Analysis Of Corporate Culture Landing Strategy On The Basis Of Acceptance Psychology

The fact that corporate culture is the core competence of enterprise has been reached in a common view. The construction of corporate culture has got profound attention, and been implemented in different kinds of enterprises. However, it faces a great difficulty of achieving an effective landing. Therewith,"landing"of corporate culture brought a great attention and deep discussion among researchers and entrepreneurs. After undergoing a basic theory research stage, corporate culture has started developing into application research and quantitative research. As an extremely important transition period, corporate culture landing emerges as the times require.Corporate culture research is still in the primary stage, many researchers and entrepreneurs see problems from the surface, but ignore staff mentality. The application research of psychology has covered different fields, followed by the generation of management psychology, consuming psychology, aesthetic psychology, literary psychology, cultural psychology and communication psychology etc. In the specific application in enterprises, microcosmic"Psychological Contract"research is the most common one, and has well integrated with corporate culture research. However, the formation of psychological contract is a complex process, which needs to be built up on the basis of acceptance psychology. As a message, corporate culture possesses a group of directive audiences. Thus, the landing of the corporate culture requires the consideration of audiences'acceptance mentality, so as to realize its effectiveness.The microcosmic significance of acceptance mentality in psychology, and its effectiveness of corporate culture committing to staff level, have determined that acceptance mentality has great theoretical and realistic significance in corporate culture landing research. With the development of corporate, a highly concern to adaptive audience acceptance mentality is an effective way for staff integrating with enterprise, for enterprise acknowledging personnel value, and for getting values-matched payback. A corporate culture on the basis of acceptance psychology can greatly motivate business efficiency and positive attitude for creating better working efficiency and inexhaustible motive of development for enterprise. The aim of this paper is, by using two research achievements of personnel psychological mechanism and corporate culture landing, to research corporate culture landing specially from personnel acceptance psychology point of view, try to provide a new and practical thought for our corporate culture landing strategy. In this paper, the author comprehensively applied the theories of management psychology, personality psychology, aesthetic psychology, cultural psychology and communication psychology, which are well merged into corporate culture landing process. With the personal experience of involvement in corporate culture project, the writer systematically analyzed the strategy of corporate culture landing and creatively built up corporate culture landing model based on acceptance psychology. The paper is composed by the following five sections:Section one, an introduction which describes the research background followed by questions raised. This part points out the meaning and method of the research through a brief introduction and connection analysis to concepts and theories presented in the paper.Section two, a general analysis to corporate culture landing theory. Aiming at the currently vague and sided understanding to corporate culture landing, the writer systematically sorts out the origin of corporate culture landing, and clearly defined the definition and deeply analyzed the cognition to corporate culture landing. Meanwhile, the writer also demonstrate the necessity and importance of landing corporate culture, and further analyze the deep problems existed in corporate culture construction from different angles and levels.Section three, presents the acceptor influence and acceptance psycho analysis of corporate culture landing. This section starts from a systematic elaboration of historical development and dimensional generation of acceptors'perception, brings forward the concept of corporate culture acceptance, classifies the couture landing and reveals its multi-identities. Followed by is a further analysis of major cognitive characteristics of corporate culture acceptors, especially personnel's psychological process of accepting a corporate culture. An analysis of such can facilitate the managers'understanding of staff's psychology and knowing well of regular pattern of corporate culture landing, consequently, better realize the corporate culture management.Section four, a strategic and systematic analysis of corporate culture landing based on acceptance psychology. As the core of the paper, the writer gives a systematic analysis to corporate culture landing strategy on the basis of the former three sections. According to the procedure, corporate culture landing shall follow a certain principle. Its implementation requires solid supporting measures as well as effective means, all of which are the premises and foundation for corporate culture landing. Furthermore, systematic strategy shall be creatively applied in combination with staff's psychological mechanism in order to realize corporate culture landing in word and deed. At the end of this section, the writer, based on the subtle inherent relationship between acceptance psychology and corporate culture, creatively established an acceptance-psychology-based corporate culture landing pattern. This pattern provides an operable thought for corporate culture landing.Section five, Case analysis to practical projects: Corporate culture landing project in Yankuang Group. This section briefly elaborates the writer's personal involvement in a corporate culture landing project in a large-scale state-owned company. It analyzed the application of this creative strategy and further proves the scientific effectiveness of the theory put forward by the writer.