然而，随着我国葡萄酒市场竞争日益白热化，新疆葡萄酒企业却不能够抓住
机遇，得天独厚的自然资源及地缘优势、原材料优势、浓厚的文化底蕴优势却不
能够得到充分的发挥。究其原因，新疆葡萄酒企业在品牌建设中，忽视了企业文
化与企业品牌的联系，没有认清企业品牌建设中的文化制约，使得企业品牌建设
的根基不牢固，无法发挥企业文化对企业品牌建设的促进作用，导致新疆葡萄酒
企业很难与我国及国际知名葡萄酒企业品牌相抗衡。
本文将从企业文化和品牌建设的关系研究为出发点，通过辩证分析的方法来
论证企业文化是品牌的支撑、是品牌的核心基础，而品牌则是企业文化的体现和
物质载体，从而阐明企业文化与企业品牌建设之间的辩证关系，并针对新疆葡萄
酒企业文化建设和品牌建设过程中出现的问题，提出新疆葡萄酒企业品牌建设的
文化对策，希望新疆葡萄酒企业通过文化建设来丰富品牌的内涵，增强品牌的生
命力，在不断提升品牌价值的基础上使葡萄酒产品获得竞争优势，从而推动葡萄
酒企业更好的发展。
关键词：企业文化；企业品牌；新疆葡萄酒企业
Abstract
“Half of the brand is culture”, the brand is the carrier of culture, culture is the
soul of the brand, excellent brand has a unique cultural heritage. Practice has proved
that corporate culture is the foundation of brand building, a corporate culture only
based on brand building,that to be able to give the brand a deep cultural connotation,
lead to resonate with consumers, and recognized by consumers ultimately.
However, faced with increasingly intense competition in China's wine market,
wine industry in Xinjiang are not able to seize the opportunity, with the unique natural
resources and geographical advantages, raw material advantages, advantages of a
strong cultural heritage is not able to get into full play. The reason, Xinjiang wine
enterprises in brand building, ignoring the corporate culture and the brand's contaction,
there is no clear understanding of brand constraction in the cultural constraints, and
making the foundation of brand building is not solid, which can not play on corporate
brand building corporate culture role in promoting the wine industry can not result in
Xinjiang, China and the international well-known wine brand to compete.
This article from the corporate culture and brand building of the relationship as a
starting point, through dialectical analysis to demonstrate corporate culture is the
brand's support, is the brand's core base, but the brand is the corporate culture reflects
and material carriers to clarify the corporate culture and corporate brand building the
dialectical relationship between, and the building of enterprise culture in Xinjiang
wine and brand-building process problems, proposed the construction of Xinjiang,
culture, wine brand measures, I hope the wine enterprises in Xinjiang culture to enrich
the connotation of the brand, and enhance The vitality of the brand, brand value in the
continuous improvement of wine products on the basis of the competitive advantage,
thus promoting the development of wine industry better.
Key words: Corporate culture; Corporate brand; Xinjiang wine Industry
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