The Research On Corporate Culture Construction Of Call Centre Of Tianjin Mobile

Corporate culture is the cohesion from the core competitiveness of corporation and is the internal requirement and the external performance of that. It is imperative to implement corporate culture and set good example of it because corporate culture makes corporation continuously prosperous and developed. However, as the third-generation licenses of mobile communications issuing, telecommunication market of China is constituted by three main competitors. Their strength and proportion are relatively close because they all have nationwide network resources and capacities of the whole business, which brings many changes and tremendous competitive pressures to China Mobile and requests higher requirements to corporate culture of China Mobile. Call Centre as a grass- roots organization of Tianjin Mobile, has relatively concentrated workplace and a large staff number with an average age of only 27 years old, which leads to a high turnover of staff. Facing such pressures as increasing the number of customers, increasing traffic, growing the complexity of business, growing diversity of customers'needs and so force, we suggest that it is very important to discuss how to fully implement China Mobile's corporate culture, how to adapt to corporation's strategies and how to form unique and acceptable corporate culture of Call Centre.The thesis briefly describes corporate culture from aspects of its rise, concept, structure as well as its role and summarizes and analyses the value of corporate culture of China Mobile. Meanwhile, the thesis demonstrates the internal developmental changes and the external environmental changes faced to Call Centre through reviewing the developmental process of corporate culture of Call Centre. Moreover, this thesis analyses the current situation of corporate culture of Call Centre, and points out its shortcomings and causes. The construction of the managerial system of corporate culture of Call Centre is highlighted, which is involved in four aspects: goal; implementing; supporting and evaluating. Meanwhile, this thesis presents principles and methods which are about how to implement corporate culture of Call Centre.Researching this project is not only very important to Call Centre of its self-construction and development, but also it can provide some valuable references to other branches of China Mobile.