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Cultural competitiveness
Theory of Corporate Culture
Importance of corporate culture
Principles and procedures

As for corporate, culture agglomerates the historical awareness and reality feeling of corporation mission and responsibility, and accumulates the deepest spiritual pursuit and code of conduct of a corporate, showing the co-ordinate strategic meaning and critical product competitiveness. With the development of technology and deepening of awareness and practice towards this era, the competition among the corporations from the initial production competitiveness and technology competitiveness is evolved to level of corporate managing idea, and deepens to the competition of corporate culture.

The competitiveness of a corporation can be divided into three levels:

•  Competitiveness of their products: including manufacturing products and the ability to control its quality of a corporate, service ability of a corporate, cost controlling ability, marketing ability technological development ability.
•  Institutional level of competitiveness: including the structure platform constructed by managing elements, the relations between the people within and outside the corporate and resources, enterprises operational mechanism, enterprises size, brand, property rights system.
•  Competitiveness of the core layer: including the corporate philosophy, corporate values as the core of corporate culture, corporate image and corporate innovative ability.

The first level is the surface competiveness, the second level is the supporting platform competitiveness, and the third level is the most basic and the core of corporate competitiveness. The technology can be learned, the system can be formatted. However, such a level of internal corporate culture and ethics which all staff pursues is difficult to be transplanted and imitated. In this sense, the corporate concept as the core of corporate culture is the ultimate meaning of first core competitiveness.

The advanced enterprises lies in brings in the advanced theory. The competition of modern emprises has turned from the surface competition of products platform to the competition of deeper theoretical platform. The corporate culture is the "energy" for the survival and development of a corporate, the root of vitality and source of power of corporate core competitiveness, reflecting the outcome of corporate productivity and degree of progress. Now, the management has been developed from experience management, scientific development to the cultural development. Comparing the corporate culture from material and behavior level, spiritual level of corporate culture is can better reflect the nature and essence of corporate culture, which is the Entrepreneurship, reflected in management and is the morale reflected among the staff. With the arriving of economic globalization and knowledge management era, the corporate culture more and more represents the human-oriented culture, innovative culture, virtual culture, blending culture, team culture, learning culture and ecological culture.

The corporate culture theory was put forward in the early 1980s.Tress. Deere, the Professor of Education Research Institute from American Harvard University and Alan Kennedy from McKinsey Consultant Company have accumulated a wealth of information for a long time study management practices. With six months, they surveyed 80 companies and wrote the book of Corporate Culture-Customs and Etiquette of Business survival. After punishment in July, 1981, this book became best selling management book, and then it was awarded the one of 10 the most influential management books in 80s of this century, being the classic book of corporate culture. With a wealth of examples, it demonstrates that: outstanding and successful corporate has a strong corporate culture abided by all employees, which is a natural convention rather than a code of conduct. Also there are a variety of rituals and customs promoted and strengthen by these values. It is corporate culture, the non-technical, non-economic factors, led to the production of these decisions, the appointment and removal companies, small to employees who behave, dress, hobbies, habits. In two corporations with other conditions almost the same, because of the strength of its culture, the consequences of the development of enterprises is also completely different.

Corporate culture is a new modern business management theory. Spreading and deepening the corporate culture is imperative if a corporate want to truly steep in to the market and pave a road with fast development, better profits, improving overall quality.

Operating environment
Corporate culture can help to create a flexible and coordinate corporate operating environment. As a subsystem of society, the main system, corporate should exchange the material, energy and information with the surrounding environment. As the social environment is more objective than corporate, only corporate need to adapt to the environment changes, clear social requirements and potential demand compatible with economic development tendency, improve the enterprises' various weakness, adjust corporate strategy and shape a new corporate culture in interact with environment to reach dynamic equilibrium, so that it can create a virtuous cycle of market environment for the corporate, improve the resilience and competitiveness of corporate itself.

Values
Construction of corporate culture contributes to form the overall operating values of corporate. As the core of corporate culture, Values is the basic belief of an organization and corporate. As for a corporate, its core target is how to survival the competitive market and provide suitable products and service to consumers. The recognition of core mission of the corporate cannot automatically ensure that all staff has the common goal. But the establishment of values can help corporate and code of conduct of employees defines the successful goal.

Innovative ideas
Corporate culture is the conceptual basis of corporate system innovation and business strategy innovation. The innovation of corporate culture not only can help the innovation of employee values, but also will promote the innovation of corporate system and operating strategy. In order to regulate employees' service behavior and improve the service grade, taking the culture the soul,we continuously create management model and operating idea, enhancing the overall learning ability, innovation and competiveness. It is undeniable that enterprise culture is the inner source of vitality, while the ultimate vitality of enterprises from people, that is the from people's activity. It is only to mobilize the enthusiasm of people that corporate will be full of energy. Corporate culture as the value belief of employees, which directly related with the vitality of corporate, is the inner source of corporate vitality.

Quality of enterprises, co-consciousness
Construction of corporate culture can help to improve the overall quality of corporate and foster the cooperation awareness. The composition of corporate culture includes ideology culture, technology culture, management culture, quality culture and entertainment culture. The interaction and integration, one hand, can improve the employee's quality and another hand, because of the influence of c common culture and confirmation of common awareness and behavior-oriented, keep and protect united, coordinate and harmonies employee relations, enhancing the performance of unit, overall development objectively.

Enterprise mechanism
Coordinated operation of internal mechanisms of corporate cannot separate from corporate culture. On the one hand, corporate culture directly influences the employee's code of conduct, professional ethics and value orientation. Therefore, it can improve and cohesion and solidarity of a corporate enhance employees' satisfaction, recognition and sense of belongs for a corporate to nature and develop corporate culture. corporate culture has an underestimated influence on the major decisions of a corporate, corporate long term goal, overall strategy and implementation of rules and regulations. In addition, the objective existence of incomplete information, corporate culture can play a "signal" function, At the same time, corporate culture also demonstrated the company's management, personnel policy. In today's competitive market taking the human resource as the core, the corporate culture can help corporate to attract the highly intelligent individuals and improve the competitiveness.

Corporate image
If a corporate need to reflect the image and spirit, establish a good corporate image, corporate need to be supported. Modern business, from leadership to staff quality, from product quality to management facility, from environmental construction to the product development, all permeates cultural factors and all reflects the corporate image. Good corporate image ( "the goodwill" ) is itself a intangible fortune and assets, which is used to demonstrate brand effect to win the support of society and public, in line with modern theory of public relations and marketing. From the perspective of modern management theory, corporate spirit reflects the ideal goal of corporate groups, demonstrates the development direction of corporate and business purposes, represent the company's future, so that each member of corporate can voluntarily contribute to the realization of organizational goal, making the corporate out of the serious competition.

American corporate culture consultant, Harvard University professor Tress • Deere once said, a large prominent and successful companies have a strong corporate culture. With the accelerated process of economic globalization, more and more enterprises begin to recognize the importance of corporate culture, for the power and cohesion of a corporate comes from corporate culture. Master of a true leader, he must know that while developing the corporate, corporate culture must be improved. We can say that a corporate without culture is the corporate without competitiveness, and its lift is limited for a corporate without a set of successful culture. It has been predicted that the future competitiveness of enterprises, will be the competition of corporate culture. Japan's enterprises once pointed that, the corporate culture is the core of strategy, personnel structure, skill, style, and system. Market competition finally is the strength completion, if given the strength as the soul of the culture; it will produce unparalleled strength, making the high-level development of corporate. Thus, a manager with long-term version should actively carry out the construction of corporate culture, pay attention to cultivate and refine their own featured spirit philosophy, values blending together with employees' code of conduct, forming the overall energy to promote sustainable development of corporate.

• It is the need of development stage of corporate for QIHAN to strength the construction of corporate culture:
After several years' rapid development, QIHAN has accumulated experience and developed the QIHAN team. With the improvement the quality of management, QIHAN has entered a new development stage. Its condition of strengthening the construction of corporate culture has been qualified, which is directly related to the future development of QIHAN.

• It is the requirement of industrial characteristics and improving the performance of QIHAN for QIHAN to strength the construction of corporate culture:
After the early development of management, QIHAN's management deeply understands the importance of corporate culture in service sector. Staff morale, attitude and service quality directly affects the performance of QIHAN, and good spirit and high quality service is the result of high quality corporate culture.

• It is the need of strengthening the cohesion of employees and shaping the overall corporate image for QIHAN to enhance the corporate culture:
With the rapid development of the domestic economy, society provides individuals with a more wide range of employment opportunities, also provides more working choices to the many workers. How to retain and attract qualified personnel has been a prominent issue. It is a urgent problem need every corporate to solve that while improving the material benefits of employees, a pleasant working environment also need to be created through the construction of corporate culture. Currently, the brand awareness has been gained; employees or customers attach great importance to corporate image. Therefore, it is a effective way to improve the its competitiveness and satisfaction of employees by shaping QIHAN's overall image through construction of corporate culture.

• It is the need of improving the execution of corporate for QIHAN to enhancing the construction of corporate culture.
Executive power is an important guarantee for its operations, but so far QIHAN's execution is not enough. The top decisions sometimes cannot be well performed within the specific time, even be ignored. The phenomenon of delaying orders of superiors also occasionally occurs. Therefore, we should strength the construction of executive, blending it to construction of corporate culture.

In the process of deepening construction of corporate culture and implementation of culture enhanced corporate strategy, the following principles should be followed:

Adhere to the principle of common characteristics and individual characteristics combined: In the process of constructing and cultivating the corporate culture, we not only need to adhere to the general rules of corporate culture construction, but also pay attention to the refining and cultivating of service sector and corporate itself characteristics, forming its own characteristics.

Adhere to the principle of internal unity of culture and management: corporate culture should take the overall optimization of corporate high efficient management as goal and consider improving the integrated management quality as the purpose, so that the cultivation of corporate culture and production process management process will has inherent unity. We also need to take the production operation activity of a corporate as the centre, fully reflecting the management function of corporate culture.

Adhere to the principle of participation of whole process and all staff: Corporate culture should penetrate into every process of production and operation management of corporate, penetrate to the whole process of operation service, and fully exert the special function to serve for the production and operation activity of corporate. At the same time, we also need to promote all staff to participate, in corporate, we need to discover the qualifications and potentials of employees, increase the loyalty and sense of belongings of employees, stimulate employees' motivation, innovation and team spirit, achieving the unit of values of employees and flourish development of corporate. Out of corporate, we need to serve for our customers sincerely, wining the public's trust and support continuously.

Adhere to the principle of focusing the point and gradual progress: In the process of constructing and cultivating of corporate culture, we need to start the requirement from the status and future development, with the basis of corporate mission, the orientation of corporate spirit, the starting point of current distance of corporate culture, the breakthrough of summarizing and refining the theory system of corporate culture. We also need to grasp the combination of complication and simple and the level, with gradual promotion and continue improvement, ensuring the efficiency.

It cannot be finished within a day to shape and cultivate the corporate culture, but it has its own rules. QIHAN's corporate culture should abide by these rules, starting from the improvement and refining of spiritual culture, gradually transplanting to the system level and material level, finally recognizing the implementation procedures.

Creation favorable business environment by rectification and establish a new system: As services and management are inseparable, we can say there is no high level of service without a high level of management. Years of development has fully illustrated this point. Putting the strict internal management into first place, we have issued a series rules and regulations to implement the system management.

People-orientated, creation corporate brand and image by high quality employees: Corporate is the collection which is made up with people. There is a suitable illustration explain this world “corporate” in Chinese, which is there is the corporate with people, there is no corporate without people. Therefore, the talent is the very important strategic resources for the corporate development. Successful enterprise must be able to continue to gather and continue to create high-quality personnel of the enterprise. Corporate competition at last is the talent competition. In a sense, it is also the training competition of corporate. Emphasis on training, attention to enhancing the employee's overall quality is the key for employees to recognize QIHAN's values and melt into QIHAN's corporate culture, is also the key for QIHAN to keep the unit of thinking and form the strong team spirit, forging pioneering. Therefore, QIHAN consider the training, learning and innovation as the power source of QIHAN's sustainable development.

Interaction between the technology and system, establishment of innovation system: The power source of construction of corporate culture lies in innovation. A corporate without innovation is without prospect.

Enhancing the details and system management, structuring a distinguish cultural value system: With the harmonious, progressive, loyal, high-quality, efficient, excellent," the culture concept, and emphasis on details and executive, QIHAN has formed a special corporate culture value system, establish QIHAN's core competitiveness advantage.

Culture has never been noticed by whole nation. Until Oct.2011, the seventh session of the Sixth Plenary Session made a comprehensive plan to deepen the cultural system revolution and promote the development of socialist culture. Since 17th National People's Congress of the Communist Party, this is the first time to take the theme of culture as the discussion point of National plenary session, thus outstanding the significances of cultural construction on national strategic level.

Hu Jingtao, General Secretary of Communist Party once stressed that: the present era, the position of culture in the competition of overall national strength is becoming more and more important. Who occupy the commanding heights of cultural development; he will occupy the initiative in the fierce international competition. The history of the human civilization progress fully demonstrate that a nation cannot stand in the world's advanced nations without orientation of advanced culture, without great wealth of people's spiritual world, without fully reflection of whole national innovation spirit. Enhancing the nation by culture is the unchanged policy, also a forever strategy.

An excellent corporate must have its excellent corporate custom. QIHAN's culture has formed a good habit in the atmosphere of focusing the detail and executive, which will lead QIHAN to operate smoother and go further.

QIHAN 2011

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