A Research On Corporate Culture Of HNA Group Co.,Ltd.

Corporate culture is appeared with the development of modern enterprise management.It contains the stable cultural concept,historical tradition,culture inheritance and management style that formed in the long-term development of enterprise.Recently,with the complex international political and economic environment,and with great pressure brought by domestic deleveraging,Chinese enterprises are facing tremendous challenges.In this condition,the study of corporate culture construction as an essential part of enterprise management and innovation,requires deepening and strengthening.Since its establishment in 1993,with the development of 25 years,HNA group has developed from a single local air transportation enterprise to a multinational business conglomerate.HNA aviation and logistics being the center of group development,with the air leasing and aviation technology as the auxiliary support platform,HNA Group consolidates the foundation of sustainable development of aviation business,and is committed to creating comprehensive modern aviation service.HNA Group has Hainan Airlines(the only one Skytrax five-star airlines company)and other leading enterprises in aviation industry.HNA Group was first listed on the fortune global 500 in July 2015 and ranked 170 th in 2017.In recent years,with the constant changes of the external social economic environment,as well as its overseas enterprises merging and business center moving,HNA Group is faced with the problems: 1.the deviation of the core of HNA corporate culture,2.the deficiency of humanistic elements,3.the insufficient integration of corporate culture with business development,,4.the insufficient cultural integration after the merger and reorganization of overseas enterprises.By analyzing the cases of how to practice HNA corporate culture,reading and studying corporate culture theories for reference,using the literature research method and historical research method,this thesis leads on to the study of HNA corporate culture,including the basic facts,the formation and development process,as well as the achievements and problems of the practice,researching on the strategies to strengthen the corporate culture construction of HNA group.This research shows that HNA corporate culture can by effectively strengthened by enhancing the pertinence,practicability and innovativeness of corporate culture construction,strengthening the ascension pertinence,practicability and innovation of corporate culture,strengthening the management of young cadres of the "three for DE",focused on the air transport business,strengthening personality of young cadres,focusing on the main business of air transportation,strengthening the dissemination of civil aviation culture,respecting,recognizing and handling the differences,and eliminating the cross-cultural conflicts.The study is beneficial to improve the maneuverability,clearly and visually,and will have the positive significance to corporate culture research in China.At the same time,being escorted by corporate culture,HNA group make several times transformations successfully,which has great practical significance to other enterprises.