Corporate-Ecology-based Green Corporate Culture Strategy Research

Corporate culture is one important source of corporate core competitiveness; corporate culture strategy is one of the key components of corporate development strategy. Corporation, as a business sector, relies on institutional managerial ecology—namely, the corporate ecological environment—for its survival and strategy development choices. In other words, corporate ecology is vital for corporate survival and development. Precisely based on such way, the paper comprehensively elaborates the relations between corporate culture and corporate ecology, analyzes the ecological environment characteristics China's corporations currently face, and then from the perspective of corporation's environment adaptability, elaborates the choice of corporate culture strategy and the creation of such choice as corporation develops.The main body of the paper falls into five chapters: Chapter 1. Corporate Culture and Cultural Strategy; Chapter 2. The Relations between Corporate Culture and Corporate Ecology; Chapter 3. Analysis of the Ecological Environment China's corporations face; Chapter 4. The Choices of Contemporary Corporate Culture Strategy in Ecological Context; Chapter 5. The Creations and Measures of Green Corporate Culture.This paper first describes the concept, structure and function of corporate culture as well as the meaning of corporate culture strategy, the paper points out the important status of corporate culture strategy in the overall corporate management. Second, on the basis of review of corporate ecological theory, the paper discusses the mutual relations between corporate culture and corporate ecology determines and influences corporate culture, corporate culture has active reverse impacts on corporate ecology. Third, the paper analyzes the political, economic, and cultural ecological environment contemporary Chinese corporations face, elaborating that the environment politics, low-carbon economy, green culture are the characteristics of the ecological environment of the era under the increasingly severe global environment situations. Fourth, by analyzing the types and characteristics of corporate culture and the current issues of China's corporate culture, the paper sums up two basic patterns of corporate culture building nowadays: the competition-based traditional corporate culture pattern and the ecological–value-based contemporary corporate culture pattern. According to the two corporate culture patterns, the paper arrives at the conclusion that the green corporate culture is the strategic choice of contemporary corporate culture. Finally, the paper puts forward main paths and proposes specific measures for the building of green corporate culture.This paper's basic conclusion is: corporate culture is a unique culture management pattern formed in the corporate ecological environment with value system at its core. Corporate management patterns and corporate culture strategy derive from corporate ecology. As a corporate strategy, if corporate culture and corporate environment are incompatible, then the corporate culture formed under the corporate strategy would not maintain the growth of business performance. In today's world, as global ecological and environmental problems are becoming more severe, a green wave is rising around the world, the ecology-value-based green corporate culture is the strategic choice for corporations to establish positive corporate images, enhance corporate competitiveness and maintain sustainable development.