The Study On The Association Mechanism Construction Of The Corporate Culture Identity

Enterprise culture is the core value of an enterprise, a good enterprise culture is the one that can be indentified by the employee, and can bring unlimited vigor and vitality to the enterprise. The enterprise culture identity means that the enterprise employee can keep consistency with the enterprise culture on behavior and idea and other aspects, and it is a feeling that willing to dedicate to the enterprise activities. Enterprise culture identity reflects employee's sense of belonging, responsibility and loyalty degree. The enterprise culture identity including cognitive level, emotional level, behavior level, it has many types like group identity and individual identity, self-conscious and self-organizing identity, surface identity and deep identity, internal identity and external identity, self-identity and social identity. Communication mechanism of enterprise cultural identity is a self-adaption system of enterprise culture construction, operation and development based on the core of "Communication" concept. The core content of the communication mechanism is to put the spirit of communication into the enterprise cultural construction and management practice, and build a consistence between the enterprise cultural and enterprise employee, it is a kind of enterprise cultural construction mechanism containing the communication idea. The communication mechanism consists of psychological mechanism, context mechanism, incentive mechanism, dialogue mechanism and self-examination mechanism etc; it is a kind of dialogue, equality, development and harmonious mechanism. Communication mechanism construction is designed to put the communication ideas into the enterprise cultural construction and management, changing idea and establishing a mechanism to promote culture competitiveness and enhance enterprise core competitiveness. The construction of communication mechanism of enterprise cultural identity should focus on the researching on the interests and needs of enterprise and employees, strengthening on security of perfecting system, encouraging employees to participate in optimizing the construction route, cultivating psychological mechanisms and optimizing the construction environment, and establishing ideas of equality and a dialogue mechanism, emphasizing the enterprise commitment to improve staff quality. Enhancing employee's organizational commitment and the sense of belonging, responsibility to enterprise; realizing the employee's values and the positive communication of enterprise values, finally building a good enterprise culture.