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1、本科毕业论文 精神与形象造就优秀企业学生姓名： 学生学号： 院（系）： 外国语学院 年级专业： 2003级英语本科3班 指导教师： 二七年五月The Spirit and Image Making the Excellent CorporationLi QingUnder the Supervisor ofPeng XinyueSchool of Foreign Languages and CulturesPanzhihua UniversityMay 2007攀枝花学院本科毕业论文 Abstract攀枝花学院本科毕业论文 Contents攀枝花学院本科毕业论文 ContentsContent
2、sAbstractIKey WordsI摘要 .II关键词.IIIntroduction.1I. The General Situations and Functions of Corporate Culture.3A. The Definition.3B. Introduction of the Conception .3C. The Main Functions.4II.The Effects of Traditional Culture to Corporate Culture.5A. The Different Traditional Cultures.5B. The Uniquene
3、ss of Corporate Culture.6III. The Utmost Importance of Corporate Spirit. 7A. The Relationship Between Enterprises and Employees.7B. The Significance of Entrepreneurs Spirit.8C. The Excellent Corporate Spirit.10IV. The Positive Image and Famous Brand.12A. The Necessity of Corporate Image.12B. The Con
4、struction of Famous Brand.12C. Suggestions to Enterprises.14Conclusion.16Acknowledgements.17Bibliography.18攀枝花学院本科毕业论文 Abstract攀枝花学院本科毕业论文 Abstract攀枝花学院本科毕业论文 AbstractAbstractWith the economic development, the enterprises competition is increasingly intense. In the modern economic condition, Chinese
5、 culture circles and business circles research on corporate culture more deeply. Among them, the famous researcher Wang Jipeng wrote in his works Enterprise Culture Philosophy System Construction Practice,“Enterprise culture is the core of enterprise, its the impetus, which pushes forward the enterp
6、rise development.” In the paper, the author holds that Chinese enterprises must attach attention to the construction of corporate culture in order to develop successfully. This paper expounds important functions of corporate culture for enterprises great development, and the profound of traditional
7、culture on the forming of corporate culture. The paper also demonstrates that corporate spirit is the essence of the management; and the corporate image is the appearance of enterprises both of which interact and integrate inside and outside to form an excellent corporation. The excellent corporate
8、culture of great resistance can promote enterprises development in practical operation, and distinguished performance.Key WordsCorporate culture; corporate spirit; corporate image; corporate managementI攀枝花学院本科毕业论文 摘要摘要随着世界经济全球化的发展，企业间竞争越加激烈。在现代经济条件下，中国文化界，企业界对企业文化的研究也越加深入。其中著名研究者王吉鹏在其著作企业文化理念体系构建实务中
9、写道：企业文化是企业的灵魂，是推动企业发展的不竭动力。本文作者认为中国企业要想成功的发展，就必须重视企业文化的建设。本文主要阐述企业文化对企业良好发展的重要作用，传统文化对企业文化形成的重大影响，论证企业精神是管理过程中的精髓，企业形象是企业的外衣，两者内外结合、相互作用，形成优秀的企业。优秀的企业文化具有坚硬的抗击力，在实际操作中推动企业发展，创造卓越业绩。关键词企业文化；企业精神；企业形象；企业管理II攀枝花学院本科毕业论文 Introduction攀枝花学院本科毕业论文 IntroductionIntroductionIn the 21st century, with the devel
10、opment of acknowledge-based economy, the competition between enterprises turns to the competition of corporate culture. The corporate culture takes effect more and more on its advance, thus, it becomes the cornerstone of corporation competent and the key factor of corporation vicissitudes. In that c
11、ase, it is more important to research.In our country, establishing a socialist market economy is the main aim in the economic reform. In the market-oriented economy situation, enterprises take the leading function in social life. Enterprises development is interrelated with corporate culture. So, th
12、e research on corporate culture is very meaningful.The research on corporate culture has a history of nearly 30 years on abroad; while in our country it is less than 20 years, both of which get plentiful results. These researches obtain general consciousness that corporate culture has the decisive f
13、unction for enterprises development.Enterprise management is not only science but also arts. The course of management must say something about the general application of the principles and rationale. Some enterprises in their own practice only copy of these principles and rationale and cannot make a
14、 success. They must solve their specific problems in practice. So, there may be the reference in the actual operation. Corporate culture is a classic and fashionable management style. It is fashion because as a management idea it has been raised to research is no more than 20 years. Special to the e
15、nterprise in our country, a long political life occupied an important position in enterprise management. In the socialist economy, to build corporate culture becomes naturally novelty. It is classic because the corporate culture is an indispensable factor in enterprise management. With the enterpris
16、es accumulation and development, corporate culture is being systematically placed on the management of enterprises. Corporate culture is the core of the enterprise, is the inexhaustible impetus, which is promoting the development of enterprises. Enterprises should pay more attention to corporate cul
17、ture.18攀枝花学院本科毕业论文 BodyI.The General Situation and Functions of Corporate CultureA. The Definition The professor of Massachusetts Institute of Technology EDGAR.SCHEIN said corporate culture is formed in this process, which the members act each other, and most of them identified with it. As a valuabl
18、e system, it was used for educating new members, including common consciousness, value sense, professional moral, behavior standard, etc. The scholars in China regard corporate culture as all kinds of activities of enterprises, in which they embody the consciousness of group competition. It includes
19、 values, moral, mental attitude, life customs and make of thinking, etc. I consider the corporate culture is like a cocoon, it needs other nutrients except the foundation, such as corporate spirit and corporate image. These two parts of corporate culture are the major points in this paper and have p
20、rofound significance.B. Introduction of the Conception With economic global tendency, China entered into WTO. For Chinese enterprise, it is a chance. Meanwhile, its also a challenge. To build corporate culture is a new practice at present in our country, which is the new branch of management science
21、. At the beginning of 1980, with Japanese enterprises rising, people began to take notice of different cultures influence enterprise management, and then found out society culture mixed organization managementcorporate culture. From the end of 1980 to the beginning of 1990, our country carried on fu
22、rther reform and opening to outside world. In the process of reforming, we introduced foreign capital, overseas advanced technology and management methods. At the same time, as a management modal, corporate culture was introduced into our enterprises. A great deal of enterprises began to set corpora
23、te culture on the upsurge, set off fervors in China. Some enterprises stimulate these styles of foreign capital management and corporate culture, such as launching theatrical festival, shouting slogan, unifying clothing, unifying sign, etc. Some of them even request Advertisement Corporation make im
24、age design, they consider that can establish corporate culture. To be sure, all of these are the way as a rule, but most enterprises neglect the connotation and basis. So, its easy to misguide people as if corporate culture is launching culture activity or enterprises image design. In fact, both of
25、them are the ways of behavior about the appearance of corporate culture.C. The Main Functions Corporate culture stands a powerful position for enterprises. It has many important functions such as binding force, cohesive force, encourage function, and so on. In this paper Ill talk about the main cohe
26、sive force, encourage function here. Corporate culture has cohesion function. It has this ability to bind employees together tightly to make sure a specific goal. The basis of the employees cohesion is the corporations bedrock aim. If the correct bedrock aim is chosen, it could unite the interests w
27、ith corporation and most employees, and both the collective and personal will make a profit. On this basis, the corporation will be able to form powerful cohesion. Otherwise, the forms of corporate cohesion will be just only a fantasy. In enterprises, the values can provide it with long-term signifi
28、cance and correct direction at the same time; they can provide foundation for enterprises competition in market in order to carry out the strategy and policy. To sum up, corporate culture has a strong power. Some natural resources of the substance may be exhausted, and only culture will be vigorous.
29、 Corporate culture is the potential capacity and invisible property. Corporate culture will promote enterprises development as long as we make enterprise and corporate culture coordinate each other, supplement and stimulate each other. Let them operate at the same time, an excellent corporate cultur
30、e will have positive and inestimable function on enterprises long-term development.II. The Effects of the Traditional Culture to Corporate CultureA. The Different Traditional Cultures At present, many enterprises pay less attention to corporate culture in China. The reason is that they have not enou
31、gh knowledge about the function of corporate culture. However, although some enterprises realize the importance of corporate culture, most of them are westernizing overall, casting away our national excellent traditional culture. Although Chinese enterprises hope to advance corporate culture, they o
32、nly always introduce management mind and construction styles from western countries or Japan. These mind and styles are just their surface phenomenon. In fact, these enterprises cannot have an understanding of the meaning and essence about corporate culture. The reason is that they build corporate c
33、ulture take their own national traditional culture as the background in West Europe, America, Japan, and other countries. Naturally, entrepreneurs have different ways or ideas to lead their employees because of the difference of traditional culture. So, in China, we should exploit our traditional cu
34、lture as the guide to mould the corporate culture with Chinese characters. It will increase the capacity of competition. The history of China is about 5000 years. Traditional culture especially Confucianism is deep-rooted in peoples heart and has had significant function. This idea has been precipit
35、ated in our nation firmly. The traditional virtue, personality values and behavior cultivation encouraged us to bear the responsibility of human life and society. Departing from the traditional culture with several thousand years, we will not get the great achievement. In practical significance, cor
36、porate culture and Confucianism have almighty origin. Admittedly, the idea of Confucianism has its limit. In a group, there is strict level between people, and society has heavily grade. That is a barrier for opening out the power of corporate culture and bringing into play organization advantage. A
37、ctually, there is very great difference between America culture and Chinese culture. It is not comfortable if enterprises copy others simply. Even the Japanese culture is different with Chinese culture though both are eastern cultures. The emphasis is different. Japan pays more attention to “human”,
38、 America is “science”, China is “spirit”, and that is the difference. When we establish corporate culture, we often face such problems testing us. How to hold the traditional culture is the real problem to our research. In the new economy condition, traditional culture as the guide, and world cultur
39、e begins to merge each other. Its also a revolution about corporate culture. So, we should join the western and Japanese culture together to form a whole culture. Meanwhile, we should grasp Chinese traditional culture to build the corporate culture with Chinese characters. In Chinese traditional cul
40、ture people emphasized family, authority, emotion and face, and so on. Using these culture factors and traditional ideas to create a culture atmosphere in enterprise management, which is full emotion and compatible. In this atmosphere, people will realize human and society blend together, the harmon
41、y between human and nature stress the Chinese character. We are short of innovation and adventure, we need learn from western countries in general.B. The Uniqueness of Corporate Culture Characteristic only used by this enterprise and only suit this enterprise. It reflects the enterprises exist, deve
42、lopment condition and history continue. To regard enterprise as a life, corporate culture has its thinking way and behavior. There are no completely same people, equally, the completely same corporate culture is difficult to find. Building corporate culture doesnt copy others. Corporate culture must
43、 stress the important point, but not the simple imitate others. These excellent enterprises at overseas or in our country are all own bright culture character. Referred to IBM, we thought about “IBM is service”; spoke about NOKIA, we felt that “science and technology regard Human-oriented”; intentio
44、ned Wal-Mart, we knew “low price sale, pledge satisfaction.” These successes are due to the suitable corporate culture for enterprises condition and future development. Customers save every penny. Wal-Marts founder Sam Walton will be “low price sale, pledge satisfaction as a corporate management purposes and this principle was made in Wal-Marts signs on both sides. Sam believes that retail sales are the future development direction, and only real