The Aesthetic Construction Of Corporate Culture

Aesthetic study of corporate culture is the product of mutual reinforcement of economic development and aesthetic development, as well as the objective selection of the practice development of organizational culture, and it is also an important direction for the development and reform of the contemporary aesthetic conception. The corporate culture theory was introduced into China in the mid-1980s, and quickly set off an upsurge of corporate culture construction in China. Meanwhile, related studies about the corporate culture are also enthusiastically carried out in China, and at this moment the aesthetic study of the corporate culture emerges. But this aesthetic study still remains superficial and only pays attention to its external form and neglects its intrinsic connotation. There is a lack of a united system of aesthetic concept category and a comprehensive overview of existing literature. This thesis argues that the aesthetic study of corporate culture involves both internal spiritual culture and external material, behavioral and system culture. On one hand, the internal spiritual and cultural aesthetic is required to focus on "mind-pleasing", i.e. to bring to people aesthetic gratification or delight. Corporate values should be people-oriented, which involves the following aspects:the goal of production and development should be based on people; operation and management idea should be humane and flexible; corporate mission should be socially responsible, and attach importance to energy saving and pollution reducing in order to realize healthy and sustainable development. On the other hand, the external material, behavioral and system culture must be "eye-pleasing", i.e. to be artistic and beautiful to look at. However, the present practice in corporate construction pays too much attention on those external elements, and overlooks the humanistic management, which causes a superficial and formalized. Therefore, this thesis intends to reflect on the present situation of Chinese corporate culture from the view point of aesthetics, to analyze the necessity of aesthetic construction of corporate culture and offer some measurements and principles in it, hoping to give a help to the study of corporate culture aesthetics and expecting a earlier realization of the corporate culture that pleases both to the eye and mind.