| With the increasingly dynamic business environment,the competition between enterprises is no longer just the competition of products and technologies,but the all-round competition including talents,culture and system.Corporate strategic capability is more dependent on the application of cultural soft power generated within the organization.Based on the concept of "resource activation" of enterprise culture,this paper tries to construct a model of cultural resource activation--cultural strategy--innovation on the basis of in-depth analysis and research on the internal and external environment and cultural strategy of enterprises,so as to explain how the culture of traditional Chinese enterprises forms the core competitiveness of enterprises.This article makes an exploratory case study on the development of Fenjiu Group in four stages from 1948-2018,comes the key events in each stage,especially those about cultural construction and activities,and analyzes cultural strategy taken during these periods.From the above,it is evident that the cultural strategy of Fenjiu Group is from inside to outside,which begins with cultural constraction within the enterprise itsself and the establishment of modern management system,so as to form a enterprise culture of unique features.As one of the well-known traditional liquor enterprise,Fenjiu Group has experienced both splendid and depressing periods.during its developing process,Fenjiu Group takes advantage of its cultural resources to continuously boost the group’s strategic transformation from techniques to quality and then to brand promotion.The company attaches increasing importance to culture,but when making cultural strategy,it failed to exploit the cultural superiority to the full,leaving a great many cultural resources in a state of “sleeping” or “semi-sleeping”.There are many problems.For example,the cultural strategy that has been made is not integrated and lacking in core.Besides,the department responsibility for implementation and promotion is not clear,and the company doesn’t have enough sensitivity to external environment and interaction with local government.in addition,by analyzing the internal and external environment of Fenjiu Group,this paper formulates cultural strategy selection for the company,and propose a constructive guarantee path for its cultural strategy implimentation.The activation of cultural resources is realized in two stages: cultural vigilance and cultural activation.Meanwhile,the process of cultural activation stimulates the innovation of technology,system,culture,market and other elements,so as to accumulate and improve the enterprise’s capabilities,which will be reflected in the enterprise strategy.The different development stages of Chinese traditional enterprises correspond to different strategies,activation of cultural traditions,innovative behaviors and capabilities,and the innovation system has experienced the change of "single innovation--combined innovation".The theoretical contribution of this paper lies in that it enriches the theoretical basis of strategic evolution,summarizes the change track of strategy,cultural tradition,innovation and capability of traditional Chinese enterprises,especially time-honored Chinese enterprises,constructs the core of cultural tradition,and provides theoretical support and practical guidance for traditional Chinese enterprises to catch up and surpass. |
