What is the cultural connotation of Wuliangye enterprise logo?

The five elements converge in the circle, indicating that five kinds of raw materials (sorghum, rice, glutinous rice, wheat and corn) are sublimated into Wuliangye, which means prosperity; Concentric circles of all sizes represent one heart and one mind, and the "W" in the center is the homonym of "V", which means Wuliangye (W) will always be in your heart! The great circle represents the market, and you can understand it as the earth, which implies a kind of self-confidence and a hegemonic ambition. Xiao Yuan can be understood as Wuliangye, a family with one heart and one mind, and the cultural structure of the family enterprise going to the international market can be divided into four layers. The first layer is the surface material culture; The second layer is the mantle (or shallow layer) behavior culture; The third layer is the middle-level institutional culture; The fourth layer is the spiritual culture of the core layer.

Question: What are the material culture, behavior culture, system culture and spiritual culture of Wuliangye enterprise?

A: Material culture is mainly manifested in some utensils and label culture of enterprises. Enterprise identification system belongs to the category of surface culture. Including plant decoration, equipment and facilities; Structure, appearance, characteristics and packaging of products; Factory appearance and service place; And stationery envelopes of enterprises and work clothes of employees. Material culture is the first impression to customers and society, and enterprises must attach importance to it. Successful enterprises have successful material culture, but enterprises with good material culture may not be successful. It is only the cornerstone of building a good corporate culture. Now let's look at the second level of corporate culture-shallow culture. It is mainly manifested in the activity culture and etiquette culture of the enterprise, which is the behavior culture of the enterprise. Mainly in human behavior and language; * * * Group activities; Various entertainment activities, public relations activities, social activities and etiquette activities. Middle-level culture is the third level of enterprise culture, that is, institutional culture. It is a norm of the whole enterprise to culture, including some mandatory institutional culture and paper culture, such as the basic system, ownership, responsibility mechanism, distribution mechanism, employment mechanism, organization and management mode of the enterprise. For example, traffic jams often occur on roads in China, largely because too many people don't obey traffic rules. If everyone obeys the traffic rules, the road utilization rate in China will increase by about 30%~50%. In other words, 30%~50% of our highway benefits have been destroyed by bad culture and bad habits. Similarly, if the management of an enterprise leaves the accumulation of culture, it will become a system of management, card and pressure, not an institutional culture. The weak link of enterprise management is often at the level of middle-level institutional culture. The middle-level system regulates people's behavior, which is clearly documented and proved to be correct, so it must be vigorously implemented, not destroyed by human feelings. The deepest and core level of corporate culture is spiritual culture. It is the ideology and culture of an enterprise, which will be influenced by external environment and internal factors. The survival culture of any enterprise has its own characteristics. Because it is influenced by external environment and internal factors, it constitutes the core of an enterprise, and the core of culture is also the spiritual culture of the enterprise. It includes enterprise spirit, enterprise ethics, enterprise values and target code of conduct. The deep spiritual and cultural function is the most important and core component of the corporate culture of the whole company. The four levels of corporate culture are not simply divided into four parts: surface, shallow, middle and deep. They have their own characteristics and corresponding relevance. Material culture is the most concrete and constitutes the hard shell of corporate culture; Behavior culture is a shallow activity, which constitutes the soft shell of corporate culture; Institutional culture is the transformation of ideology and becomes a bridge between soft and hard shells of enterprises; Spiritual culture is ideology and cultural psychology, and it is the core of corporate culture.