Research On Enterprise Staff Promotion Of Cultural Identity

With the rapid development of the global economy and the increasing fiercecompetition among enterprises， modern enterprise management system hasevolutioned from the traditional experience of management to the systemmanagement， and then to the cultural management at present. In1980s， the idea ofcorporate culture management entered China and experienced rapid earlydevelopment. In1990s，because of the adjusted low tide of the world thought，it hasgradually been taken seriously. However， research for the cultural identity in Chinais in the stage of learning from foreign advanced theory， far behind the reality of thecorporate cultural identity’s development in our country. Thus， this article studyingthe cultural identity has not only theoretical significance， but certain practicalsignificance.On the basis of comprehensive analysis of the extensive literature， throughliterature analysis， interviews， induction and deduction method， case studies andother methods， this article focuses on the cultural identity of employees by sortingout the concept of corporate culture， organizational identity， corporate culture，combing the literature for related ideas， analyzing the status of our corporateculture， build corporate culture identity influencing factors model and proposingmeasures.Thesis consists of six chapters. The first chapter， mainly from the researchbackground and significance， research purpose， research methods， content andother aspects of the design of the paper， makes an elaborate. The second chaptersorts out the concepts of identity， corporate culture， organizational identity，corporate culture and identity and reviews corporate culture identity theory. The thirdchapter discusses the different stages of the construction of our corporate culture， and points out the problems in the building of enterprise culture in China， and alsopoints out the significance of the cultural identity of the employees of the enterprise，in order to emphasize the significance of the cultural identity of the employees. Thefourth chapter，on the basis of research and analysis in the former texts，summarizesthe main factors that affect the cultural identity of employees and builds relatedmodels， and then comes up with the paths to enhance the cultural identity of theemployees. The fifth chapter， through the example of China Mobile’s corporateculture construction， tries to argument viewpoints mentioned above. The last chapteris proposed on the basis of the study conclusions and points out the short comings ofthe research and the outlook for future research.The research finds that the main factors affecting the cultural identity ofemployees are corporate culture characteristics， personal factors and organizationalfactors， therefore in the procession of enhancing the cultural identity of the corporatestaff， the company should focuses on three aspects: first， build the positive culturerelated to the development of employee sand reflecting the social responsibility;second， leaders must lead by example in order to enhance employees’ corporatecultural identity; third， try to improve the reputation of the organization and toimprove the construction of organizational culture system.