1. Strengthening the awareness of corporate culture 1. Definition of corporate culture 1. What is corporate culture? The so-called corporate culture is a unique value standard, tradition, viewpoint, morality and norm of an enterprise; It is the belief and habit style that employees generally follow in enterprises. 2. Mature corporate culture The corporate culture of many enterprises often changes when it is not formed. For a while, it is people-oriented, technology-oriented, and service-oriented. The real corporate culture is very stable. Mature corporate culture will not be easily changed due to changes in conditions and environment. Once the corporate culture is formed, it will not change even if the external conditions get worse. The external conditions are good, and the connotation of this culture is still there; The external conditions are not good, and the connotation of this culture is more distinct and prominent. Case 56 years ago, IBM made a strategic transformation from a supplier of products to a supplier of services and solutions. At this time, it will sublimate its corporate culture, and this sublimation will eventually extend to the thoughts and words and deeds of every employee. That is to say, five or six years ago, the IBM salesman was selling products, but today, an IBM marketer is selling services and consulting solutions. IBM sold the PC business to Lenovo. After Lenovo bought the PC, its cultural connotation and the operating mechanism of the whole company, including its cultural connotation, will be sublimated. If it doesn't sublimate, it will be a disaster if it buys this PC business. Second, the role of corporate culture 1. Evaluation by experts and authorities Relevant experts and authorities have given a very high evaluation of corporate culture. The fundamental reason why the world's top 5 companies outperform other companies is that these companies are good at injecting vitality into their corporate culture, so that these companies can remain immortal for a hundred years. They are constantly optimizing their corporate culture, matching it with the company's strategy and operation, so as to keep pace with the times. The strength of a country lies in the economy, the prosperity of the economy lies in enterprises, and the development of enterprises lies in management, and the quality of management lies in culture. Excellent enterprises create excellent corporate culture, and excellent corporate culture undoubtedly creates an excellent successful enterprise. The two are complementary. 2. The importance of corporate culture In the market competition, what enterprises lack is often not products, technology or human resources. What is really lacking is a culture, a cohesion and a team spirit. Cultural power can effectively produce this kind of cohesion and team spirit. The competition in the 21st century, if we understand it at a high level, is actually not the competition between enterprises, nor the competition of technology or products, but the competition of culture. Corporate culture is a force of rebirth or destruction, which can regenerate and destroy enterprises. Therefore, shaping corporate culture itself is to create a brand-new mental model. The most competitive enterprise in the future is the enterprise with culture. 3, a correct understanding of corporate culture From the perspective of the force of corporate culture, the most complicated human resources problems can be solved in front of corporate culture. Every enterprise has a culture. No matter whether these accumulations are heavy or not, whether they are clear or not, they actually have a culture. For enterprises, the most terrible thing is to be complacent in concept. It is very important to recognize your own corporate culture, but you should strive to improve and optimize this culture after recognizing it. It is the most terrible thing to stand still in concept. From this point of view, we can really understand the thinking mode of enterprises mentioned by Dr. Peter Shengji in the "Fifth Discipline". If the thinking of enterprises stops, then the enterprises will have no hope. 4 Three, the four dimensions of corporate culture When we talk about a certain aspect, we can't just consider it from the concept, we need to further decompose and refine it. We can also consider the composition of our entire corporate culture from four dimensions. These four dimensions are vision system, behavior system, management system and idea system. Visual system refers to the specific logo, color, etc. of an enterprise, so that people can identify your enterprise at a glance. Behavior system refers to the norms of the words and deeds of employees in an enterprise, so that people can judge the image of your enterprise by their feelings about their words and deeds when they are in contact with your employees. Management system refers to the management system and management concept of enterprises, which enables people to know and understand the action mechanism of enterprises through the management system of enterprises. Idea system refers to the strategic intention, service aim, values and so on determined by an enterprise for its own development, so that people can understand who I am and what I am like. Four levels of corporate culture If corporate culture is compared to a target, it can be divided into four levels, namely, surface culture, shallow culture, middle culture and core culture. These four levels of culture constitute an overall structure of corporate culture. 5 Four Levels of Corporate Culture Surface Culture 1. Positioning of Surface Culture The so-called surface culture is the first level of corporate culture, that is, the material culture of the enterprise. It is mainly manifested in some of the company's artifacts and logo culture. 2, the content of the surface material culture The content of the surface culture is very simple, such as: 3, the role of the surface material culture The first impression is very important to customers and society, so enterprises should pay attention to six material cultures. We often encounter a social phenomenon, that is, whether men or women go to see their future parents-in-law or parents-in-law for the first time, they will dress themselves up, that is, to leave a good first impression on their future parents-in-law. The surface culture of a company should actually play this role. Logo culture was popular in China in the 199s, but enterprises limited to logo culture were short-sighted. All successful enterprises have successful material culture, but all enterprises with good material culture are not necessarily successful. Case: Qin Chi Group won the bid in CCTV, but when it turned on the TV, it could see Qin Chi's advertisement, so that all China knew about Qin Chi, its logo, its color and its image culture, but Qin Chi finally died out. This shows that it is not enough to have a superficial culture. At that time, Qin Chi had a famous saying, "We can drive a Santana to CCTV every day, and we can drive a Mercedes-Benz." This sentence completely violates the laws of the market. According to this logic, if we open more CCTV and advertise in TV stations every day, our enterprise will be able to develop and survive, which is obviously unrealistic. So the surface material culture is useful, but its function is limited. Shallow culture 7 1. The positioning of shallow culture has a good surface culture, which is only the first impression. Shallow behavioral culture is the second level of corporate culture. It is mainly manifested in the activity culture and etiquette culture of enterprises. 2. The content of shallow behavioral culture The specific content of shallow culture is as follows: Case There is a Japanese-funded enterprise, and there must be a yellow line in the middle of every road. Employees must walk on the right side of the yellow line and cannot go beyond it. Their corporate culture tells everyone that the yellow line is equal to a wall and cannot be surpassed. Everyone walks to the right, meets the courtesy of the guests, and the company is clean. If you want to go to the toilet, you can find it. So shallow culture should not underestimate it, it embodies a value orientation of the whole company. 3, the role of shallow culture Shallow culture reflects the business style of an enterprise and the style of doing things. It embodies the mental outlook of an enterprise employee. 8 is a cultural feature of interpersonal relationship. It is a dynamic reflection of an enterprise's spirit and enterprise goals. Successful enterprises all have successful behavior culture, but enterprises with good behavior culture may not necessarily succeed. Case Shenyang Gordon Hotel is famous because it has a doorman in his seventies. The old man is short, but he is very competent and dedicated. His eyes are neither condescending nor exaggerated. His actions not only turned into a behavioral culture, but also extended into a spiritual culture. The whole Gordon learned from him and took him as the standard, and he became a model and model for the whole company. The cultural characteristics of Gordon Hotel are finally manifested in this doorman. This doorman is in sharp contrast to the aforementioned "Welcome". Therefore, every enterprise should think about how to build the shallow culture of the company. Middle-level culture 1. Positioning of Middle-level culture The third level of corporate culture is the middle-level institutional culture, which shows a norm of the whole enterprise to culture, including some mandatory institutional culture and paper culture. 2. The content of the middle-level institutional culture The so-called middle-level culture refers to the most basic systems of an enterprise, the ownership of the company, the definition of the responsibility mechanism, the definition of the distribution mechanism, the definition of the employment mechanism, the organizational structure of the whole company, and the overall management model of the enterprise, which constitute the middle-level culture of an enterprise. 3, the performance of the middle-level institutional culture, ERP system establishment of enterprises Many enterprises are doing the establishment of the entire ERP system. Digital management and information management are the only way for a modern enterprise. However, the premise of digital and information management is standardization. Without standardization, it can't be digitized, otherwise the whole process of the company will be chaotic, the organizational structure will be scattered, and departments and employees will not match each other. Therefore, if many enterprises want to introduce ERP, they must first establish and improve the whole management system. The concrete manifestation of a large number of management theories producing middle-level institutional culture is that more and more management theories are constantly produced. This shows that China enterprises attach importance to management. Harvard management books sell well. Management books of various factions such as Harvard Business School are very popular. The hot sale of these books illustrates a problem, and enterprises in China have begun to have a good understanding of the middle management system. There was a man who bought a set of German equipment and brought two German engineers to assemble it. The two Germans ate whatever they gave them, and they didn't eat until they gave it. They worked day and night like two machines, and finally assembled the two machines, one week earlier than expected. According to the etiquette of China people, they should be arranged to travel for the extra seven days. But the two German engineers were surprised because there was no relevant arrangement on the document. My friend explained the reason before they agreed, but they had to inspect the goods first, then buy them plane tickets and go back to Germany to hand over the work. After finishing the work, I will put the money into their account and then fly back to travel. My friend is puzzled by what these two German engineers did. During the equipment inspection, German engineers found a problem. One screw was crooked, but its tightness was fine. Engineers in China think that this is not a problem, and it is impossible to install all hexagon screws with the same tightness. The German engineer replied that this can be done completely. The hexagon screw was crooked because it did not work according to the specifications when screwing it. Results After investigation, the German engineer's guess was correct. According to the technological requirements, because the screw is very large, it needs two people to finish it together, one person fixes the wrench and the other person screws the screw. As a result, someone violated the operating rules. One person screwed the screws, while the other was resting. So, in many cases, you can see where the potential problems are between drops. This serious attitude of the Germans is not written down in the documents of rules and regulations, but he is observing it. Therefore, only by giving cultural connotation to the management system of the whole company can it have vitality and the whole management system become meaningful. 4. The function of middle-level institutional culture The weak link of enterprise management is often the level of middle-level institutional culture; The middle-level system regulates people's behavior, which is clearly documented and proved to be correct; It should be noted that all successful enterprises have successful institutional culture, but enterprises with good institutional culture may not be successful. Institutional culture, we talked about two levels: first, we should have a standardized management system, and second, we should give this management system a cultural connotation, which is built on culture, not on the pressure of the system or on punishment. It is always impossible to prevent by blocking. Standardized management, the whole middle-level institutional culture, is actually a very important infrastructure of the company. Without this infrastructure, the higher the house is built, the faster it is built, and the faster it will fall. Without the support of middle culture, the company can't really develop and grow. Core layer culture 1. Positioning of core layer culture Deep spiritual culture is the core layer of enterprise culture and the 12-form culture of enterprise consciousness, 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. 2. The contents of deep spiritual culture The main contents of a deep spiritual culture of an enterprise include: the spirit of the enterprise; Enterprise's morality; Enterprise's values; Enterprise goals and codes of conduct, etc. 3. The role of deep spiritual culture The deep spiritual culture is like a compass of an enterprise, which subconsciously guides everyone's thoughts, words and deeds in the enterprise. For example, the Jewish nation is very United and has a strong cohesion, and its sense of hardship greatly affects every Jew. It can change everyone's values and philosophy. Successful enterprises have a successful deep culture, and enterprises with a good deep culture are sure to succeed. The role of deep corporate culture is the most critical. 13 Case A company has a rule that because the company is relatively large, the toilets in the company are divided into three levels: five-star standard, three-star standard and one-star standard. According to our general understanding, five-star toilet owners use it, three-star toilet middle managers use it, one-star toilet employees use it, and toilet workers who fly all over the place use it. But the rules of this company are different. In areas and floors where guests come and go, the decoration of all toilets is a three-star standard. If it is used within the company, it is a one-star standard as long as there are no guests. But in one place, it must be a five-star standard, with high-grade tiles, ceilings, advanced bathroom equipment, bath liquid, hot air blower, toilet paper, toilets are all automatic flushing, infrared rays, and so on, and both men's and women's toilets have special personnel to look after the toilets and take care of them in time. Such an advanced toilet is for workers. The nature of this company is a terminal freight company, and its function is not only reflected in a system, but also in the orientation of company values and a spiritual level. As a cargo transportation company at the dock, these workers are a very important part that really brings benefits to the company. To reflect the value of workers, we should not only give them wages, but also give them respect for their personality. Under such circumstances, the worker will have a good feeling in his mind, so he will give play to his subjective initiative at work, and this spirit will play a very important role. Therefore, the deep-seated spiritual and cultural role is the most important and core component of the corporate culture of the whole company. 14 the relationship between the four levels of corporate culture The four levels of corporate culture are not simply separated.