商业企业品牌评价与企业文化建设指南 GB/T27925-2011标准于2012年2月1日起实施
Commercial enterprise brand evaluation and the construction of enterprise culture guide to the GB / T27925-2011 standard in February 1, 2012 since the implementation of
国家质检总局、国家标准委颁布了《商业企业品牌评价与企业文化建设指南》国家标准（序列号334，国标号GB/T27925-2011），该标准于2012年2月1日起实施。

State Quality Inspection Administration, national level appoint promulgated the" commercial enterprise brand evaluation and the construction of enterprise culture guide" national standard ( GB, serial number334, GB / T27925-2011), in February 1, 2012 since the implementation of the standard.
    一个企业能否可持续发展，创造更多更好的利润关键是看产品进入商业环节以后能否形成品牌。一个国家的强盛与否，关键是看自主品牌在国内国际拥有著名品牌的数量。品牌是什么？它是指“企业（包括其商品和服务）的能力、品质、价值、声誉、影响和企业文化等要素共同形成的综合形象，通过名称、标识、形象设计等相关的管理和活动体现。”
An enterprise can sustainable development, create more and better profit the key is to look at the products to enter the commercial links whether later formed the brand. A country is strong or not, the key is to look at the independent brands in the domestic and international famous brand has a number. What is the brand? It is referred to as " company ( including its goods and services) ability, quality, value, reputation, influence and enterprise culture and other elements that together form the overall image, by name, logo, image design and other related management and activity of."
    品牌的核心是企业文化。什么是企业文化？它是“企业在长期生产经营活动中确立的，被内部认可和外部各方普遍认知的基本理念、价值观念、行为规范和道德、风尚、习俗等心理积淀的总和。”
Brand is the core of enterprise culture. What is corporate culture? It is "the enterprise in long-term production and management activities to establish, by internal and external parties generally recognized basic cognitive concept, value concept, behavior standard and morals, customs, customs and other psychological accumulation."
    国家标准《商业企业品牌评价与企业文化建设指南》具有创新开拓特征，填补了国内外空白。该标准全面、细致阐述了企业品牌、企业文化建设评价的主要内容，从基础和根本提出了企业产品通过商业环节变成品牌的步骤和必要条件，是企业塑造品牌，提升企业文化水平的重要标尺。
The national standard" commercial enterprise brand evaluation and the construction of enterprise culture guide" has innovative features, to fill the gaps at home and abroad. The standards for a comprehensive, detailed elaborated the enterprise brand, enterprise culture construction is the main content of the evaluation, from the foundation and put forward enterprise products through part of the business into brand steps and essential condition, is shaping brand enterprises, enhance the enterprise culture the important standards.
    国家标准《商业企业品牌评价与企业文化建设指南》分为两个部分：一是商业企业品牌评价，此部分对企业品牌进行了完整、权威、系统的解释，使各行业深入了解企业品牌的内在意义与价值。二是企业文化建设，从精神文化建设、制度文化建设、物质文化建设三大部分阐述了企业文化建设的内在与外延。
The national standard" commercial enterprise brand evaluation and the construction of enterprise culture guide" is divided into two parts: one is a commercial enterprise brand evaluation, this part of the enterprise brand for a complete, authoritative, systematic explanation, so that all sectors of insight into the significance and value of enterprise brand. Two is the enterprise culture construction, from the construction of spiritual culture, system culture, material culture construction of three parts discusses the corporate culture construction of and extension.
    国家标准《商业企业品牌评价与企业文化建设指南》核心内容为商业企业品牌评价指标和分值，满分为1000分，共分为能力、品质、声誉、企业文化、影响等5个一级指标，以及品牌规划、品牌管理、保障机制、企业品质、商品质量、服务质量、品牌知名度、品牌美誉度、品牌忠诚度、社会责任、诚信、精神信念、宣传推广、顾客感知、业界交流、行业影响、社会影响等17个二级指标。评价结果的等级有四级，依次为：950分以上，五星品牌；900分以上，四星品牌；800分以上，三星品牌；700分以上，二星品牌。国标的出台对促进各行业企业积极部署企业品牌与企业文化建设，推动全社会经济增长产生了重大影响。
The national standard" commercial enterprise brand evaluation and the construction of enterprise culture guide" core content for commercial enterprise brand evaluation index and the score, out of 1000, divided into ability, quality, reputation, enterprise culture, influence the 5first grade indexes, and brand planning, brand management, security mechanism, enterprise quality, commodity quality, service quality, brand awareness, brand reputation, brand loyalty, responsibility, integrity, the spirit of faith, promotion, customer perception, industry exchanges, industry, social influence effects of17level two indexes. Evaluation of the results of the grade four level, in order: 950points,900 points more than five-star, four-star brand; brand; more than 800 points,700 points or more, the Samsung brand; brand brand. National standard of the promotion of various industries and enterprises to actively deployment of enterprise brand and the construction of enterprise culture, promote the economic growth of the whole society produced major effect.
    该标准研究、立项、起草、审定前后经历了十余年，可谓十年磨一剑。该标准评价的范围是“大商业”范围，包含了企业从生产到流通的全过程，它即可作为企业内部的自我评价，又可由有资质的第三方机构开展评价。
The standard research, project approving, drafting, examination before and after has experienced more than 10 years, has ten years grinding sword. The standard for the evaluation of range is the "big business", included company from production to circulation the entire process, it can be used as internal self evaluation, and can be performed by a qualified third party agencies to carry out evaluation.
由中国商业联合会起草，国家质检总局、国家标准委颁布的《商业企业品牌评价与企业文化建设指南》国家标准（GB/T27925-2011）已于去年底正式发布，目前已正式实施，这是我国商业领域首个品牌评价国家标准。
By the Chinese Commercial Federation drafting, state quality inspection administration, national level appoint promulgated the" commercial enterprise brand evaluation and the construction of enterprise culture guide" the national standard ( GB / T27925-2011) were at the end of the official release, has been formally implemented, this is our country business first brand evaluation of national standard.
    国家标准《商业企业品牌评价与企业文化建设指南》分为两个部分：一是商业企业品牌评价，此部分对企业品牌进行了完整、权威、系统的解释，使各行业深入了解企业品牌的内在意义与价值。二是企业文化建设，从精神文化建设、制度文化建设、物质文化建设三大部分阐述企业文化建设的内在与外延。
The national standard" commercial enterprise brand evaluation and the construction of enterprise culture guide" is divided into two parts: one is a commercial enterprise brand evaluation, this part of the enterprise brand for a complete, authoritative, systematic explanation, so that all sectors of insight into the significance and value of enterprise brand. Two is the enterprise culture construction, from the construction of spiritual culture, system culture, material culture construction the three part explains the intrinsic and extension of enterprise culture construction.
    据了解，海尔集团、厦门航空、美的日用家电集团、江苏红豆实业股份有限公司、广东万和新电气股份有限公司、深圳联创科技集团有限公司、天津爱玛科技股份有限公司等企业已成为首批通过国家标准《商品售后服务评价体系》认证的单位，国家认监委为这些企业颁发了“售后服务认证”星级证书。
It is understood, Haier Group, Xiamen airlines, daily beauty appliances group, Jiangsu red bean Corp, Guangdong vanward New Electric Company Limited, Shenzhen Lianchuangkeji Group Limited company, Tianjin Emma Technology Corporation and other enterprises has become the first through the national standard" commodity" after sale service evaluation system certification unit, the State Commission for these enterprises issued" after sale service certification certificate" star.
    此外，由中国商业联合会起草，国家质检总局、国家标准委颁布的《商品售后服务评价体系》（GB/T27922-2011）也已于去年底发布。
In addition, by the Chinese Commercial Federation drafting, state quality inspection administration, national level appoint promulgated the" commodity after sale service evaluation system" ( GB / T27922-2011) also has been released at the end of last year.
    商务部流通业发展司副司长王德生表示，这两项标准意义非常，一是体现了较强的基础性。打造百年品牌、建设现代企业文化是发展现代流通业的重要内容和永恒主题之一，品牌、文化建设对于流通各行业都具有普遍意义。二是抓住了提升服务质量的关键点。售后服务是关系服务质量的重要环节，一些购销矛盾、质量纠纷大多发生在收后服务方面，做好售后服务可以有效提高企业信誉度和竞争力。
The Ministry of commerce circulation industry development division deputy director Wang Desheng said, these two standards meaning very, is reflects the strong foundation. A hundred years to build brand, the construction of modern enterprise culture is the important content of the development of modern circulation and eternal themes, brand, culture for the circulation of the industry have universal significance. The two is to seize the key points to improve the service quality. After sale service is the relationship of service quality the important link of purchase and sale, some contradictions, disputes occur mostly in cash after the service after sale service, do a good job can effectively improve the reputation and competitiveness of enterprise.
    商务部资料显示，截至2011年底，商贸流通领域共有标准800项，其中行业标准591项、国家标准209项。以“零售与批发”“商务服务”“居民服务”等重点领域标准为主体，覆盖流通领域主要行业的标准体系已初步建立。
The Ministry of Commerce statistics, as of the end of 2011, the commerce circulation field were standard 800, the industry standard 591,209 national standards. " Retail and wholesale"" business services"" residents" and other key areas of standards for the main body, covering the current domain main industry standards system has been initially established.
商业企业品牌评价与企业文化建设指南 GB/T27925-2011标准于2012年2月1日起实施
Commercial enterprise brand evaluation and the construction of enterprise culture guide to the GB / T27925-2011 standard in February 1, 2012 since the implementation of