According to the definition of corporate culture, its content is very extensive, but the most important thing should include the following points: business philosophy, also known as business philosophy, is a unique methodological principle for an enterprise to engage in production and management activities. It is the basis of guiding enterprise behavior. In the fierce market competition environment, enterprises are faced with various contradictions and choices, which requires enterprises to have a set of scientific methodology to guide and a set of logical thinking procedures to determine their own behavior. This is the management philosophy. For example, Matsushita of Japan "emphasizes economic benefits, attaches importance to the will to survive, and strives for survival and development in all things", which is its strategic decision-making philosophy. Beijing Landao Commercial Building was established in 1994. Guided by the business philosophy of "honesty first, friendship supreme" and "showing righteousness with affection, taking advantage of righteousness, and combining righteousness and interests", the turnover doubled within three years of its establishment and jumped to the fourth place in the capital business circle. Values The so-called values are the basic viewpoints that people evaluate the existence, behavior and behavior results of people (individuals and organizations) based on some utilitarian or moral pursuit. It can be said that life is to pursue value, and value determines the pursuit of life. Values are not the embodiment of people at a certain moment, but a system of values formed in long-term practical activities. Enterprise's values refer to employees' evaluation of the meaning of enterprise existence, business purpose and business purpose, and their pursuit of a holistic and alienated group consciousness, which is the common value criterion of all employees of the enterprise. Only on the basis of the same value criterion can the correct value goal of the enterprise be produced. With the correct value goal, there will be the behavior of striving for the value goal, and the enterprise will have hope. Therefore, the enterprise values determine the behavior orientation of employees, which is related to the life and death of enterprises. The values that only pay attention to the economic benefits of enterprises will deviate from the socialist direction, which will not only harm the interests of the country and the people, but also affect the corporate image; If we only pay attention to the values of immediate interests, we will be eager for quick success and instant benefit, engage in short-term behavior, and make enterprises lose their stamina and lead to extinction. Enterprise spirit Enterprise spirit refers to the spirit carefully cultivated by enterprise members according to their own specific nature, tasks, purposes, requirements of the times and development direction. Enterprise spirit should be embodied through the conscious practice of all employees in the enterprise. Therefore, it is the externalization of the concept consciousness and enterprising psychology of enterprise employees. Enterprise spirit is the core of enterprise culture and plays a leading role in the whole enterprise culture. Enterprise spirit is based on values and driven by value goals, which plays a decisive role in business philosophy, management system, moral fashion, group consciousness and corporate image. It can be said that enterprise spirit is the soul of an enterprise. Enterprise spirit is usually expressed in some philosophical and concise language, which is convenient for employees to remember and often used to motivate themselves; It is also convenient for external publicity and easy to form an impression in people's minds, thus forming a distinctive corporate image in society. For example, the spirit of "a fire" in Wangfujing Department Store is to illuminate and warm every heart with the light and heat of the people in the building, and its essence is dedication to service; The spirit of "seeking truth from facts, pioneering and enterprising" in Xidan Shopping Mall embodies the value concept of seeking truth from facts as the core and the business style of being sincere and trustworthy and pioneering and enterprising. Enterprise ethics Enterprise ethics refers to the sum total of behavioral norms that adjust the relationship between enterprises and other enterprises, between enterprises and customers, and between employees within enterprises. From the perspective of ethical relations, enterprises are evaluated and standardized with moral categories such as good and evil, public and private, honor and disgrace, honesty and hypocrisy as standards. Different from legal norms and institutional norms, business ethics is not so mandatory and binding, but it has a positive demonstration effect and strong appeal. When it is recognized and accepted by people, it has the power of self-restraint. Therefore, it has wider adaptability and is an important means to restrain the behavior of enterprises and employees. The reason why China's time-honored Tongrentang Pharmacy can last for more than 300 years is that it integrates the excellent traditional virtues of the Chinese nation into the production and operation process of enterprises, forming a professional ethics with industry characteristics, that is, "helping the world and strengthening the body, striving for perfection, not deceiving children, and treating them equally." Group consciousness group is an organization, and group consciousness refers to the collective concept of its members. Group consciousness is an important psychological factor in the formation of internal cohesion in enterprises. The formation of enterprise group consciousness makes every employee of the enterprise regard their work and behavior as an integral part of realizing enterprise goals, makes them feel proud of being a member of the enterprise, and has a sense of honor for the achievements of the enterprise, so as to regard the enterprise as the same body and ownership of their own interests. Therefore, they will strive to achieve the goals of the enterprise and consciously overcome behaviors that are inconsistent with the goals of the enterprise. Corporate image Corporate image is the overall impression of an enterprise, which is expressed through its external characteristics and operational strength and is recognized by consumers and the public. The corporate image expressed by external characteristics is called superficial image, such as signboard, facade, logo, advertisement, trademark, clothing, business environment and so on. It gives people an intuitive feeling and is easy to form an impression; The image expressed through management strength is called deep image, which is the concentrated expression of internal factors of the enterprise, such as personnel quality, production and operation ability, management level, financial strength and product quality. The surface image is based on the depth image. Without the deep image, the surface image is false and cannot be maintained for a long time. Because circulation enterprises mainly deal in goods and provide services, and have more contact with customers, the superficial image is particularly important, but this does not mean that the deep image can be put in a secondary position. Xidan Shopping Mall in Beijing has set up a corporate image of "treating people sincerely, touching people sincerely, treating people sincerely and treating people sincerely", and this service is based on beautiful shopping environment, reliable commodity quality and real price, that is, taking solid material foundation and operational strength as the guarantee of quality service, realizing the combination of superficial image and deep image and winning the trust of customers. Corporate image also includes visual identification system of corporate image, such as VIS system, which is the visual identification of corporate propaganda, one of the channels for this enterprise to introduce social visual cognition, and also the symbolic content of marking whether the enterprise has entered modern management. Enterprise system Enterprise system is formed in the practice of production and operation, which is mandatory for people's behavior and can guarantee certain rights. From the hierarchical structure of enterprise culture, enterprise system belongs to the middle level, which is the expression of spiritual culture and the guarantee of material culture realization. As a model of employee's code of conduct, enterprise system enables individual activities to be carried out reasonably, internal and external interpersonal relationships to be coordinated, and employees' interests to be guaranteed, so that enterprises can be organized in an orderly manner and work hard to achieve enterprise goals. Cultural Structure The corporate cultural structure refers to the temporal and spatial order, primary and secondary positions and combination modes among the elements in the corporate cultural system, and the corporate cultural structure is the proportional relationship and positional relationship of the composition, form, level, content and type of corporate culture. It shows how these elements are linked to form the overall model of corporate culture. That is, enterprise material culture, enterprise behavior culture, enterprise system culture and enterprise spiritual culture form. Enterprise Mission The so-called enterprise mission refers to the role and responsibility that enterprises should play in social and economic development. It refers to the fundamental nature and reasons for the existence of enterprises, explains the business fields and business ideas of enterprises, and provides the basis for the establishment of enterprise goals and the formulation of strategies. The mission of an enterprise should explain the scope and level of its activities in the whole social and economic field, and specifically express its identity or role in social and economic activities. It includes the business philosophy, purpose and image of the enterprise.
The importance of corporate culture
1, boot function
Corporate culture can guide the value and behavior orientation of the whole enterprise and its members. It is embodied in two aspects: first, it plays a guiding role in the thoughts and behaviors of individual members of enterprises; Second, it plays a guiding role in the overall value orientation and management of enterprises. This is because once the corporate culture of an enterprise is formed, it establishes its own systematic values and norms. If the values and behavior orientation of enterprise members are contrary to the systematic standards of enterprise culture, enterprise culture will correct them and guide them to the values and norms of enterprise.
2. Constraint function
Corporate culture has a restrictive and normative effect on employees' thoughts, psychology and behavior. The constraint of corporate culture is not a hard constraint of the system, but a soft constraint, which comes from the corporate culture atmosphere, group code of conduct and moral norms of the enterprise. Different spiritual and cultural contents, such as group consciousness, public opinion, customs and fashion, will cause strong group psychological pressure and motivation, make individual behavior conform to the crowd, make enterprise members produce psychological buzz, and then realize self-control of behavior.
3. Coagulation function
The cohesive function of corporate culture means that when a value is recognized by employees, it will become a cohesive force, which will aggregate its members from all aspects, thus producing great centripetal force and cohesion. There are many ways to adjust interpersonal relationships in enterprises, including mandatory "hard adjustment", such as systems and orders; There is also the "soft adjustment" of persuasion education such as public opinion and morality. Corporate culture belongs to soft regulation, which enables all employees to acquire * * * knowledge in basic aspects such as corporate mission, strategic objectives, strategic measures, operational processes, cooperation and communication, and fundamentally ensures the harmony, stability and health of corporate interpersonal relationships, thus enhancing the cohesion of enterprises. It is precisely because of its firm "collectivism" values that the Japanese consortium Mitsui & Co., Ltd. was reorganized after more than 20 years of disintegration.
4. Incentive function
Corporate culture has the function of making enterprise members have high emotions and enterprising spirit from the heart. Corporate culture takes respecting people as the central content and people-oriented management as the center. Corporate culture meets the multiple needs of employees and can adjust all kinds of unreasonable needs with its "soft constraints". Therefore, positive ideas and codes of conduct will form a strong sense of mission and lasting driving force, and become a yardstick for employees' self-motivation. Once employees truly accept the core concept of the enterprise, they will consciously and voluntarily exert their potential and work harder and more efficiently for the company under the drive of this concept.
5, radiation function
Once the corporate culture has formed a relatively fixed pattern, it will not only play a role within the enterprise, but also have an impact on society through various channels (publicity, communication, etc.). The spread of corporate culture helps to establish a good public image of the enterprise and improve its social visibility and reputation. Excellent corporate culture will also have an important impact on the development of social culture.
6. Brand function
The brand image of an enterprise in the eyes of the public is a combination of "hardware" based on products and services and "software" based on corporate culture. Excellent corporate culture will play a great role in enhancing the brand image of enterprises. Unique and excellent corporate culture can produce great brand effect. Whether it is a world-famous multinational company, such as Microsoft, Ford, General Electric, Coca-Cola, or a well-known domestic enterprise group, such as Haier and Lenovo, its unique corporate culture has played a huge role in shaping its brand image. Brand value is the accumulation of time and corporate culture.