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Family companies are the overlap of the family and company systems.The family system is based on the emotional logic and the company system is based on the capability logic.These two logics bring some unavoidable conflicts to Family companies.This paper analyzes the contradictions of family members on the material and spiritual values of companies brand and build targeted and effective countermeasures, including improved management market, clear definition of property relations, and reasonable conversion of resources and improve the corporate governance mechanism.