The Investigation Of Culture Innovative Strategy In Qingdao Ocean Shipping Company Ltd.

In the21st century, many companies recognize that corporate culture is important to enhance core competitiveness. An enterprise culture is not static, should be change with internal and external factors during innovation and enterprise development, and also the environment to match. The essence of corporate culture of innovation in the enterprise culture actually is breaking out of touch with the business management of the rigid shackles of cultural ideas and perspectives to achieve throughout the entire innovation process to a new management pattern. Faced with increasingly deepened, the increasingly fierce market competition at home and abroad, more and more enterprises recognize not only the ideological innovation is the soul of enterprise culture, is to continuously improve the competitiveness of key enterprises, and gradually in-depth implementation of the innovation to the corporate culture at all levels to implement the practice of business management.Qingdao Ocean Shipping Co., Ltd.(hereinafter referred to as the COSCO Qingdao) is the China Ocean Shipping (Group) Corporation, one of the backbones of the close layer, is a large professional international ocean-going bulk cargo carrier. Face of international financial crisis and the increasingly fierce competition in the shipping market. The current corporate culture of COSCO Qingdao has become a system. But to some extent with the company’s current internal and external environment, there are many incompatible aspects of corporate culture. I.E. the concept layer, the system behavior layer, the material layer also lacks some modern traits and need continuous improvement. As the fierce international competition in the shipping business.To adapt to environmental changes, to meet new market challenges, particularly around the international dry bulk market competition, how to further enhance the core competitiveness of the corporate culture of COSCO Qingdao with the times into further exploration and innovation is a higher requirement.In this paper, corporate culture as the guide of innovation theory, in-depth analysis of enterprise culture of innovation, COSCO Qingdao economic factors, business historical factors, industry factors, institutional factors, and by issuing questionnaires to the existing concept of layers of corporate culture, behavior System layer, physical diagnosis, that the COSCO Qingdao’s corporate culture in many aspects and links was not suited to the current external environment and need to improve urgently.This theory with practice, the concept of layers in the corporate culture, system behavior layer, the material layer are made with strong operational and innovative programs, creative corporate culture based on objective needs, from the organization and preparation stage, the full implementation phase To assess the sound stage, the long-term maintenance phase in a bid to promote the development of more specific measures, in order to enhance the theory of corporate culture, direction and operational, corporate culture and improve the soft power of COSCO Qingdao.In this paper, Taken M.v.Tianyanghai,17million tons of Capsizes days as a case, with corporate culture of innovation theory and practice, on the day of positive culture-related concept of seagoing vessels, ship rules and regulations, crew psychology and food hygiene Depth study in areas such as develop a strong implementation of targeted programs, a good ship for ocean-going vessels to carry out the work culture has certain reference value.