Enterprise Culture Construction and Brand Building considering the Traditional Cultural Enterprises——A Case Study of Xinhua Bookstore

Culture is the internal impetus of enterprise development.Today,the competitions between enterprises have evolved from technological competition to cultural competition.As a traditional cultural enterprise,how does Xinhua bookstore to win competitive advantages in the new business environment full of market competitions? Actually,the sustainable development of the Xinhua bookstore relies on the construction of the human-oriented and innovative enterprise culture and on the creation of a culture brand.