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1、文化引领红蜻蜓腾飞-记鞋界儒商钱金波（Red Dragonfly Culture - the Confucian Qian Jinbo shoes industry development）Introduction: March 15, 2001, Red Dragonfly shoes like hanging free card, by the National Quality Supervision Bureau listed as the first batch of 17 leather product free of; in September 1, 2002, won the C
2、hinese brand title; in February 6, 2004, Red Dragonfly shoes won the Chinese leather king and Chinese leather logo brand title; March 17, 2004. Red Dragonfly combination trademark was identified as well-known trademark judicial. These dazzling aura belong to the same enterprise - red dragonfly.Enter
3、prise is like a ship, an excellent enterprise must have a good helmsman. While the head of the Red Dragonfly - Qian Jinbo is less is the shoes industry rise above the common herd. He is a good businessman culture into the unique cultural enterprises.In most peoples minds, businessmen are manipulativ
4、e, only know to make money. But through face-to-face communication with money but a Dong, feel the drip of the stench of the body, more is to distribute the book breath, infected everyone around, and communicate as if it is to let the thoughts of the author in the sublimation. It is this unique cult
5、ural style of Qian Dong, only use culture to guide enterprises in the shortest period of time the successful implementation of the ultra conventional, the rapid development of the cross.The ups and downs: brave innovation forefront1995 spring, spring breeze of reform and opening up Chinese earth has
6、 been 3 years, compared to a lot of footwear manufacturers in Wenzhou, red dragonfly time to market is not very good. Qian Dong has just founded the red dragonfly, as the forefront of reform and opening up, Wenzhou xiehang, has more than 4300 enterprises, including Kangnai, AOKANG, Gilda as leader,
7、and the shoe is more, like Sendashonga is very famous, Fuguiniao etc., it can be said that Wenzhou and the countrys footwear market competition is fierce.Such a fierce competition in the market, you know there is something out of the ordinary point never beat others. Red Dragonfly Group Chairman Qia
8、n Jinbo said, he was in deep crisis.However, opportunities and crises. Qian Dong was not intimidated by difficulties and pressures, with unique Wenzhou business acumen, he started with entrepreneurial dreams, the implementation of the brand open, industrial culture strategy, to promote advanced cult
9、ure and national culture as their responsibility, to create a red dragonfly culture brand and distinctive characteristics of corporate culture.In 1998, red dragonfly launched the green brand plan, which is a low cost expansion of the green chain stores. The content is through the unified management,
10、 unified image, unified service, unified price, unified advertising, distribution by hundreds in the direct marketing personnel management terminal market, to provide quality products and services for consumers, in the minds of consumers gradually established on the Red Dragonfly brand reputation, l
11、oyalty and satisfaction. The terminal network quickly expanded to more than 2600. After several years of development, red dragonfly has formed its own unique cultural marketing and service processes in exclusive services, including pre-sale, sale, service in the whole process of customer service, fo
12、r customers in the first peer opened 800 national quality free service hotline, last year, also gradually establish their own shoes beauty center step promotion.In the choice of agents, red dragonfly general implementation of a county (city) a shop, in the more developed economy and market capacity
13、of large cities and counties, depending on the specific circumstances to determine the number of agents and stores. Red dragonfly, the country is divided into eight area, more than 40 offices. The office bears on the store, agent management, maintenance and upgrading of the local image of the brand,
14、 the logistics distribution monopoly terminal.In addition, for the footwear market, product design and development is the key means to seize the market. Red dragonfly has a strong product design and development team, the development requirements of shoes more than 500 quarterly, annually to the mark
15、et launch of new products in 3000. Red Dragonfly have efficient logistics distribution center, the distribution of the more than 40 offices is to continue its functions.The product development center according to the market information organization design offices and distribution center, the expert
16、group to design products through the groups internal marketing and other aspects of the person by the composition of the review, the review results will determine whether a shoe production, production amount etc.According to the method of distribution center and market forecast combination of produc
17、tion plan. On the one hand, when the office of the order to the distribution center, the center immediately arrange the production, do the orders of the day arrangements, and timely feedback to the office to do; on the other hand, according to the expert review team prediction for production, ensure
18、 products especially reasonable inventory of best-selling products. Through market-oriented to sales as the center, the organization of marketable products, timely supply.The production of red dragonfly, introduced more than 10 international advanced production line in Italy, Wenzhou, Shanghai, and
19、Guangzhou in Chengdu to set up production bases and procurement center, close to the market first.So, the terminal sales, design and development, production and procurement and logistics distribution, these functions will form a linkage around the market body.Talent strategy: Red Dragonfly off wings
20、The company has first-class first-class talents. In 28 the proportion of red dragonfly has set up the marketing team, 20% employees have kinship, geographical and kinship, 80% employees from society, when the market credit system is not yet perfect, this ratio can reduce the risk of collocation. Tod
21、ay, red dragonfly as private enterprises but set down the financial and marketing rights and management rights, has hired occupation managers as vice president of finance, marketing vice president and CEO, breakthrough of family management, the establishment of a modern enterprise management system;
22、 implementation of the employee enterprise society, benefit, scale and cost - dedicated image - profit matrix management, causes the enterprise to straighten out relations, greatly enhance the cohesion, all sorts of rational allocation of resources and make full use of.Run of grass roots, Du yuan hi
23、ghly summarizes the red dragonfly in the human resources department for the people, the so-called root is to have red dragonfly culture roots, have the roots in the Red Dragonfly have reason to get moisturizing and nourishing moisturizing moistening is gentle; type silently, focus on the spiritual c
24、ommunication, use of the art, embody the people-oriented management idea of enterprise.According to incomplete statistics,From the sea to the national unit of Red Dragonfly cadres more than 20 people, this is the Red Dragonfly Du lead the world best only the best annotation. In 2001, the appointment
25、 of former Red Dragonfly Wenzhou Municipal Economic Commission deputy director and director of the Bureau of township enterprises Zhong Puming as CEO, which led to the Red Dragonfly ownership and management share, to enable enterprises to enter the virtuous cycle of the scientific operation.Red Drag
26、onfly interpretation of the fate: fate is never awareness, emotion become friends from the preliminary understanding to become the cause of friends from the feelings of a friend. From 1997 onwards, the shareholder structure of the Red Dragonfly quietly change, some non family shareholders will begin
27、 to enter the marketing agency. The marketing of shareholders is a typical representative of the Red Dragonfly did not know realize emotional friend, friend of the cause fate, they put the feelings of the investment into the cause of investment.Red dragonfly has one of the 153 engineering talent, in
28、 3 to 5 years, to build 100 occupation managers, 50 middle shareholders, 30 marketing manager, in order to achieve a qualitative leap in the team. Culture is a kind of form that once has a long life, has a culture of the team is a victorious team, only the team, is the realization of the Red Dragonf
29、ly created as a permanent jobs can provide social enterprise vision of organization guarantee, in order to build team culture, red dragonfly is:1. the formation of a number of work department, comprehensive revision of the enterprise system, has formed a team of loosely shaped culture, natural affin
30、ity, good habits of more intensive management norms, strict, trying to build a cultural team to system culture.2. promote a large number of young gas Wang cultural workers in various areas and departments entrusted with the task, encouraging them to play the role of cultural leading role, unite the
31、people around together to build team culture.3. the establishment of enterprise culture center, the Red Dragonfly rich and thick enterprise culture are summarized, edited the book, and the staff instill and nurture the culture through field investigation, concentrated training, graphic preaching and
32、 other forms, the Red Dragonfly culture really comes to the core idea of the enterprise, and assimilation has become the common value of all the concept of employee.4. further optimize the employment environment, transport staff to professional training institutions to learn and study the famous uni
33、versities such as MBA, the team continue to input fresh blood.Humanized management: to give employees a sense of belongingRed Dragonfly distance of money, close-up of the people. The so-called distance of money is the business manager and the money to maintain a certain distance, the macro-control o
34、f the main energy assets, not for some trifles waste approval. Close people through the financial Approval Authority commissioned by the financial vice president, the boss and employee heart closer, fully respect their initiative, efforts to create equality, friendship, unity, lively atmosphere, so
35、that employees have a common sense of belonging and cohesion, and affinity, this power is the motive force of all kinds of creativity.Three big red dragonfly can also reflect the humanized management side:1. warm engineering. Every March 8th, the Red Dragonfly will hold neizhu forum, the wife to exp
36、ort staff headquarters,They are deeply concerned about the difficulties of life, so that the sales personnel have no worries; during the marketing meeting each year, red dragonfly have specially arranged single women and male sales headquarters held the fun park recreational activities, prompting th
37、em to solve personal problems, a happy couple.2. sunshine project. Red Dragonfly efforts to improve staff welfare, all personnel are exported for social insurance and life insurance; for health, economic and housing difficulties of employees, the company has a helping hand, I not only care for emplo
38、yees and their families, and ze.3. training project. Newly hired marketing personnel shall to the headquarters training for 1 2 months, the form of classroom teaching and induction training, including labor discipline, occupation morality, business development and marketing and other aspects of know
39、ledge; the old marketing staff each other between the guard, guard, and the area with the area division headquarters, aiming to make marketing personnel comprehensive exercises in different positions.Red Dragonfly have great originality use theory: 90 pounds of scales in the use and management of pe
40、ople, give him a 100 pounds of jobs, let the value of play, and the culture into the production and management of all aspects of the enterprise, make enterprise management art; the use of advanced production technology, the product process and adhere to; work site remediation, make aesthetic work en
41、vironment; actively carry out various sports activities, the staffs working life enrichment, thereby creating a labor park, so that the integrity of employees in refinement of humanistic care on the height of the staff.Culture: let the magic red dragonfly rise above the common herd.In the new park,
42、Red Dragonfly Group, the author found that the representative of Red Dragonfly culture characteristics of the wall, which attracted the interest of the author. According to Qian Dong introduction, in order to build the culture of the wall light to spend money on more than 1 million. The wall will be
43、 the companys philosophy, spirit and culture of best performance, a total of 30 stories and idioms shoe culture relief wall, this is the essence of traditional culture and dress culture. Every section has a dragonfly shape, and the scattered iron net red dragonfly network and touch everywhere.Staff
44、dormitory building with the concept of modern people, complete functions and facilities and more than 45% of the green rate, it reflects the wishes of Red Dragonfly built rural scenery or labor park.Is the construction of the walls and the staff dormitory fully integrate the ideas of modern design a
45、nd traditional culture, the most profound that part to dig out.Culture gave birth to the Red Dragonfly brand affinity, enhance the Red Dragonfly brand image, enhance the design capacity of Red Dragonfly products, build core competitiveness of red dragonfly, the red dragonfly in the creation of mater
46、ial and spiritual quality worthy of the name boutique for social enterprises unique success.In a plant, or to stabilize the market early start, as individual small business leaders of red dragonfly, money Dong takes the implementation of the open brand culture, enterprise strategy, with strong suppo
47、rt of traditional culture against the wind, and talent shows itself.From Qian Dong to accumulate system summary, shaping corporate style with love, to build a culture of brand value, thought casting enterprise spirit,In August of the same year, Dong money invested 200 thousand yuan, with the Wenzhou
48、 Education TV station jointly organized by the Red Dragonfly Tour column, which pioneered the business and media Liaison Office in Wenzhou first cultural column. The Red Dragonfly scholarship, Red Dragonfly delicacy culture, Red Dragonfly cultural homeland, Red Dragonfly children program, Red Dragon
49、fly football, Red Dragonfly cup landscape painting contest and other TV programs and public cultural activities are pouring out. Once a year the Red Dragonfly Red May series of large-scale cultural activities, is becoming a major part of the corporate culture of the red dragonfly. Fresh and natural culture as the tide rolling in a stream, immediately attracted peoples att