Research On The Implementation Of Corporate Culture Strategy

As corporate culture is one of the important factors that influence the success or failure of corporate administration. Many corporations attempt to build some sort of proper corporate culture. This paper suggests pursuing corporate culture construction as a strategy: carry on the orientation of corporate culture at first, establishing the goal mode of corporate culture; then convert the existing corporate culture to the goal mode of corporate culture.Corporate culture strategy can be divided into formulation and implementation. The subject that this paper studies is the implementation of corporate culture strategy, namely converting the existing corporate culture to the goal mode of corporate culture. This includes three aspects: corporate culture introduction, corporate culture transformation and corporate culture maintenance. Corporate culture introduction is the infusing of new cultural element; corporate culture transformation is abolishment and innovation of original unreasonable cultural element; and corporate culture maintenance is retaining and continuing of fine corporate culture.On the basis of clarifying relevant concepts, this paper commences discussing the implementation of corporate culture strategy. The third part explores corporate culture introduction. This part analyzes the process of corporate culture introduction at first, and divides it into four steps: the leader's the initiation and demonstration,the intensifying and inspiring of the staffs behavior, the spread of the corporate culture in the organization, and the systematizing of corporate culture. And also discusses the function of every step in the process of corporate culture introduction.The forth part explores corporate culture transformation. On the basis of analyzing the content of corporate culture transformation, the impeditive factors to corporate culture transformation, the conditions and occasions of corporate culture transformation, explores the process of corporate culture transformation. While analyzing the process of corporate culture transformation, consults the organizational learning circular chart of culture transformation which was put forward by American Land Burger and divides the process of corporate culture transformation into three stages: abolishment, innovation and formation. At the stage of abolishment, the corporation builds up consistent understanding to the necessity of corporate culture transformation; at the stage of innovation, the corporation develops some sort of new culture which is adapt to corporate development and competitive environment; at the stage of formation, the corporation confirms and consolidates the achievement of corporate culture transformation.And then explores the pushing of corporate culture transformation in terms of organizational learning. Organizational learning embodies in every aspect of corporate culture transformation: form the new role of the leader, the communication and common understanding of team of leaders on senior level, the mutual vision of corporate culture transformation, staffs participation in decision-making of corporate culture transformation, to trainings of corporate culture transformation, all of which need staff to change their roles to that of members of learning organization. Finally, the part analyzes the relationship between corporate culture transformation and corporate system innovation, as well as the principles of corporate system innovation.The fifth part explores corporate culture maintenance. This part analyzes the necessity of corporate culture maintenance at first, and on this basis brings forward five approaches to corporate culture maintenance. Then probes into corporate culture maintenance from the above five aspects respectively, which include: moldingcorporate heroes and myths, designing corporate culture customs and ceremonies, communicating the idea layer of corporate culture, recruitment based on values and assimilation of new employee's values. Among them, molding corporate heroes and myths and designing coiporate culture customs and ceremonies, focus on the maintenance of corporate fine traditional culture; communicating the idea layer of corporate culture aims at preventing staff's cognitional deviation to corporate culture; recruitment based on values and assimilation of new employee's values, keep the stability of corporate culture through human resource management which is oriented by corporate culture.Finally, summarizes the relationship between coiporate culture introduction, corporate culture transformation and corporate culture maintenance. And indicates that only repeated pushing can make sound effect in corporate culture strategy.