Essays on corporate culture

Do you know how to write a company paper? The following are some model articles about corporate culture, which can be read by friends who don't know how to start. Wel

Do you know how to write a company paper? The following are some model articles about corporate culture, which can be read by friends who don't know how to start. Welcome to read the reference, I hope you like it.

Analysis and discussion on constructing the professional quality of marketing talents in higher vocational colleges with enterprise culture system

In recent years, the marketing position has always been a position with high employment rate, and the demand for professional marketing talents with high professional quality is very huge and urgent. At present, more than 90% of higher vocational colleges have set up marketing specialty, and quite a few colleges have built it as a key specialty at college level, provincial level or even national level. Therefore, colleges and universities have established the quality system and evaluation index of marketing talents, including professional quality. This paper attempts to analyze and discuss the present situation and countermeasures of professional quality training of marketing talents in higher vocational colleges through special investigation and teaching practice.

1 Analysis on the quality system of marketing talents in higher vocational colleges

1. 1 Quality Construction of Marketing Talents in Education

Whether it is the professional skill standard of "marketers" formulated by the Ministry of Labor and Social Security or the talent training goal formulated by higher vocational colleges, all parties have different expressions and construction ideas on the quality system of marketing talents, but they also have relatively similar understandings:

1 basic professional quality. That is, the basic quality and moral requirements necessary for marketing, business and other work, including personal values, world outlook and other ideological literacy, moral concepts and psychological quality, as well as interpersonal communication and work skills to deal with general affairs.

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

3. Enterprise management ability. That is, the qualities and skills necessary for market development, planning and forecasting, including the abilities of individual and team management, innovation and expansion, organization and coordination, and taking risks.

1.2 requirements for marketing talents in the enterprise field

In the past five years, according to our follow-up visit to 200 market-oriented enterprises, combined with the comprehensive analysis of the employment trend of marketing students in Jiangsu higher vocational colleges represented by huaian information Vocational and Technical College, enterprises have the following requirements for the quality composition of marketing talents:

1 recognition of the enterprise. More than 70% of enterprises first need marketers to identify with corporate culture, especially with 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% enterprises agree that marketers should have comprehensive professional skills, including planning skills, negotiation skills, investigation and forecasting skills and sales management skills.

3 Comprehensive working ability. Nearly 30% of enterprises need marketers not only to engage in their own marketing work, but also to be good at handling comprehensive work such as finance, management and production, that is, to have management skills for other jobs.

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

There is a certain gap between the education department and the commercial department in the proportion of marketing talents: the former pays attention to cultivating talents' professional skills, while the latter pays more attention to talents' professional quality. In other words, the "short board" of education in the quality system training of marketing talents is to ignore the key construction and training of marketing talents' professional quality. The main reasons for this "short board" status quo are:

1 Educators lack enterprise experience and intuitive knowledge of professional quality.

Most of the full-time teachers majoring in marketing are not from marketing courses and lack some practical work experience in enterprises; Part-time teachers, such as class teachers, counselors and other teaching assistants, lack understanding of the professional quality of marketing talents; College-level leaders with science and engineering background have insufficient opportunities to go deep into the quality system of marketing professionals because of the overall work deployment. All these have become the fundamental reasons for the lack of professional quality training of marketing talents.

2. Educational resources lack investment in vocational quality education.

Compared with the resources such as teachers, teaching materials, practice and training devoted to the cultivation of talents' professional skills, there are fewer dedicated teaching resources devoted to the cultivation of professional quality. For example, the cultivation of professional ethics is only scattered in non-professional education links such as ideological and political education, theme class meeting and graduation education. And the lack of refined training of professional courses. This is the direct cause of the "short board" phenomenon.

3. The mode of school-enterprise cooperation is not deep enough.

In the school-enterprise cooperation mode of marketing major, most higher vocational colleges adopt special lectures, enterprise visits, fixed-position internships and other ways, lacking in-depth understanding and cooperation with the corporate culture system; Even the "order-based" marketing talents only pay attention to the cultivation of enterprise work skills. These are the important reasons why the professional quality of marketing talents is not perfect.

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

Corporate culture is a management system formed by enterprises in long-term work practice. It is the soul of an enterprise, carrying out all activities of the enterprise, affecting and determining the mental outlook of all members and the quality, behavior and competitiveness of the whole enterprise. It is a complicated task to construct the professional quality system of marketing talents. How to reduce the phenomenon of "short board" and make the students majoring in marketing in higher vocational colleges better adapt to the needs of market-oriented enterprises? The author believes that building vocational quality training on the basis of vocational skills training is a useful attempt to strengthen the use of the material connotation and spiritual value of the "corporate culture" system.

2. 1 Rebuild the professional quality of talents with the spiritual content of "corporate culture" system.

Although different types of enterprises express their own corporate culture differently, the structure of corporate culture is also very different, but the core values and spiritual content are similar, which can be an important standard to shape the professional quality of marketing talents in higher vocational colleges.

2. 1. 1 professional identity

The vast majority of enterprises need the recognition of corporate culture by marketing talents, which is actually the recognition of professional ideas of enterprises and individuals. Identity means that marketing talents should have a high degree of loyalty and responsibility to enterprises and occupations.

1 loyalty. Marketing jobs have the characteristics of high employment rate and high turnover rate. According to the survey of graduates majoring in marketing in higher vocational colleges in northern Jiangsu, the proportion of people who have changed jobs three times in three years is less than 20%. The high brain drain rate emphasizes the importance of "loyalty" education in the cultivation of talents' professional quality.

2 sense of responsibility. Marketing 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 be persistent, meticulous and fully responsible in the whole process from setting work objectives to summarizing work stages. This should also be the focus of talent quality training in the school education stage.

2. 1.2 People-oriented

People's concept is the core of corporate culture value, and the quality of being tolerant of others is the core demand of marketing talents. "People-oriented" has at least two meanings in the cultivation of professional quality: one is to respect others, and the other is to attach importance to individuals.

Respect others. The core culture of marketing is customer-centered, which is in line with the people-oriented concept. Students majoring in marketing should not only be tolerant of customers inside and outside, but also respect the advantages and even disadvantages of others.

Pay attention to individuals. Corporate heroes are individual symbols of corporate culture. Paying attention to individuals means fully learning from corporate heroes on the premise of facing up to themselves and respecting others. For the post-80s and post-90s vocational college students with independent personality and self-esteem, it is of great vocational education significance to cultivate the quality of being good at learning from others.

2. 1.3 is an effort

Higher vocational students are market-oriented applied talents, and their strong practical ability and spirit are the necessary professional qualities for talents at this level. To cultivate the quality of practical work, we should pay attention to cultivating students' adaptability and action ability.

1 adaptability. Marketing personnel should not only adapt to local culture and market demand, but also adapt to the company's corporate culture and marketing policies. Only by adapting to the internal and external environment can we better and accurately position ourselves and find a career direction suitable for our own development.

2. Ability to act. The market situation faced by marketers is complex and changeable, and it is necessary to integrate various resources to carry out work actions. Students majoring in marketing must cultivate a keen sense of market smell and competition, be able to constantly adjust marketing strategies with the changes of the market, and exercise the ability of teamwork in the changes.

2. 1.4 innovative spirit

The market situation is constantly changing, but the marketing model is more and more similar. Marketers must be full of enthusiasm and dare to accept setbacks in order to innovate constantly and make their products, ideas and strategies stand out.

1 confident and enthusiastic. Marketing is very practical and challenging. All marketers who enter this industry must love this profession and devote themselves to it no matter how difficult it is. Only with great confidence and enthusiasm can we persist in innovation and give full play to the professionalism of marketing specialty in higher vocational colleges.

2 bear setbacks. Innovation is a double-edged sword, especially in the rapidly changing market, opportunities and risks coexist. After encountering difficulties and setbacks, marketers should also adjust themselves with high-quality EQ. Cultivating higher vocational students' psychological quality of fighting is the basic requirement for shaping their innovative ability.

2.2 Taking "corporate culture" as the material carrier to systematically cultivate professional quality talents.

The spiritual value connotation of corporate culture is realized through certain material carriers, such as the process of activities in the form of production and training, and the results of activities in the form of products and patents. In the process of cultivating the professional quality of marketing talents in higher vocational colleges, we can also learn from the material carrier model of corporate culture system.

2.2. 1 Based on strengthening educators' awareness of corporate culture.

The lack of corporate culture awareness of front-line educators is the fundamental reason for the lack of talent quality training, so it is necessary to strengthen educators' corporate experience and market awareness. On the one hand, strengthen the depth of school-enterprise cooperation, so that educators can improve the quality of market theory, go deep into enterprise learning and practice, and intuitively understand the essence of enterprise culture. At present, most colleges and universities are only full-time teachers in contact with enterprises, and teaching assistants lack the opportunity to understand the actual 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, strengthen their understanding of corporate culture, reach an agreement on the mode of cultivating students' professional quality with the essence of corporate culture, and form a real education team, which is coordinated and complementary to each other, not just performing their respective duties.

2.2.2 Campus culture construction based on higher vocational colleges.

Higher vocational students feel campus culture directly during their school days. At present, most higher vocational colleges have established their own campus culture, such as "Mingde", "Shi Chong" and "Innovation", but quite a few of them are superficial and just slogans. Imagine that students can't deeply identify with campus culture, how can they identify with the culture of market-oriented enterprises? Therefore, building a campus culture close to and in line with the characteristics of corporate culture is an important prerequisite for cultivating students' professional quality. On the one hand, departments should establish an overall campus culture that conforms to the characteristics of colleges and universities; On the other hand, on the basis of highly recognizing and understanding the former, classes and student groups should cultivate individual culture in line with professional characteristics.

2.2.3 Using the method of project process education.

Working process orientation is a teaching mode recognized by most higher vocational colleges at present, and its essence coincides with the quality of paying attention to dynamic process in corporate culture. Accordingly, our college put forward the concept of "all-staff, whole-process education", focusing on strengthening the process, spontaneity and creativity of students' professional quality training. First of all, when designing the learning scene, case background and activity items of professional core courses, we should consciously take the decomposition and cultivation of professional literacy as an important criterion for assessing students, rather than relying solely on the indoctrination of basic courses such as ideology and morality and political theory; Secondly, for the daily management of students, project-based process management can also be used to cultivate professional quality. For example, students' cultural activities can be contracted to various informal students or teams through bidding, and they will plan and implement them, instead of relying solely on official organizations such as the Student Union.

2.2.4 refining the learning form of materialized results.

Corporate culture is not an illusory spiritual concept, but a realistic form embodied through a certain material carrier. Cultivating students' professional quality with the spiritual quality of enterprise culture must also be materialized. First of all, formulate quantitative and specific professional quality indicators, form standardized words and implement them in the process of professional teaching and daily management education; Secondly, establish a learning team with standardized structure and dynamic process to encourage the systematicness and flexibility of the team learning process; Third, formulate and implement standardized learning result forms in the whole learning process. For example, each project must complete the same homework results in written or electronic form.

To sum up, the construction of corporate culture system is not only the demand of enterprises for marketing talents, but also an effective way to cultivate the professional quality of talents in higher vocational colleges; Corporate culture is a long-term, complex and arduous task, which can never be solved by one corporate culture course or several ideological and moral courses. Cultivating marketing talents in higher vocational colleges with corporate culture as the material carrier and spiritual content requires all colleges and universities to attach great importance to it, invest educational resources vigorously, and conduct scientific division of labor and coordination among educators at all levels.

Several problems about the construction of enterprise culture

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

First, the connotation and characteristics of corporate culture

A corporate culture connotation

The connotation of corporate culture includes the following aspects: the essence of corporate culture is that it is a business theory, values and code of conduct of corporate people, and it belongs to the concept of ideology; Enterprise culture is full of all the time and space of enterprise execution, which is reflected in all the actions of enterprise people; As long as there is a culture passed down, it is not static, and it is constantly changing with the development of the times; Business leaders play a leading role in the formation of corporate culture, which usually embodies the business philosophy and cultural concepts advocated by the founders and their successors.

Second, corporate culture has the following important characteristics.

One is spirituality. Corporate culture is a people-oriented and spirit-oriented management mode, which belongs to the category of spiritual civilization. It should be produced on a certain material basis, adapt to a certain material level, and have a strong reaction to the improvement of material level. The second is sex. Corporate culture is a group culture and a common value of employees. Enterprise leaders or a few key elements may play an important or even leading role in the formation of enterprise culture, but they cannot determine the final formation of enterprise culture. The third is sociality. Corporate culture is a kind of social existence, which is influenced by a country's social system, legal system and ideology. The fourth is micro. Corporate culture is a kind of micro-culture, which must have the unique personality and characteristics of the enterprise, and cannot be the same. The fifth is plasticity. Corporate culture education is not spontaneous, it needs to be excavated, sorted out and summarized on a certain basis, and it also needs to be continuously enriched and improved in practice. The sixth is relative stability. Values are the core and the most stable content of corporate culture. With the change of internal and external environment, the specific business philosophy, management mode and system can be changed, but its core values will not be changed easily.

Second, the need for enterprises to create a corporate culture

The internal needs of enterprise development

Once the market economy is out of the primary stage, the role of enterprise management mode based on material * * * will be greatly weakened. Because social needs and personal needs can not be completely covered by material categories, people's cultural needs and spiritual needs are increasing. We must rely on the management mode of cultural power to make enterprises full of vitality and fully mobilize the enthusiasm of employees to meet the needs of the market.

Second, the cultural needs of consumers.

Consumer's consumption is divided into two categories, namely material consumption and cultural consumption. With the formation of the buyer's market, the status of consumers as the main body of choice is increasingly reflected, and they are more and more picky about the choice of goods. They not only demand that the goods should be applicable, with good quality and low price, but also attach a lot of cultural needs when buying goods, including being respected. If an enterprise lacks cultural literacy, it can't meet the needs of consumers at all, and it is difficult to stand in the market competition.

The need of market competition

The rise of corporate culture fever is the inevitable result of fierce market competition, and the creation of corporate culture is the need of fierce market competition. The root of the crisis of Chinese civilization is not that we have too many traditional cultures represented by Confucianism, but that we lack the mechanism of market competition. In fact, the main idea of China culture is consistent with the idea of people-centered corporate culture. Once the competition mechanism of market economy is combined with the core essence of China traditional culture, it will inevitably stimulate the great vitality of China enterprises and the vitality of China culture, and make China's market economy develop upward at a higher starting point.

Fourth, the needs of socialist cultural construction.

Building a socialist market economy requires the joint efforts of two civilizations, both material and spiritual. By paying attention to management, we can cultivate enterprise spirit, shape enterprise image, optimize the internal and external environment of enterprises, and make the management and development of enterprises adhere to the socialist direction. The improvement of enterprise microenvironment and cultural atmosphere will inevitably have a positive impact on the whole society and spiritual civilization construction.

Three, several problems that should be paid attention to in the construction of enterprise culture

Under the condition of market economy, enterprise culture construction should pay attention to the following points:

First, cultivate a corporate moral culture full of vitality and sense of the times.

On the basis of inheriting and carrying forward the fine traditions of "hard struggle", "selfless dedication" and "dare to fight and fight", enterprises in China should fully reflect the market requirements of "competition consciousness", "efficiency consciousness" and "rule of law spirit", build a moral culture full of vitality and sense of the times, and cultivate a business ethics of "emphasizing quality and honesty". Take "quality first", "customer first" and benefiting the society as the highest moral standards that must be observed, pay attention to the construction of professional ethics, and improve the professional ethics level of employees.

Second, cultivate a rich and widely recognized corporate image culture.

In the competition of modern enterprises, a good corporate image is priceless and an important factor for enterprises to occupy competitive advantage. Shaping a good corporate image is the key to corporate culture construction, and it is also the primary content to win the trust of the market and society.

Third, cultivate modern enterprise spirit.

Enterprise spirit is the core of enterprise culture, which comes from the practice of enterprise producers and 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 everyone's intelligence should be focused on the business objectives of the enterprise. Modern enterprise management especially emphasizes human factors, and enterprise spirit is such an ideal, which unites all employees under one banner, maximizes people's subjective initiative, and gives people ideals, confidence, encouragement and restraint. Once the enterprise spirit is formed, it will form a group psychological set, which can not only dominate people's behavior through clear consciousness, but also influence people's behavior subtly, greatly improve employees' consciousness of taking responsibility and correcting personal behavior, make employees actively pay attention to the future of the enterprise, safeguard its reputation and image, and contribute all their strength to the enterprise.

Fourth, the specific ideas of corporate culture construction

When we are building corporate culture, we should correctly understand the importance of corporate culture construction, aim at the characteristics of our own enterprises, learn from the successful practices of other enterprises, and promote our own corporate culture construction in a planned and targeted manner.

1. Formulate and implement corporate culture strategy.

The construction of enterprise culture is a long-term accumulation process, so we must strengthen our consciousness and promote it from a strategic height. First of all, put forward the mission and vision of the enterprise, design the enterprise core values, enterprise spirit and moral norms in harmony with corporate vision and the enterprise mission, and formulate relevant systems and regulations. Secondly, establish corresponding efficient organizations to ensure the smooth implementation of corporate culture strategy and avoid the virtual construction of corporate culture through mutual coordination and reasonable authorization. Third, provide necessary hardware facilities and financial support to ensure the material premise of corporate culture construction. Finally, adhere to the implementation of corporate culture strategy to prevent the phenomenon of stopping or even abolishing corporate culture strategy at will. Only long-term continuous improvement and pursuit can show the due effect of corporate culture construction.

Second, cultivate excellent entrepreneurial spirit.

Excellent corporate culture is the embodiment of excellent entrepreneurs. Excellent entrepreneurs often start from the characteristics of their own enterprises, and integrate their own corporate ideas, ideals, values, ethics and styles into corporate purposes and corporate values, which are gradually recognized, observed, developed and improved by employees, thus producing excellent corporate culture. It can be seen that to build 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 can corporate culture construction have a strong driving force.

Third, put people first.

Employees are the carrier of corporate culture, and corporate culture exists in employees' consciousness as an "invisible rule". Without employees, corporate culture cannot exist independently. Whether the real corporate culture can be formed depends on whether all employees can embody the cultural quality and connotation of the enterprise with their own behaviors in practice. To build an excellent corporate culture, on the one hand, enterprises should adopt all-round and multi-level methods to instill their core values, entrepreneurship and moral norms into employees, so as to internalize them into the conscious behavior consciousness of all employees; On the other hand, we should do everything possible to maintain respect and understanding for employees, pay attention to emotional input, encourage democratic participation, actively communicate opinions, establish harmonious interpersonal relationships within enterprises, enhance enterprise cohesion, and build a common destiny between enterprises and employees.

Fourth, grasp the main implementation links.

In the implementation of corporate culture, we should do the following main links well: First, publicity and education. The main standard of publicity and education is to gain practical results and avoid going through the motions and formalism as much as possible. The second is to lead by example. The key to the implementation of corporate culture is that leaders set an example and set an example first, otherwise it will become a mere formality. The third is typical guidance. The reason why western corporate culture regards role models as an important part is that it can reflect the charm of corporate culture. The fourth is the typical ceremony. Holding necessary ceremonies, such as "factory celebration" and "memorial day" organized by enterprises according to their own cultural characteristics, is conducive to carrying forward fine traditions and creating a cultural atmosphere, but it should not be excessive, otherwise it will lose its due effect. The fifth is the cultural network. Cultural network refers to the ways and channels for enterprises to publicize, communicate and implement corporate culture. The sixth is the incentive mechanism. The implementation of corporate culture is not a retreat, nor a general political propaganda, but a fundamental measure of enterprise management. Therefore, we should also establish an incentive mechanism.

5. Continuous innovation.

After the content, form and method of corporate culture construction are determined, it will not stop there, but will be adjusted accordingly with the changes of objective conditions and environment. Of course, this adjustment is not a total denial of the original corporate culture, but an adaptation to the trend of the times, improvement of relevant contents, forms and methods, giving new contents and making new explanations, so as to keep it organically integrated with the objective world and ensure its vigorous vitality.

Pay attention to enterprise management mode

Bradford and Cohen of Jintanfu University in the United States put forward an "education-oriented management model" in their book "The Pursuit of Excellence in Management", arguing that this model consists of three elements: establishing organizational teams with the same responsibilities, exploring and cultivating individual talents, and establishing the same values; It is considered that training subordinates is the key to improve effectiveness, which can make enterprises and individuals move towards the realm of Excellence. The enterprise management mode established according to these three elements is a modern management mode to meet the market requirements.

Pay attention to absorbing the essence of national traditional culture and outstanding cultural achievements in the world.

Corporate culture is the concrete embodiment of national culture and the result of cultural exchange and display. Any modern culture is developed and perfected on the basis of absorbing and inheriting the essence of traditional culture. Confucianism, Taoism and military thoughts in China's traditional culture can be used in enterprise management after refining and transformation. Under the condition of modern market economy, combining China's excellent cultural tradition with western advanced technology and management can also form a corporate culture with China characteristics.

Pay attention to integrating theory with practice, and guide and summarize enterprise management practice with corporate culture theory.

Enterprise culture is created in the practice of enterprise management. Without enterprise management practice, there can be no enterprise culture theory. Only by summarizing the experience of successful enterprises and upgrading it to theory will it have more general guiding significance.

Pay attention to the relationship between enterprise environment and enterprise culture

Any enterprise exists and develops in a specific social environment. Only by constantly mastering the influence of internal and external environment on corporate culture can we flexibly adapt to the times and develop corporate culture.