In last ten years, China’s GDP was grown year by year. The rise in the consumption
level of Chinese residents also promoted the sale of goods. Since
the reform and opening-up policy, with the economic development, people’s living standards improved, the demand of liquor
keeps increasing. In 2010, China became the world’s second largest economies and its status gradually
increased in the world. In 2013, the “One Belt, One Road” policy led to
an increase in cooperation and exchanges between China and neighboring countries,
with a lower trade threshold. These factors created a good external environment
for the internationalization of Chinese companies and provided policy
support. The development of the liquor industry in 2018 was extremely rapid,
the industry’s revenue and profit growth rate
was more than double digits. Chinese liquor has a long history, with thousands of
years of development, producing many famous liquor brands, Kweichow Moutai
is representative in them. Kweichow Moutai Group is a large state-owned
enterprise in China. Kweichow Moutai Co., LTD. is the core enterprise of
the group, annual production is 40,000 tons. The group’s main business is the production of Moutai
and a series of wines. The business model is: purchasing raw materialsproducing products-selling
products. The rapid development of Moutai Group has achieved a
great success, so the research on Moutai Group has a great value. There
is few research on the corporate culture of Kweichow Moutai Group. The
research and analysis on the corporate culture of this longevity company will
help enrich the research results in this area. The purpose of this
paper is to enable the company has direction and planning in corporate
cultural construction. The research plays a guiding role in the corporate culture
construction to other century brands. Corporate
culture plays an important role in the development of enterprises, guiding
the operation of the enterprises. there are many definitions about the corporate
culture in academia, and different scholar has different understanding about
the corporate culture. The appropriate definition cited in this article is:
Corporate culture of a company includes: mission, vision, purpose, spirit, values
and business philosophy, which are recognized by all employees in the practice
of production and management. The research approach in this paper is “synthesis-analysis-synthesis”.
This paper introduces Edgar Henry Schein’s three-level
theory of corporate culture, and uses this theory to analyze the corporate
culture of Moutai group. According to the three levels corporate culture
theory of Ed Schein, the corporate culture of Moutai Group can be divided
into three steps which from deep concept to execution. With
the continuous development of the group, the importance of corporate culture
has become increasingly prominent. The success and failure of the enterprise
needs to be analyzed in internal factors. Corporate culture is the core
of the enterprise. The content of corporate culture includes the managerial philosophy,
core values, entrepreneurial spirit, and social responsibility of the business.
The long-lived enterprises in the world cannot succeed without the excellent
corporate culture. The corporate culture of moutai group is studied from
three aspects, namely: managerial philosophy, cultural concept and social
responsibility. Mr.Ji’s management
philosophy can be summarized as follows:
understanding the brewing process of Moutai with a scientific and rigorous
attitude, focusing on scientific research for a long time, improving the
quality and output of Moutai; adverting Moutai brand with healthy wine; Paying
attention to the quality of products; not blindly increase production, rational
development; taking inheritance of Chinese wine culture as his responsibility.
Culture concept, this aspect has eight parts：mission,
vision, core value, enterprise spirit, business philosophy,
decision concept, talent concept, leadership philosophy. The
concept of this corporate social responsibility: As a large state-owned enterprise,
Kweichow Moutai Group not only pursues the development and income,
but also undertakes social, economic and political responsibilities, promotes
local economic development. The companies to be long-lived is the result
of many factors, To Moutai Group, the most important factors is the corporate’s management philosophy and vision, which make
Kweichow Moutai a longevity corporate. The companies to be long-lived
is the result of many factors, To Moutai Group,
the most important factors is the corporate‘s management philosophy and
vision, which makes Kweichow Moutai a longevity corporate. In the future,
the group will improve the corporate culture according to the industry environment
and national policies, with the ultimate goal of long-term brand development. SWOT
analysis model is used as a research tool to analyze the corporate culture.
The content of the article includes the competitive environment, market
prospects and development strategies of the Group’s global market. also
involves comparative research method. A multi-level analysis of the Moutai
group is presented through forms and charts, scientific research methods are
conducive to the study of Kweichow Moutai corporate culture. Finally,
suggestions and opinions are put forward for the improvement of Moutai
group’s corporate culture. Multi-core
as the development direction. The
group has a large number of resources, can establish a multi-core development
model to develop diversified businesses. and diversify the risks brought
by the industry economic cycle and market fluctuations. Help the region
transformation. Establish Crisis Awareness and Join it into Employee Education.
If the employees have excessive confidence in the development of the
group, then the awareness of crisis and risk prevention will be reduced, this
is dangerous to the group. Focus on innovation and trend-orientated. In this
way the group can find the direction of innovation in the market, make a
breakthrough and avoid be eliminated. Add Chinese traditional culture into the
construction of Corporate culture.
