The Research On Building Corporate Culture Oriented By Competitive Advantage

With the rapid economic development of our country and entry into WTO, competition in market grows fierce gradually, especially numbers of foreign corporations attracted by bright future to the market as joint-venture or single-venture. At the same time, Chinese enterprises also look for more broad market all over the world. As market both home and abroad turn complex, corporations are asked to do things better. As a result, it is time to locate our competitive advantage and strengthen the ability to compete.Corporate culture makes a huge effect on the inner and outer activities of a corporation for its tremendous spiritual power, which causes broad attention from Chinese scholars and abroad alike. The article argues that with the help of its culture, corporation can shape advantage on human resources and brand so as to build customer loyalty and obtain advantage, eventually to succeed.Some of Chinese corporations have built corporate culture, but they overlooked the core by putting too much attention on visual aspects and had to end up with unexpected results. Thus, the article gives a detailed explanation on how to build corporate advantage and sets the goal on gaining competitive advantage to strengthen the ability to compete on the foundation of effective corporate culture put into practice.