A 互联网公司在经历数十年的发展后，业务收入趋于平稳，人员规模快速扩张，由 于内外部环境变化所导致的种种问题使公司管理者们普遍意识到公司已经迈入转型期。 尽管管理者们已经尝试采取部分变革行动，但变革行动的成果差强人意，游戏产品创新 突破的问题、管理规范化转型的问题、员工关怀管理的问题日渐凸显。组织文化在组织 变革中具有重要的地位，能够为组织变革提供思想内容指导和组织氛围铺垫，既是必须 开展的变革内容，又能够令到其他变革行动事半功倍。 本文以 A 互联网公司的组织文化为切入点，首先应用竞争价值模型和 OCAI 量表对 A 互联网公司的组织文化进行诊断，并按照相应方法工具对组织文化的类型、差距、强 度、一致性做诊断分析，获得关于 A 互联网公司组织文化变革的方向和内容指导。然后 应用库尔特勒温的计划变革理论和力场分析理论，围绕 A 互联网公司需要开展组织变 革的三项战略任务，将 A 互联网公司的组织文化变革策略按“解冻——变革——再冻结” 三阶段分别进行变革策略的研究，对每一项战略任务在变革阶段的实施方案分别按精神 文化建设、制度文化建设、物质文化建设三个层面进行要点规划。由此完成对 A 互联网 公司组织文化诊断与变革的研究。 在互联网行业，如阿里、腾讯等标杆企业往往具备非常强力且具备自驱力来不断适 应环境变化的组织文化，企业的组织成员也大多为自身的组织文化自豪，由此产生强大 的向心力和凝聚力，使组织文化成为企业保持长期持续发展的重要基石。A 互联网公司 目前正处于需要转型突破的重要关口，趁此机会完成对组织文化的变革调整，能够为公 司实现可持续发展奠定坚实基础。 关键词，互联网；组织文化诊断；组织文化变革II ABSTRACT After decades of development, the business income of A Internet company tends to be stable, and the scale of personnel expands rapidly. As a result of various problems caused by changes in internal and external environment, company managers generally realize that the company has entered a transition period. Although managers have tried to take part of the reform action, the results of the reform action are unsatisfactory. The problems of game product innovation breakthrough, management standardization transformation and staff care management are becoming increasingly prominent. Organizational culture plays an important role in organizational change. It can provide ideological content guidance and organizational atmosphere for organizational change. It is not only the content of change that must be carried out, but also can make other changes more effective. Based on the organizational culture of A Internet Company, this paper first diagnoses the organizational culture of A Internet Company by using the competitive value model and OCAI scale, and then diagnoses and analyses the types, gaps, strengths and consistency of organizational culture according to the corresponding methods and tools, so as to obtain the direction and content guidance of the organizational culture change of A Internet Company. Then, applying Kurt Levin's theory of planned change and force field analysis, focusing on the three strategic tasks of organizational change that A Internet Company needs to carry out, the strategy of organizational culture change of A Internet Company is studied according to the three stages of thaw-change-freeze separately, and the implementation plan of each strategic task in the stage of change is separately written according to the spirit. Major points should be planned at three levels: chemical construction, institutional culture construction and material culture construction. Accordingly, the research on the diagnosis and transformation of organizational culture of A Internet Company has been completed. In the Internet industry, benchmarking enterprises such as Ali and Tencent often have a strong organizational culture with self-driving force to constantly adapt to the changing environment. Most of the members of the organization are proud of their own organizational culture, which generates strong centripetal force and cohesion, making the organizational culture an important cornerstone for enterprises to maintain long-term sustainable development. A Internet company is currently at an important juncture in need of transformation and breakthrough. Taking this opportunity to complete the transformation and adjustment of organizational culture can lay a solid foundation for the company to achieve sustainable development. Keywords: Internet; organizational culture diagnosis; organizational culture changeIII 目 录 摘要...........................................................................................................................................I ABSTRACT .............................................................................................................................. II 图表清单...................................................................................................................................V 第一章 绪论..............................................................................................................................1 1.1 研究背景与意义............................................................................................................. 1 1.1.1 研究的背景.............................................................................................................. 1 1.1.2 研究的意义.............................................................................................................. 2 1.2 文献综述......................................................................................................................... 4 1.2.1 组织文化的研究...................................................................................................... 4 1.2.2 国内外关于组织文化的量化研究.......................................................................... 5 1.2.3 竞争价值模型和 OCAI 量表 .................................................................................. 6 1.2.4 组织文化变革的理论研究...................................................................................... 8 1.3 研究内容及方法............................................................................................................. 8 1.3.1 研究的内容.............................................................................................................. 8 1.3.2 研究的方法.............................................................................................................. 9 1.4 技术路径....................................................................................................................... 10 第二章 公司介绍.................................................................................................................... 11 2.1 A 互联网公司简介 ........................................................................................................ 11 2.1.1 A 互联网公司的发展历程 ..................................................................................... 11 2.1.2 A 互联网公司的组织架构 ..................................................................................... 11 2.1.3 A 互联网公司的业务运作模式 ............................................................................. 12 2.2 A 互联网公司的组织文化建设现状简介 .................................................................... 12 2.2.1 使命、愿景、价值观............................................................................................ 12 2.2.2 创始人的领导风格................................................................................................ 13 2.2.3 组织的工作环境.................................................................................................... 13 2.3 本章小结....................................................................................................................... 14 第三章 组织文化调研诊断....................................................................................................15 3.1 调研设计....................................................................................................................... 15IV 3.1.1 调研目的................................................................................................................ 15 3.1.2 调研过程和方法.................................................................................................... 15 3.1.3 调研问卷................................................................................................................ 15 3.2 调研过程....................................................................................................................... 17 3.3 调研成果....................................................................................................................... 18 3.3.1 OCAI 量表得分和组织文化轮廓图 ...................................................................... 18 3.4 组织文化诊断............................................................................................................... 22 3.4.1 组织文化的类型诊断............................................................................................ 22 3.4.2 组织文化的差距诊断............................................................................................ 23 3.4.3 组织文化的强度诊断............................................................................................ 26 3.4.4 组织文化的一致性诊断........................................................................................ 27 3.5 本章小结....................................................................................................................... 28 第四章 组织文化的变革策略研究........................................................................................29 4.1 组织文化变革策略....................................................................................................... 29 4.1.1 解冻阶段的组织文化变革策略............................................................................ 29 4.2.2 变革阶段的组织文化变革策略............................................................................ 31 4.2.3 再冻结阶段的组织文化变革策略........................................................................ 35 4.3 本章小结....................................................................................................................... 37 结论和展望..............................................................................................................................39 结论......................................................................................................................................39 展望......................................................................................................................................39