Selected papers on corporate culture

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Analysis and discussion on the professional quality of marketing talents in higher vocational colleges based on corporate culture system

In recent years, marketing positions have always been positions with high employment rates, and companies have a relatively high employment rate. The demand for professional marketing talents with high professional quality is huge and urgent. At present, more than 90% of higher vocational colleges have opened marketing majors, and a considerable number of colleges have established it as a key major at the college level, provincial level and even national level. To this end, various colleges and universities have established marketing talent quality systems and evaluation indicators including professional quality to varying degrees. This article combines special research and teaching practice to analyze and discuss the current situation and solution ideas of professional quality training for marketing talents in higher vocational colleges.

1 Analysis of the current situation of the marketing talent quality system in higher vocational colleges

1.1 Construction of marketing talent quality in the education field

Regardless of the professional skill standards for "marketers" formulated by the Ministry of Labor and Social Security, or the talent training goals formulated by various higher vocational colleges, although each party has different expressions and construction ideas for the quality system of marketing talents, But there are also relatively similar and consistent understandings:

1 Basic professional qualities. That is, the basic qualities and moral requirements necessary for engaging in marketing, business, etc., including personal values, worldview and other ideological qualities, moral concepts and psychological qualities, as well as interpersonal communication and work skills for handling general affairs.

2 Professional knowledge and skills. That is, the knowledge system and professional skills of marketing talents, including comprehensive knowledge systems such as humanities knowledge, economic knowledge, marketing knowledge, social science knowledge, and legal knowledge, as well as market communication and business activity skills such as listening, speaking, writing, and doing.

3. Business management capabilities. That is, the qualities and skills necessary to engage in market expansion, planning, forecasting and other work, including personal and team management, innovation and expansion, organizational coordination, risk-taking and other abilities.

1.2 Requirements for the quality of marketing talents in the enterprise field

In the past five years, according to our follow-up visits to 200 market-oriented enterprises, as well as the combination of Huaian Information Vocational and Technical College and other representatives A comprehensive analysis of the employment trends of marketing majors in higher vocational colleges in Jiangsu Province shows that companies have the following requirements for the quality of marketing talents:

1. Identity with the company. More than 70% of companies first need marketers to identify with the corporate culture, especially the corporate core value culture including marketing culture and service culture. This is a direct requirement for the professional quality of marketers.

2 Marketing professional skills. More than 50% of companies agree that marketers should possess comprehensive professional skills consisting of planning skills, negotiation skills, investigation and forecasting skills, and sales management skills.

3 Comprehensive work ability. Nearly 30% of companies require marketing personnel to not only be able to engage in their own marketing work, but also be good at handling comprehensive work such as finance, management, and production. That is, they must have the management skills to engage in other jobs.

1.3 "Shortcomings" in the marketing talent quality system of higher vocational colleges

There is a certain gap between the education sector and the business community regarding the proportion of marketing talent quality: That is to say, the former focuses on cultivating the professional skills of talents, while the latter pays more attention to the professional quality of talents. In other words, the "shortcoming" in the quality system training of marketing talents in the education field is the neglect of focusing on the construction and cultivation of the professional quality of marketing talents. The main reasons for the formation of such "shortcomings" are:

1. Educators lack corporate experience and lack intuitive understanding of professional quality.

Most of the full-time teachers in the marketing major are not from marketing majors and lack certain practical work experience in enterprises; non-full-time teachers such as head teachers, counselors and other teaching assistants lack the professional quality of marketing talents. Understand; College-level leaders with science and engineering backgrounds have insufficient opportunities to deeply understand the talent quality system of marketing professionals due to the deployment of comprehensive work. These have become the fundamental reasons for the insufficient professional quality training of marketing talents.

2 Educational resources lack investment in professional quality education.

Compared with the resources such as teachers, teaching materials, internships, and practical training invested in cultivating talents’ professional skills, the dedicated teaching resources invested in cultivating professional quality are less. For example, the cultivation of professional ethics is only scattered in non-professional education links such as ideological and political, theme class meetings, and graduation education, and lacks refinement and training in professional courses. This is the direct cause of the "short board" phenomenon.

3 The model of school-enterprise cooperation cultivation is insufficient in depth.

In the school-enterprise cooperation model for marketing majors, most higher vocational colleges use special lectures, company visits, fixed-job internships, etc., lacking in-depth understanding and cooperation of the corporate culture system; even though Most of the marketing talents trained in an "order-based" manner only focus on the cultivation of corporate work skills. These are important reasons for the imperfect construction of professional quality of marketing talents.

2 Build a "corporate culture" system to cultivate the professional quality of marketing talents in higher vocational colleges

Corporate culture is a management system formed by an enterprise in its long-term work practice, and it is implemented in all aspects of the enterprise Activities influence and determine the mental outlook of all members and the quality, behavior and competitiveness of the entire enterprise, and are the soul of the enterprise. Building a professional quality system for marketing talents is a complex task. How to reduce the "short board" phenomenon and make marketing students in higher vocational colleges more adaptable to the needs of market-oriented enterprises. The author believes that on the basis of professional skills training It is a useful attempt to strengthen the use of the material connotation and spiritual value of the "corporate culture" system to build professional quality training.

2.1 Reshape the professional quality of talents with the spiritual content of the "corporate culture" system

Although different types of companies have different expressions of their corporate culture, and the structure of corporate culture They are also very different, but they are similar in terms of core values ??and spiritual content, and these can become important standards for shaping the professional quality of marketing talents in higher vocational colleges.

2.1.1 Sense of professional identity

Most companies need marketing talents to identify with the company's culture, which actually means identifying with the company's and individuals' professional concepts. A sense of identity means that marketing talents must have a high degree of loyalty and responsibility for the company and profession.

1Loyalty. Marketing jobs have the characteristics of both high employment rate and high turnover rate. According to a survey of marketing graduates from higher vocational colleges in northern Jiangsu, less than 20% of them changed jobs three times within three years. The high brain drain rate emphasizes the importance of "loyalty" education in cultivating the professional quality of talents.

2 Responsibility. Marketing work is highly flexible and repetitive, and a high sense of responsibility is the only source of work motivation. It has rich conceptual connotation and requires marketers to persist in the spirit of hard work, meticulousness and comprehensiveness in the entire process from setting work goals to summarizing work stages. This should also become the focus of talent quality training at the school education stage.

2.1.2 People-oriented

The human-oriented concept is the core of corporate cultural value. The quality of being tolerant and kind to others is the core demand of enterprises for marketing talents. "People-oriented" has at least two meanings in professional quality cultivation: first, respecting others, and second, valuing individuals.

1 Respect others. The core culture of marketing is customer-centric, which is consistent with the people-oriented concept. Marketing majors must not only be tolerant to internal and external customers, but also be good at tolerantly respecting the strengths and even weaknesses of others.

2 Pay attention to individuals. Corporate heroes are individual symbols of corporate culture. Paying attention to individuals means fully learning from individual corporate heroes on the premise of facing oneself and respecting others. For vocational college students born in the 1980s and 1990s who have independent personalities and advocate themselves, cultivating the quality of being good at learning from others has important vocational education significance.

2.1.3 The most important thing is hard work

Higher vocational college students are application-oriented talents facing the front line of the market. Having strong hands-on ability and hard work spirit are necessary for talents at this level. Prepared professional qualities. To cultivate the quality of hard work, we must focus on cultivating students' adaptability and ability to act.

1 Adaptability. When marketers enter the workplace, they must not only be able to adapt to the local culture and market needs, but also be able to adapt to the company's corporate culture and marketing policies.

Only after adapting to the internal and external environment can we better position ourselves accurately and find a career direction suitable for our own development.

2 Action ability. Marketers face complex and ever-changing market conditions, and they need to integrate various resources to carry out work operations. Marketing majors must develop a keen sense of market and competition, be able to continuously adjust marketing strategies as the market changes, and exercise the ability to work as a team amid changes.

2.1.4 Innovation spirit

The market situation is constantly changing, but the marketing models are becoming more and more similar. Marketers must be passionate and dare to bear setbacks in order to continue to innovate and make their own products more competitive. Products, ideas, strategies, etc. are unique and stand out.

1 Confident and enthusiastic. Marketing work is very practical and challenging. Marketers who enter this industry must love this profession and devote themselves to it no matter how difficult it is. Only with great work confidence and enthusiasm can we persevere in innovation and give full play to the expertise of the marketing major in higher vocational colleges.

2 Bear the setbacks. Innovation is a double-edged sword, especially in the face of a rapidly changing market, where opportunities and risks coexist. After encountering difficulties and setbacks, marketers should also adjust themselves with high-quality emotional intelligence. Cultivating students in higher vocational colleges to have strong psychological qualities to resist being hit is a basic requirement for shaping innovative abilities.

2.2 Cultivate the professional quality of talents with the material carrier of the "corporate culture" system

The spiritual value connotation of corporate culture is realized through certain material carriers, such as production, training, etc. The form of activity process, the activity results with products, patents, etc. as carriers. In the process of cultivating the professional quality of marketing talents in higher vocational colleges, the material carrier method of corporate culture system can also be used for reference.

2.2.1 Based on strengthening educators’ awareness of corporate culture.

The lack of awareness of corporate culture among front-line educators is the root cause of insufficient talent quality training. For this reason, educators must strengthen their corporate experience and market awareness. On the one hand, it strengthens the depth of school-enterprise cooperation so that educators can improve their market theoretical knowledge, go deep into corporate learning practices, and intuitively understand the essence of corporate culture. At present, most colleges and universities only have full-time teachers in contact with enterprises, and teaching assistants lack the opportunity to understand the practical work and organizational culture of enterprises, which is obviously not enough. On the other hand, full-time teachers and teaching assistants need to communicate frequently to strengthen their common understanding of corporate culture, reach an agreement on a model for cultivating students' professional qualities based on the essence of corporate culture, and form a real educational team to coordinate and complement each other. It’s not just about everyone doing their job.

2.2.2 Rely on the construction of campus culture in higher vocational colleges.

When students in higher vocational colleges are in school, they directly feel the campus culture. At present, most higher vocational colleges have established their own campus cultures, such as "morality", "respect for truth", "innovation", etc., but a considerable part of them are superficial, just some slogans and slogans. Just imagine, if students cannot deeply identify with the campus culture, how can they be able to identify with the culture of a market-oriented enterprise? Therefore, the simultaneous construction of a campus culture that is similar to and in line with the characteristics of corporate culture is an important prerequisite for cultivating students' professional quality. On the one hand, colleges and departments must establish an overall campus culture that conforms to the characteristics of the institution. On the other hand, classes and student groups must cultivate an individual culture that conforms to professional characteristics based on a high degree of recognition and understanding of the former.

2.2.3 Use the educational method of applying the project process as a means.

Work process orientation is the teaching model recognized by most current vocational colleges. Its essence coincides with the quality of corporate culture that focuses on dynamic processes. Based on this, our school has put forward the concept of "full-program education for all staff" and strives to strengthen the process, spontaneity and creativity of students' professional quality training. First of all, when designing the learning scenarios, case backgrounds, and activity projects of professional core courses, professional qualities should be consciously broken down and cultivated, and used as an important criterion for assessing students, instead of just relying on basic courses such as ideological morality and political theory. Indoctrination; secondly, for the daily management of students, ad hoc and process-based management methods can also be used to cultivate professional quality. For example, students' cultural activities can be outsourced through bidding to various informal student individuals or teams for planning and execution, rather than relying solely on official social organizations such as student unions.

2.2.4 Refining material learning forms as the result.

Corporate culture is not an illusory spiritual concept, but a real form embodied through certain material carriers. To cultivate students' professional quality with the spiritual quality of corporate culture, it must also be materialized. First, formulate quantitative and specific professional quality indicators, formulate normative texts, and implement them into the educational process of professional teaching and daily management; secondly, establish a learning team with a standard structure and dynamic process, and encourage the systematicness and flexibility of the team's learning process. nature; thirdly, formulate a standardized and standardized form of learning results and implement it throughout the learning process. For example, each project must complete the same written or electronic form of work results.

To sum up, the construction of corporate culture system is not only the demand of enterprises for marketing talents, but also an effective way for higher vocational colleges to cultivate the professional quality of talents; corporate culture is a long-term and complex Difficult work cannot be solved by a "Corporate Culture" or a few ideological and moral courses. Cultivating marketing talents in higher vocational colleges with the material carrier and spiritual content of corporate culture requires that all institutions attach great importance to it, invest heavily in educational resources, and have scientific division of labor and coordination among educators at all levels.

On several issues in the construction of corporate culture

The so-called corporate culture refers to the long-term advocacy of corporate leaders and the active recognition and recognition of all employees under the influence of a certain social and cultural environment. Practice, the sum of the overall values, belief pursuits, business characteristics, management style, traditions and habits formed. Corporate culture is a new modern management science theory proposed by American scholars in the 1980s. With the continuous development of social economy, corporate culture has increasingly become a key factor in determining the rise and fall of enterprises. The construction of corporate culture is the main topic of current enterprise management. The quality of corporate culture construction directly affects the success or failure of the enterprise. Therefore, we must carefully study corporate culture, correctly understand its role in promoting corporate development, comprehensively understand the relationship between corporate culture and national culture, and vigorously promote the construction of corporate culture to promote corporate development.

1. The connotation and characteristics of corporate culture

1. The connotation of corporate culture

The connotation of corporate culture includes the following aspects: The prescriptive nature of corporate culture lies in: It is a kind of business management theory, values ??and code of conduct of business people, which belongs to the concept of ideological category; corporate culture fills all time and space of business execution and is reflected in all actions of business people; as long as culture is inherited, But it is not static and is constantly changing with the development of the times; corporate leadership plays a leading role in the formation of corporate culture. Corporate culture usually embodies the business ideas and cultural concepts advocated by the founders and their successors.

Second, corporate culture has the following important characteristics:

First, spirituality. Corporate culture is a management method that is people-based and spiritually oriented. It belongs to the category of spiritual civilization. It must be produced on a certain material basis and be compatible with a certain material level. At the same time, it also has a strong reaction to the improvement of the material level. . The second is sex. Corporate culture is a group culture and the most common values ????of company employees. Corporate leaders or a small number of key members may play an important or even leading role in the formation of corporate culture, but they cannot determine the final formation of corporate culture. The third is sociality. Corporate culture is a social existence that is affected by a country's social system, legal system and ideology. The fourth is microscopic nature. Corporate culture is a micro-culture. It must have the unique personality and characteristics of the enterprise and cannot be the same. The fifth is plasticity. Corporate culture education does not arise spontaneously. It needs to be excavated, organized and summarized on a certain basis. It also needs to be continuously enriched and improved in practice. Sixth is relative stability. Values ??are the core of corporate culture and the most stable content in corporate culture. As the internal and external environment of the company changes, the specific business philosophy, management model and system can change, but its core values ??will not change easily.

2. The necessity for enterprises to create corporate culture

The inherent need for enterprise development

Once the market economy comes out of its initial stage, the kind of material * ** The role of the enterprise management model as a means has been greatly weakened. Since social needs and personal needs can no longer be completely covered by material categories, people have more and more cultural needs and spiritual needs, and must rely on cultural power management models. Only in this way can the enterprise be dynamic and fully mobilize the enthusiasm of employees to adapt to the needs of the market.

Second Consumers’ Cultural Needs

Consumers’ consumption is divided into two categories, namely the consumption of goods and the consumption of culture. With the formation of the buyer’s market, consumers are the main body of choice. Their status is increasingly reflected, and they are becoming more and more picky in the choice of products. They not only require products to be suitable, of good quality, and cheap, but also attach many cultural requirements when purchasing products, including respect. If an enterprise lacks cultural accomplishment, it will simply not be able to meet consumer demand, and it will be difficult for it to gain a foothold in market competition.

The needs of three market competitions

The rise of corporate culture is the inevitable result of fierce market competition, and the creation of corporate culture is the need of fierce market competition. The root cause of the crisis of Chinese civilization is not that we have too much traditional culture represented by Confucianism, but that we lack a market competition mechanism. In fact, the main concepts in Chinese culture are consistent with the concept of people-centered corporate culture. Once the competition mechanism of the market economy is combined with the core essence of traditional Chinese culture, it will inevitably stimulate the great vitality of Chinese enterprises and the vitality of Chinese culture. Vitality has enabled my country's market economy to develop upwards from a higher starting point.

Four Socialist Cultural Construction Needs

Building a socialist market economy requires two civilizations to be addressed at the same time, both material civilization and spiritual civilization. Cultivate the entrepreneurial spirit, shape the corporate image, optimize the internal and external environment of the enterprise, and ensure that the business development of the enterprise adheres to the socialist direction by paying attention to the management methods. The improvement of the cultural atmosphere of the small enterprise environment will inevitably have a positive impact on the construction of the whole society and the construction of spiritual civilization.

3. Several issues that should be paid attention to in the construction of corporate culture

Under the conditions of market economy, the following points should be paid attention to in the construction of corporate culture:

Cultivation of wealthy people Corporate moral culture with vitality and sense of the times

On the basis of inheriting and carrying forward the fine traditions of "hard work", "selfless dedication" and "dare to fight and dare to fight", our country's enterprises should fully reflect the market requirements "Competition consciousness", "efficiency consciousness" and "rule of law spirit", build a moral culture full of vitality and sense of the times, and cultivate corporate ethics of "valuing quality and valuing integrity". We regard "quality first", "user first" and benefiting society as the highest ethical principles that must be observed, pay attention to the construction of professional ethics, and improve the professional ethics level of employees.

2. Cultivate a corporate image culture that is rich in connotation and widely recognized.

In modern corporate competition, a good corporate image is a priceless treasure of an enterprise and an important factor for enterprises to gain a competitive advantage. Creating a good corporate image is the key to corporate culture construction and the primary content to gain trust from the market and society.

3 Cultivate modern entrepreneurial spirit

Enterprise spirit is the core of corporate culture. It originates from the practice of enterprise production operators and is inseparable from the business activities of enterprise people. The development of an enterprise requires all employees to have a strong centripetal force and focus all their talents on the business goals of the enterprise. Modern enterprise management places special emphasis on the human factor. The enterprise spirit is such a unified ideal that unites all employees under one banner and maximizes people's subjective initiative, giving people ideals, confidence, and encouragement. , and also gives people constraints. Once the corporate spirit is formed, it will form a group psychological set, which can not only control people's behavior through clear consciousness, but also influence people's behavior in a subtle way, greatly improving the consciousness of employees to take responsibility and correct their personal behaviors, thus making employees Actively pay attention to the future of the company, maintain the company's reputation and image, and contribute all of its strength to the company.

4. Specific ideas for building corporate culture

When we build corporate culture, we should correctly understand the importance of corporate culture construction, focus on the characteristics of our own company, and learn from the success of other companies Practice, and promote the construction of your own corporate culture in a planned and targeted manner.

Formulate and implement corporate culture strategy

Corporate culture construction is a long-term accumulation process, which must be strengthened from a strategic perspective and promoted effectively. First, propose the corporate mission and vision, design the corporate core values, corporate spirit and ethics that are consistent with the corporate vision and corporate mission, and formulate relevant systems and regulations. Secondly, establish corresponding high-efficiency organizational structures to ensure the smooth implementation of corporate culture strategies and avoid the virtualization of corporate culture construction through mutual coordination and reasonable authorization. Thirdly, provide necessary hardware facilities and financial support to ensure the material prerequisites for corporate culture construction. Finally, adhere to the implementation of corporate culture strategy and prevent the phenomenon of arbitrary suspension or even abolition of corporate culture strategy. Only long-term continuous improvement and pursuit can show the due effect of corporate culture construction.

2 Cultivate excellent entrepreneurial spirit

Excellent corporate culture is the personification of outstanding entrepreneurs. Excellent entrepreneurs often start from the characteristics of the company and integrate their corporate philosophy, ideals, values, ethics and style into the company's purpose and corporate values, which are gradually recognized, followed, developed and improved by the majority of employees, thus creating Developed an excellent corporate culture. It can be seen that to build an excellent corporate culture, we must first cultivate excellent entrepreneurial spirit. Facts have proved that only when entrepreneurs have good political quality, cultural quality, management level and courage and demeanor can the construction of corporate culture have a strong driving force.

Three implementation of people-oriented

Employees are the carrier of corporate culture. Corporate culture exists in the consciousness of employees as an "intangible rule". Corporate culture cannot exist independently without employees. Whether a true corporate culture can be formed depends crucially on whether all employees of the company can use their actions to actually reflect the cultural quality and cultural connotation of the company. To build an excellent corporate culture, the company must, on the one hand, adopt a comprehensive and multi-level approach to instill its core values, corporate spirit and moral norms into employees, so that they can be internalized into the conscious behavioral awareness of all employees; on the other hand, it must do everything possible to Employees maintain respect and understanding, pay attention to emotional investment, encourage democratic participation, actively communicate opinions, establish harmonious interpersonal relationships within the company, enhance corporate cohesion, and build a community with a shared future for the company and its employees.

Four Grasp the Main Implementation Links

In the implementation of corporate culture, we must grasp the following main links: First, publicity and education. The main criterion for publicity and education is to be deeply rooted in the hearts of the people and achieve practical results, and we must avoid going through the motions and formativeism. The second is to lead by example. The key to the implementation of corporate culture is for leaders to lead by example, otherwise it will remain a mere formality. The third is typical guidance. The reason why Western corporate culture regards role models as an important component is because they can embody the charm of corporate culture. The fourth is a typical ceremony. Holding necessary ceremonies, such as companies holding some "factory celebrations" and "anniversaries" according to their own cultural characteristics, is conducive to carrying forward fine traditions and creating a cultural atmosphere, but it should not be too much, otherwise it will lose its due value. Effect. The fifth is cultural network. Cultural network refers to the methods and channels for enterprises to promote corporate culture, communicate and implement it. Sixth is the incentive mechanism. The implementation of corporate culture is not a retreat or general political propaganda, but a fundamental measure of corporate management. Therefore, an incentive mechanism must also be established.

Five Continuous Innovation

After the content, form and method of corporate culture construction are determined, it does not stop there and remains unchanged. It must be adjusted accordingly as the objective conditions and environment change. . Of course, this adjustment is not a complete negation of the original corporate culture, but rather conforms to the development trend of the times, improves the relevant content, form and methods, and gives new content and new interpretations to make it more objective and objective. The world has always maintained organic integration, ensuring its strong vitality.

Six Focuses on Enterprise Management Model

Bradford and Cohen of Stanford University in the United States proposed the "talent-nurturing management model" in their book "Management in Pursuit of Excellence" and believed that this The model consists of three elements: establishing a shared and responsible organizational team, discovering and cultivating individual talents, and establishing shared values; it is believed that cultivating subordinates is the key to improving results and can enable companies and individuals to achieve excellence. The enterprise management model established based on these three elements is a modern management model that adapts to market requirements.

Seven focus on absorbing the essence of traditional national culture and the world’s outstanding cultural achievements

Corporate culture is a concrete manifestation of national culture and the result of cultural exchange and development. Any modern culture develops and improves by absorbing and inheriting the essence of traditional culture. The Confucian, Taoist, and military ideologies in traditional Chinese culture have been refined and transformed into many ideological weapons that can be used for business management. Under the conditions of modern market economy, combining my country's excellent cultural traditions with Western advanced technology and advanced management can also form a corporate culture with Chinese characteristics.

Eight. Pay attention to connecting theory with practice, and use corporate culture theory to guide and summarize corporate management practices

Corporate culture is created in the practice of corporate management. Without corporate management practice, there will be no There can be no theory of corporate culture. Only by summarizing the experience of successful companies and elevating it into a theory can it have more universal guiding significance.

Nine Pay attention to the relationship between corporate environment and corporate culture

Any enterprise survives and develops in a specific social environment. Only by constantly understanding the impact of the internal and external environment on corporate culture can Flexibly adapt to the times and develop corporate culture.