The Corporation Culture Research Under Diversification Strategy

Diversification of enterprise adapts the requirement of market-directed economy development. Domestic and foreign enterprises would choose to become diversified in order to avoid operation risks, gaining more sustainable markets business and thus extensive source of profits. Due to the deepening development of market, enterprise business faced many of market risks from both inside and outside and diversification brings more development directions and possibilities. In the background of globalization, enterprises should develop their own core competitiveness, gathering dispersed business departments, accumulating capital and core resources which needed by enterprise development and those would allow enterprises to maintain success in the fierce market competition. Enterprise culture is the virtual property of enterprise development and management which are the important representatives of the soft power of the enterprise. In the diversified business environment, enterprises need to unite the value perception of their employees by enterprise culture in order to enhance the core competitiveness of enterprises.This paper analyzed the current enterprise culture construction planning of XY Group under market management which based on the corporate culture researches under diversification strategy. First section of this paper discussed the relationship between the development of the enterprise culture construction and enterprise management according to the analysis of enterprise culture connotation and the research status from both home and abroad. Secondly, through field survey and data analysis, managed the present situation of enterprise culture of XY Group and analyzed the cultural connotation of all levels penetratingly. At the third part, based on the standpoints of diversification strategy, enterprises’ business development and diversification correlation, citing the actual cases of related domestic famous enterprises, comparing the methods of building diversified development strategies, analyzed the XY Group enterprise culture construction under diversification strategy. Finally, put forward relevant suggestions of construction of the enterprise culture to XY Group and propound specific guarantee measures. Obviously, different stages of enterprises development need rebuilding the enterprises’ environment through the enterprise culture and constantly improve the market management strategies. The importance of enterprise culture construction becomes prominent when an enterprise is under diversification strategies, thus the research results of this paper showed the directive significances for both enterprises market development and diversification strategy operations.