Enterprise concept is a group spirit and code of conduct that represents enterprise belief, stimulates enterprise vitality and promotes enterprise production and operation by inheriting the fine traditions of enterprises, adapting to the requirements of the times, being actively advocated by entrepreneurs and consciously practiced by all employees in the process of continuous operation and long-term development. According to different levels, it is divided into two categories: spiritual culture type and organizational system type.

enterprise concept design (MIS)

a basis for enterprise concept development

1) characteristics of the times

concept development cannot be divorced from the times in which the enterprise is located. Times are constantly changing, and different times have different characteristics. Although the characteristics of the times cannot be used as the direct basis for the development of enterprise ideas, their influence is great.

ii) national characteristics

enterprises should focus on the traditional culture, people's psychology and religious beliefs of their own nation to formulate enterprise ideas that are consistent with their own national traditions, so that their business ideas can be quickly rooted in people's hearts.

iii) industry characteristics

the development of enterprise concept should be based on the industry in which the enterprise is located, and design its own concept according to the technical situation, market situation, product characteristics, personnel quality and consumer preferences of the industry.

iv) industry preference

industry preference is the most direct basis for concept development, which reproduces the personality characteristics of enterprise leaders and their understanding or hope of enterprise characteristics, and is the position of leaders in the market, which shows the overall tendency of consistency in business activities from top to bottom.

principles of enterprise concept development

1) Individualization principle

Individualization principle means that the concept designed by an enterprise must make itself unique in the same industry.

II) Socialization Principle

Although the concept must be personalized, it must be recognized by the society. Therefore, the development and design of the concept must be consistent with the values, morality and aesthetics of the public and consumers, so as to get the recognition of the public and obtain a higher visibility and reputation.

III) Principle of Simplicity

The corporate philosophy is a high generalization of corporate values, and its literal meaning must be concise, rich in connotation and easy to remember and understand. Concise, clear and novel corporate philosophy will be more deeply rooted in people's hearts.

4) People-oriented principle

People-oriented principle is people-centered. Enterprises must apply ideas as a management tool. The fundamental purpose of developing and establishing enterprise ideas is to stimulate the enthusiasm and creativity of enterprise employees. Scientific enterprise ideas and their effective implementation will make all enterprise employees respect and trust, and make enterprises have a good atmosphere and environment.

v) market principles

the enterprise concept must reflect the customer's needs and the requirements of competition. For enterprises, ideas are tools to guide their business activities, and enterprise activities are not only a process of meeting customers' needs, but also a process of competing with peers. Therefore, the enterprise concept must contribute to this process.

III. Procedures for developing enterprise ideas

I) Review the research report

When developing ideas, we must review the research report again to find out the direction and goal of concept positioning, which will help solve the image problems faced by enterprises and avoid the arbitrariness and pure association of enterprise ideas.

2) Stimulating ideas and creativity

Enterprise ideas come from the following sources: enterprise managers, enterprise professionals, general employees, external experts and the public.

3) Comparative screening of ideas

On the basis of combining the basis and principles of concept development, developers should screen all kinds of ideas and choose scientific and effective enterprise ideas on the basis of identification, distinctive originality and practical feasibility.

iv) constructing the concept connotation

the ideas that have been defined as enterprise concepts should be given rich connotations, so that they can be recorded and well-founded in the process of concept transmission and concept implementation in the future. Firstly, we should give a scientific and reasonable explanation literally. On this basis, we can extend its connotation through association and metaphor, so as to be consistent with the real purpose of establishing the concept. Finally, according to the requirements of the concept, the development strategy of the enterprise, the responsibilities of managers and the code of conduct of employees are defined. The enterprise concept based on the above connotation must have strong functions of guidance, infiltration, cohesion, encouragement, radiation and identification, so that it can be distinguished from other enterprises and easily identified.

three enterprise concept positioning

1) positioning mode

1) goal-oriented

With this positioning mode, the enterprise defines or describes its concept as the goal and spiritual realm to be achieved in the business process. It can be divided into concrete target type and abstract target type. For example, the specific target type is represented by Toyota: "to produce cars that people like", and the corporate ideas of target type are Nissan: "to create a tomorrow for people and cars" and DuPont's "to make better products for a better life".

(II) Unity and Cohesion

With this positioning mode, enterprises regard unity and struggle as the connotation of their corporate philosophy and express their unity and cohesion management style in specific language. For example, Talban Airlines of the United States "feels like a family" and Shanghai Volkswagen Co., Ltd. "Ten years of entrepreneurship, ten years of nurturing people and ten years of dedication" belong to this type.

(3) Pioneering and innovative

With this mode of positioning, enterprises define and describe enterprise concepts with the group spirit and group consciousness of hard work, pioneering and innovation, such as "create with eyes and heart" of Honda Company of Japan, "keep trying and keep doing" of Betai Company, and "keep tradition and be more innovative" of Sumitomo Bank of Japan.

(4). Product quality

With this positioning mode, enterprises generally define or describe their corporate philosophy with the meanings of quality first, focusing on quality and creating famous brands.

(5) Technology development type

This type of enterprise represents the enterprise spirit with the development consciousness of cutting-edge technology and focuses on the concept of developing new technologies. This orientation is similar to the pioneering and innovative type, but the difference is that the pioneering and innovative type is based on a whole innovative spirit, which permeates all aspects of enterprise technology, management, production and sales, while the technological development type is based on the development of professional technology of products, and its connotation is relatively much narrower. For example, Toshiba's "speed, sensitivity, and then strength", Canon's "forgetting technology development, it is not worthy to be called Canon" and so on.

(6) Marketing type

This type of enterprise emphasizes the object it serves, that is, the needs of customers, and takes the satisfaction of customer needs as its business philosophy. Typically, McDonald's "the customer is always the most important, the service is priceless, and the company belongs to everyone" and Shi Bole Department Store's "low price and good quality".

(7) Quality service

This kind of enterprise highlights the consciousness of providing quality service for customers and society, and takes "customer first" as the basic meaning of its business philosophy. This concept is very common in many service industries, such as retail, catering and entertainment.

ii) expression of enterprise concept

expression development is carried out on the basis of concept positioning.

1 enterprise mission: what is the enterprise; What enterprise will be; What kind of enterprise should an enterprise be?

1) enterprise's career field: the essence is to determine the enterprise's activity scope and development direction.

industry scope; Vertical range; Customer range; Geographical scope

Requirements: market orientation

2) Development goal of the enterprise: sales target; Market objectives; Product development objectives; Image target.

2 management policy: strategic objectives and routes of enterprise management

3 management ideas: attitudes, concepts and ideas that guide enterprise management activities.

4 management style:

5 enterprise spirit

6 enterprise slogan:

4 enterprise concept implementation

1) the transmission and acceptance of enterprise concept

the transmission of concept is the first step of concept implementation. In order to internalize the enterprise concept into employees' beliefs and conscious behaviors, employees must first know what the enterprise concept is.

generally speaking, the method of idea transmission is iterative, that is, it is transmitted from multiple angles, levels, channels and times repeatedly, so as to make the enterprise's ideas deeply rooted in people's hearts.

ii) explanation and understanding of enterprise ideas

in fact, in reality, the explanation of ideas can take various forms, such as test method, game method, discussion method, training method and so on, so that enterprise ideas can really be deeply rooted in people's hearts. Among them, the training method is very useful to explain and understand the concept, such as the FMP training (financial manager training program) of General Electric Company (GE) in the United States and the Management College of Matsushita in Japan. Hanbao University in McDonald's is a favorable opportunity and occasion to explain ideas, learn ideas, understand ideas and master ideas.

iii) education and acceptance of ideas

the education of ideas is to fix the dissemination of ideas as a system, so as to realize the infiltration, * * * ownership, sharing and acceptance of enterprise ideas.

iv) application of enterprise concept

the application of the concept is actually that employees thoroughly understand and accept the enterprise concept, implement it in their daily work, use it to guide their behavior and put it into practice.