A Research Of Design-driven Corporate Culture

Development of the times enable enterprises more and more attention to design, so the quality of the design capacity of an enterprise become the core competitiveness of enterprise level mark gradually. As the cornerstone of business, corporate culture provides all protection for enterprises’ internal activities. And in any era, relationship between design and culture are always inseparable, design is inseparable from cultural factors, as same as culture is also inseparable from the design reflects. With the continuous development of design, which is scope of coverage and application is not only confined to the product, but also increasingly being used in commercial strategy. Because of the design and innovation are increasingly being linked, it is raised in the management of the theory of design-driven innovation, which design strategies to help companies achieve business benefits. However, all the activities of the enterprise is the corporate culture as a guide, so this paper presents innovative enterprises should build design-oriented corporate culture to guide the innovation activities of enterprises.This paper is based on reading a lot of design and management literature as well as the full research of design-oriented enterprises practice at home and abroad, make the in-depth understanding of the design-oriented corporate culture, and combined with a large number of excellent examples of companies, to discussion on design-oriented corporate culture to evaluate the diagnostic methods and standards.Because of the less directly related literature and theoretical, so this is more focused on design-oriented laws and principles combined with practical experiences and demonstrate finishing, do analysis and summary works of design-oriented corporate and their culture characteristics. Corporate culture assessment and diagnostic methods are used and combined with design-oriented corporate culture characteristics to be create a new evaluation standards, so that we could provide guidance to Hisense of its culture’s diagnostic evaluation process, and find problems of Hisense more comprehensive. The main contents are as follows:Collecting and collating the design-oriented books, literatures and network data at home and abroad, which include Corporate Culture, Design-driven innovation, Design Culture, Design Management, Innovative Enterprises, etc. Analyzing the status quo and trends of the innovative enterprise and design-oriented culture.Combined with design-oriented examples of successful companies, and based on CMAS system to assess corporate culture, build the standard of the design-oriented corporate culture and its SWOT assess. Experience proposed limitations applied to successful business enterprises in China, in order to lay the foundation for post-practice research.Hisense is selected as representatives of innovative companies, and be made the diagnostic assessment of design-oriented corporate culture, identify problems of Hisense through objective analysis of design-oriented in the transition process.Analysis and propose recommendations for improvement of Hisense internal corporate culture environment, which based on the findings of the diagnostic, theory and examples.In summary, this paper put forward the definitions of design-oriented corporate culture through multifaceted exploration; Actual cases of successful enterprises at home and abroad, put forward the analysis standard of SWOT and design-oriented CAMS corporate culture. Verify the correctness of the theory and methods by specific examples of Hisense, and provide the reference of design-oriented corporate developments and culture’s analysis.