What are the powers of corporate culture?

What are the powers of corporate culture?

What are the powers of corporate culture? Every enterprise has its own culture. Culture is the source of the progress of a country and a nation, and it is also the core strength of an enterprise's development. So corporate culture is very important, so what are the powers of corporate culture? What are the powers of corporate culture 1

Culture is the source of the progress of a country and a nation, and it is also the core strength of an enterprise's development. Products of the same quality have very different 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 ignited the light of European civilization and built the spiritual homeland of the West; no one can deny that China’s cultural heritage of thousands of years has supported the cultural skeleton of the ancient country. . Wine is an industry with a profound cultural foundation. It can even be said that wine has developed along with the development of human civilization. The reason why there are so many brands around us that sales immediately drop as soon as their advertising and promotions stop, and so many brands are short-lived, is mainly because we have not created a strong cultural brand with high value, high reputation, distinctive personality, and rich associations.

All world-famous brands have profound brand cultural connotations, which are not simply understood as the accumulation of time. The future development of Chinese wine must form its own cultural system in order to stand in the world's wine palace, rather than simply relying on large consumption. The main reason why many of our companies and brands fail to do well is that they do not truly understand the importance of culture to brands. A large number of imitations and even plagiarism, hasty product development, disregard of the nature of the industry, shoddy products, false brewing, etc. These are the root causes of the difficulty in building a truly good brand. This is a cognitive problem in 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-rate enterprises sell culture. Culture is the true core competitiveness of an enterprise. Corporate culture and brand culture have the imprint of the times. The reason why French wine has the supreme status in the world does not lie simply in the production area and the quality of its products, nor in its leading technology, but also in the global influence of wine culture. The status and influence reflected by this profound cultural accumulation are the real force for the growth of French wine. The reason why world-class wineries, mainly well-known French wineries, can be proud of the world does not lie in the quality itself, but more in 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. It's just that great changes have taken place in the evolution of the day after tomorrow. In a sense, the product is just a carrier, and consumers obtain direct value returns by purchasing the product. However, consumers choose and purchase a certain product based on their recognition of the brand concept, which shows a philosophy and attitude towards life. The focus of brand culture is how to transform it into consumers' consumption culture, which can also be understood as consumers' purchasing reasons. Many brands have been working for many years but still fail to do so. This is not only a matter of accumulation of time, but more importantly, the creation of brand culture cannot support the long-term development of the brand. Culture has a comprehensive impact on consumers. Cultural differences bring about different consumer attitudes and behaviors. The psychology of cross-cultural consumption and various factors affect brand choice. There are great differences between Eastern and Western cultures. When companies carry out cross-cultural brand promotion, they are faced with cultures that are hugely different or even completely different from their parent culture. People with different cultural backgrounds often make different choices about brands due to their different value orientations, ways of thinking, and behaviors. For example, food culture has a great influence on wine. People from different regions have very different tolerances for tannins. For example, people who are accustomed to drinking tea are often more tolerant of tannins in wine. China has many ethnic groups, a vast territory and a large population, and the tastes vary greatly from place to place, such as what kind of wine should be drunk when eating hot pot, etc.

Because the current Chinese market is a channel-driven market and even a brand-driven market, many companies are paying more attention to the construction of channels; because the cultivation of brands takes longer and requires more advanced strategies, many companies They are more willing to focus on product development and ignore brand building. The direct consequence is unstable market growth. Therefore, even brands or companies that have risen rapidly in recent years may soon decline or even die. In terms of product sales in the market, the main reasons are: without direct and realistic profit temptation, it is difficult to generate sales, and it is difficult to maintain corporate growth relying on the support of brand power, which leads the company to enter a "non-virtuous cycle." This situation could be concealed in the early stages of the crazy development of Chinese wine. However, as competition intensifies, it will be difficult for companies or brands that do not rely on cultural competitiveness to maintain long-term competitive advantages.

Although the power of culture is very powerful, due to traditional people’s understanding of culture is rather extreme and they think it is very imaginary and macroscopic. In fact, all culture is real and all culture is visible. , tangible. Because all manifestations of reality are manifestations of culture. For example, every word and deed of an enterprise's employees is a reflection of the company's culture. From the perspective of brand building, current corporate bosses have a misunderstanding: they think that as long as they create a set of VI visual identity images, the brand can fully play its role. However, it is the concept system that truly determines the brand value. It determines the connotation and depth of the brand. It gives the brand soul and makes the brand vital and unique value.

For enterprises, if they want brand culture to play a real role, the most important thing is to use the core value of the brand to guide the entire process of marketing communication. The marketing communication process includes the entire process from planting to brewing, from production to sales, from design to publicity, from channels to promotion, and from communication to service. Every behavior of the company in this process should reflect the core value of its brand to the letter. This means that every penny of business activities must be spent on "addition" to the brand. This can not only prevent marketing communications from deviating from the core value of the brand, but also form a virtuous cycle of rolling improvement in brand value. Many companies are wasting money every day but the boss may not know it. This is the main problem. For example, packaging design. What is good packaging design? Is it what the boss likes or what the consumers like? Is it what we think is beautiful or is it consistent with the brand value and brand personality? Is it one that keeps changing every year, or does it keep its core image unchanged? Is it to use materials and craftsmanship to reflect grade or to focus on intrinsic cultural value? etc. Although there is no absolute right or wrong, one thing is certain: the real "fight" in the brand battle is culture.

Culture cannot be simply imitated, but more about learning, inheritance and development. Chinese wine will gradually form its own culture in the future, including planting culture, brewing culture, production culture, consumption culture, etc. Only in this way can we have an important place on the world wine stage in the future, and even take the lead.

The power of culture is the real force for brand growth. What is the power of corporate culture 2

The shaping and influence of corporate culture

If you don’t understand the true meaning of “corporate culture”, don’t talk about “corporate culture” lightly.

In China, most companies cannot be said to have a "corporate culture". You can also say that they are companies without a "culture" because you can't find any specific characteristics that are enough to show that they are There is "culture". The characteristics of corporate culture are very distinct and will not be "obscure".

Most companies without "culture" have one common feature, that is, some "spiritual slogans" can be seen everywhere in the company, such as "One heart and one mind", "Customer first", "Quality first" and so on. The bosses of these companies believe that these slogans are their "corporate culture." If corporate culture is shaped by "slogans", then every company can become "No. 1 in the world."

The characteristics of "corporate culture" must be reflected in at least one of the following items:

1. The enterprise has a specific "management model" and This management model can be seen everywhere in the internal activities of enterprises.

2. The company's CIS is very consistent with the company's business projects, and it can be seen everywhere.

3. The company has clear "values" that are fully reflected in the behavior of all employees.

4. The enterprise has a clear "social responsibility" mission and puts it into concrete actions.

If you are a business owner, you can take stock of whether your business has any of the above characteristics. If not, and you also hope to become a company with "culture", then you should be well prepared to shape the "corporate culture".

The "shaping" of corporate culture is divided into several steps:

1. First, formulate the development goals of "corporate culture", whether it is a single goal or multiple goals. For example, "Integrity-based" is a corporate value. If you want to shape a company into an honest enterprise that is consistent both inside and outside, then "Integrity-based" can become the goal of corporate culture.

2. When the goal of establishing corporate culture is determined, it is necessary to start planning all rules and regulations, which are divided into two categories of focus, one is "internal norms" and the other is "external norms" . Internally, work and behavioral norms related to "integrity" must be established. For example, work plans proposed by department heads and employees must be completed as promised and accepted for assessment. The manufacturing department's quality commitments are resolutely implemented and subject to assessment. External norms, such as resolutely fulfilling commitments to consumers and customers, and resolutely fulfilling social responsibilities.

3. The state has national laws, and families have family rules. The rules and regulations formulated by the enterprise itself are "house rules". Everyone must strictly follow the regulations, especially in order to shape "corporate culture", and it is even more necessary to implement the regulations unswervingly. Only the spirit of "knocking out teeth and swallowing blood" is possible.

For example, in 1993, when I was working in the United States, the American Jack In The Box fast food chain sold undercooked contaminated burgers, causing food poisoning to more than 700 people (mainly children). Four people died because the raw materials provided by the beef patty supplier contained E. coli O157:H7. Before that time, the burgers Americans ate were basically medium-rare. After this incident, the U.S. Food and Drug Administration stipulated that all burgers sold in fast food restaurants must be well-done. (Fortunately, I only like their cheese fries)

Due to this unexpected incident, Jack In The Box's performance dropped by 40%. But in dealing with this matter, in order to restore consumer confidence, more than 200 million US dollars were spent on compensation. Due to his responsible attitude and careful reshaping of the image, he finally regained the confidence of consumers. Soon after two years, the performance tripled and continued to expand. (There are currently more than 2,100 chain stores).

Taking the recent "Toyota Motor" vehicle defect problem as an example, we must also admire Toyota Motor's courage to take responsibility. Whether it is recall costs or sales losses, they are all staggering figures, but they still "Knocking out teeth and swallowing blood" is to preserve the hard-won country. I believe that Toyota will return to the leading position in the automobile industry soon.

Looking back at China, let alone major incidents, even if it is a small problem, the responsible unit will "dodge" or "avoid", and at worst, it will close down and restart the stove. Just this point alone, and the extravagant talk of "corporate culture" are not worthy of ridicule. Therefore, companies must not casually say that they have a "corporate culture."

As for the influence of "corporate culture" (here refers to good corporate culture)? We are also divided into two aspects: internal and external. For the internal aspect:

1. As a result of employees identifying with the "corporate culture", it is easy to promote the increase of cohesion.

2. Because of the distinct cultural atmosphere, the quality of new employees quickly becomes consistent with that of old employees.

3. The quality of the goods is stable and there is very little loss.

4. Employees have a positive working attitude and high efficiency.

5. Reduce management costs.

Externally:

1. Good brand image and high brand value.

2. Consumer confidence and satisfaction are high.

3. Customers have strong centripetal force.

4. Good social image.

5. Good community relations.

6. Become a benchmark and model for the industry.