企业文化是在特定条件下，公司生产运营以及管理过程中产生的符合企业特 征的精神财富，也可以称其为物质形态，其属于企业的灵魂，也是企业持续发展 的重要动力。塑造企业文化是企业不断发展的关键影响因素。由于银行属于市场 经济里的参与主体，在市场发展过程中起到了显著影响，不管是外资银行还是国 有银行，或者政策性银行跟股份制银行，其产品都存在同质性，在竞争力角度的 落差不大的前提下，银行品牌形象和用户信赖度就非常重要，招商银行长春分行 成立在 2008 年，其主要发展的方向是塑造客户最喜爱的银行机构形象，在发展 过程中，着重规划了大量品牌项目，但若想完全实现形象塑造目标，还应该重点 考察企业文化建设等方面。 本文选择招商银行股份有限公司长春分行作为研究样本，重点分析了当前股 份制银行在企业文化建设方面存在的突出问题及成因分析，并试图探寻解决办法。 本文首先主要阐述了文章的核心内容，在说明选题背景的基础上，分析企业文化 研究的主要作用，进一步明确企业文化建设的基本框架，最后再一次提到创新性 与核心内容。其次，阐述企业文化研究的理论支撑，对企业文化内容架构展开详 细分析，同时简要描述企业文化的具体作用。再次，以招商银行长春分行为案例， 深入调查其企业文化建设的实际情况，简要阐述企业基本信息，分析文化建设历 史，研究详细的文化层次展现。再其次，针对当前长春分行企业文化建设过程中 具备的局限性展开分析，寻找具体形成原因，关键的局限性包括，相关主体对企 业文化缺乏全面的认知，企业管理制度存在局限性。导致局限性产生的因素涉及 到企业没有专业人才储备，文化没有传播平台，培训体系还有待完善。最后，是 应对策略，主要内容是在企业内部树立文化建设的观念，拓展企业文化传播渠道， 优化企业管理体系，针对企业文化建设构建完善的管理团队。 关键词：企业文化建设；招商银行长春分行；核心竞争力II Abstract Enterprise culture is the spiritual wealth that accords with the characteristics of an enterprise in the process of production, operation and management under specific conditions. It can also be called material form. It belongs to the soul of an enterprise and is also an important driving force for its sustainable development. Shaping corporate culture is the key factor affecting the continuous development of enterprises. As banks are the main participants in the market economy and have played a significant role in the market development process, whether foreign banks or state-owned banks, or policy banks and joint-stock banks, their products are homogeneous. Under the premise of little difference in competitiveness, bank brand image and user trust are very important. China Merchants Bank Changchun Branch was established in 2008. Its main development direction is to mold the image of the bank institution that customers like best. In the process of development, it has planned a large number of brand projects, but if it wants to fully realize the image-building goal, it should also focus on the construction of enterprise culture and other aspects. This paper chooses China merchants bank co., LTD. Changchun branch as the research sample, focuses on the analysis of the current joint-stock Banks in the construction of corporate culture in the prominent problems and causes of analysis, and trying to find solutions. This paper first describes the core content of the article, on the basis of explaining the background of the topic, analyzes the main role of corporate culture research, further clarifies the basic framework of corporate culture construction, and finally mentions innovation and core content again. Secondly, it elaborates the theoretical support of corporate culture research, conducts a detailed analysis of the content and structure of corporate culture, and briefly describes the specific role of corporate culture. Thirdly, taking changchun branch of China merchants bank as an example, this paper makes an in-depth investigation into the actual situation of its corporate culture construction, briefly expounds the basic information of the enterprise, analyzes the history of cultural construction, and studies the detailed cultural display. Secondly, this paper analyzes the limitations of the current corporate culture construction in changchun branch, and looks for the specific reasons. The key limitations include the lack of comprehensive understanding of corporate culture by relevant subjects and the limitations of corporate management system. The factors causing the limitations involve that the enterprise has no professional talent reserve, no culture communication platform and the trainingIII system needs to be improved. Finally, it is the coping strategy. The main content is to establish the concept of cultural construction within the enterprise, expand the communication channels of enterprise culture, optimize the enterprise management system, and build a perfect management team for the construction of enterprise culture. Key words：Corporate culture construction；China Merchants Bank Changchun Branch；Core competenceIV 目 录 摘要............................................................. I ABSTRACT.......................................................... II 第 1 章 绪 论...................................................... 1 1.1 选题背景和研究意义 ..........................................1 1.1.1 选题背景...............................................1 1.1.2 研究意义...............................................1 1.2 国内外研究现状 ..............................................2 1.2.1 国外研究现状...........................................2 1.2.2 国内研究现状...........................................3 1.3 研究内容与研究方法 ..........................................5 1.3.1 研究内容...............................................5 1.3.2 研究方法...............................................5 1.4 研究创新 ....................................................6 1.5 本章小结 ....................................................6 第 2 章 企业文化的相关理论概述...................................... 7 2.1 企业文化的概念与内容 ........................................7 2.2 企业文化的要素和结构 ........................................7 2.2.1 企业文化的要素.........................................7 2.2.2 企业文化的结构.........................................8 2.3 企业文化的功能与机制 ........................................9 2.3.1 企业文化的功能.........................................9 2.3.2 企业文化的机制........................................10 2.4 本章小结 ...................................................12 第 3 章 招商银行长春分行企业文化建设现状调查 ....................... 13 3.1 招商银行长春分行简介 .......................................13 3.2 招商银行长春分行企业文化建设的基本情况 .....................14 3.2.1 招商银行长春分行的行为文化............................14 3.2.2 招商银行长春分行的精神文化............................15 3.2.3 招商银行长春分行的物质文化............................15 3.2.4 招商银行长春分行的制度文化............................17 3.3 招商银行长春分行企业文化调查问卷 ...........................18 3.3.1 问卷调查设计..........................................18 3.3.2 问卷调查发放及回收情况................................18 3.4 本章小结 ...................................................20 第 4 章 招商银行长春分行企业文化建设的主要问题及成因分析 ........... 22 4.1 招商银行长春分行企业文化建设存在的问题 .....................22V 4.1.1 企业文化建设中人本理念重视不足........................22 4.1.2 员工对企业文化认同程度存在差异........................23 4.1.3 企业文化制度的执行力度有待提高........................24 4.1.4 企业文化建设流于形式..................................25 4.2 招商银行长春分行企业文化存在问题的成因分析 .................25 4.2.1 忽视专业人才的主体作用................................25 4.2.2 传播途径的有效性不高..................................26 4.2.3 缺少规范的制度监督机制................................27 4.2.4 企业文化建设规划不够系统..............................28 4.3 本章小结 ...................................................29 第 5 章 招商银行长春分行企业文化建设的提升措施 ..................... 30 5.1 建立企业文化建设的人本理念 .................................30 5.1.1 充分重视员工..........................................30 5.1.2 有效激励员工..........................................30 5.1.3 全面发展员工..........................................31 5.2 构建有效的企业文化传导机制 .................................31 5.3 完善企业文化建设的管理制度 .................................32 5.4 建立清晰的企业文化建设领导体系 .............................32 5.5 本章小结 ...................................................33 第 6 章 结 论..................................................... 34 附录 1：招商银行长春分行企业文化调查问卷 .......................... 35