The Research On Corporate Culture Reconstruction Of The J Wine Company

Having developed in business for years, J wine company is coming into itsgrowth period within the whole life cycle. Although regulations have been built upand the marketing network formed, there are still drawbacks in execution. So itsmarket share is not as good as expected. Other problems also exist, such as lack ofinnovations in management and production, failing in keeping sales income andslackly cultured. The culture of family enterprise such as J Wine Corporation cannotmatch their newly changed strategic targets. Corporate culture must follow theexternal environment’s change. In order to enhance enterprise’s competitiveness andthe benefit, J wine corporate culture also needs to be adjusted and reconstructionaccording to the corporation’s development environment.This paper begins with the discussion on J Wine Corporation’s developmentprocess. We aimed at analyze how to improve the market shares, increase salerevenues, get profit. Soft facilities, such as management idea, management methodare also focus on. This paper discussed the design scheme of J wine companyenterprise culture and got the conclusion that reconstruction should be carried out inspirits, system, material and other aspects. Spiritual aspects stressed in the enterpriseculture construction should keep accordance with the principles that quality,integrity and innovations which are the core values of the enterprise. Supplyingbetter liquor with better quality, and better service for customers is the mission ofthe enterprise. Customer first should be the company’s operating philosophy;humanism is the spirit of enterprise; taking from society and repaying is the corporation’s social responsibility. The system emphasizes on the enterprise cultureconstruction process should include the enterprise production system, the qualitysupervision system, incentive system, enterprise management system, corporatecommunication system, enterprise innovation system construction. Enterprisematerial culture reconstruction includes working environment, living environment,education and training facilities, product image construction etc. This paperintroduced J wine corporate culture’s present situation and existing problems, andpointed out that the J wine corporate culture should be reconstructed from the spirit,system, material and other aspects and then discussed the design scheme of theimplementation process. All the work was done in order to make J wine corporateenhance its corporate competitiveness and the cohesive force, and make it become anational first-class enterprise.