Research On The Promotion Strategy Of University Logistics Enterprise Culture

For businesses,culture is soft power as well as productivity.Great corporations can stand out because of their unique corporate culture.In the new era,corporations place more and more emphasis on cultural construction.So does the university logistics.Z University Logistics enterprise is a corporation with profound cultural foundation.It's been dedicated to building corporate culture in four levels,namely,concept,system,behavior and material,since its inception and has obtained gratifying achievements.With higher demands of teachers and students for logistic service,constant market shrinkage,reduction in economic growth points,coupled with the increase of operation cost and difficulties of employee management,Z University Logistics Enterprise has met a dilemma,for which improving and further studying corporate cultural construction is quite significant.Based on the existing relevant studies of domestic and foreign scholars,this thesis evaluates and dissects the current corporate culture construction of Z University Logistics Enterprise by using the Denison organization culture model and survey the representative staff through questionnaires,which shows that generally the scores of the four dimensions,“participation,mission,consistency and adaptability”,are not high,while the scores of “mission” and “consistency” are relatively low.The figures also further reflect problems like low recognition of the business' vision and goal,poor cooperation and cohesion between departments,increasingly weakening execution and service sense and lack of creativity andflexibility.The thesis also points out that lack of strategic guidance,insufficient effective measures,inadequate inheritance and incomplete safeguarding measures are the four underlying reasons for the problems.Finally,by four levels corresponding to the four dimensions of the Denison organization culture model,it proposes to enhance the corporate cultural construction on the concept,system,behavior and material levels and specifies the measures so as to come up with a feasible strategy with systematic planning,overall layout,hierarchical structure and key construction.Based on the four mentioned levels,this thesis put forwards suggestion involving clarification of corporate core values,reconstruction of structure,improvement of logistic professionalism,execution and employee qualities,building of supervision and evaluation system,promotion of pioneers,advancement of both hardware and software facilities,rebuilding corporate profile,increase of publicity for the corporate culture development.In conclusion,through the four levels,corporate culture construction can be efficiently improved and the problems can be addressed.Hence its comprehensive support ability is also enhanced.The enterprise can satisfy the teachers and students' needs and accelerate the schools' development.This paper can not only facilitate the logistic work but also provide references for corporate culture construction.