当前,中国企业正走在日愈深入地进入市场经济运行轨道,对企业的品牌塑造和建设在不断地探索与前进中。如何让中国的企业走在正确的打造世界常青企业品牌的道路上,在企业品牌的建设中不仅需要有效的利用个人影响力,更需要真正建立有社会责任能力的良好企业形象基础之上的企业品牌,有效控制依赖个人魅力所形成的企业发展危机的产生。对此问题进行了分析、思考,并提出相应建议。 At present, Chinese enterprises are walking more and more into the track of the market economy and constantly exploring and advancing the building and construction of their brands. How to make Chinese enterprises walk in the correct way to create evergreen corporate brand in the world, in the construction of corporate brand not only need to effectively use personal influence, but also the real need to establish a sound corporate social responsibility based on the image of Corporate brand, effective control depends on personal charisma formed by the enterprise development crisis. This issue has been analyzed, thought, and put forward corresponding suggestions.