我国民营零售企业文化建设研究.doc

我国民营零售企业文化建设研究 曹 娟 重庆三峡学院经济与管理学院工商管理专业2008级 重庆万州 404120 [摘要] 随着我国经济的不断增长，我国加快了业务对外开放的步伐，各类企业开始林立于中国市场，数不胜数，同时外国企业也奔向中国，甚至有不少外企独占鳌头，使本国企业承受巨大的挑战和压力，尤其对于民营企业最为严峻。当今人民生活水平渐次提高，购物已逐步演化成为一种文化购买。消费者越来越注重零售企业的整体形象、店堂布局、购物环境、售后服务等。而对于企业而言，它就是通过抓住消费者而盈利。尤在此节点处我国民营零售企业与消费者之间产生种种突出的矛盾，难以达到互利的结果。当消费者未能达到满意的服务，且可另行选择。而对于企业而言，它的存在依赖于消费者的忠诚，不然最终将面临衰败的残酷。纵观国内外零售业的发展史，凡是追求卓越的零售企业就是追求卓越的企业文化，凡是获得成功的零售企业则必然依托于成功的企业文化。先进的零售企业之所以战胜落后的零售企业，是因为前者积淀了具有竞争力和生命力的企业文化底蕴。所以我国民营零售企业必须培育自己独特而被消费者认同的高质量文化，从而能够在竞争中永立不败。 本文分为三个部分，第一部分从企业文化的基本概念起论，介绍企业文化的由来、企业文化基本内涵、企业文化的功能。第二部分说明目前我国零售行业企业经营和企业文化的现状，并且指出我国民营零售企业在企业文化建设方面存在的具体问题。第三部分主要对我国民营零售企业的企业文化建设内容和实施途径提出建议。 [关键词] 零售业 民营企业 企业文化 China private retail enterprise culture construction research CAO Juan Business Administration 2008，School of Economics and Management，Chongqing Three Gorges University，Wanzhou，Chongqing，404120 [Abstract] With the increasing growth Chinese economy, China speeds up the pace of opening up in all kinds of business, enterprises begin to building in the Chinese market, beyond count, while foreign enterprises to the Chinese and even many foreign leaders, so that domestic enterprises under great pressure and challenge, especially for private enterprises the most serious. The people’s living standards gradually improved, shopping has gradually evolved into a cultural purchase. Consumers pay more and more attention to the retail enterprise’s overall image, Shop room layout, shopping environment, after sale service .As for the enterprise, it is through the grasp of consumer and profit. This node is battalion of our country civilian retail enterprises and consumers have a variety of outstanding contradiction, difficult to achieve beneficial result. When consumers failed to achieve satisfactory service, and can be selected. As for the enterprise, its existence depends on consumer loyalty, or will face the ultimate decline cruel. Review domestic and international retail development history, always in pursuit of exce