G公司作为一家国有企业，近年来随着我国改革开放的不断深化和“一带一 路”倡议的提出，G公司“走出去”的步伐越来越快，在与世界同欧亿·体育（中国）有限公司竞争中， 除了在船舶设备和施工生产“硬实力”的比拼，以企业文化为核心的“软实力” 较量也愈发重要。然而，笔者经过研究发现，G公司企业文化建设存在品牌形象 传播未形成标准化模式、典型选树未能助推企业主流文化、制度建设未能匹配文 化理念、精神文化未能深入员工骨髓等问题。学术界对企业文化的研究更多聚焦 于文化相关概念、功能作用的研究，对如何具体解决G公司文化建设存在问题的 参考价值有限。 本研究首先对企业文化建设的理论基础和国有企业文化建设的相关概念、研 究成果进行系统总结。分析了当前G公司企业文化建设内、外部环境、企业文化 建设内容。在此基础上，运用调查问卷及访谈法对G公司企业文化建设现状进行 调查分析，并利用分析工具SPSSv26以及常见的cronbach's alpha（克朗巴哈系数 法）系数来衡量调查问卷的信度，旨在进一步明确了G企业文化变革的方向和重 点。 本研究通过深入剖析成因，确定优化G公司企业文化建设的目标与基本原 则，而后提出强化品牌标准化建设、发挥行为文化服务发展作用、规范企业制度 建设、完善员工企业文化建设参与机制等优化措施，以进一步提高G公司企业文 化建设工作水平，切实提高该公司在参与国际竞争中的综合实力。 本研究为G公司的发展提供了企业文化建设的理论依据，也为其持续健康发 展提供了建议，同时也为同欧亿·体育（中国）有限公司企业的企业文化建设提供一定参考和借鉴。 关键词：企业文化；物质文化；行为文化；精神文化 ? III? ? TABLE OF CONTENTS ABSTRACT?...........?I? 摘要?...................?II? TABLE OF CONTENTS?....................?III? 目??录?.................?VI? LIST OF TABLES?............................?IX? 表??目??录?...........?X? LIST OF FIGURES.............................?XI? 图??目??录?.........?XII? 1 Introduction?........?1? 1.1 Research background?.............?1? 1.2 Research purpose and significance?.......................?2? 1.2.1?Research?purpose?........?2? 1.2.2?Research?significance?..?2? 1.3 Research content and framework?..........................?2? 1.4 Research methods?..................?3? 1.4.1?Questionnaire?..............?3? 1.4.2?Interview?.....................?4? 1.4.3?Case?analysis?................?4? 2 Theoretical Basis and Literature Review?.........................?5? 2.1 Theoretical basis of corporate culture?...................?5? 2.1.1?Connotation?of?corporate?culture?..............?5? 2.1.2?Main?functions?of?corporate?culture?..........?5? 2.1.3?Structure?of?corporate?culture?...................?7? 2.1.4?Concept?of?corporate?culture?construction?.............................?10? 2.2 Literature review?..................?11? 2.2.1?Review?of?the?corporate?culture?construction?in?China?..........?11? 2.2.2?Review?of?corporate?culture?construction?abroad?..................?12? 2.2.3?Summary?of?the?literature?........................?15? 3 Status of Corporate Culture Construction of G Company?............................?16? 3.1?General?situation?of?G?company?..........................?16? 3.2?Analysis?of?internal?and?external?environment?of?corporate?culture?construction?of?G? ? IV? ? company?..............?16? 3.3?Culture?construction?content?of?G?company?.......?25? 4 Survey and result analysis of corporate culture of G company?.....................?28? 4.1 Purpose of survey?.................?28? 4.2 Survey methods?....................?28? 4.2.1?Questionnaire?design??28? 4.2.2?Sampling?method?......?28? 4.2.3?Conduct?survey?..........?29? 4.3 Survey results?.......................?29? 4.3.1?Sample?structures?......?29? 4.3.2?Statistical?analysis?......?30? 5 Problems and Causes of Corporate Culture Construction of?........................?32? G Company?.........?32? 5.1 Problems of corporate culture construction of G company?................?32? 5.1.1?Failure?of?brand?image?communication?in?the?formation?of?a?standardized?model ?.............?32? 5.1.2?Failure?of?typical?models?in?promotion?the?corporate?mainstream?culture?...........?33? 5.1.3?Failure?of?system?construction?match?with?cultural?concept?..?35? 5.1.4?Failure?of?spiritual?culture?penetration?into?the?marrow?of?employees?.................?38? 5.2 Analysis of causes?................?39? 5.2.1?Unsystematic?brand?publicity?...................?39? 5.2.2?Imperfect?behavior?culture?mechanism?...?40? 5.2.3?Backward?concept?of?system?makers?.......?40? 5.2.4?Low?participation?of?employees?in?the?corporate?culture?construction?.................?41? 6 Optimization of Corporate Culture Construction of G Company?.................?42? 6.1 Objectives of optimizing corporate culture construction of G company?...........................?42? 6.2 Basic principles of optimizing corporate culture construction of G company?..................?42? 6.2.1?Combination?of?leadership?modeling?and?staff?participating?..?42? 6.2.2?Combination?of?practice?and?leading?development?................?43? 6.2.3?Combination?of?inheriting?tradition?and?conforming?to?the?times?........................?44? 6.3 Countermeasures of optimizing corporate culture construction of G company?................?44? ? V? ? 6.3.1 Strengthening the construction of brand standardization?..........?44? 6.3.2 Behavioral cultural services brought into play?..........................?46? 6.3.3 System construction of G company standardized?.....................?47? 6.3.4 Mechanism of participation in corporate culture construction perfected?.................?49? 7 Conclusion and future research?.......?51? 7.1 Conclusion and promotion value.........................?51? 7.1.1?Conclusion?.................?51? 7.1.2?Promotion?value?........?52? 7.2 Limitation and future research?............................?52? 7.2.1 Limitation?..................?52? 7.2.2?Future?research?.........?53? REFERENCE?....?54? APPENDIX?.........?56? Appendix1?...?56? Appendix2?...?61? ? ? ? VI? ? 目??录? ? ABSTRACT?...........?I? 摘要?...................?II? TABLE OF CONTENTS?....................?III? 目??录?.................?VI? LIST OF TABLES?............................?IX? 表??目??录?...........?X? LIST OF FIGURES.............................?XI? 图??目??录?.........?XII? 1 引言?...................?1? 1.1 研究背景??1? 1.2研究目的及意义?....................?2? 1.2.1?研究目的?....................?2? 1.2.2?研究意义?....................?2? 1.3 研究内容及框架?...................?2? 1.4 研究方法??3? 1.4.1?问卷调查法?................?3? 1.4.2?访谈法?........................?4? 1.4.3?案例分析法?................?4? 2 理论基础和文献综述?......................?5? 2.1 企业文化理论基础?...............?5? 2.1.1?企业文化的内涵?........?5? 2.1.2?企业文化的主要功能??5? 2.1.3?企业文化的结构?........?7? 2.1.4?企业文化建设概念?..?10? 2.2 文献综述?.............................?11? 2.2.1?企业文化建设国内研究现状?.................?11? 2.2.2?企业文化建设国外研究现状?.................?12? 2.2.3?文献综述总结?..........?15? 3 G公司企业文化建设现状?.............?16? 3.1?G公司概况?..........................?16? ? VII? ? 3.2?G公司企业文化建设内外部环境分析?.............?16? 3.3?G公司现行企业文化建设内容?.........................?25? 4 G公司企业文化建设调查与结果分析?........................?28? 4.1 调查目的?.............................?28? 4.2 调查方法?.............................?28? 4.2.1?问卷设计?..................?28? 4.2.2?取样方法?..................?28? 4.2.3?实施调查?..................?29? 4.3 调查结果?.............................?29? 4.3.1?样本结构?..................?29? 4.3.2?统计分析?..................?30? 5 G公司企业文化建设存在的问题及成因?....................?32? 5.1 G公司企业文化建设存在的问题?.....................?32? 5.1.1?品牌形象传播未形成标准化模式?.........?32? 5.1.2?典型选树未能助推企业主流文化?.........?33? 5.1.3?制度建设未能匹配文化理念?.................?35? 5.1.4?精神文化未能深入员工骨髓?.................?38? 5.2 问题成因分析?.....................?39? 5.2.1?企业品牌宣传工作不系统?.....................?39? 5.2.2?行为文化机制不健全?.............................?40? 5.2.3?制度编制织者理念落后?.........................?40? 5.2.4?员工参与文化建设程度偏低?.................?41? 6 优化G公司企业文化建设的对策?..............................?42? 6.1 优化G公司企业文化建设的