2016-05-23 16:08
Weekly review: culture is a direct enterprise ＂health care products＂ rather than ＂cosmetics
 Direct reporting network Beijing May 22nd (author: Ouyang Wenzhang) corporate culture on the role of direct selling enterprises is the health care products or cosmetics, which is to determine whether the healthy development of direct marketing enterprises watershed. I believe that only the corporate culture as a "health products", direct selling enterprises to physical fitness, healthy development; if as a "cosmetic", for enterprises to whitewash, conceal violations involving mass, direct selling enterprises will come a cropper.
The standard explanation of the enterprise culture is the enterprise in the socialist market economy practice, and gradually formed for all employees to identify, comply with the values of the enterprise characteristics. This explanation tells us that the role of corporate culture on direct selling enterprises is "health care products" rather than "cosmetics" ". Why? Because the corporate culture determines the attitude of direct selling enterprises in the market determines the value orientation of enterprise product attributes, determines the enterprise's own organization standard and code of conduct, determines the enterprise staff's professional attitude and dedication, determines the enterprise's spirit of innovation and team spirit and so on. From the practice of some direct selling enterprises, excellent corporate culture can guide the value and behavior orientation of the direct selling enterprise and the direct sales staff. For example, unlimited chairman Li HuiSen combined with his many years of exploration, practice and experience, in 2007 Zhuanzhu "Si Li and man power" book, "Sili and" of the enterprise culture as the comprehensive, systematic and in-depth refining and summarized, thus allowing unlimited practice with theory, the inheritance of a text, development is the basis, the excellent Chinese traditional culture and modern life docking, as a guide for unlimited lifetime achievement of law and life work. This is unlimited contributions to the valuable spiritual wealth of the whole society. Thus, the outstanding enterprise culture is indeed a direct selling enterprise "health care products", for the healthy development of direct marketing enterprises to provide a wealth of "nutrition"". Last year unlimited direct performance why than Amway, become the 2016 China's direct selling industry "boss" and footnote is the most convincing the corporate culture outstanding for the direct marketing enterprise healthy development provides an inexhaustible source of "nutrition".
However, if the corporate culture as a direct marketing enterprise "cosmetics", then the effect is completely different. We see that the corporate culture of some direct selling enterprises blindly "tall", but not grounded, is purely a "excessive packaging", the purpose is not to "steal" is to "seizing". For example, some direct selling enterprises in order to stimulate the market, to cover up their alleged irregularities involving the truth. They put forward the many false, big, empty slogans, and through the media to disguise whitewash, to confuse the many direct sales personnel, results in front of the strict supervision of the government defeated. From the beginning of the "drums" to the last "dormant", the lesson is painful and profound. Visible, whenever the corporate culture as a "cosmetic" direct selling enterprises, there is a common characteristic, is in the name of innovation sloganeering, demagogic, not illegal "tightrope", is involved in "the tip", in the end, only to end up a loss of direct selling market of sad reminders of the end.
Culture comes from the people, but also serves the people. Real corporate culture as a direct selling enterprise "health care products", direct selling enterprises must be done to the cultural people". People are the most dynamic productivity, only "cultural person", so that every person can become a direct marketing personnel and cultural practitioners and communicators. Instead, if the enterprise culture as a "cosmetic", the image of direct selling enterprises like ugly whitewash, and "donkey dung eggs wrapped the cream" are indistinguishable. Such a direct selling companies are not involved in the transfer, the world people who do not believe. I called for such a small number of direct selling enterprises quickly switched gears, to build the enterprise culture correctly, ensure that enterprises of direct selling in two regulations within the framework of the healthy development. 3
(the author is the expert committee of China Marketing Association.
Editor: Chen Feng
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