Unique Cultural Personality Is The Soul Of Enterprise Development

The business management is not only a science, but also a kind of culture. Cultivating special Corporate Culture and executing scientific management on the business image have been being a key to the sustained development of enterprise that exists in the modern society .We can say that culture of business is the sill to the management and development of a business. The construction of the culture of business has been a common issue that all enterprise faces nowadays, also, it is the soul of making a famous brand.The globalization of economy has surely made it important to absorb experience from the successful and international enterprise. However, existing the Chinese enterprise, which is famous for good management in the same competitive environment, can teach Chinese enterprisers and researchers even more. This paper gives us a brief introduction of Corporate Culture according to culture construction and marketing strategy of Haier Group. And, it point out the vital meaning of the culture of business construction. Then, combining advanced concept of management and marketing of Haier Group with Chinese tradition culture, it creates a range of Corporate Culture, which is suitable for Chinese enterprise, in the background of Chinese philosophy from the idea of the first of the world by endless learning and innovation, the means of combining the image with its spirit and making tangible and intangible engender each other these three viewpoints, studying the essential theories of Chinese culture .At the same time, it analyzes the special culture marketing strategy from the four aspects: Product. Brand. Promoting Sale and Internet. Finally, the paper summarizes the meaningful experience and gives us a lot of enlightenments that we can learn from characteristic management philosophy and corporate culture of Haier Group. That is to say, corporate culture construction, is neither a simple "transplant" from western corporate culture, nor a "colon" of traditional culture, but a "genie reforger" with modern culture. As the partial Core Competence of the Corporation, corporate culture is the key weapon to be a successful enterprise, its specific culture character is to be the spirit of the development of a enterprise0 With this question studying, it is to give us strong theories and good revelation for the enterprise of our country, enlisting international market, challenging of the globalization of economy and advancing the core competence.