浅析海尔的企业制度文化.doc

论文编号：

华南师范大学增城学院

本科毕业论文（设计）

题 目： 浅析海尔的企业制度文化

姓 名： 陈洁英
学 号： 060114130
系 别： 外语系
专业班级： 国际商务英语A班
指导教师： 杨家华

二0一0年四月二十五日

On Corporate Institutional Culture of
Haier Group

A Thesis Submitted
to the Department of Foreign Languages
Zengcheng College of South China Normal University
in Partial Fulfillment of the Requirements
for the Degree of Bachelor of Arts

By Chen Jieying
Tutor： Yang Jiahua

April 25, 2010

Table of Contents

Abstract..........................................................................................................................................i
中文摘要........................................................................................................................................ii
1. Introduction...............................................................................................................................1
1.1 Introduction.............................................................................................................................1
1.2 Aims of the research................................................................................................................1
1.3 The approaches of the research................................................................................................2
1.4 The development of Haier Group............................................................................................2
2. Literature Review .....................................................................................................................3
2.1 The research at abroad.............................................................................................................3
2.2 The research at home...............................................................................................................3
3. The Classification of Corporate Culture and Its Relation with Institutional Culture.......5
3.1 The theory of corporate culture...............................................................................................5
3.1.1 The philosophy culture of corporate................................................................................. 5
3.1.2 The institutional culture of corporate.................................................................................5
3.1.3 The behavioral culture of corporate...................................................................................6
3.1.4 The tangible culture of corporate.......................................................................................6
3.2 The relation between corporate culture and corporate institutional culture............................6
3.3 The Significance of Institutional Culture in Corporates' Development...................................7
3.3.1 The conception of corporate institutional culture................................................................7
3.3.2 The functions of corporate institutional culture 7
4. The Analysis of Haier Group's Institutional Culture ---- OEC Management 8
4.1 The conception of OEC management 8
4.2 The features of OEC management.........................................................................................8
4.2.1 The theory of OEC management 8
4.2.2 Three basic principles of OEC management 9
4.3 The thought of Haier’s institutional culture.........................................................................10
5.Conclusion.................................................................................................................................11
5.1 The features of corporate insititutional culture of Haier Group............................................11
5.2 The reference of Haier's institutional culture for domestic enterprises.................................11

Bibliography.................................................................................................................................13
Acknowledgements......................................................................................................................14

Abstract

Corporate culture is the spirit and foundation of the existence and development of corporates, which brings new vigour, and has an important influence on the development of the whole society. Corporate institutional culture, as the cornerstone and bridge of corporate culture, combines tangible culture, behavioural culture and philosophy culture together. Certain corporate institutional culture inevitably has a promotion on the development of enterprises. In this dissertation, we study the corporate institutional culture of Haier Group---- one of the top 500 in the world and the leader of Chinese enterprises. By introducing the definition and significance of corporate institutional culture, and studying Haier's successful institutional culture, we finally explore what the suitable corporate institutional culture for Chinese enterprises is, so that it may give some useful and meaningful references in the building of corporate institutional culture.
Key Words: Haier; corporate culture; corporate institutional culture; reference 中文摘要

企业文化是企业生存和发展的基石，是企业的“灵魂立法”。它为企业注入了新的生命活力，对于整个经济发展有着十分重要的作用。而企业制度文化作为企业文化的中坚力量和桥梁，它更是把企业文化中的物质文化，行为文化和理念文化有机地结合为一个整体。合理的企业制度文化必然会促进企业的发展。本文以世界五百强企业、国内企业领头羊----海尔集团的企业制度文化为研究对象，通过介绍企业制度文化的定义及作用，并结合海尔企业制度文化的成功例子，以期能为我国企业在企业制度文化建设中起到一定的借鉴作用。
关键词：海尔；企业文化；企业制度文化；借鉴

1. Introduction

1.1 Introduction
The theory of corporate culture originated from U.S.A. in 1980s, and was introduced into China in the middle of 1980s. There are many factors which will affect the development of corporate, such as philosophy culture building, behavioral culture of corporate and the tangible culture of corporate, but the critical one to sustained and promoted the development of enterprises is the institutional culture. Corporate institutional culture, as the cornerstone and bridge of corporate culture, combines tangible culture, behavioural culture and philosophy culture together. Certain and suitable corporate institutional culture inevitably has a promotion on the development of enterprises. Upon this main standpoint and idea, this dissertation begins with an analysis of basic theory of corporate culture and corporate institutional culture.

1.2 Aims of the research
In this dissertation, we study the corporate institutional culture of Haier Group. Haier Group is a successful and famous example of building corporate institutional culture in China. Haier Group is one of the top 500 international brands in the world and the leader of Chinese enterprises. Through introducing the definition of corporate institutional culture and its significance, and with the typical example of Haier's successful institutional culture, we can finally get the general idea of what is the most suitable method of building corporate institutional culture for Chinese enterprises in this dissertation, so that it may give some useful and meaningful references in the building of corporate institutional culture for other corporates.

1.3 The approaches of the research
In this paper, we analyse the corporate institutional culture and the example of Haier Group with literature research methodology and induction methodology. In the basis of the research in exotic and domestic, the method of this dissertation are literature study and induction.
Through reading lots of research about the development and characteristics of corporate culture and institutional culture, this dissertation pays attention to the building of corporate institutional culture. It analyses and concludes the importance of institutional culture for a company.
With the method of case study and induction, through introducing the definition and significance of corporate institutional culture, and studying Haier Group's successful institutional culture, we finally get the essence of Haier Group, and explore what is the most meaningful and suitable corporate institutional culture for Chinese enterprises, so that it may give some useful and meaningful references in the building of corporate institutional culture.

1.4 The Development of Haier Group
During Haier Group's running and development, it has developed a special and suitable corporate culture. With its standing and suitable method, presently, Haier has enter into the rank of the world’s largest whitegoods manufacturer , and it is one of the top 500 Companies in the world, which owns 8 comprehensive research centers, 19 overseas trade companies and more than 50,000 employees throughout the world.
Guided by the business philosophy of CEO Zhang Ruimin, Haier has experienced the development stages, noted as Brand building, Diversification strategy stage, Internaitonalization strategy stage and Global brand building stage. Haier is the only Chinese enterprise to be a member of management decision-making team of International Electro-technical Commission (IEC) and was selected to be the first "Practice base for standard innovation" globally by IEC in June, 2009.
Now, Haier Group has been widely recognized as a leader of domestic enterprises and the 3rd player of 3 products in the world market and world-class company. It pays attention to the innovation in satisfying the demands of worldwide consumers and realizing win-win performance between Haier Group and its clients. Through opened the main economy areas and sold the goods to other countries, Haier Group owned its overseas dealer network and after-sale service network, which made it enjoy fame and reputation.
After has experienced the development stages of Brand building, Diversification strategy stage and Internationalization strategy, in order to keep pace with the development of global economic integration and world-known brand, Haier Group has entered the 4th development stage---- global branding strategy. It has to improve its products competition and corporate management competition, and pay attention to the innovation in satisfying the demands of worldwide consumers and realizing win-win performance between Haier and its clients.
In implementing its global brand building strategy, Haier Group, in 2010, will continue to carry on its institutional culture----OEC management and promote its enterprise spirit of "creating resources and winning global reputation" to develop its own corporate culture and to further success.

2. Literature Review

2.1 The research at abroad
In the back of market, there is a force that we can see, that is, the rule of economy, and there is an another force that we can not neglect, that is, the corporate culture. The corporate culture can provide new and live vigour for enterprises, and has a most important part in the development of economy and society. Served as a new branch of economy theory and management theory, the corporate culture has a value of deeper study not only from its theory, but also from its practice.
In 1980s, American scholars published many famous essays and books about corporate culture, such as Theory Z (William Ouchi,1981), the scholar compared the typical management characteristics of Japanese corporates and American companies. This book briefly analyzed “J organization” of Japanese corporates and American corporates’ “A organization”.
The contribution of The Corporate Culture (Deal&Kennedy, 1981) is that it points out the five factors of corporate culture. Tom organized the eight attributes of the most successful corporates in U.S.A. in Search of Excellence: Lessons from America's Best-Run Companies (Tom Peters,1982)
Richard Tanner Pascale and Anthony G·Athos,1982) , the author framed the theory system of corporate culture.
Hereafter, the west scholars’ research in corporate culture mainly focused on the following factors: First, the research about the gradation of corporate culture(Schein,1985). Secondly, the research about the influence of corporate culture, Pascale&Athos thought that corporate culture has great influence in all the organization and everyday’s work. Thirdly, the research about corporate culture’s influence focused on long-term running achievement. Almost scholars pay attention to the research in the relation between corporate culture and long-term running of a company. The typical research was Kotter(1992) pointed out that corporate culture had great influence on staff and corporate’s long-term running.

2.2 The research at home
Since the theory of corporate culture was introduced into China in the middle of 1980s, it pays many economy domestic scholars’ attention to the building of corporate culture. There are a large number of dissertations and books were issued and published . Among so many domestic scholars' research, The Study of Corporate Culture(Luo Changhai,1991) and The Corporate Culture of China(Lu Jiayu,1998) has deep and wide influence.
Though there are many dissertations and books analyse the importance of corporate culture and how to building corporate culture, the most successful and famous enterprises in China is very little and limited.
Domestic scholars pays more attention to the connotation and function of corporate institutional culture and how to build and develop this theory. The differences between the research at home and abroad are that many economists at home analyse and reason the proposition of corporate culture through the method of literature study and induction.They describe the practice of corporate culture from their experience and case study.
In 2006, Haier Group, as the leader of Chinese enterprises, which owns 8 comprehensive research centers, 19 overseas trade companies and more than 50,000 employees throughout the world, was elected as one of the top 500 Companies in the world by World Brand Lad. Haier Group is the only enterprise in China which entered into the rank of top 500 Companies in the world in the during continuous three years.
Haier Group is the most successful and typical example of enterprise at home, the study of the culture of Haier Group has become a popular and meaningful subject for domestic scholars, and this is the reason why so many scholars pay attention to the study of Haier Group. The typical books are Made in China----Haier Group(Yan Jianjun and He Yong,2001) and the corporate strategy of Haier Group(Sun Jian,2002). These books have the deepest influence in the following research of Haier Group.

3.The Classification of Corporate Culture and Its Relation with Institutional Culture

3.1 The theory of corporate culture
The theory of corporate culture originated from U.S.A. in 1980s, and was introduced into China in the middle of 1980s. The word "culture