How to do a good job in corporate culture planning

How to do a good job in market research of corporate culture planning: the basis of corporate culture planning

Market research is the basis of all planning, and it is no exception within the scope of corporate culture planning. Market research is an insurmountable prerequisite for corporate culture planning. Therefore, first of all, it is necessary to discuss how to do market research for corporate culture planning.

It mainly includes two aspects: one is to investigate the enterprise and market environment; The first is to investigate the internal reality of the enterprise.

For example, to find out the development prospect of a commodity, on the one hand, we should investigate the users, structure, consumption habits and consumption level of the commodity, and at the same time, we should understand and analyze the economic environment such as the life cycle and development trend of the commodity; On the other hand, we have a general understanding of the enterprise's historical evolution, leadership level, talent structure, management mode, production and sales, financial situation, product variety, employee's mental outlook and so on. Only when we have a clear perceptual knowledge of the internal and external environment of the enterprise can corporate culture planning enter the next few operation steps.

Enterprise spirit identification system: the guiding ideology of enterprise culture planning

Enterprise concept is a conceptual problem in enterprise management, which usually refers to the general guiding ideology of an enterprise. It is the driving force and implementation foundation of the four systems and the soul of enterprise survival. Enterprise mental identification system can establish enterprise image externally and enhance enterprise cohesion internally, mainly in four main aspects (of course, it is not static):

First, the mission of the enterprise is to answer the meaning of the existence of the enterprise, which is the unity of the enterprise's pursuit of economic interests and social responsibility; When planning corporate mission, language should try to embody these two meanings.

The second is the philosophy of enterprise management, which answers the ideological viewpoint of enterprise management, that is, enterprises publicize the value and thinking method of enterprise management to the outside world, in short, let the outside world know the purpose of enterprise management; When planning business ideas, the language should be as easy to understand as possible, but not unconventional, with strong text connotation.

Third, the enterprise spirit, that is, answering what kind of employees the enterprise members should be, is the long-term deposition of traditional culture and the present performance of subject consciousness; The language connotation used in the formulation of enterprise spirit is as consistent as possible with the culture of the enterprise, and makes internal employees feel that this is exactly what they want to express.

Corporate code of conduct, that is, answering how an enterprise should regulate employees' behavior, is different from the specific code of conduct that restricts a certain aspect, such as job manuals and marketing manuals, but refers to the behavior concept that leaders and employees must abide by, covering the whole enterprise members; When planning the enterprise code of conduct, the language should be concise, clear and charming.

Is the concept of enterprise abstract? Culture? In enterprise management, it must be implemented to achieve the planned purpose, otherwise it is really like? Nothing? Just so-so And play this? Culture? Ascension to a power must be achieved in two ways: internal infiltration and external communication.

The internal penetration of enterprise ideas generally goes through three stages:

First, choose good communication channels and media to publicize and train leaders and employees, so that employees can understand the content of corporate philosophy.

Second, employees can understand the essence of corporate philosophy by writing corporate philosophy manuals, setting an example, holding cultural ceremonies, cultural networks, corporate newspapers and magazines, and activity meetings.

Third, let leaders and employees apply the essence of enterprise philosophy to production, operation and management to form an invisible and powerful concept system.

Enterprise visual identity system: vertical deepening of enterprise cultural planning

Enterprise visual identity system refers to all visual images displayed by enterprises. It is a more concrete, vivid, faster, simpler and more operable visual representation to convey the content of enterprise concept system in visual form.

Some people attribute it to completely specific behavior, but I think it is still a kind of behavior? Culture? It's just a visual form. The purpose is to let the public turn from vision to heart after seeing the form of the enterprise. Shocked? Then establish a corporate image.

The planner mainly includes two levels when formulating the enterprise visual identity system, namely, the basic level and the application level planning.

The basic level includes enterprise name (including brand name), enterprise logo (including product trademark), enterprise brand-specific font (in Chinese and English), enterprise full name font (in Chinese and English) and enterprise standard color. The application level is the flexible application of five basic contents in the production and operation management of enterprises, mainly in seven aspects: office affairs and reception supplies, product packaging, advertising communication, building environment, transportation system, clothing system and display layout.

Especially when planning the five basic contents of visual identification system, it is most important to make clear the name of the enterprise. The choice of enterprise name should have potential connotation, rather than only one kind like boiled water, thus failing to achieve significant results. At the same time, whether the enterprise name and product name are unified cannot be mechanically copied. Generally speaking, it should be distinguished according to the actual scale of the enterprise, which is large in scale and wide in name selection. For the formulation of corporate logo, as long as the symbol of the logo has a strong function of transmitting corporate signals to the outside world and showing corporate personality characteristics, it is not necessary to cover everything, making the logo too cumbersome and self-defeating. In the aspect of designing enterprise fonts and standard colors, the information conveyed by them should make the public enjoy the aesthetic feeling, and then generate favorable associations for enterprises, so that their associations can be integrated with the overall image of enterprise planning.

External service system of enterprises: the in-depth promotion of corporate culture planning

What is the essence of enterprise external service system? Satisfy customers? It has two meanings, namely? Customer first? And then what? The customer is always right? .

? Customer first? There are four service purposes: first, the service standards that all employees must abide by (similar to corporate philosophy); Second, when it conflicts with other standards, it is fundamental; Third, serve customers in many ways, give? The best consumption experience? ; Fourth, all employees have changed? I am the center? For what? Centering on him (the customer)?

And then what? The customer is always right? First of all, customers should be treated as friendly friends, not friends? Annoying guy? ; Secondly, it means that the customer's dissatisfaction in consumption is exactly where the enterprise is imperfect, which is conducive to the enterprise to collect information; Third, employees rub against customers, and other customers will easily rub against this? Victim customer? Side by side, thus affecting the reputation and image of the enterprise. Therefore, when rubbing against customers, the first thing an enterprise should do is to put its responsibilities. Take? Depend on yourself, and then take measures to solve it slowly.

In the process of formulating the foreign service system, planners have both? Virtual? Another part? Real? Part of. Its? Real? It is embodied in three links: before, during and after the transaction of goods (not just products). Before trading, we should first start with the quality of goods, constantly improve the production and processing technology in production, and show it to the public with high quality, which is the premise of building a foreign service system; At the same time, increase pre-sales advertisements to introduce the performance, use, style and variety of products. What is an important strategy in trading? Smile? Strategy, won the public's favor, and take the way of registering user name, giving small gifts, giving warm greetings, etc. What is the special service after the transaction? Return visit? , including telephone greetings, on-site consultation, on-site maintenance, after-sales lottery questions and answers, etc. It is beneficial for enterprises to obtain accurate market information as the basis for decision-making.

Corporate behavior identification: a powerful guarantee for corporate cultural planning

Corporate behavior identification is a dynamic expression of corporate philosophy, corporate vision and corporate external service system, which is usually called activity identification. Specifically, enterprise behavior identification refers to the enterprise's strategy and tactics, management mode and system, as well as various activities. Including external marketing, advertising, public relations activities and internal diagnosis, organizational structure design, product development, production and operation, staff training, talent recruitment and so on. Its external behavior is to please the public with quality service and standardize employees with a set of behaviors. These two aspects are mainly realized through marketing manual, employee manual and post manual.

When formulating these codes, planners must have the quality of strategy and management, and at the same time, combine the market positioning, product positioning, corporate culture and corporate personality characteristics of enterprises to implement them, and combine some successful planning examples, which is the most concrete operation in corporate planning. Enterprises account for 80% of this part of the operation workload, while the role of planners only accounts for 20%. Planners only use one? Macro? What are the identities of the participating enterprises? Implementing party? , the planner is? Hint? .

Revelation:

Corporate culture is a very broad category, and many corporate decision makers say it is a family. Culture? Enterprise, but in reality, ask him? What is the core of your culture? Can he cite countless examples to verify his? Cultural view? And he can give countless examples of what his enterprise has done to build and support his corporate culture theory.

But I want to remind you that although an enterprise has done all the work such as enterprise mental identification system, enterprise visual identification system and enterprise external service system, it still feels fragmented. Why? In my opinion, the key is just migration? Virtual table? The key is that the decision-making level of the enterprise does not understand and pay attention to it? The power of culture? Will you let it go? Corporate culture? This concept was instilled in their middle managers.

Everyone knows,? Culture? Is a very empty thing. If you believe it, you have it. No, you do. . Mao Zedong? Spark? Why? Can start a prairie fire? , why? At first, the Red Army had no money, no guns, no powerful soldiers and aircraft cannons, and even insufficient food and clothing. However, the Red Army finally defeated the powerful regular army of the national army. The root cause is a belief, a? Culture? What is the power of macro point? Building a dark society without exploitation and oppression? What exactly is it? Fight local tyrants and divide fields? This idea brought everyone together. The Kuomintang wants guns, guns and planes, and also has ideals and culture, such as? Three People's Principles? , but its? Three People's Principles? But in fact? In name only? Although the decision-making level saw this problem, but? The heart is willing, but the strength is not enough? Without implementation, it means no culture.

So you can, you know? Real? Cultural carrier, if the decision-making level of an enterprise can not attract the attention and indoctrination of the middle and grass-roots levels, in fact, the formulated culture will also fall into it? Are there any virtual tables for migration? The state of.

However, an excellent planner can't give up a series of links in the early, middle and late stages of corporate culture just because the decision-makers or management don't pay attention to it or do nothing. ? The process determines success. If there is a good process, there will be good results? As long as all aspects of corporate culture planning are in place and a good communication mechanism is established with decision makers, then? Virtual? Can you hold on? Real? ,? Real? With what? Virtual? This will be very beneficial.