2 1 century, the construction of corporate culture in China has been in full swing. What is an excellent corporate culture? Taking the business innovation and strategic transformation of CCB Yulin Branch as an example, the author talks about his own views on corporate culture construction. First, the purpose of passionate corporate culture construction (1) to improve the core competitiveness of enterprises and make them invincible. Enterprise competition can be divided into four levels: product, marketing, strategy and cultural competition. The success of cultural competition is the fundamental source of long-term success of enterprises. Corporate culture is not static, but changes with the change of business philosophy, changes in inheritance and promotes in change. (2) Enhance enterprise cohesion and form an invincible team. This is not a corporate culture that talks about loud slogans and fashion ideas in general. Corporate culture is a kind of quality and centripetal force, which comes from the connotation of a team, the condensation and refinement of ideas from all corners of the country, and the support and support of self-improvement, honor and disgrace and mutual care. Hand in hand is the common aspiration, the common road and the prosperity of an enterprise. (3) Activate the fighting spirit of the enterprise and form a passionate team. Passion is the innate talent of human beings. Only in constant change and innovation can we arouse our enthusiasm and achieve the effect of changing with changing.