本文首先简要介绍了企业文化、流程再造等相关基础理论;其次对新新体
育用品公司发展历程、内外环境进行了简要地说明.,运用查阅资料、问卷调查、
深度访谈等方法对新新体育用品公司企业文化现状进行了分析,查找出了目前
公司文化建设中存在的问题,即精神文化定位不准确、制度文化不够规范、行
为文化缺乏活力、物质文化一致性较差等等。通过对新新体育用品公司企业文
化再造动因的深入分析,围绕如何实现公司新的战略固标来设计公司企业文化
理念和建立企业文化体系,本文提出了新新体宵用品公司企业文化再造的内容。
企业精神文化再造的内容如下:应树立“真诚、求胜、协作、创新”的企业核
心价值观,把“开发专业体存产品,并努力成为国际体存品牌的经营者与拥有
者”作为企业的使命;企业制度文化再造的内容包括完善培训制度、规范行政
管理制度、严格财务管理制度;企业行为文化再造的内容包括努力改造企业家
族化、正确树立“英雄”人物、芫善员工文体活动;企业物质文化再造的内容
引入CIS系统和加强企业形象对外传播的一致性等。
通过本文的研究可以看出,企业文化在企业战略的制定中具有举足轻重的
作用,对企业健康发展的作用更是无可替代。当前中国体育用品产业处在一个
振荡和转型期,企业要想在激烈的竞争中赢得先机,就必须建立适合自身发展
的企业文化。当企业内外环境发生变化,就需要对企业文化进行再造,为企业
提供良好的发展环境,使企业取得更高的效益。
关键词:企业文化;文化洱造;精神文化;制度文化;行为文化;物质文化
Abstract
With the rapid development of Chinese sports industry, some famous
international sports companies continued to increase the investment of Chinese
sports market, while domestic sports enterprises were expanding their market sales.
The competition of companies is no longer limited to marketing, business
management and technology innovation, enterprise culture and operating style have
become a key factor in the future competition in the business. In the face of this
come unexpectedly changes, many enterprises culture system can no longer meet the
requirements of the development of enterprises, the rebuilding of the enterprise
culture has become inevitable.
This paper firstly introduces the related basic corporate culture and business
process reengineering theory,and then explains briefly the development process and
internal and external environment of the Star Sports Company. Through data
collection, questionnaires, interviews and other methods focus on analysis of Star
Sports company&39;s current business cultural status, the problems in the construction
of the enterprise culture are found, which spiritual culture positioning is not accurate,
system culture is not standard, behavior culture is lack of vitality, material culture is
not consistent. Through analysis of the Star Sports Company in the rebuilding of the
enterprise culture motivation, and how to realize the strategic objective of the
company to design,new concept of enterprise culture and the establishment of
corporate culture system, this paper presents the Star Sports Company corporate
culture reengineering content. The spirit of enterprise culture reengineering are as
follows: the core values is sincere, triumph, cooperation, innovation”,the mission is
develop professional sports products, and strive to become an international sports
brand manager and owner,’; enterprise system culture reengineering includes
improving the training system, regulating the administrative management system,
controling financial management system; enterprise behavior culture reengineering
includes transforming the efforts of enterprise family, establishing correct hero
character, improving employee recreational and sports activities; enterprise material
culture reengineering includes pulling in CIS system and enhancing corporate image
of international communication consistency.
Through the study of this paper can be seen that the enterprise culture plays a
decisive role in the formulation of business strategy and the healthy development of
the enterprise. The current Chinese sporting goods industry is in an oscillation and
transition, enterprises want to win in the fierce competition, a suitable enterprise
culture is irreplaceable. In order to provide a good environment for enterprise
development and make enterprises achieve higher efficiency. The reengineering of
the enterprise culture is required, when the enterprise internal and external
environment has been changed.
Keywords: corporate culture; cultural reconstruction; spiritual culture;
behavior system culture; behavior culture; material eulture
第一章绪论
一、研究背景
随着我国经济的快速发展和人民物质生活水平的不断提高,大众对竞技体
育运动的关注度越来越高,再加上全民健身运动的深入开展,使得我国的体育
用品产业呈现出一派生机勃勃的繁荣景象。各种大型体育赛事的举办以及职业
联赛的开展,造就了中国体育用品企业的持续快速发展,与此同时国际顶尖体
育用品企业也加速了在中国市场的布局,这给我国的体育用品企业带来了前所
未有的机遇和挑战。特别是北京成功申办奥运会以后,国民参与体育运动的热
情进一步高涨,中国体育用品产业进入到一个狂孰突进的阶段,各大品牌公司
疯狂圈地幵店,在2008年中国体育产业产值达到了 281.2亿元人民币。
然而这种盲目扩张的增长模式终究会遇到瓶颈,随着突如其来的全球金融
危机和后奥运时代的来临,中国体育产业也进入了 寒冬时代”,以李宁公司为
例,2012年公司亏损19.79亿元,股价暴跌,累计关闭店铺1827家。与之相反
的是,虽然在中国市场增幅放缓,耐克公司2012年在中国的销售额依然有25
亿美元,为其贡献超过30%的运营利润。因此可见企业要想在激烈的市场竞争
中赢得主动,不仅仅要在企业管理、市场营销、技术创新等方面下足功夫,更
需要重视企业自身整体素质的提高,而企业文化是提高企业自身整体素质的一
个重要的手段。面对这突如其来的变化,许多企业的文化体系已不再适应企业
发展的要求,企业文化再造成为必然。
二、研究目的和研究意义
新新体宵用品公司坐落在青岛高科技工业园区,是一家专门生产体育用品
的韩国投资企业,所生产的“STAR”(世达)牌球类产品获得国际公认,在市场
上享有良好的口碑,曾作为第十届、第十一屈全国运动会球类产品指定供应商。
2010年后,山于体育用品市场整体饱和,再加上企业产品线拉的过长,导致产
品积压严谨,销傅商订单锐减。为了摆脱企业面临困境,新新体育用品公司采
取了一系列调整结构、加强促销等手段措施,然而效果不尽如人意。
本文拟通过对新新体育用品公司遇到的困境入手,对公司的企业文化现状
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