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First, the emergence and development of corporate culture

Life can be without many things, but only without hope. Enterprises cannot do without culture. Culture makes enterprises full of vigor and vitality.

(A), the evolution of corporate culture

The popular humanistic management method in the world after World War II has changed the traditional management mode centered on things, events and tasks, and put people's requirements, desires and value realization in the first place in management. It has changed the mandatory method of management relying solely on strict rules and regulations and strict supervision system, paid attention to the in-depth study of employees' psychology and behavior, and realized self-management and self-control by cultivating people's autonomy; It has changed the pyramid-like multi-layer organization system and authoritarian management mode. By establishing a flat organizational structure and decentralized management mode like a big forest and encouraging employees to participate in management and decision-making, traditional power ties and capital ties are decreasing, while cultural ties are playing a great role in cohesion and guidance. At the same time, many enterprises are gradually changing the shackles of the traditional economic ethics of "taking profit as the center", insisting on the supremacy of customer interests and seeking the synchronous development of enterprise interests and society. The development and practical exploration of this people-oriented management thought after the war promoted the birth and rapid development of corporate culture.

(2) Corporate culture is a brand-new management mode.

For the corporate culture phenomenon, when people don't realize its existence, or only realize its existence without careful analysis and construction, it just grows spontaneously, develops slowly and plays a role spontaneously; When people realize its existence in practice and consciously advocate and cultivate it, they will abandon and restrain the negative and backward corporate culture, thus guiding it to develop on a healthy track, especially when excellent corporate culture penetrates into management and transforms the traditional corporate management model, corporate culture will gradually become a new management model. The emergence and development of corporate culture has its own unique laws. Following it can create effective management, and violating it will bring adverse effects to the development of enterprises and even lead to the failure of enterprise management. Just like the relationship between market and economic development, corporate culture is also an "invisible hand" for enterprises. Only by combining the "invisible hand" of enterprise management with the "invisible hand" of enterprise culture can enterprises successfully achieve the goal of survival and development.

(C) the market economy calls for corporate culture

The spread of corporate culture theory in China began in 1980s, and it developed simultaneously with China's reform, opening up and economic system reform. Entering the 2 1 century, the market economy has been further established, the economic system reform has been further deepened, the micro-reform of state-owned enterprises has reached a deeper level, the competition among enterprises has become more intense, and the pace of people's research on corporate culture has been further accelerated.

Due to the establishment of China's socialist market economic system, the economic development has shown an unprecedented sustained and high-speed growth, the relationship between supply and demand has undergone tremendous changes, the supply of various commodities tends to be balanced or even surplus, a buyer's market has been formed, the market shortage that has plagued China's economy for a long time has ended, and customers have truly become "gods." This situation puts forward higher requirements for enterprise managers. On the one hand, enterprises must carefully judge the changing trend of consumer demand, strengthen product development and innovation, improve product quality, enhance product differences and increase product added value, and at the same time consider the second competition after product sales-after-sales service; On the other hand, on the basis of the former, we should strive to update and upgrade the management concept, adhere to the business concept of customer first and the competition concept of win-win and long-term cooperation between enterprises and users, regard honesty as our life, establish a good market image, vigorously improve the visibility, reputation and customer loyalty of enterprises, and make ourselves invincible with the concept of high quality, integrity, win-win and long-term cooperation.

Second, the connotation, content and structure of corporate culture

(A), the connotation of corporate culture

Since 1980s, the concept of "corporate culture" has been introduced into China from Japan and the United States. After so many years of digestion, absorption and development, "corporate culture" has begun to attract the attention of theoretical and business circles in China. Especially when people begin to realize that most excellent and successful companies have strong corporate culture, building their own corporate culture will be included in the management agenda of many enterprises. With the construction of corporate culture in full swing in enterprises, we can't help but ask; What exactly is corporate culture? Employees have frequent cultural and recreational activities; A set of aggressive slogans can be used everywhere; Take a few bronze medals, such as garden factories and advanced units of mass culture. Are these all the contents of our corporate culture construction?

What is culture? It can be understood from both broad and narrow perspectives. Broadly speaking, it includes not only the material culture of an enterprise, that is, "explicit culture" or "hard culture", such as factory buildings, equipment and products, but also the spiritual culture of an enterprise, that is, intangible "recessive culture" or "soft culture", such as production and operation environment, organizational structure, rules and regulations, business philosophy, values and traditional habits. We agree with the narrow understanding that corporate culture should be mainly invisible "hidden culture" or "soft culture". Therefore, we make the following statement on corporate culture; Corporate culture refers to the sum total of overall values, beliefs, moral norms, codes of conduct, business styles, traditions and habits formed by the long-term advocacy of corporate leaders and the recognition, practice and creation of all employees in a certain social environment. Its extension forms a system, which constitutes the structure and specific content of corporate culture.

(B) the content and structure of corporate culture

According to the structure of corporate culture, the content of corporate culture can be understood from four levels: spiritual level, institutional level, behavioral level and image level.

1, the spiritual layer of corporate culture is also called corporate spiritual culture, and its content can include three aspects.

(1). Enterprise spirit. Generally speaking, enterprise spirit is a kind of group consciousness that combines modern consciousness with enterprise personality, and it is the inner soul of all employees or most employees of an enterprise. It can greatly condense and stimulate the enthusiasm and creativity of employees, is the concentrated expression of enterprise purpose, norms, values and management concepts, and is the core of enterprise culture.

(2). Business philosophy. Enterprise management philosophy refers to the world outlook and methodology promoted and used by enterprises in the long-term management process, and it is the way for enterprises to deal with people (managers and the managed, consumers and producers, enterprise interests and employees, local interests and overall interests, current interests and long-term interests, enterprise interests), people and things (product quality and product value, operating procedures and norms, technology development and application, quota, measurement, information and intelligence).

(3). Corporate values. Enterprise values refer to the general basic beliefs and value orientations that enterprises advocate and practice in the process of pursuing commercial success. At present, corporate values generally include four orientations; Economic value orientation, ethical value orientation and political value orientation, their basic sorting trends are; The value of people is greater than the value of things, the value of things is greater than personal value, and the social value is greater than the profit value. A successful modern enterprise must have a correct value orientation.

2. The institutional layer of corporate culture is also called corporate institutional culture, and its content only includes corporate leadership system, corporate mechanism and corporate rules and regulations. Enterprise system culture is the combination of people and things, employees and enterprise operation in enterprises. It is not only the reflection of people's consciousness and concept, but also the expression of certain material, which has the intermediary between spirit and material.

(1). Enterprise leadership system. Enterprise leadership system is the general name of enterprise leadership mode, leadership role, leadership structure and leadership system, among which leadership system is the main one. The enterprise leadership system is subject to the dual constraints of productivity and culture, and it is very different at different levels of productivity and under the influence of different ideas and ways of thinking. As a cultural phenomenon, the evolution of enterprise leadership system not only reflects the evolution of enterprise values and management ideas, but also reflects the continuous progress of enterprise management quality from low to high, from extensive management to intensive management.

(2). Enterprise mechanism. Enterprise mechanism is the principled policies, methods and opinions adopted by enterprises to achieve their business goals and objectives, which can make employees consciously do or not do anything. Its function is: through it, encourage or supervise employees to work consciously, thus becoming the contact point of enterprise purpose, goal, leadership will and enterprise system, norms and processes. "Mechanism: invisible and intangible, but its function cannot be ignored.

(3). Enterprise system. Enterprise system is a norm that all employees of an enterprise must abide by in order to realize the business purposes and objectives of the enterprise in the specific production and management practice. It is a compulsory guarantee for enterprises to maintain normal production and operation, and it complements the people-oriented concept and cannot be neglected.

3. Corporate culture behavior layer is also called corporate behavior culture. Corporate behavior culture refers to the interpersonal relationship between employees in the production and operation of enterprises, learning and training, culture and entertainment, etc., and is a reflection of corporate spirit and values. Corporate behavior culture can be divided into three aspects in content and structure; Entrepreneur behavior, enterprise model behavior and enterprise employee behavior.

(1). Entrepreneurial behavior. The behavior of entrepreneurs is mainly manifested in the decision-making and management of enterprises and the handling of internal and external relations, which plays a decisive and guiding role in the construction of corporate culture and has a great influence on the behavior of enterprise model figures and employees.

(2) the behavior of enterprise role models. The behavior of enterprise model figures is the backbone of enterprise culture, and its role is mainly to demonstrate and guide, which occupies an important position in enterprise behavior. In an enterprise with excellent and positive corporate culture, the behavior of enterprise model figures can best embody the spirit, purpose and values of the enterprise. They "personalize" the spirit, purpose and values of the enterprise, which is an example for employees to learn.

(3). Enterprise employee behavior. Employees are the main body of an enterprise, and the enterprise spirit, purpose, goal and values of any enterprise are ultimately embodied through employees. Therefore, employee behavior must be the main component of corporate behavior culture. The cultivation of employees' behavior in enterprises lies in demonstration and guidance, not only by the system, but also by making employees' behavior an internal demand. If they do this, diligence and dedication will be consistent with the purpose and goal of the enterprise, and it will become their conscious and spontaneous behavior.

4. The image layer of corporate culture, also known as corporate image culture, is the external feature of corporate culture. It can include enterprise static and visual identification systems such as enterprise environment, enterprise appearance, enterprise logo and product identification. And a dynamic identification system for all internal and external activities such as production, management, learning and publicity.

The content of enterprise identification system is very extensive, mainly including; Environmental image, concept image, management image, product image, service image, employee image, work style image and public relations image. A good corporate image is the intangible wealth of an enterprise and plays an important role in corporate culture.

Third, the role of corporate culture.

As an important part of modern enterprise management, corporate culture construction plays an important role in the long-term business performance of enterprises and is also an important guarantee for the sustained, rapid and coordinated development of enterprises. Attaching great importance to and earnestly grasping the construction of corporate culture will comprehensively enhance the core competitiveness of enterprises and inject lasting impetus into the healthy development of enterprises.

(A), the guiding role

The guiding role of corporate culture is to guide the personal goals of employees to the goals set by enterprises.

In the fierce market competition, without a unified goal from top to bottom, it is difficult for enterprises to participate in the market competition, let alone survive and develop in the competition. In the general management concept, in order to achieve the established goals of enterprises, it is necessary to formulate a series of strategies to guide employees, and if there is a suitable corporate culture, employees will unconsciously accept the same values and form a force to work hard in the established direction. Corporate culture is to transform people's enterprising spirit and desire for success into specific goals, creeds and codes of conduct under the specific historical environment of enterprises, form the spiritual pillar and motivation of enterprise employees, and strive for the same goal of enterprises. Therefore, the essence of establishing excellent corporate culture is to establish the internal dynamic mechanism of enterprises. The establishment of this dynamic mechanism makes employees understand that the enterprise is striving for lofty goals, which can not only produce creative strategies, but also make employees dare to make personal sacrifices to achieve enterprise goals.

(2) cohesion

Build enterprise culture and give full play to its cohesion. Corporate culture is like a bond, which closely links employees' corporate pursuits and gives every employee a sense of belonging and honor. The cohesion of this corporate culture, especially in the enterprise crisis and entrepreneurship, shows great strength. At present, as far as the internal and external environment faced by the factory is concerned, it is in a critical period. First, due to the constraints of the external market environment, the industrial processing tasks are relatively reduced, which brings severe challenges to the survival and development of the factory; Secondly, enterprises deepen the internal system reform and enter the critical stage of "second venture", and their development is subject to new tests. During this period, with the support of corporate culture construction, we vigorously promoted and advocated the sense of ownership of "I thrive in the factory, I decline in the factory, and I live with the factory", and vigorously promoted and advocated the sense of responsibility of "my efforts are a hope for the development of the factory", so that employees and enterprises can form a "destiny", give full play to their wisdom and wisdom, and tide over the difficulties together.

(C), the incentive effect

Build enterprise culture and give full play to its incentive function. Corporate culture emphasizes "people-oriented", aiming at promoting the improvement of economic benefits of enterprises by stimulating the enthusiasm and creativity of employees. No enterprise can survive and develop without the decisive factor of "people". The practice of enterprise development over the years has proved that it is the enterprise that attaches importance to the role of employees as a group, forms a good atmosphere of attaching importance to and respecting people, plays an invisible incentive role, and effectively exerts employees' awareness of participation, overall situation, overall situation and development. Especially in today's era of intensified market competition and unprecedented challenges to the survival and development of enterprises, management has entered the market, products strive for high quality, management is always innovative, technology creates advantages, and talents are re-trained, and employees' sense of crisis, anxiety and work enthusiasm have been transformed into powerful motivation. This kind of power has brought infinite vitality and vigor to enterprises, and has become a reliable guarantee for enterprises to enhance their core competitiveness.

(4) Binding effect

Build enterprise culture and give full play to its binding role. It is necessary to restrain employees with the system. "No rules, no Fiona Fang". However, institutional constraint is a "hard" constraint and mandatory. How to turn this compulsion into employees' conscious behavior, the role of corporate culture is very important. It is through the construction of corporate culture that the "hard" constraints of the system are cultivated among employees, and then the self-control of behavior is implemented. In recent years, TCL enterprises take the enterprise spirit of "high quality, high efficiency, truth-seeking and innovation" as the main line, carry out civilized code of conduct, introduce CI system, and carry out moral education with "professional ethics" as the main content. In a subtle way, it has formed its own moral norms and rules of conduct, which has an invisible binding force on employees' behavior, realized the unity of external constraints and self-constraints, and has become the internal basis for enterprises to enhance their core competitiveness.

(5), shaping effect

Build enterprise culture and give full play to its shaping role. Corporate image is an important content of corporate culture construction and a comprehensive reflection of the status of enterprises in society. Excellent corporate image is the symbol of corporate success, including two aspects; First, the internal image can stimulate the pride, responsibility and advocating psychology of enterprise employees; The second is the external image, which can reflect the characteristics and connotation of corporate culture more deeply. Corporate image not only has a great influence on the enterprise, but also has a certain influence on other enterprises in the region and even at home and abroad. For example, taking an enterprise as an example, over the years, this enterprise has put corporate image construction at a strategic height, vigorously carried out the construction of talent teams, standardized the civilized behavior of employees, and established the overall image with the employee image; Implement the brand-name boutique strategy, make every effort to improve the processing quality of products, and create an overall image with product image; Actively carry out technology development, constantly bring forth the old and bring forth the new, improve the content of science and technology, and create an overall image with scientific and technological advantages; Realizing management innovation in reform, further improving management level in development, and managing the overall image efficiently have expanded the reputation of the factory, become a huge intangible asset of the enterprise, and become an external display for the enterprise to enhance its core competitiveness.

Fourth, the creation and construction of corporate culture.

(A), the main body of corporate culture construction and construction

Corporate culture is the "humanization" of enterprises. Corporate culture should be maintained and implemented by business people, and should also be built and created by business people. Therefore, all employees of an enterprise should be the main body of enterprise culture construction, but because of their different division of labor and responsibilities in enterprise management, they play different roles in enterprise culture construction.

1. In the construction and construction of enterprise culture, enterprise leaders are in the core position, which determines the nature, direction and success or failure of enterprise culture construction, and their specific functions can be reflected in five aspects; First, advocate corporate culture and guide the development direction of enterprises; Second, carefully cultivate corporate culture, so that corporate culture can grow healthily; Third, the designer of corporate culture makes corporate culture conform to the trend of the times; Fourth, corporate culture is the practitioner and model of corporate culture; Fifth, the promoter of enterprise culture renewal, transformation and promotion makes enterprise culture progress continuously and always stands at the forefront of excellent enterprise culture.

2. In the creation and construction of corporate culture, corporate model figures have an important demonstration role in the creation and construction of corporate culture, which is embodied as follows:

First, infect the people around you with your own words and deeds, and create a kind of * * * sound among them, so that they are willing to patronize;

Second, it affects the unity of employees and the aggregation of collective strength;

Third, guide employees' words and deeds and strengthen the public opinion-oriented role of corporate values;

Fourth, solve the internal contradictions of enterprises and play a supplementary and mediation role;

Fifth, use your passion and creativity to promote the innovative role of corporate culture.

3. In the process of the construction and formation of corporate culture, employees are the basic force, the "bearer" and practitioner of corporate culture, and the ultimate embodiment of corporate culture.

In enterprises, employees are not only the basic force of production and operation, but also the most active factor in cultural construction. In essence, the process of corporate culture construction is also a process in which employees constantly create, enrich and use corporate culture in the practice of enterprise production and operation. While creating material civilization, they also created the spiritual civilization of enterprises. In an enterprise, individual employees may not be the smartest, but as a group, their wisdom is the most powerful. It is with the wisdom of the group that the corporate culture can be continuously enriched, developed and advanced. Employees are not only innovators in corporate culture construction, but also "carriers", carriers and practitioners of corporate culture. Corporate culture is not only a kind of consciousness, an idea and an idea hidden in people's minds, but also a kind of behavior, a kind of style, a kind of tradition, a kind of spirit and a kind of work standard from a practical point of view, which will eventually be expressed in employees' behaviors and words, thus transforming into the practice of enterprise employees' production and management and enterprise culture construction. Therefore, to build a corporate culture, we must attach importance to the participation and actions of employees and really mobilize the enthusiasm of employees, so as to build a good corporate culture.

(B), the start of corporate culture construction, starting point and basic procedures

Corporate culture construction is a complex systematic project with long process cycle and many factors involved. Only by following the evolution law of corporate culture, leaders' attention, systematic planning, organizing and coordinating all forces, and choosing the appropriate start time and start point can we ensure the smooth progress of corporate culture construction.

1. The starting time of corporate culture construction is roughly as follows; First, enterprises have entered a period of rapid growth; Second, the business performance of the enterprise is not ideal; Third, great changes have taken place in the environment, conditions and market faced by enterprises. At present, many enterprises, especially state-owned enterprises, are in the stage of further fierce market competition and profound changes in institutional mechanisms. Many enterprises are facing the impact of restructuring, reorganization and reform, and their original spirit, theory, values, way of thinking and behavior have been greatly tested. It should be said that this period and this environment should be a good opportunity and the best starting point for many enterprises to abandon the backwardness of the original culture and cultivate a new culture that adapts to the new environment and new conditions. The restructuring of Nanyou is a foregone conclusion. This is a good opportunity for Nanyou people to abandon the original cultural lag and create a new culture with brand-new ideas, concepts and courage.

2. The starting point of corporate culture creation and construction. Generally speaking, the starting point of the establishment and construction of corporate culture in non-newly-built enterprises is: first, facing all kinds of difficulties, starting with solving the main contradictions; The second type is growth-oriented enterprises, starting with comparison with better enterprises. Third, enterprises facing the impact of great changes should start with summing up past experiences and lessons and learn new ideas and knowledge.

3. Basic procedures for establishing and building corporate culture. The general procedure of enterprise culture construction is:

First, study, analyze and evaluate the present situation of corporate culture. The so-called research, analysis and evaluation of the current situation of corporate culture is to clean up the existing (original) corporate culture, and distinguish which ones are excellent and which ones are dross. The excellent ones should be used, carried forward and developed, and the dross should be resolutely abandoned, so that the new corporate culture can have a reliable foothold.

Second, freeze the corporate culture. Freeze-frame design of corporate culture means that on the basis of determining, analyzing and evaluating the current situation of corporate culture, according to the internal and external environment and conditions of the enterprise, the spirit, concept, values, morality and code of conduct dominated by the enterprise are expressed in exact words, and a preliminary cultural conceptual framework is formed. The fixed frame design of corporate culture concept generally includes the following contents:

☆ Main business of the enterprise ☆ Mission and strategic objectives of the enterprise.

☆ Basic values of enterprises ☆ Ethics and professional ethics of enterprises.

☆ Enterprise spirit and enterprise fashion ☆ Enterprise management concept and policy.

☆ Enterprise management concept and talent concept ☆ Enterprise service concept and service criteria.

☆ Basic code of conduct for employees ☆ Orientation of corporate cultural image.

Third, carry out the practice of corporate culture construction.

First of all, the inculcation and dissemination of corporate culture concepts. After the corporate culture concept is determined, it should be actively promoted and put into practice, and the cultural concept should be embodied in all activities of the enterprise. The main concepts should be instilled repeatedly until they are recognized and fixed by all employees. There are many specific measures, such as compiling corporate culture handbook; Carry out related activities; Use major events to strengthen publicity; Establish a cultural network; Create a cultural atmosphere and so on.

Secondly, the strengthening and solidification of corporate culture concept. On the basis of creating a good cultural environment, it is necessary to strengthen and solidify the established concepts, so that advanced concepts can become operational and executable rules, regulations and models for employees, and transform from spirit into substance, reflecting the efficiency and benefits of production and operation.

Finally, actively create conditions suitable for the new corporate culture. For example, popularize scientific management and democratic management, strengthen employees' moral and professional training, improve employees' quality, create a democratic environment and build a spirit of unity.

Life is perfect because of me-Cornya

1983, founded Zhongshan kangniya clothing co., ltd. in Zhongshan, Guangdong province, and at the same time founded and used the brand of "kangniya CONIA". The group also owns Zhongshan Xiaolan Jindu Clothing Co., Ltd., Guangzhou Kangniya Marketing Co., Ltd. and other professional companies responsible for the design, research and development, production, brand building and marketing management of series products. "CONLIA" brand clothing products mainly include dozens of series and nearly thousands of styles, such as home clothes, casual clothes and underwear. After more than 20 years of centralized management and continuous development, today's Corniya has developed into a large-scale clothing retail enterprise integrating design, production, export trade and domestic marketing. The company has set up branches and marketing departments in more than ten developed cities such as Beijing, Shanghai, Wuhan and Chengdu. In the form of opening counters, specialty stores, franchise stores and franchisees in large shopping malls, its sales network has spread all over more than 30 provinces and cities across the country, forming a national market pattern. Accurate brand concept, extensive market network, efficient management support, huge production base, high-quality brand guarantee, modern logistics information system, distinctive image promotion and successful market operation experience make "Conlia" occupy a decisive position in the market and stand on the leading position in the domestic clothing industry.

As an advanced private enterprise in Zhongshan City and an honest franchise unit, Corniya Company has been used to pursuing beautiful things in its business growth for more than 20 years. From the initial demand of "love yourself, love Conniya underwear" to the sublimation of corporate culture of "simplicity, efficiency, innovation and * * * winning", it proves that Conniya Company has strict requirements for product quality and social responsibility, and has won wide recognition and praise. In 2004, it was jointly recommended by Guangdong Garment Association, Zhongshan Municipal Government, Guangdong Provincial Government and other departments, and finally recognized by the State Quality Supervision, Inspection and Quarantine Bureau. The physical quality of Kangniya products has reached the advanced level of similar products in the world and is in a leading position among similar products in China. The market share and popularity rank among the top in the industry, with high customer satisfaction and strong market competitiveness. It was awarded the honorary titles of "China Famous Brand Product" and "National Inspection-free Product". At the same time, Kangniya Company was awarded the first special quality and environmental protection mark certification (CQC certification) in the domestic clothing industry.

Paying attention to quality, constantly innovating and leading the trend are the source of enterprise vitality. Establishing brand image and ensuring the success of enterprises and franchisees with perfect operation service and support are the goals that Corniya pursues diligently. Life is perfect because of me-Cornya!

In the new century, Corniya will continue to get used to the "management policy of product quality and customer service". While improving the quality of products, we will constantly improve the after-sales service mechanism, conscientiously implement the quality "three guarantees" system, and earnestly safeguard the legitimate rights and interests of consumers while the enterprise continues to develop. Conniya's commitment to consumer quality and service is also her goal; Life is perfect because of me-Cornya!