The Research Of Corporate Culture Innovation Of China Oil Marketing Companies

Since the 1950s, marketing has roughly experienced four developing phases: brand image marketing, social marketing, relation marketing and cooperation marketing. But the fundamental competition in the 21st is culture competition. So the marketing competition transfers to the cultural competition. Make full use of the culture roles to improve enterprise performance is a new tool and method; this is also a new idea. And the facts also proved that the competitiveness of the culture cannot be underestimating. However if we want to bring the corporate culture into play, we must ensure that China's oil marketing company's corporate culture is advanced, scientific, vibrant and cohesive. But there are many problems in our oil marketing company's culture because of the historical and practical reasons, and the modern corporate culture does not reflect the requirements of the times. So we need innovation. Of course, this is also an inevitable trend in market-oriented economy and knowledge-based economy.In this paper we will study corporate culture innovation of China oil marketing companies. In the first part we describe the related theories of the corporate culture and corporate culture innovation. And then we will analyze the actual state and problems of the corporate culture in our oil marketing companies. And next we will analyze the importance of the corporate culture innovation. We also study the successful methods of the international oil marketing companies. And our ultimate goal is to put forward some suggestions to promote the corporate culture innovation in China oil marketing companies. We only desire that the suggestions in this paper will have some guidance.