With the advent of the era of knowledge-based economy, the interaction between culture and business, culture and economy has become increasingly close, and the power of culture has become increasingly prominent. For the manufacturing industry, this cultural color is first reflected in the company's products. That is to say, the products produced by enterprises are never merely a certain use value, not only to satisfy people's certain material life needs, but also to consider people’s spiritual life needs more and more, and to do everything possible to provide people with practical, Emotional, psychological, and other aspects of enjoyment, more and more emphasis on the development of value-added products, efforts to integrate the use value, cultural value and aesthetic value, highlight the content of humanized products, to meet the growing physiology of people And psychological needs.
For times, we need to discover
I. Products, Product Culture, Corporate Culture
What is a product? In a narrow sense, it is only the physical objects produced by the factory, such as food and clothing. The broad concept of products, including tangible and intangible, can be referred to everything that is provided to the market, that consumers think can be measured by value, or that after use, it can satisfy a consumer’s certain needs and desires. Products such as services and consulting are also products.
The so-called product culture is the sum of the various cultural elements that reflect the material and spiritual pursuit of the company, and is the unity of product value, use value, and cultural added value. With the advent of the era of knowledge economy, the interaction between culture and enterprise, culture and economy has become increasingly close, and the power of culture has become increasingly prominent. This cultural color is first embodied in the products of enterprises. That is to say, the products produced by a company are not just a certain use value, not only to satisfy people's certain material life needs, but also to consider people’s spiritual life needs more and more, and to do everything possible to provide people with practical, Emotional, psychological, and other aspects of enjoyment, more and more emphasis on the development of value-added products, efforts to integrate the use value, cultural value and aesthetic value, highlighting the human content of the product. In other words, corporate products are not only the product of technology and tools, but also the crystal of employees' lofty ideals and conscious dedication; they not only condense general abstract human labor, but also embody the unlimited creativity of employees, and are the specific values ​​of employees' groups. , the mode of thinking and the comprehensive quality of psychological, knowledge, and ability. After all, products are deeply branded in corporate culture and the two are in harmony.
A certain product culture is closely related to the social and cultural background in which it is located. It is also inseparable from the corporate culture that produces or provides it. Product culture is the result of the joint action of social culture and corporate culture. With a relatively stable social and cultural background, product culture reflects more of the content of corporate culture. Product culture is a direct effect on the majority of consumers in the society. Consumers more often reflect corporate culture from the consumption of products or services. The recognition of the company and the recognition of the corporate culture are achieved by accepting its products and the product culture embedded in its services.
Product culture and corporate culture are closely linked. The product or service is the result of the enterprise's production. Any product or service is produced and formed in the enterprise. It is not only constrained by a certain corporate culture, but also embodies the corporate culture factors that produce it. Therefore, product culture is an important part of corporate culture, but also a manifestation of corporate culture.
In other words, the company's spirit, style and value standards will be reflected in the specific products and services provided by the company. This is the reason why we emphasize the product culture while emphasizing the construction of corporate culture.
Second, future enterprise competition is more cultural competition
Ten years ago, Goose Goose opened its first Chinese-style fast food chain service in Fangzhuang, Beijing. It has both traditional Chinese delicacies and can adapt to the fast-paced life of modern people. This marketing idea was ahead of the time. At the same time, a McDonald's was born in Fangzhuang, which, like roast goose, attracted guests from all directions. Since then, there have been nearly 100 homes in roasted goose branches, coexisting and co-prosperity with McDonald's.
Today, 10 years later, if you want to go to a roast goose and have a good taste, you will find that "there is an empty Yellow Crane Tower here." The roast goose has long since closed. However, McDonald's was just like ten years ago. A good person asked the manager of the McDonald's Fangzhuang Store. He replied: "McDonald's sells corporate culture."
The trend of economic and cultural integration in the world today is very clear. The business management activities of enterprises are often closely integrated with the corporate culture and inseparable. In the fierce competition in the market, enterprises have increasingly high levels of cultural content and added value. We are in the era of knowledge economy and pay more attention to cultural leadership and knowledge innovation.
After China's accession to the WTO, more and more foreign companies are bound to enter this huge market in China. Holding high the banner of "cultural competition" and enclosing the money, cultural competition will become the main theme for future "domestic warfare" between domestic and foreign companies. The competition of enterprises will enter the era of commercial culture competition more quickly. The competition between countries will have a more obvious cultural competition. More stories like burning goose and McDonald's will be staged. In fact, such battles have started after foreign brands such as McDonald's, Adidas and Nike entered China. When foreign companies land on shore, they will surely take the corporate culture and management methods of their own companies and attack the city in the Chinese market. In the face of fierce market competition in the future, it is by no means an endeavor to swallow it. We need to find out the value of our own culture and develop our own culture, and creatively integrate it into our product design. This requires us to redouble our efforts and exploration.
Modern companies need a modern corporate culture. The study of the corporate culture connotation and continuous improvement of the additional force of culture are the important contents of the company's core competitiveness. Then, after China's accession to the WTO, how will Chinese companies respond to the seemingly intangible but visible competition in this culture? Domestic manufacturing companies have also indulged in "cheap and good-quality is an eternal law of success" and did not recognize the value of "product culture." How will entrepreneurs update their product management concepts and product cultures from the corporate culture level? It is worth considering at the level of products or services: Cultural marketing at this level is the introduction of products or services that enhance the quality of human life, promote the development of human material civilization and spiritual civilization, and guide a new, healthy concept of consumption. Consumption patterns.
(to be continued)