企业文化构建与形象塑造研究_企业文化的构建与研究

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Construction of corporate culture and corporate image building of

the preliminary study

First, we found that China's economic backwardne is not backward in technology, but the management behind.Since the 1980s, corporate management has been the general trend from strategic management to a higher level of cultural management.“Corporate culture ”boom of the rise, development of management ideas and concepts to a certain stage of a reflection and a leap.Similarly, corporate image planning more closely with the culture, the image of planning implies a profound and rich cultural identity, cultural guide planning to mature.A well-known economist in the United States through a lot of investigation reached a conclusion: “succeful entrepreneurs tend to focus on specific economic plans, economic indicators, financial targets and other projects, while succeful entrepreneurs yet the establishment of good values as overwhelming task.”

It is precisely because there are different values, different companies present different types of corporate culture and corporate image.This paper proposed a corporate culture and image of the basic concepts: corporate culture has two parts.Explicit culture refers to cultural facilities;Implicit culture refers to the internal to achieve the overall objective has always advocated, and gradually form, and continuously enrich and follow the premise of conscious members of the value of standards, ethics, and to integrate these factors made by the entrepreneurial spirit.Corporate and national culture is a culture, community culture, political culture, socio-cultural and maintained a relatively independent economic and cultural, economic organizations, reflects the company's values and purpose of the request, and the achievement of goals and habits of conduct.The behavior of corporate culture by the corporate culture, psychological and cultural, material culture of three parts.Corporate image refers to the busine objective and the objective existence of man's subjective will of the people, but be aware of the image.Both material and cultural factors, including busine, including corporate intangible cultural factors.Material and cultural factors, including: busine plant and equipment and the factory district environment, economic efficiency and material benefits, corporate emiions, the company's products.Of these factors, the most important is the product.Companies rely on to achieve the ultimate goal is the production and sale of businees, there is no production and there will be no sale of busine, but the company's products can not leave the company of other material factors, no high-level equipment, it is impoible to produce cutting-edge products.Enterprise refers only to non-material factors, the level of service, corporate reputation, corporate management system, the technological level of enterprises, corporate values, mental state, ideals and so on.Objective of the corporate image of intangible factors is the soul, the operation of enterprises can not do without these non-materialistic factors, it is not a matter of additional factors, in fact, even non-materialistic factors play a greater role than physical factors.Then analyzes the impact of corporate behavior and constraints of cultural1

factors.Concludes with a corporate culture and corporate image building of specific strategies.Image-building corporate culture on the impact is profound and widespread, it is unmatched by other factors.Corporate culture is the image plan of the destination point and the show.Corporate culture is a potential state in a creative, corporate image planning is one of the outcomes of their role, or one end, it is always through the corporate image planning.All succeful or unsucceful corporate image planning, corporate and cultural background can be found in the answer.Good corporate culture to enhance the corporate image planning role is very clear, it opens up a new vision of social enterprises identify, out of the past began to narrow personal interests and busine interests of a particular limit, and gradually extended to the field of social development of the overall proce.The evaluation of corporate image, although mainly by employees outside the public to do, but the corporate image in the final analysis is shaped by the employees.They work through the real objective created corporate image, at any time is an objective basis for public evaluation.Corporate image building, as a systems engineering is not isolated, it involves all aspects of enterprise development, the practice of any isolated image of the shape for the entire enterprise is not produce a great effect.Its shape should be multi-pronged approach, including the physical factors and psychological factors, mainly the human factor.The people's values, such as mental state is reflected in the nature of corporate culture, therefore, can not help but to shape the corporate image as the core of enterprise culture.Although the corporate image is an important element of corporate culture, but it can not be divorced from busine and material factors.Shaping the corporate image as part of the strategic system, material factors and mental factors are indispensable.Of building a corporate culture in order to meet the needs of enterprise survival and development, and only the formation of a busine enterprise culture is the personality characteristics of a viable busine.Thus, both drawing on traditional Chinese culture, Ye Hao, Ye Hao learning experience of Western corporate culture, summed up the succeful experience from practice or whatever, must adapt to their constantly growing and changing busine needs.This requires that we practice in the corporate culture, bold exploration and innovation, so-depth study of corporate culture, the corporate culture to a new level.First, exploration and innovation, is the corporate culture of “the eternal theme.”

Competition in a market economy, in particular, need to explore innovative spirit, which is the fundamental way busine survival and development, and only have to explore innovative enterprises of all, the only way the corporate culture in order to cultivate a workforce with the times, in order to make enterprises invincible.Second, exploration and innovation, enterprise culture into a material force.Recognize only back to practice, may have their own development.Finally, exploration and innovation, we must uphold the right

direction and principles.That innovation must reflect the spirit of the times, must be content and form of unity.Carry forward the bold exploration and innovation, establish and improve China's system of corporate culture, theory, should such aspects: First, as soon as poible to establish a “special” led to “and” as the main body, and part of the research institutions;The second is to open up topics in the media, encourage contention, create Disciplines neceary for academic atmosphere;The third is to vigorously explore new areas of research, and actively try new The establishment of academic work;Fourth, strengthening the theoretical writings of foreign corporate culture the translation.David Urbano

Published online: 8 October 2008

Springer Science + Busine Media, LLC 2008