企业的成功依靠先进的技术、完善的制度和良好的企业文化等因素的共同作用下

The success of an enterprise depends on the combination of advanced technology, a sound system and a good corporate culture. The technology and system can be replicated. The corporate culture is unique to the enterprise and is the sum of all activities of the enterprise. It is the soul of an enterprise and cannot be copied. Facing the challenges of flexible private enterprises and small and micro enterprises, if enterprises want to be invincible and continue to grow and develop, they must deal with it calmly. In this paper, we have a comprehensive understanding of the corporate culture of Yunnan Dinghong Intellectual Property Group through literature research, comparative analysis, and interviews, and explored the optimization strategy of corporate culture. <br>The author firstly found out the problems and deficiencies in the existing cultural system of the company through literature research, based on the relevant theories and knowledge of corporate culture, and the actual situation of Yunnan Dinghong Intellectual Property Group, and objectively expressed the importance of corporate culture optimization; second, The author further optimizes the company's current corporate culture structure based on the standards of humanism, seeking truth from facts, fairness and justice, and outstanding characteristics. Finally, the author discusses and proposes safeguard measures to promote the effective landing of corporate culture from four aspects. <br>Keywords: corporate culture, core values, corporate culture optimization, hierarchy theory

The success of enterprises rely on advanced technology, perfect system and good corporate culture and other factors under the joint effect of the realization, technology and system can be copied, and corporate culture is unique to the enterprise, is the sum of all the activities of the enterprise, of which the core values are the soul of the enterprise, can not be copied. Facing the challenge of flexible private enterprises and small micro-enterprises, if enterprises want to be invincible and continue to grow and develop, they must deal with it calmly. This paper makes a comprehensive understanding of the corporate culture of Yunnan Dinghong Intellectual Property Group through literature research, comparative analysis, interview and so on, and explores the optimization strategy of enterprise culture.<br>First of all, through literature research, according to the relevant theory and knowledge of corporate culture, combined with the actual situation of Yunnan Dinghong Intellectual Property Group, the author finds out the problems and shortcomings in the existing cultural system of enterprises, objectively expresses the importance of corporate culture optimization;<br>Keywords: corporate culture, core values, corporate culture optimization, hierarchy theory

The success of an enterprise depends on advanced technology, perfect system, good corporate culture and other factors. Technology and system can be copied, while corporate culture is unique to the enterprise and the sum of all activities of the enterprise. The core values are the soul of the enterprise and cannot be copied. In the face of the challenges of flexible private enterprises and small and micro enterprises, enterprises must be calm to deal with if they want to remain invincible and develop continuously. Through literature research, comparative analysis, interviews and other forms, this paper makes a comprehensive understanding of the corporate culture of Yunnan Dinghong intellectual property group, and explores the optimization strategy of corporate culture.<br>Based on the relevant theories and knowledge of corporate culture, combined with the actual situation of Yunnan Dinghong intellectual property group, the author first finds out the problems and deficiencies in the existing corporate culture system, and objectively shows the importance of corporate culture optimization; secondly, the author further studies the current corporate culture based on the standards of people-oriented, practical, fair and fair, highlighting characteristics Finally, the author discusses and puts forward the guarantee measures to promote the effective implementation of corporate culture from four aspects.<br>Key words: corporate culture, core values, corporate culture optimization, hierarchy theory