Professor Gao Xianfeng, Associate Professor Shandong University
Abstract: The core point is to put forward an important entry point for corporate culture construction: from enterprise stories and incidents, values, values, from enterprise future development, design concepts and values. Combined with Haier experience, detailed discussion "diagnosis, design, and strengthen" three steps.
Key words: corporate culture, corporate philosophy, corporate story, diagnosis, refining and design, strengthening and training
In the way of corporate culture, there are two tendencies: one is the tendency of naturalism. It is believed that corporate culture, corporate philosophy is natural formation in the long-term production and operation activities of the company, and the company has no way, and it should not be artificial design; the other is the prioritious tendency. It is believed that corporate culture, corporate philosophy is human design. The former leads to the "no" phenomenon in the construction of corporate culture, all with its natural development, lack of clear concept guidance; the latter leads to the "assault" in the construction of corporate culture. Enterprises can design a very loud concept, slogan, or printed a very beautiful corporate culture manual overnight. These two methods have a common result: employee psychology, corporate culture, and philosophy are blank.
The correct method should be the organic combination of both. Strictly speaking, the construction process of corporate culture is the whole process of enterprise production and operation activities. In other words, corporate culture cannot be independent of production and business activities. Any essential corporate cultural construction may make corporate culture independently of production and business activities, it will not be good. However, corporate culture, corporate philosophy needs to be purposefully designed and guided, and there is more publicity and training. Through human active refining, design and guidance, it can make natural formation of cultural ideas clearly, so that employees understand the corporate culture, concepts, and identify thoroughly. Therefore, the natural precipitation of culture, ideas, and the relationship of artificial design is the key issue in the method of corporate culture.
At the same time, in the operation of corporate culture, you should pay attention to three basic requirements: the method of corporate culture should be specific, operable, corporate culture construction should be measurable, and the participants in corporate culture should be Full staff. In recent years, in recent years, we have the principle of these three requirements, in accordance with the "three steps of corporate culture", helping companies have successfully carried out the consultation of corporate culture.
First, the diagnosis of corporate culture
The core of corporate culture is the spirit of corporate. Successful corporate spirit or slogans should cause employees to actively, specific Lenovo, which is this association, with powerful incentives.
For example, in our history, many spiritual and slogans with powerful incentives and guidance are once proposed. One said "Iron Man Spirit", we immediately thought that "the ironman Wang Jinxi stood in the oil pool, instead of the mixer in agitation"; a "Lei Feng spirit", we immediately thought of a liberation army warrior, holding a child, holding a big mother, playing The umbrella walks on the muddy road ... It is these spirit of these typical images, which will make people think of the slogans of specific events or characters, will have that large incentives;
Taking Haier as an example, one said "Quality zero defect", the employee will think of "冰箱 事 事", one say "quick response is immediately active", the employee will think of "The Great Earth Washing Machine is noted from the information, three days design Out of the drawings, 15 days of product listing ", I said" Sincerely to forever ", I think that" marketers will take 3 hours to send goods to customers because of sending trucks; "the customer will always Yes, it will be thought that Haier will modify the refrigerator instruction manual design in German mode ... It is these touching events and specific images, making Haier's cultural idea without staying On the wall, on paper, it is stationed to every employee. This is the core of the success of Haier culture management.
Obviously, the diagnosis of corporate culture is accepted and identified by employees, whether corporate culture plays a role in employees, this is a good inspiration. The methods and principles of diagnosis are: focusing on the middle of the corporate, put the group's philosophy, stronger, please, after listening to the idea, what you think can represent this concept, the incident said or written out . If most people can think of people or events, and the event is relatively concentrated, it means that the culture of the company has been recognized; however, if most people can't say or write representative characters or events, Corporate culture and corporate philosophy have not been recognized by employees, and they will not talk about the guidance of employee behavior.
In accordance with this procedure, we have diagnosed the five companies in Shandong. In these five companies, there are four companies' philosophy of "innovation", but when I let them say "what people think of In the event, only one business person said some events, but the different people have said a completely different events. We judge that the culture and philosophy of these companies have not been accepted and identified by employees. Conclusions, companies are basically recognized.
Second, the refining and design of corporate culture
Corporate culture must first refine from history. In the business for more than ten years, or even decades, it will definite some ideas and spirit that support employee thought. These concepts and spirits include in the process of enterprise entrepreneurship and development, hidden in some key events. Refine the spirit and philosophy of hidden in these incidents and finish, will find the deep spirit and philosophy of truly supporting the development of the company, this is the spirit and philosophy of the company.
According to this principle, we can design a way to refine the spirit of the company:
The first step: First, let the company find 10 people participating from the whole process of starting a business, let each of them talk three stories: In these decades of entrepreneurial course, you think the most important development of the company What is one thing? What is your most memorable thing? What is your most touching? Then let everyone talk about three people: Who do you think is the biggest contribution to the company? What is the most precious spirit of this person? What is your biggest inspiration from him? Record the story of each person by a special person;
Step 2: Squiring the highest repetition rate, preliminary processing, forming a complete story;
Step 3: Find 10 employees who have just come to enterprises, it is best to have students to listen to them. Then, ask them questions: Have you heard of this story? After you listen, what is your deepest feelings? Which episode is most moved, the most memorable? This story reflects a kind of spirit? What words use to express your feelings? Record their answer;
Step 4: Enclose the experts and related enterprises, research, processing, processing, and refine the words that represent the spirit of the representative story of the use rate. These words are processed, which is the spiritual or corporate philosophy;
Step 5: According to the core words of the reflection of the spirit or the idea, re-adapt the story, under the premise of respecting history, write a literary creation, write the company's own story that concentrates on the core. If you refine the word "struggle", "hard work" uses a story to interpret. Of course, there may be "innovation", "unity" and so on, each word can be interpreted in one or even a few stories.
Of course, corporate culture is also designed from the future. Analyze the industry, analyze the competitors, position your own development goals, find the gap between the status quo and goals. Further reply: To shorten the gap, achieve the goal, what kind of concept should be used to guide yourself? According to this requirement, it is designed to come to the future cultural idea. Combine the cultural idea from history and the idea of designing the design of the future, to form the core concept of the enterprise.
The core idea is different in the specific performance of each system. Taking the core concept as guidance, designing the concepts of each system, identify the corresponding typical cases, typical stories, typical characters, and forms a typical person and events corresponding to the core concept, the core concept, and the concept of the system. And the cultural idea system composed of the corresponding typical characters and events.
Take Haier as an example. Its core spirit (entrepreneurial) is "dedication to the country, pursue excellence". This spirit of pursuing excellence is "zero defect, refined" defective products in production management system is a waste product; in the marketing system as "selling reputation, after selling products first", the product development system is "customer The problem is the development topics ", in the service system as" zero distance, zero complaint, zero complaint ", in the market development system as" creating demand, guidance consumption "," you can do a cake yourself "... each The idea has the corresponding typical events. Therefore, Haier's corporate culture construction is closely linked to production and operation activities, avoiding simplification of general corporate culture construction.
Third, the strengthening and training of corporate culture
First, all employees carry out corporate cultural training. The way of training is the first of all the training stories. It can be a corporate leadership, the parties of the story, can also be a propagander or expert, but no matter who, must spend the concept of prior planning, to tell the ideas of the story, speak vivid, make each employee, Remember, understand, and actively explain these ideas and stories to new employees. In this way, the story is circulating, the corporate culture, the concept, and the spirit are alive;
Second, establish and cultivate typical characters. After refining and designing corporate culture and promoting training, there is a person who can directly recognize and accept it, and use the concept to make specific actions. This is the backbone of the company. At this time, the company puts this part of the backbone as a typical, makes full use of its demonstration effect, makes the idea to make more people understand and identify the concept. Specific way, each month, you need to find a case that is most in line with the core spirit of the company or this system philosophy in this department, written into a written material, reporting the corporate cultural center; In the case reported in all sectors, a case that is most in line with the core spirit of the company is selected as a typical case of the company; at the end of the 12 model cases, one-way cases, one to two, the core concept of the company, which is the most capable of representing the core concept of the company. Typical year. In this way, with the production and business activities, the cultural typical of enterprises has gradually increased, and employees have gradually deepen their understanding; more importantly, in order to find more appropriate cases, each department will take the initiative to address the requirements of the idea. The specific incident, with the core concept of the company, guiding its own work, so that the impact of corporate cultural ideas is truly played. Combining corporate culture construction with production and operation activities.
Again, based on corporate cultural philosophy and values, the management system is developed. Through the mandatory of the system, employees have happened to meet the behavior of corporate philosophy and values. In the process of implementing the system, corporate philosophy and values are constantly incorporated. Finally become a concept of employees and values.
