How to carry forward enterprise culture and promote enterprise development

Corporate culture construction can be understood as the literariness, systematization and optimization of recessive culture, and it is the "cultural design" and "cultural implementation" of corporate culture. Similar to the original intention of "civilized education" of culture. The construction of corporate culture takes three steps: corporate culture inventory → corporate culture design → corporate culture implementation.

The first step is corporate culture investigation (identification and diagnosis)

To successfully carry out the construction of corporate culture, we must first deeply understand the current situation of corporate culture. By combing the history of corporate culture, taking stock of corporate cultural resources, starting with the problems existing in corporate culture, taking the problem as the guide and looking at the essence through the phenomenon, a systematic solution is formed step by step. The main methods of inventory are: questionnaire survey, interview, symposium, observation and summary, literature collection and analysis.

(1) Identify the existing culture: it can be identified in the order of material layer → system layer → spiritual layer: ① Material environment (green environment, buildings, offices, storefronts, signs and propaganda slogans, etc. ); ② employees' gfd, mental outlook, working status and working atmosphere; ③ Products and equipment; ④ technical level; ⑤ Human resources; ⑥ Market and sales; ⑦ Strategy, organization and rules and regulations; (8) Oral description and written materials of corporate culture; Pet-name ruby fine traditions, examples, exemplary deeds and successful experiences; Attend customs, ceremonies, internal publications, websites, cultural and sports activities, etc.

(2) Problems in diagnosis: What does cultural diagnosis do? What cultural diagnosis needs to do is to determine the gap in concept and behavior of current corporate culture according to the promotion direction (or improvement direction) of corporate competitiveness. The main points are:

(1) What is the corporate culture of the company now, and why do you have such a corporate culture now?

(2) What's wrong with the current corporate culture? Are all kinds of ideas reasonable and suitable for the future development needs of enterprises (can they promote the competitiveness of enterprises)?

③ Is the image, system and behavior of the enterprise consistent with the values, ideas and entrepreneurial spirit that the enterprise should embody?

④ According to the current situation, how should corporate culture be constructed and implemented? How to evaluate and supervise the operation of corporate culture? What should we pay attention to in the future corporate culture construction?

The second step is corporate culture design (refining and upgrading)

The design of corporate culture should be based on respecting the original appearance of the original corporate culture and refining and upgrading (innovation) on the basis of the original corporate culture.

(1) The main process of design

① Refine existing excellent cultural elements: systematically summarize, excavate and refine the advantages of existing corporate cultural resources; I don't want to be perfect once and for all, but I want to be true, objective and practical.

② Eliminating cultural elements that are contrary to the company's strategic development: Cultural construction is a process of "sublating and innovating" the original culture. It is necessary to examine the existing culture, and find out which ones do not meet the needs of the company's future development, and which ones are consistent with the company's future development, and promote the superior and eliminate the inferior.

(3) Adapting to market competition and introducing advanced cultural elements: In order to meet the requirements of future competition, meet the needs of enterprises to realize "strategic implementation", introduce new cultural elements for enterprises and build a new culture suitable for market competition and strategic transformation.

② Main contents of design

Spiritual concept refining (MI)→ rules and regulations perfection (BI)→ material image design (VI). We can also understand that the design process of enterprise culture scheme is the process of enterprise CIS system construction. Only corporate image design (VI) is weakened, and this work can be carried out by specialized advertising companies.

Ⅰ. Refinement of spiritual concepts

Through the corporate culture audit of all employees, we can excavate and carry forward the connotation of entrepreneurial spirit, form corporate values and corporate ideas that all employees abide by together, and shape the "soul" of the enterprise.

(1) refining principle of enterprise concept.

First, respect the reality. Enterprise concept comes from enterprise practice, concise and sublimated. Therefore, creative design should respect the present situation and personality characteristics of enterprise historical values.

B, beyond reality. The refining of enterprise ideas should stand at the height of history and times, fully absorb the most advanced cultural ideas in contemporary society, grasp the pulse of social progress and foresee the future development trend of enterprises.

C. systematic principle. The concept of enterprise is a system, so it should be emphasized that there can be no conflict between concepts, and the operability is strong.

D, artistic principles. Enterprise concept plays a role in motivating employees to a certain extent, and is also the carrier of external publicity. Therefore, its artistry cannot be ignored. Language should be concise, concise, infectious and influential, and easy to spread and remember.

E, the principle of individuality. Basically put an end to the direct use of "unity, truth-seeking, forge ahead, innovation" and other words that lack individuality. More than 37% of the ideas of China enterprises are "unified". It seems that China is not very United. Anyone who uses this idea has no personality for the enterprise. Some foreign business ideas are really addictive. DHL, "proudly surpassing". There is also a refreshing feeling that "dry towels squeeze a handful of water" and "everyone is a company".

Case: When Beijing Kunlun Hotel first started this concept, many people were not optimistic at first, but now it turns out that this concept is still very successful. Their idea is "strictly control and manage, and rise to love", which seems very rustic. ※. They found two penalty executors and demanded that they be fined 200 yuan every day to get their salary. The boss thinks there must be something wrong with such a big hotel. If there is nothing wrong with it, there are only two reasons: the first reason is that you have no ability to find it; The second reason is the reason of face. To this end, the punishment officer carefully searched for shortcomings, first found the big shortcomings, then found the small shortcomings, and finally fined even if the eyebrows were too long.

Whether this method is appropriate or not, we don't care about it, but it does promote the development of enterprises. This concept is at least very individual.

(2) The refining source of enterprise concept.

First, the original dominant culture of the enterprise. For example, the thinking of entrepreneurs, the fine traditions, examples, exemplary deeds and successful experiences of enterprises, and the world outlook, way of thinking and values of employees.

B. Excellent ideas of advanced enterprises. The excellent ideas of advanced enterprises can be used as reference, including the expression and perspective of these ideas, which is instructive for our refining. But be careful not to copy.

C, the cultural essence of national tradition. For example: self-improvement, kindness, diligence, wisdom, tolerance, broadness, kindness and filial piety. On this basis, refining, deduction and sublimation are all practices adopted by many enterprises.

Cultural essence of contemporary society. Corporate culture is an integral part of social culture, and it has grown up under the watering of social culture. The positive factors in social culture should be one of the sources of corporate culture. Of course, we should pay attention to those lasting cultural factors when choosing social culture, and we should not blindly follow suit. This idea won't last long.

Ⅱ. Improvement of rules and regulations

System is the guarantee of the route. Designing enterprise behavior signs and forming a scientific and reasonable enterprise system are the guarantee for the implementation of refined enterprise ideas. The perfection of enterprise system is the key link of enterprise culture construction. Because the operation is complicated and difficult, many enterprises will ignore this step, which makes the refining of the concept of enterprise spirit in place an empty talk and leads to the failure of the whole enterprise style construction.

① Some problems existing in the current enterprise system construction

First, "takenism". Copy successful business practices, learn and apply them, and absorb them wholeheartedly.

B, "empiricism" Cross the river by feeling the stones, explore by yourself, refuse to learn, and build a car behind closed doors.

C, the boss has the final say, there is no system, or the system is one-sided, unsystematic or changeable, which can be ignored.

D, lack of relevant systems of "caring for employees' demands and development", such as cadre competition for posts, reserve cadre management, employee career management, employee promotion system, employee rationalization suggestions and employee complaints. Or even if the relevant system is formulated, the implementation is weak. For example, in the promotion of employees, Samsung has stipulated a necessary condition for the promotion of supervisors: first train their own successors. This includes that some well-known domestic companies are not in place.

E, the content is not specific, quantitative and unclear, and the operability is poor. For example, the contents of employee manuals or behavior manuals of domestic general companies are mostly moral exhortations or rough specification requirements, as well as direct amendments to some national and local laws and regulations. The specific applicable terms and standards are not quantified, which leads to the dilemma that can not be implemented in practice, such as a company's regulation on warm service-"employees should treat customers warmly."

F, system hanging on the wall, written in a book, has become a decoration, lack of real implementation and enforcement.

(2) Improve the principles of rules and regulations

First, the principle of conceptual fit. Refers to the system should be consistent with the conceptual system. Values without system guarantee are empty, and systems without value support are weak. Every system has its legislative spirit behind it. When the values are inconsistent with the legislative spirit, if the system is enforced, the legislative spirit behind the system will become the real values. If the values are firmly recognized by the members of the organization, then the system will be invalid.

Case: the innovation system of 3M Company. In 3M company, as long as a person participates in the innovative development of new products, his position and salary in the company will naturally change with the achievements of the products. ※. Even if he is only an engineer on the production line at first, he can be promoted to a product engineer if the product enters the market, and he can become a product line manager if the annual sales of the product reaches 5 million dollars. This system has greatly stimulated the innovation enthusiasm of employees and promoted the development of enterprises.

B, the principle of strategic matching

The implementation of enterprise development strategy will affect the fundamental change of management system, and the large-scale change of management system is often caused by the adjustment of development strategy. As the carrier of enterprise strategy and concept implementation, system is designed under the guidance of strategy and serves the implementation of strategy. This is also the significance of the existence of management system. The guiding role of enterprise strategy in the design of management system is as follows: a, the basic management system must support strategic planning; B. Incorporate strategic planning into the management system; Design of management system in strategy implementation.

Case: Chunlan Group started the "Spring Project" and implemented the enterprise management system named "Three Railways" at the early stage of enterprise take-off. ※.

First, the iron gauge. The managers of Chunlan believe that in order to "build a world-class enterprise, produce world-class products and create world-class benefits", it is necessary to strictly manage the factory according to law from the first behavior of employees. To this end, a number of management rules and regulations, such as Code of Conduct for Cadres and Workers and Labor Management, have been formulated successively, and the code of conduct for employees inside and outside the enterprise has been specified in detail. At the same time, a supervision department was set up to take charge of disciplinary punishment, and a three-level supervision network was established.

Second, iron discipline. Chunlan has established a target management responsibility system, each with its own responsibilities. Everyone is equal before the system. If the system is violated, everyone will act according to the rules. Chunlan has formed a * * * cognition of "being affectionate towards lawbreakers and heartless towards enterprises".

Third, the management of iron. Chunlan's education, labor, technical quality and other dozens of management are impregnable. Every worker who takes up his post must undergo strict technical and professional training and pass the examination. All violations of technical regulations and technological processes will be punished according to the circumstances, or even deleted from the list.

C, obey the principle of organizational structure and scale

When learning the management experience of advanced companies, we must look at the essence through the phenomenon, deeply understand the essence of management thoughts behind other people's management systems and management tools, and combine the characteristics of enterprises to select the essence, discard the false and retain the true, and use it flexibly. After all, pulling a camel (leading a large enterprise) is different from pulling a rabbit (managing a small company). Only in this way can I turn what I have learned into my own and use it for me, so as not to make jokes about "learning from the East is effective" and "looking like a god but not like a god".

D, the principle of operability

Rules and regulations should be easy for all employees to abide by and implement, and must be operable: specific in content, strict in logic, concise in language, accurate in expression, clear in quantification and unambiguous. If we do not pay attention to adhering to this principle, the system contains empty and general advocacy or principles or even slogans, which can not be followed or distorted in the implementation process, but will also affect the seriousness of the whole system, and eventually lead to the whole system becoming a dead letter and losing its meaning of existence.

Some people may say that the characteristics of domestic general companies are the embodiment of Chinese management. Yes, China's traditional culture is relatively mild, and it is difficult to distinguish it clearly, but not all traditional cultures are unclear. For example, "three cardinal guides and five permanents" and "three obedience and four virtues" are only a few words, but they are relatively clear and definite. On the other hand, we should critically accept China's traditional culture and western management ideas, and not blindly copy them. Combined with the management system, although it is difficult for us to define everything as clearly as western companies, we can at least clearly define the situation at both ends: what behaviors do companies advocate? What behaviors are prohibited by the company? What are the rewards and punishments for these behaviors? Leave the hard-to-define part to the management of China. Some well-known domestic companies have already done this, such as Haier, Lenovo, Huawei and Vanke.

Case: For example, Wal-Mart's rule on warm service-"Smile with your last eight teeth within three meters". ※.

E, systematic principle

Rules and regulations are an organic system, involving all aspects of enterprises, influencing each other and forming a system. Every aspect is like every piece of wood in a barrel. Enterprises must be good at analyzing and discovering the shortcomings at all stages of the enterprise, and strive to make up for the long and short board or avoid them. Enterprises must attach importance to and constantly improve every link of the system. When there is a problem in any link or there are contradictions and inconsistencies between different links, it will be a systematic problem, and it may be a waste of all previous efforts and endless future troubles.

F, the principle of simplicity

Rules and regulations are the internal "laws" of enterprises, with a wide range of contents, including all aspects of enterprise management. The design of the system is very complicated, and it is easy to find clues. Therefore, when designing the system, it is suggested to adopt the practice of "grasping the big and letting go of the small". The so-called grasping the big and letting the small go is to start with the main contradictions in the system, start to deal with the conflicts between the system and the concept, and then start to sort out other systems, and at the same time make the text concise and distinctive, which is convenient for employees to learn, understand and compare. If we blindly pursue "big and comprehensive", we will not be able to highlight the key points and weaken the practical application value of the system.

Ⅲ material image design

Corporate material image is the external embodiment of corporate culture concept and the most influential and influential element in corporate culture. Material image design is the last link of corporate culture design. It is mainly through the means of material image construction to create the overall cultural atmosphere of enterprises and enhance the overall image of enterprises. Material image design is a complicated work, which can be designed by professional advertising companies. Referring to VI design, material image design is divided into basic element design and application element design.

① Design of basic elements. Enterprise name, enterprise logo, enterprise standard word, enterprise standard color. (Name, picture, word, color)

② Design of application elements. Buildings and indoor and outdoor environment, flags, signs, gifts, giveaways, office supplies, employee clothing, product packaging, transportation, advertising, etc.

Six short stories

Starting from 1828, Baxter Company tied a blue ribbon on the bottle strength of specially-made high-quality wine to show high-quality products. Unexpectedly, the tie effect is really amazing, and blue ribbon beer is very popular in the market. As time goes by, people call it "blue ribbon" instead of its original trademark. Seeing that public opinion is hard to violate, the company simply re-registered and officially named Blue Ribbon Beer. ※.

There is a black bridge in London, England. A careful reporter made a statistical record and found that the number of suicides on this bridge was obviously higher than that on other bridges, because black was depressing. ※. Later, the reporter suggested to the London municipal authorities: repaint the bridge. The municipal authorities felt reasonable and adopted his suggestion, painting the bridge white, and fewer people committed suicide on the bridge from then on.

It is said that there are many small pink rooms in primary schools and kindergartens in America. The colors inside, including walls, furniture, cribs and toys, are all pink. ※. Once the children are in an abnormal mood, the teacher will put them in a small pink room and then turn on relaxing music. Therefore, emotional children will soon be quiet and even fall asleep in it.

The third step is the landing of corporate culture (dissemination and promotion)

After the design of corporate culture is completed, the process of "culture" is completed. Then, the next step is to implement and consolidate in practice, that is, the process of "culture", which is divided into two aspects: internal communication and external promotion.

(1) internal cultural exchange

Internal communication of corporate culture is an extremely important corporate culture implementation activity, which embodies all members' understanding of corporate culture and their understanding and practice. The main communication tools are as follows:

(1) leaders practice and actively advocate. To create an excellent corporate culture, corporate leaders are the first promoters, and they must carry forward the corporate culture. A reporter once asked Zhang Ruimin: "What do you think is the most important thing to shape corporate culture?" Zhang Ruimin said: "First, shape yourself into a model of corporate culture!" Only leaders regard corporate culture as their own code of action, which is consistent with corporate philosophy in thought and corporate requirements in behavior.