A Study On Corporate Culture Construction In Zhong Geng Co. Ltd

Since the introduction of reform and opening-up policy, the competition between different corporations becomes fiercer with the strong trend of economic globalization in information age, it has aroused people's attention to how to make the corporation develop sustainably. So the vocabulary "corporate culture" becomes more active and popular in our social and economic life. There are many factors influencing the sustainable development of corporation, among which corporate culture plays a key role and therefore its advantage in market economy should be treated as one of the priorities. Moreover, corporate culture not only embodies the spirit of each corporation's management model, but also is the source of core competence. Therefore, corporate culture exerts its great influence in strengthening internal cohesion and external competitive capability.Firstly, the basic theory of corporate culture is introduced in this thesis. Secondly, by positivist study of Dalian Zhong Geng Real Estate Development Co. Ltd, both the advantages and disadvantages are analyzed for the corporate culture's present situation in Zhong Geng.Meantime, the causes of the disadvantages are simply listed here. Then several means to solve the problems on basis of corporate culture construction are put forward, i.e. weakening family-oriented management system and creating an atmosphere of internal trust; establishing of an incentive and restraint mechanism for sharing knowledge to promote the construction of a learning organization, esp. strengthen the concept of human resource and improve the management of human resource as well as speeding up constructing green corporate culture. Finally, the thesis comes to the conclusion that corporate culture is the drive of corporation's sustainable development and is the core competence of a corporation. The significance of corporate culture construction is illustrated and emphasized at the end.