【作者】 吴继研；

【导师】 钟育赣；

【作者基本信息】 暨南大学 ， 企业管理， 2003， 硕士

【摘要】 随着经济的飞速发展及我国加入世界贸易组织，市场竞争日益剧烈。尤其在国内市场体系逐步规范的情况下，诱人的市场前景吸引了大批国外企业进驻中国，或合资或独资，参与国内市场的竞争；同时，国内的企业也大步走出去，寻找更大的市场空间。国内国际市场的日益复杂，对企业提出了更高的要求。企业寻求竞争优势，提升竞争力成为刻不容缓的课题。 企业文化以其强烈的精神动力及对企业内外部活动的巨大影响，引起了国内外学者的广泛关注。本文通过对企业文化与竞争优势关系的分析，提出在企业文化的作用下，企业可以形成人员优势、品牌优势，以致建立忠诚的顾客群体，获取市场竞争中的优势，进而取得成功。 国内某些企业也进行了企业文化的建设，但多注重于视觉方面的一致性，而忽视实质性的变化，达不到预期的效果。因而，本文对企业文化的建设进行了详细的阐述，并将这种建设的方向定为竞争优势的获取，旨在推动企业实施有效的企业文化变革的基础上，提升企业的竞争力。更多还原

【Abstract】 With the rapid economic development of our country and entry into WTO, competition in market grows fierce gradually, especially numbers of foreign corporations attracted by bright future to the market as joint-venture or single-venture. At the same time, Chinese enterprises also look for more broad market all over the world. As market both home and abroad turn complex, corporations are asked to do things better. As a result, it is time to locate our competitive advantage and strengthen the ability to compete.Corporate culture makes a huge effect on the inner and outer activities of a corporation for its tremendous spiritual power, which causes broad attention from Chinese scholars and abroad alike. The article argues that with the help of its culture, corporation can shape advantage on human resources and brand so as to build customer loyalty and obtain advantage, eventually to succeed.Some of Chinese corporations have built corporate culture, but they overlooked the core by putting too much attention on visual aspects and had to end up with unexpected results. Thus, the article gives a detailed explanation on how to build corporate advantage and sets the goal on gaining competitive advantage to strengthen the ability to compete on the foundation of effective corporate culture put into practice.更多还原