Research On Corporate Culture Of The Evergrande Real Estate Group

In the modern enterprise, the corporate culture is performed by the values of dominant position and the behavior ways, including enterprise's material culture, behavior culture, system culture and energetic cultural four aspect contents. The main points specifically are business logo, business goals, enterprise system, business activities, corporate values, enterprise spirit and business ethics, etc. In the increasingly competitive real estate market, what can be relied on to the enterprises in the competition? And how to maintain superiority in the competition? Of course we can depend on the location choice, the quality, the brand, the services and the environment, as well as the corporate culture. Now corporate culture already becomes core competition of many large-scale enterprises.Firstly this article introduces the background and significance of the study, current situation of the corporate culture studied by researchers at home and abroad, existence question of the Real estate enterprise culture construction and trend of development in China, as well as the basic framework and innovation spot of this article. The second section describes fundamental theories such as the connotation, hierarchy and functions of the corporate culture. Then for the real estate industry it elaborates connotation, organizational structure, construction system of the real estate enterprise culture, as well as implementation of the construction. Basing on the reality of the Evergrande real estate group, guided by the theories of corporate culture and real estate corporate culture, this article has done detailed introductions and analysis on the building of the Evergrande real estate group enterprise culture in all aspects, such as quality culture, decision-making culture, systems cultural, human resources cultural, charity culture and cultural integrity, and so on. It has systematically summed up the merits of the enterprise culture construction of Evergrande real estate group. From the brand, efficiency, corporate image and team, it demonstrates that enterprise culture construction of the Evergrande real estate group is successful for these four aspects. At last this paper has pondered the future of the enterprise culture construction of the Evergrande group, and put forward the proposal on it.