Temperament of corporate culture

Temperament of corporate culture

Temperament of corporate culture, a corporate culture, like people, also has differences in temperament. Some are brave and some are fine; The cultural characteristics of an enterprise will also give people a general feeling. Let's talk about the temperament of corporate culture together. Temperament of corporate culture 1

How is the temperament of corporate culture formed? First of all, it is determined by the temperament of the founder and boss of the enterprise. Secondly, it is also cultivated in the practice of enterprise management through continuous innovation and enrichment by the main members of the team and continuous accumulation. This temperament is not spoken by oneself, but an evaluation of the object. It is a judgment of others on the cultural image, cultural psychology, cultural characteristics and cultural character of your enterprise.

The temperament of corporate culture only paints a certain color on the enterprise, but it cannot determine the social value of your corporate culture, nor can it be directly used as a moral judgment. An enterprise's culture, whether it is publicity or low-key, cannot determine its value orientation. Any kind of temperament culture can make the enterprise become a noble and great enterprise, and it can also become a corrupt and harmful enterprise.

Temperament itself is neither good nor bad. Every temperament has both positive and negative aspects, but it has certain practical significance for forming good motivation and attitude, which needs us to adjust. For example, some enterprises are full of passion and value form; Some enterprises are reserved and steady, and value content. Although there is no right or wrong in principle, it is really necessary to grasp the discretion of these two temperament in practice. In a passionate enterprise, the leaders are often excited, and they like the slogan blaring, the slogan is full of walls, the movement is higher than the waves, and the employees' emotions are also ignited, shouting, "I am a happy salesman, I am a great salesman, and I am an omnipotent salesman!" In an introverted and stable enterprise, leaders always calmly analyze, hope to think systematically, make solid progress, and take one step at a time. Employees are not used to the scene of suspected pyramid schemes, but prefer to study and do things with peace of mind in an environment without stories. Enterprises can't be without passion, can't be irrational, can't always be excited, and can't be quiet. Therefore, I said that we need to grasp it concretely, and everything is too late.

Confucius, an ancient Chinese thinker, divided people into three categories from the perspective of similar temperament: "BOC", "crazy" and "stubborn". He believes that "crazy people make progress, while stubborn people do something." It means that people like crazy people have a positive attitude, and they are "ambitious and outspoken", and their words and deeds are strongly manifested. People like fans are more reserved. They are "afraid of doing something" and often feel moved by it. People like Bank of China are in between, and they are so-called "people who follow the golden mean". It seems that Confucius also thinks that although there is nothing wrong with madness and stubbornness, it is best for the Bank of China.

although the temperament of corporate culture is not good or bad, there is still a difference between beauty and ugliness. The most fundamental thing is the core values of your corporate culture. It doesn't matter whether it is rough or delicate, but it is necessary to be honest and keep morality; It doesn't matter if you are straightforward and gentle, but you should pursue truth and seek goodness; It doesn't matter whether you are rigid or flexible, but you should obey the law. Of course, the most ideal corporate culture is the dialectical unity of content and form, appearance and spiritual temperament and accomplishment. The temperament of corporate culture 2

Culture is the source of a country and a nation's progress, and it is also the core strength of an enterprise's development. Products of the same quality are quite different in market performance due to different brands. Behind the brand is culture, and it is the power of brand culture that drives the growth of the brand.

No one can deny that ancient Greek mythology lit the light of European civilization and built the spiritual home of the West. No one can deny the cultural heritage of China for thousands of years, which has supported the cultural skeleton of a vast ancient country. Wine is an industry with a profound cultural foundation. It can even be said that wine develops with the development of human civilization. The reason why there are so many brands around us whose advertising sales drop as soon as they stop, and so many brands are short-lived, is mainly because we have not created a strong cultural brand with high sense of value, high reputation, distinctive personality and rich associations.

All world-famous brands have profound brand culture connotation, which is not simply understood as the accumulation of time. The future development of China wine must form its own cultural system in order to stand in the world wine hall, rather than simply achieving great consumption. Many of our enterprises and brands have not done well, mainly because they have not really recognized the importance of culture to brands. A lot of imitation and even plagiarism, sloppy product development, disregard for the nature of the industry, shoddy, false brewing, etc., are all the root causes that make it difficult to achieve a really good brand. This is a cognitive problem of the thinking of enterprises, especially business leaders.

there are three levels of enterprise development: third-rate enterprises sell products, second-rate enterprises sell brands, and first-class enterprises sell culture. Culture is the real core competitiveness of an enterprise. Corporate culture and brand culture are branded with the times. The supremacy of French wine in the world lies not only in the simple producing areas and excellent product quality, but also in the advanced technology, and in the global influence of wine culture. The status and influence reflected by this profound cultural precipitation is the real power of French wine growth. World-class famous villages, mainly famous French wineries, can stand out from the rest of the world, not because of the quality itself, but because of the cultural value behind the brand.

The birth of culture is like two sides of a coin. When a company or brand is born, culture is born. Only great changes have taken place in the evolution of the day after tomorrow. In a sense, products are just a carrier, and consumers get direct value returns by buying products. However, consumers choose and buy a certain product out of the recognition of the brand concept, which shows a life concept and attitude. The focus of brand culture is how to transform it into consumer culture, which can also be understood as the reason for consumers to buy. Many brands have not been able to do it for many years, which is not only a matter of time accumulation and precipitation, but more importantly, the creation of brand culture can not support the long-term development of brands. The influence of culture on consumers is all-round, the consumption attitude and behavior brought by cultural differences are different, and the psychology of cross-cultural consumption and various factors affect the choice of brands. There are great differences between eastern and western cultures. When enterprises carry out cross-cultural brand promotion, they are faced with cultures that are greatly different or even completely different from their mother cultures. People with different cultural backgrounds often make different choices for brands because of their different values, ways of thinking and behaviors. For example, food culture has a great influence on wine. People in different regions have different tolerance for tannin. For example, people who are used to drinking tea tend to be more tolerant of tannins in wine. China has many ethnic groups, a vast territory and a large population, and tastes vary greatly from place to place, such as what wine to drink when eating hot pot, and so on.

At present, China market is a channel-driven market, even a brand-driven market, which leads many enterprises to pay more attention to channel construction. Because the cultivation of brands takes longer and requires more sophisticated strategies, many enterprises are more willing to focus on product development and ignore brand building, which directly leads to the instability of market growth. Therefore, even brands or enterprises that have risen rapidly in recent years may soon decline or even die out. It is mainly manifested in the sales volume of products in the market: without direct and realistic interest temptation, it is difficult to generate sales volume, and it is difficult to maintain the growth of enterprises by relying on the support of brand power, thus leading enterprises to enter a "non-virtuous circle". This situation can be concealed in the initial stage of the crazy development of China wine. However, with the intensification of competition, it is difficult for enterprises or brands that do not rely on cultural competitiveness to maintain their long-term competitive advantage.

Although the power of culture is very strong, traditional people's understanding of culture is extreme, which makes them think it is empty and macro. In fact, everything in culture is real, and everything in culture is visible and tangible. Because all realistic expressions are cultural expressions. For example, every word and deed of an enterprise employee is the expression of company culture. In terms of brand building, there is such a misunderstanding among current enterprise bosses: they think that as long as they make a set of VI visual identity images, they can give full play to the role of the brand. However, what really determines the brand value is the concept system. It determines the connotation and depth of the brand, endows the brand with soul, and makes the brand have vitality and unique value.

For enterprises, the most important thing is to use brand core values to guide the whole process of marketing communication in order to make brand culture play a real role. The process of marketing communication includes the whole process from planting to brewing, from production to sales, from design to publicity, from channel to promotion, from communication to service. Every behavior of an enterprise in this process should faithfully reflect the core value of its brand. This means that every penny of business activities should be spent on "adding" the brand, which can not only avoid the deviation of marketing communication from the core value of the brand, but also form a virtuous circle of rolling promotion of brand value. Many enterprises are wasting money every day, but the boss may not know it. This is the main problem. For example, packaging design, what is a good packaging design? Does the boss like it or does the consumer like it? Is it what we think is beautiful or is it consistent with brand value and brand personality? Is it constantly refurbished every year, or does it stick to the core image? Do you use materials and techniques to reflect grades or pay attention to internal cultural values? Wait a minute. Although there is no absolute right or wrong, one thing is certain: the real "struggle" of brand competition is culture.

culture cannot be simply imitated, but more is learning, inheriting and carrying forward. China wine will gradually form its own big culture in the future, including planting culture, brewing culture, production culture and consumption culture. Only in this way can we have an important place in the future world wine stage, and even take the lead.

the power of culture is the real power of brand growth.