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Q: Precipitating Brand Soft Power With Corporate Culture

2014/5/29 11:37:00 77

according to the survey data of relevant organizations, the overall score of Chinese corporate culture competitiveness is 54%, which is lower than that of the empirical pass value of 60%. The research data include market benchmarking, culture training, cultural case collection, salary competitiveness, strategic communication and spanmission, cultural concept Externalization to VI system and so on. Indeed, many Chinese companies are more focused on shaping values such as market, customer and innovation. But there are also a small number of enterprises that are committed to promoting brand soft power through corporate culture, such as Taobao, IT, and Chinese popular fashion women's shoes brand "a href=" http://sjfzxm.com/news/index_s.asp "yies Q < /a >. 
 if every enterprise is regarded as a social person, the corporate culture must carry the image of the person in the circle of friends and relatives and the external image in front of the public. Therefore, in promoting the construction of corporate culture, we cannot generalize, and we must have a stereoscopic display in a targeted way. In this regard, Q has a comprehensive set of enterprise culture construction plan, and in recent years has been effectively and satisfactorily implemented. 
 Internal: flexible management, strengthening < a href= "http://sjfzxm.com/news/index_s.asp > > enterprise culture < /a > DNA attribute /p >
 flexible is the quintessence of ancient art of war. After a long period of development, it has evolved into a management philosophy of modern enterprises -- flexible management. 
 flexible management is characterized by "humanization". It emphasizes jumping and changing, speed and response, sensitivity and flexibility. It pays attention to equality and respect, creativity and intuition, initiative and enterprise spirit, vision and value control. It realizes spanformation of management and operation knowledge from implicit to explicit based on information sharing, virtual integration, competitive complementarity, difference complementarity, and virtual practice community, so as to create competitive advantage. 
 "the concept of flexible management seems to be complicated. In fact, it is to provide employees with a good working environment and atmosphere, constantly helping employees improve their skills and continuously improve their sense of work value." Wang Hongxing, deputy general manager of Q, explained. 
 < img border= "0" alt= "" align= "center" style= "" width: ";
 > strong > (map)" Yis Q "headquarters working environment /p >
 it is understood that on the hardware facilities of the company, the head office has to spare no effort to create a good working environment, so that partners can work comfortably. At the same time, Q will organize employees to travel every year, so that they can combine work and rest, improve their working conditions and improve their work efficiency. In addition, the details of the afternoon tea time, the company employee car spanfer and other details also reflect the Q's "painstaking efforts" in the construction of enterprise culture. 
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 > strong >" (map) "Yi Si Q focuses on communication with employees and organizes various forms of entertainment activities /p >
 at the same time, Q has made a lot of efforts to improve the working skills of employees. It is reported that not long ago, Q has just completed the second national manpower training. The feedback from Hefei office Li Wei feedback has been highly targeted. It has enhanced its cognition of HR spanformation, clarified how to develop mutual assistance and cooperation with the business team, enhanced understanding of human resources performance, recruitment and training modules, and mastered practical methods and techniques, and strengthened the centripetal force, cohesion and collaboration ability of the branch human team. {page_break} 
 < img border= "0" alt= "" align= "center" style= "align=", "Wei" "" "" / "< < >
 > strong > (map)" Yice Q second section "national personnel training /p >
 combing these seemingly scattered measures is actually the foundation of Q's corporate culture rooted in the minds of employees. Ma also once said that corporate culture is the DNA of enterprise development. It determines your company's character and destiny. And the formulation of corporate culture must be related to the interests of employees. Otherwise, culture is a waste of resources and time. Q also adheres to such an idea and is committed to advancing its own culture. 
 external: build an international visual identity system, enhance brand image 
 whether it is the international first-line brand or the newly emerging force, their VI image and terminal SI system must upgrade the overall visual image system conforming to their brand development stage in line with the trend of market demand and the development of international popular elements. This is the front door to display the brand image and highlight the corporate culture. It is the most intuitive expression of the corporate image. 
 it is understood that in a short span of a few years, < a href= "http://sjfzxm.com/news/index_s.asp" > Yis Q brand > /a > according to the market trend and consumer shopping habits, the six generation of terminal image system has been developed successively. 
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 > strong > (map) Yis Q sixth generation terminal image system /p >
 according to the introduction, in the process of building the six terminal image system, Q always adhered to the visual communication form of the brand idea and core value of the enterprise, and delivered it to the customers, the public and the employees in an organized and planned way, thus establishing a unified corporate image. This is also an important way to practice the export of corporate culture. 
 the enterprise vision recognition system is constantly optimized on the basis of the continuous accumulation and upgrading of the comprehensive strength of enterprises and the continuous distillation and improvement of corporate culture. Just as the strength of Q brand is growing, the recognition of its brand market is becoming more and more significant. Therefore, its terminal SI image design is more atmospheric and fashionable. At present, it uses young, fashionable and feminine purple as the brand recognition color. At the same time, it represents the warm, lively, comfortable yellow as the brand auxiliary color, fresh, simple, and atmosphere white to embellish, forming the unique recognition characteristic of Q brand and the main color of commercial space. 
 indeed, the successful shaping of corporate culture plays an invaluable role in the process of brand development. To cultivate the loyalty of employees and enterprises in the process of building up the reputation of consumers for brand recognition, a brand without the support of corporate culture is, in a sense, more like a "big workshop". In other words, corporate culture has turned a pair of lifeless skins into a flesh and blood, posture, pattern, and admirable person.