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A Study on the Strategies of Beijing Gas Group’s Corporate Culture Communication

Author: WangZuo
Tutor: LuChunLong
School: China University of Political Science
Course: Public Administration
Keywords: Beijing Gas Group Corporate Cultural Corporate Cultural Communication Strategy
CLC: F299.24
Type: Master's thesis
Year: 2011
Downloads: 184
Quote: 0
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Abstract


The 21 century is an era of cultural impact. Among modern corporate management approaches, building characterized corporate cultural has gradually gained the attention cross industries and academic circles globally. As to corporate performance and development, corporate cultural plays increasingly important role nowadays. Analyzing the world top 500 companies, the 3 most essential causes for their long time prosperity are wildly acknowledged, including:outstanding products, excellent services and characterized corporate cultural. In the background of market economics, and environment of building harmonious society and promoting people oriented consciousness, known as the largest city gas company in China, Beijing Gas Group must build its’corporate cultural, which certainly would be beneficial in keeping its growth and transforming into a new state owned company.For Beijing Gas Group, In order to achieve sustainable development in fierce competitive environment, the power of corporate cultural must be utilized when implementing asset, business and management Integration inside the group. With the guide of advanced corporate cultural, merging the advanced consciousness of value into daily production and management activities efficiently inspires employee’s intelligence and energy to unify their thinking, enhance their morale.Advanced corporate cultural has been the foundation of core competitiveness. Building corporate cultural is a strategic and long-term systemic task for any large corporate With proceeding in depth, Beijing Gas Group has formed 12 cultural consciousnesses with the centre of "melting all things and benefit all family", and multi-level cultural structure accordingly among its group, subsidiary companies and holding companies level. At present, the most important problem is how to make all employee accept the consciousness, and how to unify all employees’thinking and regulate their behavior with corporate cultural to build up the sound image of the group. It requires promotion and propaganda measures.Building corporate cultural needs a sound corporate communication system on all levels, and it is substantial for cultural development. When performing literature review, academic study on the communication of corporate cultural in certain corporate is hardly found. However, for Beijing Gas Group, in the primary stage of corporate cultural building, how to effectively spread the cultural would be a key question to answer. Therefore, based on these two issues, the author takes Beijing Gas Group as example to set out the methods and strategies for its corporate cultural communication, through her analysis and summary on current condition and situation,In line with corporate cultural and communication theories, this dissertation makes use of case study and interview method to summarize the communication process from its content, channel, and consequence aspects. And then it focuses on the analysis of the drawbacks and its reasons for Beijing Gas Group’s cultural communication. In the end, combining successful experiences from Haier’s corporate cultural communication case with the reality of Beijing Gas Group, it proposes the corporate cultural communication strategy and also predicts the effect caused, in order to provide references for corporate cultural communication in large-sized state owned company.

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CLC: > Economic > Economic planning and management > Urban and municipal economy > Municipal economic profiles of countries in the world cities > China > Infrastructure and utilities
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