The brand culture and corporate philosophy of Fugu Company are the basic elements of Fugu Company's corporate culture genes. The genes of Fugu's corporate culture can be vividly likened to:
A brand is a flag; Ideas are the soul; Behavior is style; Image is appearance.
From the perspective of enterprise value creation, brand and philosophy are the core values of Fugu's corporate culture; Behavior and image are the extension of Fugu's corporate cultural values. From the perspective of enterprise value realization, brand and philosophy are the foundation of value realization, while behavior and image are the process of value realization. The process of refining, sublimating, innovating, and constructing Fugu Company's brand culture and corporate philosophy is the process of creating value and asset appreciation for Fugu Company.
1、 The necessity of building brand culture and building concepts
1. Using Culture to Enhance Enterprises
Enterprises are a symbiotic entity of multiple cultures. For Fugu Company, various cultures have spontaneously formed and corresponding cultural forces have emerged in the long-term business process. These cultural forces have played a huge driving role in the development of Fugu. However, the cultural power formed under specific social and cultural backgrounds may be inconsistent with the direction of the enterprise in the new historical development period of Fugu, ultimately affecting the achievement of the enterprise's business goals. Therefore, under the guidance of corporate strategy, a rational and conscious sorting of Fugu culture should be carried out, various internal cultures of the enterprise should be summarized and refined, and a dominant culture that encompasses the overall situation should be designed. It should be advocated, strengthened, promoted, and applied to form a common value system, comprehensively enhance the level of the enterprise, and achieve the strategic goals of enterprise management.
2. Arm employees with culture
Fugu Company is a young and rapidly growing enterprise that is still in the stage of transformation from resource-based to industrialized. Various aspects of enterprise management are not yet perfect, and the quality of the enterprise's workforce needs to be improved. This will inevitably lead to uncertainty in employee behavior and instability among employees. By instilling and implementing corporate culture, it is beneficial to unify various understandings of employees, thereby reducing their differences in understanding, simplifying the decision-making process, reducing decision-making risks, and improving work efficiency. Corporate culture, as an alternative mechanism for institutional and contractual failures, can compensate for the shortcomings of formal systems, regulate the scope not covered by contracts, and reduce the uncertainty faced by employees in terms of time and space.
Corporate culture can provide a framework, guidelines, and value system for employee behavior, guide and constrain employee behavior, and promote the healthy and sustainable development of Fugu Company.
3. Interpreting Products with Culture
Products are the material foundation of enterprises, and any product is a unified whole of material and spiritual forms. Culture interprets the meaning, value, function, and positioning of products through conceptualized symbols. Especially the core product of Fugu's business - pufferfish and its extended products - has a profound and rich cultural connotation. Therefore, Fugu culture, with brand culture and philosophy as its core, is the foundation for interpreting product culture. By interpreting Fugu's products through culture, the product concept is clear, the demands are accurate, and it is full of vitality.
4. Communicating Society through Culture
An enterprise is an open system that achieves operational goals through multi-level and multidimensional communication and interaction with society. The corporate culture of Fugu not only plays a role in cohesion, management, and improvement internally, but also has a strong radiation force externally. Society understands and evaluates Fugu through cultural exchanges with Fugu, and Fugu establishes its image and position in society through cultural output.
2、 The Starting Point of Fugu Brand Culture and Conceptual Design
1. Clarify the positioning of the enterprise
The design of brand culture and corporate philosophy is not isolated, but related to the positioning of the enterprise. The brand culture and philosophy that are detached from the positioning of the enterprise are just a bunch of empty slogans.
2. Highlighting the corporate vision
Corporate vision is the long-term pursuit goal of a company, the definition of the business field, and the expected value that employees strive to pursue. In Fugu's brand culture and philosophy, the description of the achievable future state of the enterprise generates sustained motivation for the enterprise and its employees.
3. Reflect the nature of the enterprise
Brand culture and philosophy are the revelation of the nature of Fugu Enterprise and the definition of its characteristics. Therefore, in terms of expression and connotation exploration, the nature of the enterprise must be reflected.
4. Shaping the connotation of the enterprise
Brand culture and conceptual design should deeply and accurately reflect the connotation of the enterprise and the business ideas of decision-makers, and play a role in internal cohesion and external dissemination.
In summary, the basic principles of Fugu brand culture and conceptual design are:
Brand=Character - Fugu's Personality
Brand=Taste - a means of communication
Brand=Quality - The Connotation of Value
3、 Explanation of Fugu Enterprise Concept
1. Theme concept
Courage opens the way, passion creates the future
The theme concept of an enterprise is the core of the enterprise concept system, which is not only the essence of the concept system, but also the condensation and centralized communication of the corporate cultural image.
Courage and wisdom are what make Fugu a leader in the pufferfish breeding and management industry. It is also through courage and wisdom that we must continuously innovate and create a bright future for the pufferfish industry.
Passion is persistence and enthusiasm. It is passion that has enabled the people of Fugu to overcome the hardships of entrepreneurship, and it is through persistence and enthusiasm that they have created new opportunities for the company's development. Through passion, they must continuously create future glory.
"Courage and insight lead the way, passion creates the future" is not only the operational standard of Fugu, but also its development goal, and it is the social trend advocated by Fugu.
2. Quality concept
Quality is the life of an enterprise, especially for Fugu. It is the foundation of the foundation, and the quality concept expresses Fugu's emphasis on quality and the determination of quality standards.
Focus on safety, focus on taste
Given the existing concept of pufferfish among Chinese people, Fugu Quality first emphasizes safety, including production safety and product safety, which is the key focus of Fugu;
Based on Fugu's product grade positioning. Fugu's pursuit of quality is more about taste, including inner quality and cultural taste, which is the benchmark for Fugu's concentration.
3. Fugu Declaration
On the shores of the Yellow Sea, where the people of Fugu are outstanding, they work hard and persevere, composing a chapter of sailing the sea and waves. Today, they have taken on new missions and responsibilities. The eternal philosophy of Fugu people is to have the courage to pioneer and passion to create the future. Focusing on safety, focusing on taste, "quality commitment responsibility" is a long-standing concept of Fugu people, and the common stage of Fugu's career. In order to create the brilliance of China's pufferfish industry and to make Fugu's foundation evergreen, we will work together with knowledgeable people to create a better tomorrow.