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SCXC corporate culture construction

Author: LuoYouAn
Tutor: YangHongJuan
School: Kunming University of Science and Technology
Course: Business Administration
Keywords: SCXC Corporation corporate culture yellow rice wine
CLC: F270
Type: Master's thesis
Year: 2011
Downloads: 70
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Abstract


The yellow rice wine produced in China, the grape wine and the beer are known as the world’s three kinds of ancient alcohol ant the yellow rice wine is one sort of the most age-old alcohol all over the world. However, most of the yellow rice wine enterprises fell into a difficult position because of the decline of profit when it was faced with the fierce market competition at 1990s. Fortunately, the production of both the grape wine and the yellow rice wine began to witness an all-round recovery, with a respective increase of more than 10% per year and 8% each year around the year of 2000. Despite of this, the market area of the yellow rice wine is small since it is confined to the consumption pattern that "people in the South drink the yellow rice wine, in the North drink the Chinese liquor". In China, the main consumption area of the yellow rice area is located in the South, with a relatively smaller consumption in the West and in the Northeast. At present, the rapid development of the beer and the grape wine and the imported wines’ big push into Chinese alcohol market would certainly nibble away at the consumption market of the yellow rice wine if the yellow wine enterprises could not enhance its own competitive power. Therefore, it has come to a rather critical period to tap the yellow rice wine’s historically cultural connotation in depth and advocate fashion yellow rice wine for the yellow rice wine industry.This thesis aims at giving an in-depth analysis of the construction of corporate culture of SCXC Corporation with the application of corporate culture theory, which rose in the western developed countries in the 1980s and is considered to be the achievement of the "forth revolution" in management science. It firstly analyzes the current corporate culture situation of SCXC Corporation on the basis of investigation. Then, according to SCXC Corporation’s current corporate culture situation, with the related corporate culture theory, this paper gives a discussion on the shortages of its brand influence and its market competitiveness of SCXC Corporation’s products which are resulted by its staff’s little awareness of enterprise values and the in coordination between the enterprise culture system, the enterprise behavior, the enterprise image building and the modern concept part on the principle of constructing a kind of industry-oriented cooperate culture with the characteristics of the time by basing on the reality. After that, the author presents his suggestion on aspects of further improvement which SCXC Corporation should do to construct fine enterprise values, corporate culture system, and enterprise behavior and corporation image. It is believed that SCXC Corporation should build people-oriented corporate values so as to construct the best enterprise spirit and corporate culture with the characteristics of the time. In addition to that, all the management systems in SCXC Corporation should be optimized from the viewpoint of separation of the decision-making, executing and supervising powers. On top of these efforts, SCXC Corporation is supposed to be more creative on the construction of enterprise behavior culture; it can formulate all kinds of required regulations to strengthen both the cohesiveness and the staff’s sense of belonging of the enterprise. Last but not the least, it is a must for SCXC Corporation to seize every opportunity to enhance its enterprise image, emphasize the establishment of its brand influence in order to grab the consumption market both at home and abroad in a short time.

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