Study On Culture Reengineering In Star Sports Company

With the rapid development of Chinese sports industry, some famous international sports companies continued to increase the investment of Chinese sports market, while domestic sports enterprises were expanding their market sales. The competition of companies is no longer limited to marketing, business management and technology innovation, enterprise culture and operating style have become a key factor in the future competition in the business. In the face of this come unexpectedly changes, many enterprises culture system can no longer meet the requirements of the development of enterprises, the rebuilding of the enterprise culture has become inevitable.This paper firstly introduces the related basic corporate culture and business process reengineering theory, and then explains briefly the development process and internal and external environment of the Star Sports Company. Through data collection, questionnaires, interviews and other methods focus on analysis of Star Sports company’s current business cultural status, the problems in the construction of the enterprise culture are found, which spiritual culture positioning is not accurate, system culture is not standard, behavior culture is lack of vitality, material culture is not consistent. Through analysis of the Star Sports Company in the rebuilding of the enterprise culture motivation, and how to realize the strategic objective of the company to design, new concept of enterprise culture and the establishment of corporate culture system, this paper presents the Star Sports Company corporate culture reengineering content. The spirit of enterprise culture reengineering are as follows:the core values is "sincere, triumph, cooperation, innovation", the mission is "develop professional sports products, and strive to become an international sports brand manager and owner"; enterprise system culture reengineering includes improving the training system, regulating the administrative management system, controling financial management system; enterprise behavior culture reengineering includes transforming the efforts of enterprise family, establishing correct "hero" character, improving employee recreational and sports activities; enterprise material culture reengineering includes pulling in CIS system and enhancing corporate image of international communication consistency.Through the study of this paper can be seen that the enterprise culture plays a decisive role in the formulation of business strategy and the healthy development of the enterprise. The current Chinese sporting goods industry is in an oscillation and transition, enterprises want to win in the fierce competition, a suitable enterprise culture is irreplaceable. In order to provide a good environment for enterprise development and make enterprises achieve higher efficiency. The reengineering of the enterprise culture is required, when the enterprise internal and external environment has been changed.