【文章內(nèi)容簡介】 social and public support, in line with modern public relations and marketing theory. From the look of modern management theory, reflect the spirit of enterprise groups, the ideal goal, showing the direction of development of enterprises and business purposes, and on behalf of the pany39。s future prospects, so that each member pany can voluntarily contribute to the achievement of anizational goals, from Deep encourage enterprises in the fierce petition in the technology press beautiful and fragrant flowers. 2, the corporate culture as a new management theory, in the business to play an extremely rebuilding role. First, create a conducive environment for flexible coordination of business operations, corporate social systems as a subsystem, continuously with the surrounding environment material, energy and information exchange, social environment is relatively more objective and enterprises, enterprises the need to adapt to environmental changes, research the laws and requirements of environmental change, a clear trend of economic development patible with the social needs and potential demand, improve the enterprise39。s various weaknesses and adjust business strategy, create a new corporate culture, and environment interaction to achieve dynamic balance that creates a virtuous cycle of market environment, to promote the restructuring of jointstock pany into the future state of healthy functioning. Second, is conducive to the formation of the values of their overall operation. Development of corporate culture as the underlying motivation, values are the core of corporate culture, is a business anization and the basic concepts and beliefs. For businesses, the core task is how 東北大學(xué) 東軟信息學(xué)院畢業(yè)設(shè)計（論文） 譯文 3 petitive the market to survive, to provide consumers with appropriate products and services. Agree on the core mission of business does not automatically guarantee a corporate member with a mon objective. Values established for the pany code of conduct for employees defined in an extremely successful and the objectives pursued. Third, help to improve the overall quality, foster coconsciousness. The position of the corporate culture, including ideology, culture, technology, culture, management culture, quality culture and entertainment culture, the culture of integration and interaction, on the one hand to promote the improvement of the quality of the entire staff, partly because the influence of a mon culture, the formation of a mon awareness and behaviororiented, to preserve and maintain the unity, cooperation, and harmonious employee relations, the objective to strengthen the unity, cofounder, the overall development of the performance. 3, the enterprise culture is a kind of meaning. Different from the surrounding environment of the enterprise as a system, its internal mechanisms of the coordinated operation of the corporate culture can not be separated. On the one hand, a direct impact on corporate culture, employee code of conduct, professional ethics and clip point, nurture and develop the corporate culture, to improve the cohesion and solidarity, increase employees satisfaction, sense of identity and belonging. On the other hand, the corporate culture of the major decisions of enterprises, the pany39。s longterm goals and strategies as well as the implementation of rules and regulations have not be underestimated. Second, corporate culture building, and the need for change In the 21st century, the enterprise culture of Chinese enterprises face multiple challenges: the arrival of knowledge economy, the corporate culture, the question of how to enhance the value of knowledge, knowledge workers how to deal with new issues。 marketoriented reform, making the planned economy era the formation of corporate culture and old ways, old routines often fail。 and the rise of work technology, but also for the birth of a new corporate culture provides a weapon. Sentence: mechanism changed, times have changed, technology has changed, so many panies are faced with reshaping corporate culture. Gerstner saved Big Blue, the first is to explicitly change the corporate culture of IBM39。s basic values, the creation of IBM39。s culture, which is strive to win (Win) fast execution (Execute) and team spirit (Team) . Gerstner said, as IBM39。s leaders, of course you need to lead the planning and specific projects, but your 東北大學(xué) 東軟信息學(xué)院