移动互联网时代，技术改变了人与世界的交互方式，社交网络平台与各类交流 App 的出 现与普及从根本上改变了人与人之间的连接与沟通模式。在这种情形下，一种新型的组织形 态与人际关系应运而生，即社群。社群是一种社交关系的组织形成，但不同于社交，其由管 理者主导，且具有制度化，将具有共同“归属感”的人聚集在一起形成社群文化。借助对社 群进行运营并创造出价值，创造出社群经济。一批优秀的互联网创业公司首先开始重视社群 经济，并在社群思维的驱动之下开展企业的经营管理活动，并取得超乎一般的成绩。工业经 济是一个“物以类聚”的经济，而社群经济却是一个“人以群分”的经济。经济运行的底层 逻辑在互联网时代发生了一个巨大的转折，给当下新型企业的经营管理造成了冲击。企业文 化作为一个企业的上层建筑，从创业初期就应该确立方向与内容。 论文主要以案例分析的技术方法，选取作者身处的互联网科技创业公司 YX 创业公司（简 称 YX）为对象，借鉴洋葱模型的思维，构建企业社群动力系统，助推财务实现，企业可持续 发展。同时，YX 的企业文化体系构建工作以社群为驱动力展开，论文思考、塑造并剖析了 YX 企业文化的各个方面，包括物质文化、制度文化与理念文化，点名了公司企业文化形成过程 中所内含的社群思维规律。论文认为，社群经济中的企业文化已经不再是简单的封闭的企业 内部文化，而是边界越来越模糊，内外相合的，用户参与的开放文化。 论文提出，YX 的欧亿·体育（中国）有限公司背景和产品属性有明显的社群经济特征，所以在创业阶段的企业文 化建设就应该遵循社群经济的发展规律：围绕极致产品的研发，展开创业团队、核心社群与 发烧友社群的高频次交流互动，进一步驱动兴趣社群的运营。社群动力系统的运行法则是： 通过贯彻“深入感悟用户需求，让用户参与，超越用户期待”的目标愿景，使得“用户参与、 用户驱动、用户享受”成为 YX 创业公司的经营理念，并不断内化到 YX 的企业文化建设之中。 关键词：社群经济，互联网创业公司，企业文化，社群动力系统I Abstract In the era of mobile Internet, technology has changed the way people interact with the world, and the emergence and popularity of social network platforms and various communication apps have fundamentally changed the connection and communication modes between people. In this case, a new form of organization and interpersonal relationship emerged, which is community. Community is an organizational formation of social relations, but different from social relations. It is dominated by managers and institutionalized, which gathers people with a common "sense of belonging" to form a community culture. By operating the community and creating value, creating a community economy. A group of excellent Internet startups first began to pay attention to the community economy, and under the drive of community thinking to carry out business management activities, and achieved extraordinary achievements. Industrial economy is an economy where birds of a feather flock together, while community economy is an economy where people flock together. The underlying logic of economic operation has undergone a great turning point in the Internet era, which has caused an impact on the management of new enterprises. As the superstructure of an enterprise, the enterprise culture should establish the direction and content from the early stage. This paper adopts the case study method, selects the Internet technology startup company intech as the object, borrows the thinking of the onion model, constructs the enterprise ecosystem and the community dynamic system, and boosts the financial realization and the sustainable development of the enterprise through double systems. At the same time, intech's corporate culture system construction work is carried out with the community as the driving force. This paper thinks, shapes and analyzes various aspects of intech's corporate culture, including material culture, system culture and concept culture, and points out the rules of community thinking in the formation process of corporate culture. The paper holds that the enterprise culture in the community economy is no longer a simple closed enterprise internal culture, but an open culture with more and more fuzzy boundaries, internal and external integration and user participation. Studies have shown that the telecommunications industry background and main product properties have obvious social economic characteristics, so in the startup phase of the enterprise culture construction should follow the law of development of community economy: around acme products research and development, entrepreneurial team, core community and high frequency ofII interaction of the enthusiast community, further drive the operations of interest community. Through the implementation of the vision of "indepth understanding of user needs, user participation, beyond user expectations", make "user participation, user driven, user enjoyment" become the business philosophy of intech, and continue to be incorporated into the corporate culture of intech. Key words: community economy, Internet start-up, corporate culture, community dynamicsIII 目录 第一章 绪论.............................................................................. 1 1.1 研究背景 ......................................................................... 1 1.2 研究目的与意义 ................................................................... 3 1.3 研究方法 ......................................................................... 4 1.4 论文结构安排 ..................................................................... 5 第二章 文献综述.......................................................................... 6 2.1 互联网创业公司的相关理论 ......................................................... 6 2.1.1 创业型组织理论 ............................................................. 7 2.1.2 企业生命周期理论 ........................................................... 8 2.2 企业文化建设相关研究 ............................................................. 9 2.2.1 企业文化的内涵与特征相关文献................................................ 9 2.2.2 文化洋葱理论下的企业文化结构分析........................................... 11 2.2.3 互联网创业公司企业文化建设 ................................................ 14 2.3 社群与社群经济的相关研究 ........................................................ 14 2.3.1 社群的功能分析 ............................................................ 14 2.3.2 社群经济的商业模式 ........................................................ 15 第三章 YX 创业公司概况及其总体战略分析 .................................................. 17 3.1 YX 创业公司简介 ................................................................. 17 3.2 YX 创业公司组织架构和团队构成 ................................................... 17 3.3 PEST 模型下 YX 创业公司外部环境分析............................................... 18 3.3.1 政治法律环境角度(Political Factors) ....................................... 19 3.3.2 经济环境角度(Economic Factors) ............................................ 19 3.3.3 社会文化环境角度(Sociocultural Factors) ................................... 21 3.3.4 技术环境角度(Technoldsogical Factors) ..................................... 21 3.4 YX 创业公司总体战略分析 ......................................................... 22 3.4.1 SWOT 模型应用分析 ......................................................... 22 3.4.2 企业总体战略与发展分析 .................................................... 23 3.5 YX 创业公司总体战略对文化战略的影响.............................................. 24 第四章 社群经济下 YX 企业文化战略建设分析 ................................................ 27 4.1 YX 企业文化现状分析 ............................................................. 27 4.1.1 员工访谈 .................................................................. 27 4.1.2 YX 企业文化特点及不足 ..................................................... 28 4.2 社群经济下建设具有 YX 特征的社群文化 ............................................. 30 4.2.1 社群经济下构建 YX 的社群动力系统 ........................................... 30 4.2.2 社群经济对于 YX 企业文化战略的作用 ......................................... 32 4.3 社群经济下 YX 企业文化战略方案及实操 ............................................. 33 4.3.1 YX 的物质文