The Study Of Retail Enterprises' Culture Communication Model

Communication theories have been introduced into China for about 20 years. After more than 20 years'research and development, Communication theories have been widely applied to various fields. Among them, the enterprise culture in Management field is studied by many scholars in the way of communication theoretical studying, and usually based on enterprise culture communication as the point for research. The study of enterprise culture communication in China has made clear the importance of the way of Communication theories and achieved some results in basic theory and application. In this paper, the author basing on the former results of the research in retail enterprises'culture communication makes an in-depth study. This paper begins with the relationship between enterprise culture and communication, and is constituted by the four chapters.In introduction the author states the purpose and method of this studying and reviews the literature of enterprise culture communication.In the body, the author firstly makes an in-depth exploration into the relationship between communication and enterprise culture, and states that "the communication is the prerequisite of corporate culture's forming and realizing, and the fundamental way of the establishment and development of corporation culture." Furthermore, the author points out a clear concept of enterprise culture and enterprise culture communication, "enterprise culture communication refers to an activity that in a planned or purposefully transfers organization's cultural information inward or outward by businesses or individuals through a variety of media." Finally, the author states three conditions that the enterprise culture communication needs to meet: the subjective condition, the objective condition and the practice condition. After making the enterprise culture communication clearly, this article analyses the culture communication of retail enterprises. The retail enterprise culture communication has four characteristics: First is the planning and purpose of communication; second is the short path and wide range of communication; third is the creative in the process of communication; fourth is the huge influence. Additionally, the enterprise culture has the cohesion function as the main communication object, the incentive function to receptors, the oriented function of values, limiting function, and radiate function.In the second chapter the author analyzes the elements of retail enterprise culture communication and establishes the model. Basing on the basic elements as 5W, this chapter firstly analyzes the subject and the object of the retail enterprise culture communication, the information, the channels, the communication effects, the feedback and the noise. The subject of retail enterprises culture communication is constituted with the leadership, the publicity departments, the general staff and opinion leaders; the object is the customers or potential customers. The content of corporate culture communication is the ideology of corporate culture and culture media. The internal media of retail enterprise culture communication is the enterprise training, the enterprise ceremony, and the enterprise marking. And the external media is enterprise advertising, enterprise brand, enterprise products and enterprise services. The internal feedback of the retail enterprise culture communication is the feedback of denying and non-implementation of enterprise culture, but the external feedback is the one of making suggestion and not buying behavior. The internal effect and purpose of the retail enterprise culture communication are to enable employees to achieve common values, behavior manner, and the cultural spread, but the external communication is aimed at customer brand conscious, customer satisfaction and purchase behavior. Furthermore, it analyzes and states the three circulations of the retail enterprise culture communication: the internal circulation, the external circulation and the internal against external circulation. Finally, basing on the elements and their relationship of retail enterprise culture communication, the author establishes the model of retail enterprise culture communication.The third chapter tests and verifies the model of retail enterprise culture communication on the case of Wal-Mart. By analyzing the three circulations, the author gets that the case of Wal-Mart coordinates to the model of retail enterprise culture communication, and superior to it in some factors. This chapter illustrates the practicality of the model of retail enterprise culture communication, and serves for the next suggestion of Chinese retail enterprise culture communication.The forth chapter states the inspirer of the Wal-Mart model to the Chinese retail enterprise culture communication. It firstly poses that the deficiency of effective communication is the cause of development in slow pace of our retail enterprise culture communication. Secondly, it points out the condition and the problem of our retail enterprise culture communication. Finally, this paper through the retail enterprises'culture communication model, and the advancement of Wal-Mart enterprise culture, gives Chinese retail business cultural development enlightenment.Though the former in-depth studying, this paper has a more sufficient and clear recognition of the elements, the circulation and the model of retail enterprise culture communication, and plays a significant role on the development of Chinese retail enterprise culture communication.