How to Strengthen the Construction of Corporate Culture

Principles and ways of enterprise culture construction;

First, the general principles of corporate culture construction

1. We must stick to the socialist orientation. Enterprises exist to improve people's material and cultural life, which is the most basic value of enterprises in socialist countries. In the process of commodity production and circulation, enterprises must promote the development of production and meet the growing material and cultural needs of society. Enterprises should take this as the management thought and purpose of cultural construction, so that it has distinctive socialist characteristics.

2. Strengthen people-oriented. Culture takes people as the carrier, and people are the first element of cultural generation. People in corporate culture not only refer to entrepreneurs and managers, but also include all employees of enterprises. The construction of enterprise culture should emphasize care, respect, understanding and trust. The formation of enterprise group consciousness is that all members of the enterprise have the same values and goals, thus forming a centripetal force and becoming a fighting whole.

3. Consistent appearance, avoiding formalism. Corporate culture belongs to the ideological category, but it is easy to form a phenomenon of duplicity through the behavior and external forms of enterprises or employees. To build a corporate culture, we must first start with the workers' thoughts, establish correct values and philosophical concepts, and form a corporate spirit and corporate image on this basis to prevent formalism and inconsistency between words and deeds. Formalism not only fails to build a good corporate culture, but also distorts the concept of corporate culture.

4. Pay attention to the opposite sex. Oneness is an important feature of corporate culture. Culture was originally formed in the historical process of its own organizational development. Every enterprise has its own historical tradition and management characteristics, and corporate culture construction should make full use of this to build its own culture. Only when enterprises have their own characteristics and are recognized by customers can they be unique in the forest of enterprises and have competitive advantages.

5。 We can't ignore the economy. Enterprises are economic organizations, and corporate culture is the organizational culture of microeconomics, which should be economic. The so-called economy means that corporate culture must serve the economic activities of enterprises, which is conducive to improving the productivity and economic benefits of enterprises and to the survival and development of enterprises. Although the word "economy" is not involved in the contents of corporate culture discussed earlier, the ultimate goal of building and implementing these contents will not be divorced from the realization of corporate economic goals and the survival and development of enterprises. Therefore, the construction of corporate culture is actually a corporate strategy issue, which is called cultural strategy.

6. Inherit the essence of traditional culture

Marxism holds that "man creates his own history, but not at will, but under the condition that he directly encounters and inherits the past." (Selected Works of Marx and Engles, vol. 1, p. 603) The same is true of corporate culture construction in China. It should be the value-added development on the basis of traditional culture, otherwise the corporate culture will lose its foundation of existence and have no vitality. Value-added development is to learn traditional culture, discard its dross and take its essence. People-oriented thought, equality thought and pragmatic thought in China's traditional culture are all worthy of value-added development. China's people-oriented thought has been quite strong since ancient times, which has restricted autocratic behavior to some extent. In socialist enterprises, employees are the masters of the enterprise, so the construction of enterprise culture naturally takes people-oriented thought as an important ideological source, and through the development and utilization of this thought, employees will have a strong sense of ownership and consciously participate in the democratic management of the enterprise. China people insist on equality between people and think that "everyone is flexible and obedient", which is the ideological basis of China revolution in the past. The value-added development of this concept and its application in the construction of modern corporate culture will provide employees with equal opportunities for competition, which is conducive to advocating the operating mechanism of distribution according to work and equal pay for equal work. Pragmatic spirit requires people to seek truth from facts, be modest and prudent, guard against arrogance and rashness, and strive for progress. If this point can be carried forward, it will certainly form an entrepreneurial spirit of hard work and innovation. The "Iron Man Spirit" of Daqing's "Old Four Strictness" is the result of the value-added development of this national spirit.

Second, cultivate the concept of * * * with values.

As the core of corporate culture, the cultivation of values is a basic work of corporate culture construction. Every member of an enterprise organization has his own values, but because of their different qualifications, living environment and education level, their values are also very different. The cultivation of enterprise values is carried out through education, advocacy, publicity and encouragement of role models. , so that employees can abandon traditional and backward values, establish correct values conducive to the survival and development of enterprises, form * * * knowledge, and become the norm of all employees' thoughts and behaviors.

The cultivation of enterprise values is a process of obedience, recognition and final internalization. Obedience is to make enterprise members passively accept certain values and restrain their thoughts and behaviors through some external effects (such as outlook on life education) in the early stage of cultivation; Identity is the conscious acceptance of a certain value concept by external influences (such as the inspiration of model characters), but the concept has not been really understood and accepted; Internalization is not only to voluntarily accept a certain value concept, but to have a real understanding of its correctness and consciously restrain one's thoughts and behaviors according to this value concept.

The cultivation of enterprise values is a long-term process. In this process, due to the influence of environmental factors, the values of individual members in enterprise organizations may change repeatedly, which further increases the complexity of values cultivation. The cultivation of values requires enterprise leaders to do in-depth and meticulous ideological work and be good at transforming highly abstract thinking logic into basic ideas acceptable to employees. Among them, ideological and political work is very important, which can cause employees to think deeply about the significance of their lives and work, as well as their beliefs and pursuits of their careers.

Because enterprise values are a value system composed of multiple elements, we should pay attention to the combination of multiple elements in the cultivation, that is, we should not only consider the realization of national and enterprise value goals, but also take care of the satisfaction of employees' needs. But the first consideration should be the interests of the country and the nation. Among the seven values of Matsushita Corporation of Japan, the first one is "industry serving the country", and the "people's livelihood spirit" advocated by Lu Zuoxue, the founder of Minsheng Shipping Company, takes "serving the society, facilitating the people, developing industry and enriching the country for the people" as its value concept.

Third, build enterprise spirit.

The construction of enterprise spirit is to externalize the internal beliefs and pursuits based on enterprise values according to the characteristics, tasks and development trends of enterprises and the external appearances of enterprises, and form the mental state of enterprises.

Enterprise spirit and enterprise values are two different but closely related concepts. Values are the premise of enterprise spirit, and enterprise spirit is the concentrated embodiment of values. Values are scattered and hidden, such as the value of existence, the value of work and the value of quality. They are people's beliefs and pursuits. But the spirit of enterprise is different. It is exposed and easily felt by people. Enterprise values and enterprise spirit have become the core of enterprise culture.

To construct the spirit of circulation enterprise, we must first determine and strengthen the personality and operating advantages of enterprises according to the characteristics of commodity circulation industry. Through this determination and strengthening, we can arouse employees' sense of identity, enhance employees' confidence and enterprising determination, and form the centripetal force, cohesion and development momentum of the enterprise. Second, take marketing service as the center, guide and cultivate employees' awareness of creating famous brands, striving for first-class and higher level, and the business style of customer first and service first, so that enterprises can be in an invincible position in the market competition; Third, vigorously advocate the spirit of unity and cooperation, so that enterprises can form a group of sincere cooperation and establish harmonious interpersonal relationships; Fourth, carry forward democracy, put people first, create a cultural atmosphere of respecting, caring and understanding people, encourage employees to participate consciously, make them integrate themselves with the enterprise, and actively make suggestions for the prosperity of the enterprise; The fifth is to refine and sublimate the enterprise spirit into concise and inspiring words, which is convenient for employees to understand and remember and form a clear impression on the outside world.

The formation of enterprise spirit is artificial, which requires enterprise leaders to consciously advocate and cultivate themselves according to the factory conditions, tasks and development trends of enterprises. In the process of enterprise spirit construction, individual and scattered good deeds should be summarized, refined, popularized and cultivated as a whole, thus forming a representative enterprise spirit. The spirit of "a fire" in Beijing Wangfujing Department Store is extracted from the deeds of an ordinary salesman, Zhang Binggui.

Fourth, establish a correct business philosophy.

As the principle of enterprise management methodology, enterprise management philosophy is the logical starting point of all enterprise behaviors. Therefore, establishing a correct business philosophy is an important task of corporate culture construction.

Although there are methodological elements such as "service first" and "customer first" in establishing business philosophy of commodity circulation enterprises, each enterprise may choose its own business philosophy because of the different situation of people, money and materials and the different environment. To establish enterprise philosophy, operators need to conduct a comprehensive investigation on the operating conditions and characteristics of enterprises, use some philosophical concepts to analyze and study the development goals and realization ways of enterprises, form their own business philosophy on this basis, and penetrate into the deep minds of employees, making it a * * * thinking mode for employees to deal with business problems. Business philosophy is usually embodied in the words representing the spirit of enterprise, which is not only conducive to internal penetration, but also easy for customers to identify. For example, the description of the spirit of "a fire" in Beijing Wangfujing Department Store not only reflects the spirit of employees' dedication to service, but also reflects that enterprises attach importance to establishing new interpersonal relationships of equality, mutual assistance, solidarity and friendship among internal employees, enterprises and customers, and enterprises and other enterprises, and adhere to the purpose and business policy of serving the people wholeheartedly, so as to win customers and markets and promote enterprise development.

The key to the establishment of business philosophy is to have a sense of innovation and create a business philosophy and method of the opposite sex. The business philosophy of Mars Department Store, the most profitable retail group in Britain, is to establish a "manufacturer without a factory", so that others can produce products according to their own requirements and brand their own "Saint Michael" brand, which has achieved success. Wu Shang Group's innovation strategy is to integrate commodity management, asset management and capital management, jump out of the shackles of traditional management methods, and create four consecutive championships in the national retail industry.

Verb (abbreviation of verb) corporate image design

The image design of commodity circulation enterprises, first of all, is to provide genuine goods with their own characteristics in variety, grade, price, style and packaging; Secondly, provide quality service and impress customers through the marketing behavior culture of business personnel; Third, designing a beautiful and comfortable shopping environment is conducive to giving full play to the level of high-quality service. What is important is to stimulate customers' desire to buy and generate strong goodwill; Four, the shop facade design, shop decoration should reflect the characteristics of the industry, signs should be novel, eye-catching, reflecting business characteristics, which is conducive to attracting customers into the store and leaving a deep impression on customers. The window design should be coordinated with the shop building to form the overall aesthetic feeling of the store.

Corporate image design generally goes through three stages: image investigation, image positioning and image communication. Image survey is to understand the public's understanding, attitude and impression of this enterprise and provide information for corporate image design. Image positioning is based on the image survey, according to the actual situation of the enterprise, using the level of visibility and reputation to locate the corporate image. Image communication is to spread information about corporate image to the society through advertising or public relations, so that more customers can know and accept it, thus enhancing corporate image.