I 摘要 随着市场经济的发展，企业之间的竞争不只是局限于企业的产品或是其他企 业建设，而是上升至企业软实力—企业文化。很多企业开始重视文化建设，白酒 行业在发展的过程中对企业文化及白酒历史的追溯更显得迫在眉睫。面对外部经 济环境的变化，白酒企业的文化随着社会的发展浪潮发生着沧桑巨变。同时企业 自身发展阶段的更迭及内部领导的更换也促使企业的文化不断变革。复杂多变的 内外部环境要求企业不断优化自己的企业文化以指导企业战略调整。在对企业文 化进行再设计、优化的过程中需要淘汰限制企业发展的落后因子，激活有利于企 业发展的优势因素，以适应和帮助企业顺利实现发展战略的转型。 CT 酒业公司是一个历史文化深厚的传统型白酒酿造企业，其企业文化在企业 历史发展的过程中也在不断调整和优化。从一个老牌国企进行股份制改造，在经 历了二次创业之后，企业目前处在发展的上升阶段，在企业飞速发展的过程中企 业文化建设滞后不足以指导企业发展的局面逐渐凸显出来。CT 酒业公司如何能在 激烈的白酒业市场竞争中，有效的提高其内部凝聚力与外部竞争力，以不断适应 新形势获得更好的生存和发展，成为 CT 酒业公司现阶段面临的课题。同时建立一 个具有企业特色，对企业发展具有较强现实意义的企业文化体系是 CT 酒业公司当 前较为急迫的任务。本文从国内外企业文化研究现状入手，通过梳理企业文化相 关经典理论，在对企业文化再设计之前，对 CT 酒业的公司概况进行了初步梳理， 以企业不同岗位、职务、年龄段、工龄的员工为对象进行问卷调查，并结合后期 进一步的深度访谈，评估 CT 酒业公司企业文化现状存在的问题，通过调查数据分 析 CT 酒业现阶段存在企业形象文化有待提升、企业物质文化有待完善、员工行为 文化有待深化、企业制度文化滞后、企业精神文化体系有待丰富等五个方面问题。 针对以上五个问题提出与之相匹配的 CT 酒业企业文化再设计方案。最后，希望通 过此次企业文化再设计的研究，提高 CT 酒业公司的企业辨识度，完善其管理制度， 丰富 CT 酒业企业文化内涵，提高全员的企业文化理念水平，最终促进 CT 酒业的 企业战略顺利实施，提升企业在白酒行业中的竞争地位。 关键词：CT 酒业公司；企业文化；调查问卷；再设计Abstract II Abstract With the development of market economy, the competition among enterprises is not only limited to the products of enterprises or other enterprise construction, but also rises to the corporate culture of soft power. Many enterprises began to attach importance to cultural construction, industry in the process of development of corporate culture and wine history is even more urgent. In the face of the changes in the external economic environment, the culture of wine enterprises has undergone tremendous changes with the development of society. At the same time, the change of the enterprise's own development stage and the change of the internal leadership also make the enterprise's culture change constantly. The complex and changeable internal and external environment requires enterprises to constantly optimize their corporate culture to guide the adjustment of corporate strategy. In the process of redesign and optimization of enterprise culture, it is necessary to eliminate the backward factors that restrict the development of enterprise and activate the advantage factors that are beneficial to the development of enterprise so as to adapt and help the enterprise to realize the transformation of development strategy smoothly. CT wine company is a traditional wine-making enterprise with profound history and culture. Its corporate culture is constantly adjusted and optimized in the course of its historical development, after the second venture, the enterprise is now in the rising stage of development, in the process of rapid development of enterprise culture is not enough to guide the development of the situation gradually highlighted. How can CT wine company effectively improve its internal cohesion and external competitiveness in the fierce wine market competition, in order to adapt to the new situation and achieve better survival and development, become the task that CT wine company faces at present stage. At the same time, it is an urgent task for CT wine company to establish an enterprise culture system with enterprise characteristics and practical significance for enterprise development. In this paper, starting with the research status of corporate culture at home and abroad, through combing the relevant classical theories of corporate culture, before optimizing the corporate culture, the general situation of CT wine company was sorted out preliminarily, taking the employees of different positions, age groups and starting time as the objects, and combining with further in-depth interviews in the later period, this paper evaluates the problems existing in the current corporateAbstract III culture of CT wine company, through the investigation and analysis of the data, there are five problems in the present stage of CT wine company, such as enterprise image culture to be improved, enterprise material culture to be improved, enterprise staff behavior culture to be deepened, enterprise system culture lag, enterprise spiritual culture emptiness, and so on. In view of the above five questions proposed with the CT wine company development matches the countermeasure and the suggestion. Finally, I hope that through the study of corporate culture redesign, we can improve the corporate identity of CT wine company, perfect its management system, enrich the corporate culture connotation of CT wine company, and improve the level of corporate culture concept of all staff, finally promote the corporate strategy of CT wine company, enhance the competitive position of enterprises in wine industry. Keywords: CT wine company; corporate culture; questionnaire; redesign目 录 IV 目 录 摘要I Abstract............................ II 第 1 章 绪论....................1 1.1 选题背景与研究意义 .............................. 1 1.1.1 选题背景......... 1 1.1.2 研究意义......... 2 1.2 研究内容及研究框架 .......................... 2 1.2.1 论文研究内容. 2 1.2.2 研究框架......... 3 1.3 研究方法 ............... 4 1.4 创新点 ................... 5 第 2 章 研究综述............6 2.1 关于企业文化建设存在问题的研究 .. 6 2.2 关于企业文化再设计的对策研究 ...... 7 2.3 文献评述 ............. 10 2.4 本章小结 ............. 11 第 3 章 相关理论基础..12 3.1 企业文化的概念界定与特点 ............ 12 3.1.1 概念界定....... 12 3.1.2 企业文化的特征.......................... 12 3.2 关于企业文化的相关理论 ................ 13 3.2.1 麦克利兰的冰山理论.................. 13 3.2.2 丹尼森的组织文化理论.............. 14 3.2.3 睡莲模型....... 16 3.2.4 沙因的组织文化理论.................. 16 3.2.5 企业文化同心圆理论.................. 17 3.3 本章小结 ............. 18 第 4 章 CT 酒业公司企业文化建设现状分析..........................19 4.1 CT 酒业公司概述 .............................. 19目 录 V 4.2 CT 酒业企业文化发展历程 .............. 19 4.3 调查问卷设计及研究方法 ................ 21 4.3.1 问卷设计....... 21 4.3.2 调查问卷回收.............................. 21 4.4 CT 酒业企业文化建设现状 .............. 22 4.4.1 样本构成分析.............................. 22 4.4.2 调查结果统计分析...................... 23 4.5 本章小结 ............. 34 第 5 章 CT 酒业公司企业文化建设存在的问题分析..............35 5.1 企业形象文化有待提升 .................... 35 5.1.1 企业视觉识别系统有待规范...... 35 5.1.2 企业品牌形象宣传力度不强...... 36 5.1.3 企业领导对企业文化建设不重视............................. 36 5.2 企业物质文化有待完善 .................... 37 5.2.1 员工生活环境有待提高.............. 37 5.2.2 企业薪酬水平缺乏竞争力.......... 38 5.3 企业员工行为文化有待深化 ............ 39 5.3.1 员工工作过程中自主性差.......... 39 5.3.2 企业内部员工不团结.................. 39 5.4 企业制度文化滞后 ............................ 40 5.4.1 公司各项制度有待完善.............. 40 5.4.2 公司制度未有效引导员工行为.. 40 5.5 企业精神文化体系有待丰富 ............ 41 5.5.1 企业忽视“以人为本”的理念.. 41 5.5.2 企业核心价值观有待完善.......... 42 5.5.3 企业家精神未能转化为企业文化............................. 43 5.6 本章小结 ............. 44 第 6 章 CT 酒业公司企业文化再设计方案..............................45 6.1 提升企业形象文化建设 .................... 45 6.1.1 规范企业视觉识别系统.............. 45 6.1.2 提高品牌宣传力度...................... 46 6.1.3 提高企业领导对企业文化建设的重视..................... 46 6.2 完善企业物质文化建设 .................... 47 6.2.1 优化生活环境.............................. 47目 录 VI 6.2.2 提高薪酬竞争力.......................... 48 6.3 深化企业员工行为文化建设 ............ 48 6.3.1 提高员工工作主动性.................. 48 6.3.2 加强企业内部员工的团结.......... 49 6.4 优化企业制度文化建设 .................... 50 6.4.1 健全企业各项规章制度.............. 50 6.4.2 让企业制度引导员工行为.......... 50 6.5 丰富企业精神文化体系建设 ............ 51 6.5.1 企业要坚持“以人为本”.......... 51 6.5.2 建立独具特色的企业核心价值观............................. 52 6.5.3 将企业家精神转化为企业文化.. 53 6.6 本章小结 ............. 54 第 7 章 结论与展望......55 7.1 结论 ..................... 55 7.2 研究局限与展望 . 56 7.2.1 研究局限....... 56 7.2.2 研究展望....... 56