The Cross Culture Management Research In Sino-Foreign Joint Veture Enterprises--Corporate Culture Constructing Of Citic-Prudential Life Insurance Company

With the rapid development of the integration of world economy and the great progress of China in economic reform as well as its entry of WTO, China is becoming the largest target country for FDI in the world. The foreign capital enters into China market mostly by the way of establishing joint venture with Chinese large companies to develop their businesses. While in fact, the success of the joint venture will be achieved not only by the cooperation of funds and technology, but also the integration of culture. When running these enterprises, if the managers lack of knowledge and skill of management about cross-culture exchange, they will meet some misunderstanding and friction caused by culture difference, which affects work efficiency. A great attention has been paid by the scholars on the unsuccessful cases of joint venture in China. This paper studies the cross-culture management of joint venture in insurance business. Take the CITIC-Prudential Life Insurance Company as a specific case, this paper gives a deep and comprehensive discussion on the cross-culture management and the corporate culture development in a foreign capital related enterprise in China. As enterprises that cross different nations, regions and cultures, the development process of joint venture insurance companies is a exchanging, collision, adjusting and adapting process of different cultures. The one who grasps the art of cross-culture exchange and management, he can not only overcome the difficulty in exchanging and management that caused by difference among cultures, but also takes culture difference as a kind of rare resource to set up enterprise culture that focus as corporation value viewpoint. So how to strengthen cross-culture management and acceleration the confluence of management culture in western countries with Chinese culture, then strengthen core competition of enterprise through creating atmosphere of making up for each other's deficiencies and powerful ones' joints, is a important problem faced to joint venture insurance enterprises.This article talks about the influence of culture difference to enterprise management and how to accelerating joint venture enterprise to eliminate culture conflict through analysis cross-culture difficulties and setting up of enterprise culture, and how to use culture preponderance to rise staff's condense power and value viewpoint, then to create a better enterprise image, and rise core competition power of enterprise to expand itself in intense market competition in succession. It can also provide a clue for further developing study about related fields and provide a new thinking for management of joint venture enterprise.