Research on Corporate Culture of China’s Longevity Enterprises - Focusing on Kweichow Moutai Group

중국의 주류산업은 수 천년의 오랜 역사를 가지고 있으며, 많은 유명한 주류 브랜드를 포함해 지난 기간 커다란 발전이 있었다. 그 중 대표적으로 귀주 마오타이그룹은 중국을 대표하는 주류기업이라고 할 수 있다. 국영기업인 마오타이그룹은 정부의 정책적 지원과 더불어 급속히 성장한 중국내 증류주시장과 함께 빠른 발전을 이루었고 이에 따라 지난 수 십년 사이에 커다란 성공을 거두어 왔다. 특히 글로벌 주식시장에서 기업상장을 통해 마오타이그룹은 이제 중국 국내 뿐 만 아니라 해외시장에서도 많은 유수의 주류 브랜드와 경쟁해 나오고 있다. 특히 본 연구를 통해 기업의 사회적 책임이라는 측면에서 귀주 마오타이그룹은 대형 공기업으로서의 발전과 더불어 지역사회의 동반성장이라는 역할까지 수행해 나오고 있는 것으로 평가되었다. 이러한 마오타이그룹의 지난 기간의 기업발전 과정과 성공요인에 대한 연구는 학문적인 측면에서 매우 큰 가치를 가지고 있다고 본다. 일반적으로 기업문화는 기업의 발전을 이끄는 중요한 역할을 해 왔다. 따라서 이러한 측면에서 본 논문에서는 Edgar Henry Schein의 기업문화 3단계 이론을 소개하고, 이 이론을 적용해 마오타이그룹의 기업문화를 분석해 보았다. 또한 SWOT 분석모델을 활용해 마오타이그룹의 글로벌 시장의 기업문화, 경쟁력, 시장전망, 개발전략 등을 비교 분석해 보았고 마지막으로 마오타이 그룹의 기업문화 향상을 위한 제안과 의견을 제시해 보았다.

In last ten years, China’s GDP was grown year by year. The rise in the consumption level of Chinese residents also promoted the sale of goods. Since the reform and opening-up policy, with the economic development, people’s living standards improved, the demand of liquor keeps increasing. In 2010, China became the world’s second largest economies and its status gradually increased in the world. In 2013, the “One Belt, One Road” policy led to an increase in cooperation and exchanges between China and neighboring countries, with a lower trade threshold. These factors created a good external environment for the internationalization of Chinese companies and provided policy support. The development of the liquor industry in 2018 was extremely rapid, the industry’s revenue and profit growth rate was more than double digits. Chinese liquor has a long history, with thousands of years of development, producing many famous liquor brands, Kweichow Moutai is representative in them. Kweichow Moutai Group is a large state-owned enterprise in China. Kweichow Moutai Co., LTD. is the core enterprise of the group, annual production is 40,000 tons. The group’s main business is the production of Moutai and a series of wines. The business model is: purchasing raw materialsproducing products-selling products. The rapid development of Moutai Group has achieved a great success, so the research on Moutai Group has a great value. There is few research on the corporate culture of Kweichow Moutai Group. The research and analysis on the corporate culture of this longevity company will help enrich the research results in this area. The purpose of this paper is to enable the company has direction and planning in corporate cultural construction. The research plays a guiding role in the corporate culture construction to other century brands. Corporate culture plays an important role in the development of enterprises, guiding the operation of the enterprises. there are many definitions about the corporate culture in academia, and different scholar has different understanding about the corporate culture. The appropriate definition cited in this article is: Corporate culture of a company includes: mission, vision, purpose, spirit, values and business philosophy, which are recognized by all employees in the practice of production and management. The research approach in this paper is “synthesis-analysis-synthesis”. This paper introduces Edgar Henry Schein’s three-level theory of corporate culture, and uses this theory to analyze the corporate culture of Moutai group. According to the three levels corporate culture theory of Ed Schein, the corporate culture of Moutai Group can be divided into three steps which from deep concept to execution. With the continuous development of the group, the importance of corporate culture has become increasingly prominent. The success and failure of the enterprise needs to be analyzed in internal factors. Corporate culture is the core of the enterprise. The content of corporate culture includes the managerial philosophy, core values, entrepreneurial spirit, and social responsibility of the business. The long-lived enterprises in the world cannot succeed without the excellent corporate culture. The corporate culture of moutai group is studied from three aspects, namely: managerial philosophy, cultural concept and social responsibility. Mr.Ji’s management philosophy can be summarized as follows: understanding the brewing process of Moutai with a scientific and rigorous attitude, focusing on scientific research for a long time, improving the quality and output of Moutai; adverting Moutai brand with healthy wine; Paying attention to the quality of products; not blindly increase production, rational development; taking inheritance of Chinese wine culture as his responsibility.