Research On The Focus On The China-Unicom's Cultural Construction

Enterprise culture is a kind of sub-culture which involves in economic organizations. Its ideology and corporality, including value and behavior criteria, is accepted by the members. It is an organization-featured culture chasing economic interest, focusing on input-output effect, and interacting with social culture. Enterprise culture includes mainly material layer, regulation layer, behavior layer and spirit layer. It plays a key role for the organization to make progress, to harmonize the relationship between the organization and the society, to enhance the centripetal force, and to improve the members' thinking and behavior.China_Unicom now has begun to construct its organization culture, and sketched the big picture including enterprise commission, blue print, core ideology and enterprise spirit. Making a comprehensive view, we can find not only that China_Unicom is more and more concerned about enterprise culture construction, but also that the top management is wide-field, having the blood of a strong competitor. On the other side, there is an obvious bug that the core ideology seems numerous and jumbled. Considering the reality of China_Unicom, I believe that we should give the first priority to "service as bedrock" on the core ideology layer, and make it more prominent and clear.To set service as the bedrock of China_unicom's core ideology is determined by the characteristic that telecommunication operators provide service to their customers. For a telecommunication service provider, management and service are two behaviors of an enterprise's overall running in competition. The customer service process is the most important phase and the most important section, and compared with other service industries, the telecommunication providers demand more perfect services. Different operators are at the almost same technology level because their upriver enterprises such as equipment vendor, ICP, software provider and counselor are the same. After the price war round by round, service price is more and more close to its cost, even below its cost, so it is impossible for the price to go down. In this background, all the telecommunication operators have to focus on service to improve their competency, and this makes the competition more and more fierce. Compared with other competitors, the status of China_unicom's service level is not satisfying. To be a successful competitor, to make the dream of "to be an international top operator, a world class company" real, China_Unicom must use for reference of other successful companies, and cherish better service as the trump.For China_Unicom to make the ideology of "service as bedrock" into reality, it is crucial to make some innovations. At the same time, to take service into account during policy making, to search after service innovation, to plan service risk and service cost as a whole, to do more on service brand, better service organization, better customer service center, service authentication, and enhanced service supervision are the only way for China_Unicom to carry out its core ideology.