Study Of GH Chongqing Branch Corporate Culture Based On Human-oriented Management

In the contemporary knowledge-driven economy era, corporate culture has already become the pillar element to promote the enterprise's competitiveness, the rivals intends to compete with their culture accumulation, therefore, culture management tend to be the supreme realm in business administration. Through the study on corporate culture theory and practice, it is noticeable that all enterprise activities are people-centered; therefore, human-oriented management becomes the main characteristic of the corporate culture. With the gradual opening of civil aviation market, the competition becomes more and more fierce in this field, what should GH Chongqing Branch do to further improves the management after organization reconstruction came to be an imminent subject.In the beginning, the thesis starts with the basic theories of the corporate culture, trying to find out the solutions through the corporate culture study that GH Chongqing Branch could take in face of the revolution, putting forward the idea of complying with the airlines development by rebuilding the corporate culture. Through the corporate culture assessment, the thesis defines the nature of existing corporate culture, and diagnoses the current deficiencies. It is confirmed that only the"human-oriented"corporate culture could promote the effectiveness of motivation, improve the key competitiveness, and comply with development requirement, realizing real culture management.In the end, the thesis brings forward the countermeasures to rebuild the appropriate corporate culture. According to the structure of the corporate culture, the measures to build the human-oriented corporate are designed separately from the spirit layer, system layer and material layer. On the spirit layer, the steps include cultivation of the "human-oriented" values, improvement of staff's quality; and on the System layer, steps include the reform of human resources policy; as to the material layer, it is desirable to mould the "human-oriented" public image through the efforts of the staff, and implement the brand strategy successfully. And it is also expected that the research of this thesis would contribute to the cultural construction of GH Chongqing Branch.