The Cultural Change Research In Civil Air Transport Enterprise Transformation

EA airline was established in June 25,1988, its corporate culture bred and formed simultaneously in EA’s growth process, while forming its own unique corporate culture.By the end of 2008, due to the financial crisis and internal mismanagement, EA airlines huge losses, into insolvent financial difficulties.In the management of the big shake, through the implementation of strategic transformation, supported by successful cultural change, so that enterprises out of trouble, ushered in a new round of development of the enterprise.This paper describes the corporate culture, to clarify the concept of corporate culture change, cultural change process and the emergence of resistance to them, and based on this analysis of corporate culture made the important role and functions.In recent years, China Civil Aviation Administration proposed the construction of civil power goal. This paper describes civil air transport enterprise’s culture change reasons, revealed aviation enterprise culture connotation and denotation of change, and then put forward for civil aviation transportation enterprise specific ideas for corporate culture construction——Concept of value system as the core, highlighting the characteristics of the industry, a clear focus;With safety first as a guide, strengthen the responsibility to implement, adhere to safety and quality requirements;Serve as the focal point of innovation, rich product content, enhance brand value;Honesty as fundamental, promote integrity management, to create image of integrity;In unity and harmony for the subject, advocating the concept of harmony, cooperation and win-win atmosphere created.Article for the civil aviation industry in transition leading EA’s corporate culture change, for example, sets out in detail the transformation of the company’s corporate culture an important role in promoting.By reviewing several airlines EA corporate culture change process, combing EA summed up the successful experience of corporate culture change-focusing on the "three close",Close to reality, employees, close to the brand;Correctly handle three relationships, namely:correctly handle the relationship between external and internal, and correctly handle the relationship between rigor and vigor, and correctly handle the relationship between strategy and details;Focus on promoting the three, namely:to recognize the mission, establish a benchmark, rebranding.And on this basis, further analysis of proposed landing through various means of promoting culture, the future should focus on brand building, strategic restructuring and development of an inexhaustible motive force.