Paper short abstract:

The construction of the culture of liquor by enterprise in China: case study about Qufu Confucius Family Liquor Co., Ltd.

Paper long abstract:

The management of enterprise often goes with the cultural elements beyond the scope of simple commodities. The case of Qufu Confucius Family Liquor Co., Ltd .offers a pattern utilizing the factors on the Confucian Culture to extend the area of public space. This paper gives a picture about it in the perspective of representation and practice, especially on its building of the museum of liquor, the showing of the ritual of preservation, and participation to the ritual of Kongzi worship in China.