本文選題：企業(yè)文化 + 軟實力　； 參考：《中南大學》2014年碩士論文

【摘要】：保險是一個利國利民的行業(yè)。它能夠大大增強人們應(yīng)對風險的能力,為人們事業(yè)的發(fā)展、身心的健康、家庭的和睦保駕護航,進而推動國家、社會、個人的穩(wěn)步前進。然而,激烈的市場競爭環(huán)境是任何一個保險公司都不得不面對的現(xiàn)實,因此,如何在當前激烈的市場競爭中,通過增強企業(yè)文化軟式來提高企業(yè)知名度和美譽度、塑造優(yōu)質(zhì)企業(yè)形象、增強企業(yè)競爭力就成為了諸多保險公司不得不思考的一個重要問題。 基于此,論文以“中華聯(lián)合財產(chǎn)保險文化軟實力提升研究”為題,主要研究了以下內(nèi)容：論文首先系統(tǒng)分析企業(yè)文化與企業(yè)軟實力的基本內(nèi)涵、內(nèi)容結(jié)構(gòu)、重要價值和評價方法等,為下文中華聯(lián)合財產(chǎn)保險股份有限公司文化軟實力的研究奠定了基礎(chǔ)；其次,論文全面分析文化軟實力結(jié)構(gòu)內(nèi)容,包括公司使命、戰(zhàn)略目標、企業(yè)精神、價值觀念、經(jīng)營理念和企業(yè)口號等；再次,論文按照嚴格程序,對中華聯(lián)合財產(chǎn)保險股份有限公司的企業(yè)文化軟實力進行了系統(tǒng)評價,通過對其文化軟實力進行評估,得出該公司的文化軟式還有較大的提升空間這一結(jié)論；第四,論文結(jié)合企業(yè)文化軟實力的內(nèi)容結(jié)構(gòu)、評價模型以及中華聯(lián)合財產(chǎn)保險股份有限公司文化軟實力發(fā)展現(xiàn)狀,得出其在企業(yè)文化軟實力建構(gòu)與傳播過程中還存在的問題；最后,論文在分析中華聯(lián)合財產(chǎn)保險股份有限公司文化軟實力發(fā)展現(xiàn)狀的基礎(chǔ)上,提出從提高企業(yè)知名度、塑造企業(yè)形象、增強其市場競爭力價值等角度入手增強其文化軟實力,并提出相應(yīng)的策略。 總體來說,中華聯(lián)合財產(chǎn)保險股份有限公司經(jīng)歷了近三十年的發(fā)展歷程,不僅形成了較強的企業(yè)實力和在業(yè)界較高的知名度與美譽度,而且也深刻地認識到企業(yè)文化建設(shè)在企業(yè)發(fā)展過程中的重要價值,并由此形成了系統(tǒng)的企業(yè)文化內(nèi)容。然而,其企業(yè)文化尚未真正發(fā)揮提高企業(yè)知名度、塑造企業(yè)形象、增強市場競爭力等方面的價值。因此,更新企業(yè)文化觀念、完善企業(yè)文化內(nèi)容、加強企業(yè)文化的宣傳與推廣活動成為中華聯(lián)合財產(chǎn)保險股份有限公司在增強企業(yè)文化軟實力過程中的必經(jīng)之路。
[Abstract]:Insurance is an industry that benefits the nation and the people. It can greatly enhance the ability of people to deal with risks, for the development of people's cause, physical and mental health, family harmony and escort, and then promote the country, society, individual steady progress. However, the fierce market competition environment is the reality that any insurance company has to face. Therefore, how to enhance the reputation and reputation of the enterprise by enhancing the soft style of enterprise culture in the current fierce market competition, It is an important problem that many insurance companies have to think about how to shape the image of high-quality enterprises and enhance their competitiveness. Based on this, the thesis focuses on the following contents: firstly, the paper systematically analyzes the basic connotation and content structure of corporate culture and enterprise soft power. The important value and evaluation methods lay the foundation for the following research on the cultural soft power of the Chinese United property Insurance Co., Ltd. Secondly, the paper comprehensively analyzes the content of the cultural soft power structure, including the company's mission, strategic objectives, and so on. Thirdly, according to strict procedure, the paper systematically evaluates the soft power of enterprise culture of China United property Insurance Co., Ltd. Through the evaluation of its cultural soft power, we can draw the conclusion that the company's cultural soft power still has a large room for improvement. Fourth, the paper combines the content structure of corporate cultural soft power. The evaluation model and the current situation of the development of cultural soft power of China United property Insurance Co., Ltd., and the problems in the process of constructing and spreading the soft power of enterprise culture are obtained. Finally, On the basis of analyzing the present situation of the development of cultural soft power of China United property Insurance Co., Ltd., this paper puts forward to enhance its cultural soft power from the aspects of raising the company's popularity, shaping its image, enhancing its market competitive value, and so on. And put forward the corresponding strategy. In general, China United property Insurance Co., Ltd. has experienced nearly 30 years of development, not only has formed a strong enterprise strength and high reputation in the industry. Moreover, it also deeply recognizes the important value of enterprise culture construction in the process of enterprise development, and forms a systematic enterprise culture content. However, its corporate culture has not really brought into play the value of raising its reputation, shaping its image and enhancing its market competitiveness. Therefore, renewing the concept of corporate culture, perfecting the content of corporate culture, and strengthening the propaganda and promotion of corporate culture become the only way for China United property Insurance Co., Ltd. to strengthen the soft power of corporate culture in the process of strengthening the soft power of enterprise culture.
【學位授予單位】：中南大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F842.3;F270

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