the stability of the homogenization, long-term presents a challenge.In this paper, Changsha cigar...