What should entrepreneurs pay attention to in training?

Overview of corporate culture construction Corporate culture - or company culture, generally refers to the common ideals, basic values, styles, living habits and behavioral norms formed by the company in the medium and long term. It is the general term for the company's operations. The sum of the spiritual wealth with the characteristics of the enterprise created during the management process has charisma and cohesion for the members of the enterprise, and can unify the interests, purposes, needs and resulting behaviors of many people. It is a reflection of the long-term cultural construction of the enterprise. . It includes values, highest goals, codes of conduct, management systems, ethics, etc. It targets all employees and uses publicity, education, training, cultural entertainment, socializing and other methods to unify the will of employees to the greatest extent, standardize employee behavior, gather employee strength, and serve the overall goals of the enterprise. Grasp the focus of corporate culture construction Corporate culture is a people-oriented management philosophy. Modern enterprises pay more and more attention to the important role of people in enterprise development. Therefore, creating a unique corporate culture and firmly grasping the focus of corporate culture construction are of great significance to enhancing the centripetal force and cohesion of the enterprise. 1. Pay attention to corporate strategic culture. To achieve sustainable development, a company must have a long-term development goal and development plan. Issues such as the direction and how the company will develop in the future should be made known to all employees as soon as possible. Only when the development strategy is recognized by all employees can it play its due guiding role and become the action plan for all employees. In the construction of corporate culture, we must make full use of carriers such as the Internet and adopt flexible and diverse forms to promote and implement corporate development strategies. By actively carrying out the construction of corporate strategic culture, we can further clarify work ideas, clarify the development direction of the company, and stimulate employees' work enthusiasm. 2. Build corporate humanistic culture Talents are valuable resources for corporate development. Under the new situation, enterprises need a large number of talents of different levels and professions. Enterprises must regard the construction of talent teams as part of corporate culture construction. By creating a cultural atmosphere that respects and shapes people within the enterprise, it can enhance employees' sense of belonging and stimulate their enthusiasm and creativity. With the continuous development of science and technology, the issue of updating the knowledge structure of employees is also placed in front of enterprises. Enterprises should strive to create a good learning atmosphere and build a platform for talent growth, so that all employees can enhance their sense of ownership, breathe and grow with the enterprise. It is necessary to educate employees on goals so that they can closely integrate their personal goals with the company's development goals and consciously participate in various tasks of the company. 3. Standardize corporate institutional culture Corporate culture and corporate systems are mutually supportive and mutually supportive, and institutional culture is an important part of corporate culture. In the construction of institutional culture, we must highlight innovation and be strict in implementation, establish a scientific corporate decision-making mechanism and human resources development mechanism, formulate complete corporate operating rules and business management systems, build a lean and efficient organizational structure, and make all work closely connected , to ensure the smooth realization of corporate goals. The higher the level of employee participation in democratic management, the more conducive it is to mobilizing their enthusiasm. Enterprises should establish an open communication system to understand employees' ideological trends in a timely manner. At the same time, it is necessary to strengthen supervision, standardize management behavior, create a harmonious cultural atmosphere, and promote the improvement of corporate management levels. 4. Create a corporate team culture The realization of corporate development goals is inseparable from the mutual collaboration among employees. Only by cultivating team spirit can enterprises continue to create new results and remain invincible in the fierce market competition. The important task of corporate culture construction is to create a good atmosphere within the enterprise that is conducive to the development of the enterprise, so that leaders and leaders, leaders and employees, and employees can cooperate sincerely to promote the smooth realization of corporate goals. At the same time, it is necessary to properly handle all aspects of the company's external relations, reduce friction and contradictions as much as possible, and strive for understanding and support from all aspects. 5. Enhance corporate innovation awareness. Innovation can inject vitality into corporate culture and improve the level of corporate culture construction. It is necessary to promote the continuous development of enterprises through innovative corporate culture. The key to corporate culture innovation is to innovate the company's old business philosophy and management concepts, so as to bring corporate culture construction to a new level. Create an environment that tolerates different thinking. If innovation can only succeed but not fail, it will be difficult for enterprises to maintain strong creativity and vitality. As market competition entities, enterprises should have the ability to adapt to the modern market economy, and corporate culture construction should also reflect the requirements of the market economy.

Market competition has formed new competition concepts and models. In the process of corporate culture construction, this concept and model must be fully understood to ensure the sustainable and healthy development of the enterprise. Misunderstandings in the construction of corporate culture in my country: 1. Paying attention to the form of corporate culture while ignoring the connotation. The most prominent problem in the construction of corporate culture in China is the blind pursuit of the form of corporate culture while ignoring the connotation of corporate culture. Corporate cultural activities and corporate CI image design are both superficial expressions of corporate culture. Corporate culture is a set of unique value systems formed through education and integration that instill the basic values ??of a company in the process of entrepreneurship and development into all employees. It is a series of guidelines that influence the company's strategy to adapt to the market and handle internal conflicts within the company. and behavioral patterns, which are permeated with the basic assumptions, values ??and worldview of human nature formed by individual entrepreneurs in the process of socialization, and also condense the business philosophy collectively formed by entrepreneurs in the process of entrepreneurship. Expressing these ideas and values ??through various activities and forms is a relatively complete corporate culture. If there is only a superficial form but no inner values ??and ideas, such a corporate culture is meaningless and unsustainable. Therefore, It cannot form a cultural driving force and cannot have a profound impact on the development of the enterprise. 2. Equating corporate culture with corporate spirit and being divorced from corporate management practices. Some entrepreneurs believe that corporate culture is to shape the corporate spirit or the corporate Bible and has little to do with corporate management. This understanding is very one-sided. Corporate culture uses culture as a means and management as the purpose. This understanding makes sense, because both corporate organizations and career organizations are substantive organizations. They are different from the church's belief system. They are based on Evaluated based on production and operation status and certain performance, spiritual factors certainly play an important role in the cohesion within the enterprise, enterprise production efficiency and enterprise development, but this influence does not work alone, it permeates the system of enterprise management. , incentive mechanism, business strategy, and work together. The business philosophy and values ??of the enterprise run through every link and the entire process of the enterprise's business activities and management, and are adapted to changes in the enterprise environment, so they cannot be separated from enterprise management. 3. Ignore the innovation and personalization of corporate culture. Corporate culture is the unique management model of the company under a certain cultural background. It is the personalized expression of the company. It is not a standard and unified model, nor is it a slogan that caters to fashion. Looking at the corporate cultures of many companies, they are generally similar in all aspects, but they lack distinctive personalities and unique styles. In fact, each enterprise has a different development history, different components, and different competitive pressures. Therefore, its strategies for responding to the environment and the way it handles internal conflicts will have its own characteristics and cannot be completely the same. Corporate culture is a unique cultural management model determined under a certain cultural background by comprehensively considering various factors such as the company's own development stage, development goals, business strategies, and the internal and external environment of the company. Therefore, the form of corporate culture can be standardized. , but their emphases are different, their value connotations and basic assumptions are different, and the type and intensity of corporate culture are also different, which is why the personalized characteristics of corporate culture are formed. Principles and approaches of corporate culture construction 1. General principles of corporate culture construction 1. Must adhere to the socialist direction. Enterprises exist to improve the material and cultural life of the people. This is the most basic value for the existence of enterprises in a socialist country. In the process of commodity production and commodity circulation, enterprises must promote the development of production and meet the growing needs of society's material and cultural life. Enterprises should regard this as their business philosophy and purpose when carrying out cultural construction, so that it has clear socialist characteristics. 2. Strengthen people-centeredness. Culture takes groups of people as its carrier, and people are the first element in the generation of culture. People in corporate culture not only refer to entrepreneurs and managers, but also include all employees of the company. In the construction of corporate culture, we must emphasize caring for, respecting, understanding and trusting people. The formation of corporate group consciousness requires that all members of the company have the same values ??and goals. Only then can they form a centripetal force and become a combative whole. 3. Be consistent inside and outside, and avoid formalism. Corporate culture belongs to the category of ideology, but it must be expressed through the behavior and external form of the company or employees, which can easily lead to inconsistencies between the inside and outside.

To build corporate culture, we must first start with the ideological concepts of employees, establish correct values ????and philosophies, and form the 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 individuality. Individuality is an important feature of corporate culture. Culture is originally formed in the historical process of the organization's development. Each enterprise has its own historical traditions and operating characteristics. Corporate culture construction must make full use of this and build a culture with its own characteristics. Only when an enterprise has its own characteristics and is recognized by customers can it be unique in the enterprise and have a competitive advantage. 5. Economics cannot be ignored. An enterprise is an economic organization, and corporate culture is a microeconomic organizational culture, which should be economical. The so-called economy means that corporate culture must serve the economic activities of the enterprise, be conducive to improving the productivity and economic benefits of the enterprise, and be conducive to the survival and development of the enterprise. Although the various contents of corporate culture discussed above do not involve the word "economic", the ultimate goal of constructing and implementing these contents will not be separated from the realization of the enterprise's economic goals and the pursuit of the survival and development of the enterprise. Therefore, corporate culture construction is actually a corporate strategic issue, which is called cultural strategy. 6. Inheriting the essence of traditional culture Marxism believes: "People create their own history, but they do not create it as they please, but create it under the conditions inherited from the past that they directly encountered." ("Selected Works of Marx and Engels" No. 1 Volume, page 603) The same is true for the construction of Chinese corporate culture. It should be value-added on the basis of traditional culture. Otherwise, corporate culture will lose the basis for its existence and will have no vitality. Value-added development is to learn from traditional culture, remove its dross and take its essence. People-oriented thinking, equality thinking, pragmatic thinking, etc. in our traditional culture are all content worthy of value-added development. China's people-centered ideology has been quite strong since ancient times and has restricted authoritarian behavior to a certain extent. In a socialist enterprise, workers are the owners of the enterprise. The construction of corporate culture naturally takes people-oriented thinking as an important source of thought. Through the development and utilization of this idea, the employees can develop a strong sense of ownership and consciously participate in the enterprise's management. Democratic management. The Chinese nation insists on the equality of people and believes that "all people are like Yao and Shun". This is the ideological basis of the past Chinese revolution. The value-added development of this idea and its application in the cultural construction of modern enterprises will provide equal competition opportunities for enterprise employees and will be conducive to advocating an operating mechanism of distribution according to work and equal pay for equal work. The pragmatic spirit requires people to seek truth from facts, be modest and prudent, guard against arrogance and impetuosity, work hard, and work hard. If this can be carried forward, an entrepreneurial spirit of hard work and innovation will be formed. The "Iron Man Spirit" of Daqing's "Three Elders and Four Stricts" is the result of the value-added development of this national spirit. 2. Cultivate the concept of common values. As the core of corporate culture, the cultivation of corporate values ??is a basic task of corporate culture construction. Each member of the corporate organization has his or her own values, but due to their different qualifications, different living environments, and different levels of education, their values ??vary widely. The cultivation of corporate values ??is through education, advocacy and publicity and inspiration of role models, etc., so that corporate employees can abandon traditional and backward values, establish correct values ??that are conducive to the survival and development of the company, and form a first-class consciousness to become a company. Standards of thought and behavior for all employees. The cultivation of corporate values ??is a process of obedience, recognition, and finally internalization. Obedience means that in the early stages of cultivation, through some external effects (such as outlook on life education), members of the enterprise passively accept certain values ??and use them to constrain their own thoughts and behaviors; identification means that they are influenced by the outside world (such as role models) Inspired by characters) and consciously accept a certain value concept, but fail to truly understand and accept this concept; internalization is not only voluntarily accepting a certain value concept, but also having a true understanding of its correctness, and Consciously restrain your thoughts and behaviors according to this value concept. The cultivation of corporate values ??is a long-term process. In this process, the changes in the value concepts of individual members of the enterprise organization may also occur repeatedly due to the influence of environmental factors, which further increases the complexity of value cultivation. The cultivation of values ??requires in-depth and meticulous ideological work by business leaders, who are good at turning highly abstract thinking logic into basic viewpoints that employees can accept.

Among them, ideological and political work is very important. It can arouse employees' reflection on the meaning of their lives and work, and their belief and pursuit of their own careers. Since corporate values ??are a value system composed of multiple elements, attention should be paid to the combination of multiple elements during cultivation, that is, the realization of national and corporate value goals must be considered, as well as the satisfaction of employee needs. But the first consideration should be the interests of the country and the nation. Among the seven values ??of Panasonic Corporation of Japan, the first is "Serving the country through industry". The "people's livelihood spirit" advocated by my country's older generation entrepreneur Lu Zuoxue (founder of Minsheng Shipping Company) is based on "serving the society, facilitating the people, and developing industries , a wealthy country" is the value concept of serving the country and the people. 3. Shaping the Enterprise Spirit The shaping of the enterprise spirit is based on the characteristics, tasks and development direction of the enterprise under the initiative of the enterprise leaders, so that the inner beliefs and pursuits based on the enterprise values ????can be expressed through the enterprise group behavior and external The appearance is externalized and forms the spiritual state of the enterprise. Corporate spirit and corporate values ??are two concepts that are both different and closely related. Values ??are the premise of corporate spirit, and corporate spirit is the concentrated expression of values. Values ??are dispersed and implicit, such as the value of existence, work value, quality value, etc. They are people's beliefs and pursuits. But the entrepreneurial spirit is different. It is relatively exposed and easily felt by people. Corporate values ????and corporate spirit together constitute the core of corporate culture. To construct the spirit of a circulation enterprise, we must first determine and strengthen the enterprise's personality and operating advantages based on the characteristics of the commodity circulation industry. Through this determination and strengthening, we can arouse employees' sense of identity, enhance their confidence and determination to work hard, and form the centripetal force of the enterprise. , cohesion and development motivation; the second is to take marketing services as the center, guide and cultivate the awareness of enterprise employees to create famous brands, strive for first-class, high-level awareness and the business philosophy of customer first and service first, so that enterprises can remain invincible in market competition. The third is to vigorously promote the spirit of unity and cooperation, so that the enterprise can form a sincerely cooperative group and establish harmonious interpersonal relationships; the fourth is to promote democracy, implement people-oriented, create a cultural atmosphere that respects, cares for, and understands people, and stimulates employees' awareness of participation , so that they regard themselves and the enterprise as one, and actively contribute ideas and suggestions for the prosperity of the enterprise; the fifth is to refine and sublimate, summarize the enterprise spirit into concise, clear, and inspiring written expressions, which can be easily understood and remembered by employees, and form a characteristic externally. Strengthen the impression. The formation of entrepreneurial spirit is man-made, which requires the leaders of the enterprise to consciously advocate and cultivate it personally according to the enterprise's factory conditions, tasks, and development trends. In the process of shaping the corporate spirit, individual and scattered good people and good deeds should be summarized, refined, promoted and cultivated as a whole to form a representative corporate spirit. The "One Fire" spirit of Wangfujing Department Store in Beijing is summarized and refined based on the deeds of ordinary salesman Zhang Binggui. 4. Establish the correct business philosophy As the principle of business management methodology, business philosophy is the logical starting point for all corporate actions. Therefore, establishing a correct business philosophy is an important task in corporate culture construction. Commodity circulation enterprises have established business philosophies. Although they have some similar methodological elements, such as "service-oriented" and "user first", each enterprise has different situations of people, finances, and materials, and the environment in which it is located. Different, it is possible for each enterprise to choose a business philosophy with its own characteristics. Establishing a corporate philosophy requires operators to conduct a comprehensive investigation of the company's operating conditions and characteristics, use certain philosophical concepts to analyze and study the company's development goals and ways to achieve them, and form their own business philosophy on this basis, and penetrate it into employees Deep in their thoughts, it becomes a unique way of thinking for employees to deal with business problems. The business philosophy should usually be reflected in the text that represents the corporate spirit, which is not only conducive to internal penetration, but also facilitates customer recognition. For example, the expression of the spirit of "a ball of fire" in Wangfujing Department Store in Beijing not only reflects the spiritual essence of the company's employees' dedication to service, but also reflects the company's emphasis on internal communication between employees, between the company and customers, and between the company and other companies. Establish a new type of interpersonal relationship of equality, mutual assistance, unity and friendship, and adhere to the store purpose and business policy of serving the people wholeheartedly, so as to win customers and markets and promote enterprise development. The key to establishing a business philosophy is to have a sense of innovation and create unique business ideas and methods.

The business philosophy of M&S Department Store, the most profitable retail group in the UK, is to create a "manufacturer without a factory", allowing others to produce products according to its own requirements, and branding them with its own "Saint Michael" trademark. achieved success. Wushang Group's innovative strategy is to integrate commodity management, asset management and capital management, break out of the constraints of traditional operating methods, and create four consecutive successes in total profits in the national retail industry. 5. Corporate Image Design When designing the image of commodity circulation enterprises, the first thing is to provide genuine goods, which should have their own characteristics in terms of variety, grade, price, style, packaging, etc.; the second thing is to provide high-quality services through the marketing behavior of sales personnel. Culture leaves a deep impression on customers; the third is to design a beautiful and comfortable shopping environment, which is conducive to the full development of high-quality service levels, and the most important thing is to stimulate customers' desire to buy and generate a strong impression; the fourth is the store facade The design and store decoration should reflect the characteristics of the industry. The signboard should be novel, eye-catching, and reflect the 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 store building to form the overall beauty 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 the company, and to provide information for corporate image design. Image positioning is based on the image survey and based on the actual situation of the enterprise, using the degree of popularity and reputation to position the corporate image. Image communication uses advertising or public relations to disseminate information about the corporate image to the society, so that more customers can understand and accept it, thereby improving the corporate image. Three Steps to Corporate Culture Construction 1. The method of corporate culture construction should be specific and operable. 2. The effect of corporate culture construction should be measurable. 3. Participants in corporate culture construction should be all employees.