Research On Corporate Culture Construction From The Perspective Of Psychological Contract

Stokvis Tapes Shenzhen Co., Ltd., which falls within die-cutting industry, is one ofNokia’s suppliers. Against the Nokia’s globally overall operation slowdown, Stokvis’sbusiness continues to decline and even reaches its historic recession. In the face of somany problems, besides the continuous innovation and offering of good service andeffective solution, it’s most important for Stokvis to search for the new businesschannels and potential customers. The negative prospect of the corporation leads tolower morale, lower efficiency, increasing complaints and the higher staff turnover rate.It’s imperative that the corporation should think over what kind of corporateculture should be advocated, how to build the corporate culture, how to motivate staffmorale and retain qualified personnel.Based on the investigations and case study, as well as the analysis on the corporateculture from the perspectives of employee psychological contract, this thesis is to searchfor the problems and root causes hidden in the corporate culture, and then propose theeffective solution.Part Ⅰ: Literature review. The theories include: the corporate culture, and thepsychological contract theory and concepts, its significance, characteristics and role,and the relationship between corporate culture and the psychological contract.Part Ⅱ: Introduction of the background-the corporation business status and thecharacteristics of the corporate culture; analysis on the existing problems in thecorporate culture by means of7S theory of McKinsey Way; problem summarization.Part Ⅲ: Discussion--Questionnaire and case study concerning psychologicalcontract, staff turnover rates, employee dissatisfaction, employee injuries at work.According to the survey and case study, the author is to find out and prove the impact ofviolation of the employee psychological contract on the corporate culture construction.Part Ⅳ: Concrete measures the corporation is to take from the perspectives of theemployee psychological contract and corporate culture construction.