本文以品牌学和企业竞争理论为指导,分析了我国鞋类企业品牌文化的现状、问题和传播途径。认为企业要长远发展,必须重视品牌建设,急需转变观念,打造自己的品牌文化是关键,这一理论探索对我国皮革行业时下提出的“树立真皮标志排头品牌榜样,引导皮革行业突破危机重围”具有一定的应用价值。 In this paper, brand theory and business competition theory as a guide, the analysis of the status quo, problems and channels of transmission of brand culture of China’s footwear enterprises. That the business to long-term development, we must attach importance to brand building, the urgent need to change their concepts and create their own brand culture is the key to explore the theory of China’s leather industry nowadays put forward the “leather signs Pai Tau head brand role model to guide the leather industry to break through the crisis” Has a certain application value.