Study On The Corporate Culture Of Zhongheng Real Estate For MBA

Chinese real estate market has experienced the developing process liking rollercoaster in recent years，which brought challenges and opportunities for Chinese realestate enterprises. As an emerging local medium real estate enterprise，ZhonghengReal Estate Co., Ltd immediately faced a severe test after rapid development in theearly days. But competition among enterprises at present is mainly the competitionof enterprises’ core competitiveness. So it must improve enterprises’ corecompetitiveness to deal with the changeable situation，and the establishment ofcorporate culture plays an important role to improve enterprises’ corecompetitiveness，therefore establishment，improvement and promotion of corporateculture brook no delay.Firstly， the paper realized the history， research situation and the latestdevelopment of corporate culture home and abroad. Then the paper made furtherinvestigation on the idea and level of corporate culture，study the functions andfactors of corporate culture and summaried the communication content and methodof corporate culture. Finally，the paper researched the recent establishment works ofcorporate culture in China and summaried good experiences and found out mistakeaeras for guiding corporate culture researches of Zhongheng Real Estate.And then，the paper adopted materials study，interview and questionnairesurvey to collect the datum and materials of corporate culture of Zhongheng RealEstate and used related tool of corporate culture research to analyse the datum andmaterials. The paper systematically analysed the history，recent situation and futureof corporate culture and brand of Zhongheng Real Estate and obtained theimprovement direction of corporate culture and brand of Zhongheng Real Estate.Finally，based on the diagnosis results of corporate culture above，the paperfixed and improved business mission，enterprise vision，core values and spirit ofenterprise of Zhongheng Real Estate and put forward the corresponding feasiblestrategies and measures and provided guiding opinions to build corporate culture ofZhongheng Real Estate. The opinions of the paper about establishment of corporate culture ofZhongheng Real Estate being put forward independently are based on the fullexploration of documents，materials，Interview records and statistical analysis of thequestionnaire of Zhongheng Real Estate and combined with specific situation ofZhongheng Real Estate. The analysis and conclusion of the paper don’t represent anypersonal opinions of inside and outside of Zhongheng Real Estate.