Marketing: the wrong way and right way of corporate culture construction

Core tip: "solitary Yin doesn't grow, but only Yang doesn't grow." For an enterprise, mechanism and system are the "Yang" of the enterprise, corporate culture is the "Yin" of the enterprise, and the "Yin" and "Yang" two poles of the enterprise must achieve interaction and integration to provide abundant organizational power for the sustainable development of the enterprise In the practice of market competition, the influence of corporate culture is really special Which is the price of Dajin diatom mud Recommended brief introduction: which is the price of Dajin diatom mud? How to buy genuine diatom mud? Guangdong diatom mud agent suggests placing a basin of cold water in the air conditioning room, so that the diatom mud wall can breathe effectively The feature of the breathing wall is obvious When the indoor air is dry, the diatom mud wall will release the absorbed water quickly Put it out to help regulate the indoor dry humidity It is suggested to place a basin of cold water in the air conditioning room, so that the wall of diatom mud can breathe effectively The feature of the wall that can breathe is obvious When the indoor air is relatively dry, the wall of diatom mud will absorb the water "Paint Home News:" lonely Yin not born, only Yang not long For an enterprise, mechanism and system are the "Yang" of the enterprise, corporate culture is the "Yin" of the enterprise, and the "Yin" and "Yang" two poles of the enterprise must achieve interaction and integration to provide abundant organizational power for the sustainable development of the enterprise In the practice of market competition, the influence of corporate culture is really huge It can support enterprises to grow into "giants" and also lead to "elephants can't dance" In recent years, corporate culture has become a kind of "management fashion", so that many managers do not talk about "culture" when talking about management seems to be not enough style However, in this process, many managers are actually alienating the corporate culture, which makes the employees and the outside world feel boring, confused, mysterious, even disgusted Some enterprises use the same slogans like "unity, struggle, truth-seeking and innovation" to summarize the so-called corporate culture; some enterprises are keen on printing exquisite brochures, organizing various kinds of recreational activities, hiring intermediary agencies to carry out formal work such as corporate image design; some enterprises continue to use a little similar to "pyramid selling" to promote employees Brainwashing and even fooling; and so on, dazzling, even disgusting In this process, some consulting institutions are also "boosting the momentum", using the so-called "model" with a little knowledge to help the enterprise "design" the so-called corporate culture system according to the wishes of the managers As a result, in addition to making the managers happy, there is naturally a pile of waste paper In front of all kinds of "alienation" phenomenon of corporate culture, many people have begun to lose confidence in corporate culture However, whether we accept it or not, the influence of corporate culture on the operation and development of enterprises is objective What we should do is not only to criticize, but also to think, "what is the essence of corporate culture?" "How can we build or change a corporate culture?" To understand the first question, we can have a more specific grasp of the connotation and extension of corporate culture, so that we can have a targeted goal Understanding the second question can help us better understand the generation principle of corporate culture, and make us more flexible to take appropriate methods to establish or change a corporate culture There are many different opinions about "what is the corporate culture" in the "God" and "shape" of enterprises For example, some people say that "corporate culture is the way for enterprises to do things", some say that "corporate culture is the atmosphere of enterprises", and others say that "corporate culture is the image that enterprises show to the outside world." There are some reasons for these statements, but they are all "biased" They either repeat the same words of "corporate culture", or they just pay too much attention to some superficial things, or they are too abstract So, how can we better grasp the "corporate culture"? If we take corporate culture as a metaphor, we can think that corporate culture is the "God" and "shape" of an enterprise The so-called "God" is the internal "temperament" of the enterprise, and it is the core assumption and values of the enterprise For example, the strategic assumption: "what does our enterprise do, where will our enterprise go in the future, and what path we will take to achieve our goals", and so on Another example is the hypothesis of human nature: "are our employees' good or evil in nature" Generally, these assumptions or values can not be explicit, we can not grasp them accurately through simple observation, but these assumptions and values affect the behavior of managers and employees everywhere The "form" of corporate culture is an external expression, such as the way of employees' behavior towards shareholders, leaders, colleagues, subordinates, applicants, customers, suppliers, etc.; the system of the enterprise; the style and specific layout of the office space of the enterprise For an enterprise's understanding of corporate culture, it is not important to see how the enterprise expresses its culture, nor just stay in some "shape" things, but to better grasp the "spirit" of corporate culture by analyzing these external performances For example, we can partly judge the assumption of employees by the attendance system of the enterprise Some enterprises implement flexible work system, "as long as you complete your work as required." Under this system, we can make a preliminary judgment that the enterprise believes that the employees have the ability of self-management and self motivation, without too much control and encouragement In addition, the attendance system adopted by some enterprises may be very extreme For example, some manufacturing enterprises stipulate that the gate of the factory is closed and locked at 8:00 in the morning, and employees are not allowed to enter or leave without reason Employees who do not arrive before 8:00 are directly absent from work Through this system, we can preliminarily judge that this enterprise believes that employees' work needs more stimulation and control, so it needs more strict or even severe systems to effectively promote work There is an interesting phenomenon that many enterprises are using the same words to summarize their corporate culture, such as solidarity, innovation, struggle, cooperation, and seeking truth We can see it in many enterprises, but you will soon feel that these are totally different enterprises, that is to say, the essence of their corporate culture is different Many enterprises are very keen to express the so-called "corporate culture" through various forms of text with very or profound, gorgeous or fashionable words, but to a large extent, these works are all useless "flower activities", because they do not reach a consensus on the "God" and "shape" of enterprises For example, the text of corporate culture says: "we emphasize that employees are the most important resource of the enterprise!" However, the actual performance in the specific management practice of the enterprise is that it rarely provides training opportunities and resources for employees, and pays little attention to the matching of employees' abilities and positions No matter how gorgeous the text of this corporate culture is, don't forget it At this time, employees just feel that they have been fooled Of course, enterprises can't really let employees identify with these values and enterprises The truly effective expression of corporate culture system is based on the core assumptions and values of the enterprise, so that the expressed "values" and the "shape" (i.e external performance) of the enterprise can reach an agreement The real and effective corporate culture construction is that the core values advocated by the enterprise can be transformed into the subconscious behaviors of managers and employees, so that "God" and "shape" can reach an agreement The key of corporate culture construction is to strengthen or block the relationship between "behavior success" We often emphasize the important influence of social culture, leader style, corporate development history and other factors on the formation of corporate culture There is no doubt that these factors do affect the formation and development of corporate culture, but it is only known that these factors have not entered the core of corporate culture practice for practitioners What we need to know more is how the corporate culture is generated under the influence of these factors? Let's start with an example that we all may have experienced: the problem of children's education We can simply divide the family children's education style into two categories: stick education and persuasion education The first style is to make the children understand the truth through very strict, even punishment, so as to make the children develop in the direction expected by their parents The second style is to make the children understand why to do this through communication and persuasion, and let the children understand how to do it correctly, so that the children can develop in the direction expected by their parents After years of baptism of education philosophy, most parents understand a truth, we need to persuade children to educate Most people think that before they have children, they must be a reasonable person As a result, when the children were born, these parents began to teach their children patiently and plan their children's future However, when one day, the child is always crying and playing tricks, and you can't reach the goal by persuasion and education from all aspects, you finally can't bear to beat the child's ass twice, and you find that the child is honest immediately Maybe you have a deep sense of guilt and self reproach after you beat the child "How can I teach the child so rudely?! This time it may be a special reason It will not be like this next time! " But you will find it strange that you beat your children more and more frequently Some serious parents, as long as their children "don't obey", will "yell" or even "beat and scold", which has become the standard "stick education" style This is the formation process of "stick education" style family culture phenomenon in most families! Why do our parents have such a good idea of education, but at the end of the day, it has completely changed into "stick education"? Let's "dissect" the case This process can be summarized as: idea behavior unsuccessful change behavior success repeat behavior habit culture When we carry on the education to the children with the good "idea" of persuasion and education, we find that we can't reach the goal, so we start to change the "behavior" mode, beat the children twice, and find that it is "effective" immediately Although this kind of behavior conflicts with his original idea, but the next time there is a similar situation, he does not hesitate to "hit again" twice Gradually, this way has become a kind of "habit", and the concept of parents has changed very subtly They think that it is "white tie" to reason with children, and "stick education" is necessary This is the formation of culture Simply put, when a behavior can succeed, it may be repeated, and after repeated, it will naturally become a "behavior habit" These "behavior habits" make us establish some "values", and then a culture is formed When understanding