The 21st century is the era of cultural management, is the era of cultural prosperity. Corporate culture will be the core competitiveness of enterprises, is the most important content of enterprise management. Enterprises have their own culture in order to enable enterprises to have the vitality of life, with a real sense of the symbol of personality in order to have access to survival, development and growth, the basis for the whole society.

Culture, the first in Chinese history refers to the "cultural and educational" and "cultural into" the general term, from the literal meaning of the interpretation of culture is a verb, whether it is "enlightenment" or "into", embodies a process of behavior. "Text" refers to the spirit of ethics, philosophy, art, etc., extended to the corporate culture is the enterprise advocated by the spirit of enterprise; "of" refers to the education, in the long-term business activities in the formation of shared ideals, beliefs, values , A combination of codes of conduct and ethical norms.

Corporate culture is a modern management theory that reflects the general laws of modern production and market economy. It is a kind of modern management theory which is evolved on the basis of management science and behavior science. It is the rapid development of science and technology, the continuous improvement of socialization level, the market Competition is becoming increasingly fierce conditions developed. Its purpose is to spiritual (emotional), material, cultural means to meet the material and spiritual needs of staff in order to enhance the centripetal force and cohesion, to stimulate the enthusiasm of workers and create the spirit of improving the economic efficiency of enterprises.

According to a more popular corporate culture described by Ma Wen-sheng, director of McKinsey's management consultancy, it is defined as "the way we deal with things around it"; Eagar Schein, author of "Organizational Culture and Leadership" Put a famous culture of three levels of the lotus model (Water lily model): the water on the flowers and leaves is the cultural explicit form, including the organization of the structure and various systems, procedures; the middle of the lotus branches and stems, is All kinds of open advocacy values, including the mission, purpose, code of conduct, etc .; the bottom is the root of the lotus, is a variety of natural, subconscious beliefs, ideas and perception. Terrence E. Deal and Allan A. Kennedy in the book "Corporate Culture," said: "Corporate culture is consistent with the enterprise to follow the value system, a staff are Clear code of conduct ". Comprehensive words, corporate culture is the development of enterprises in the formation of a corporate employees to share the values ​​and codes of conduct.
 
Corporate culture is a collection of common values, codes of conduct, ethics, and relationships, rules and regulations, factories, products and services that are formed in the long-term business activities. Corporate culture is definitely not to the enterprise set some loud and empty slogans, you can do it. IBM's corporate culture is the respect for others, the pursuit of excellence, thought after action; INTEL (Intel) corporate culture is the results of the guide, constructive contradictions, the pursuit of excellence, equality and discipline.
 
Corporate culture is integrated into many aspects of business philosophy, management, values, group consciousness and moral norms. It is an important guarantee for China's state-owned enterprises to deepen the reform of the system. At present, under the conditions of market economy, enterprises face severe challenges. After joining the WTO, foreign goods will continue to enter China, and international competition and domestic competition will be more intense. This requires us to emancipate our minds, to renew our ideas, to establish the concept of competition, to seize the concept of distribution, to establish the principle of distribution according to work, to give priority to efficiency, Assign the idea. Get rid of confused confusion, hesitation stagnation, nothing to do the idea, set up lifelong learning, constantly updated knowledge, take the initiative to improve the concept of self-knowledge. In the process of deepening the reform of the system and establishing the modern enterprise system, we should not only use the bonds of the economy to coordinate the interests, but also use the cultural ties to adjust the employees' ideas and provide the spiritual power and ideological guarantee for deepening the reform.

The humanistic power of the corporate culture can create a relaxed working environment for employees to have harmonious interpersonal relationships, to give full play to their respective abilities, to realize self-worth and rich and colorful life. Corporate culture cohesion through the establishment of common values, business goals, the staff gathered around the enterprise, so that employees have a sense of mission and responsibility, and consciously put their wisdom and strength to the overall goal of the enterprise, the individual behavior Unified in the common direction of corporate behavior, which condense into a great impetus to the development of enterprises.The rapid development of science and technology, the management of the enterprise put forward higher requirements. In the past, the kind of mechanical, rigid, imperative management, has not adapted to the requirements of modern management. Enterprise management is only based on the basis of corporate culture, the use of cultural power and non-economic means to manage the staff, completed by the past "body" to the current "heart" of the change, only the management of modernization. Only to respect the people, motivate people, training people as the starting point and the foothold of management, in order to enable enterprises to form a disciplined, Ming integrity, unity and friendship, dedication dedication, with healthy and vibrant atmosphere of the internal business management has more High level.

Therefore, a pursuit of profit maximization of enterprises, want to have good, sustained economic benefits, we must continue to increase loyalty to the enterprise customer base, improve their trust in the enterprise, it must establish a good corporate image. In other words, good economic benefits from a good corporate image, a good corporate image is dependent on the excellent corporate culture.