Abstract:The global financial tsunami triggered by the U.S. sub-prime mortgage crisis has raged out of control. It has taken a greater toll on the consumption market around the world. Based on manufacturing industries as the major sector, the economy in Dongguan city faces a brand-new experience. Therefore, in order to secure a good position in the fierce market competition, we must devote major efforts to developing our own brands. 

　　　Recently, discussing and analyzing the relevant contents about branding becomes the subject of intense research for many scholars. Also modeling whether the cultural construction will impact the implementations of brand strategies has been one of the research interests in the studies for scholars. 

　　　This dissertation takes self-owned brand of Dongguan city for instance, and from the angle of culture, analyzes and studies the impact of it on the brand strategies by integrating theories with practices. The present study analyzes how the corporate culture and the social culture affect the implementations of brand strategies, explains advices on building native brand and the  significance and prospect about the implementations of brand strategy by means of culture. 

　　　It is hope that the findings of this dissertation will provide insights into the comprehension and give some inspiration in the process of the implementations of brand strategies.

Key words: culture；brand strategy；Self-owned brand

摘要:由美国次货危机引发的全球性金融海啸来势汹涌，对全球的消费市场影响巨大，以制造业为主要产业基础的“世界工厂”东莞经济正在面临全新的考验。因此，东莞要在日益激烈的城市竞争中始终保持有利位置，就必须大力发展自有品牌。 探究和分析品牌的相关内容成了许多学者们感兴趣的研究话题。对文化建设是否影响品牌战略实施的研究更是学者热点研究之一。本文以东莞自创品牌为例，从文化角度研究其在品牌战略中的作用进行理论与实践相结合的探讨。本文分析了企业文化和社会文化是如何影响品牌战略的实施，解释了本土品牌战略的注意事项和运用文化实施品牌战略的前景及意义。希望本文的研究结果能为政府和企业实施品牌战略的过程中提供启发和帮助。

关键词：文化；品牌战略；自主品牌