1、東北大學東軟信息學院外文資料和譯文格式要求一、譯文必須采用計算機輸入、打印，幅面A4。外文資料原文（復印或打 印）在前，譯文在后，于左側裝訂。二、具體要求1、至少翻譯一篇內容與所選課題相關的外文文獻。2、譯文漢字字數不少于4000字。3、正文格式要求：宋體五號字。附：外文資料和譯文封面、空白頁東北大學東軟信息學院外文資料和譯文專 業:班 級:姓 名:學 號:指導教師:電子商務時代企業文化的再造隨著網絡時代電子商務大規模發展，電子商務企業文化隨之產生，它在一個企業在產 生的一種新的價值觀，使企業內部資源得到從新整合，在為企業帶來降低交易成本，提高 效率，縮短生產周期等諸多好處的同時，也對已有的企

2、業文化發起了挑戰。電子商務的興 起是一場由技術手段飛速發展而引發的商業運作模式的變革，傳統經濟活動的生存基礎、 運作方式和管理機制均發生了徹底改變，傳統的企業文化也面臨著巨大的沖擊。一、企業文化對企業價值的貢獻文化現象是一個國家和民族文明的主要見證。廣義的文化，包括知識、信仰、藝術、 道德、法律、習俗和任何人作為一名社會成員而獲得的能力和習慣在內的復雜整體。作為 “亞文化”的企業文化，對企業的生存與發展亦起著舉足輕重的作用。企業文化是商品經 濟和市場經濟的產物，符合市場經濟的客觀規律，體現企業的競爭實務、競爭精神和整體 形象。所謂企業文化就是企業的經營管理哲學，企業面對所處的社會和商業環境，在

3、長期 的生產經營活動中，形成全體員工所接受和認同信守的、為爭取事業成功的一套非正式規 則。它表明企業奉行何種管理哲學，以及企業通過管理要達到一個什么樣的目標。是經濟 管理的重要內容之一。企業文化意味著一個公司的價值觀，而這些價值觀成為公司員工活 動和行為的規范。企業文化的本源問題是如何增加企業利潤，降低企業的成本和費用。它的要義就是怎 么使企業能夠有效的整合資源，以達到對外部的適應性，使公司在競爭中生存，進而實現 持續發展。企業文化建設為企業開展文化管理指出一個明確的方向。企業文化建設的根本 目的是建設能夠對外競爭環境具有高度適應性，并能根據環境變換做出迅速反應的行為方 式能力，這種能力其實就

4、是企業所擁有的根據外部競爭的環境需要而對內部資源進行整合 運用的能力。企業文化建設應促進這一能力系統的形成，并維持好這一能力系統。中國的 許多企業例如海爾、聯想等企業成功的秘訣之一就是發展了一整套公司理念、經營哲學， 形成了自己獨特的企業文化。1、企業文化體現企業的形象和精神。樹立良好的企業形象，需要企業文化的支撐。現 代企業，從領導水平到員工素質，從產品質量到管理設施，從環境建設到產品開發，無不 滲透文化的因素，無不體現企業形象。企業的良好形象（即“商譽”本身就是一筆無形的 財富和資產，以展示“名牌效應”贏得社會與公眾支持，符合現代公共關系和市場營銷理 論。從現代管理理論看，企業精神反映企業

5、群體的理想目標，顯示企業的發展方向和經營 宗旨，代表企業的未來和前景，使企業的每個成員都能夠自覺自愿地為組織目的實現做出 貢獻，從深層推動企業在激烈的競爭中技壓“群芳”。2、企業文化作為新的管理理論，在企業建設中發揮著極其重用的作用。其一，有利于營造靈活協調的企業營運環境，企業作為社會大系統中的一個子系統， 不斷與周圍環境進行物質、能量與信息的交換、社會環境相對與企業而言更具有客觀性， 企業適應環境變化的需要，研究環境變化的規律和要求，明確與經濟發展趨勢相適應的社 會需求及潛在需求，完善企業的各種薄弱環節，調整企業戰略，塑造全新的企業文化，在 與環境的相互影響中達到動態平衡，為企業營造良性循環

6、的市場環境，促使改制以后的股 份制企業進入良性運作狀態。其二，有利于形成企業整體運行的價值觀。企業文化作為企業發展的深層動因，價值 觀是企業文化的核心，是一個組織和企業的基本概念和信念。對企業來說，其核心任務是 如何在競爭激烈的市場上謀求生存，為消費者提供適用的產品和服務。企業對核心任務的 認同并不自動保證企業成員具有共同目標。價值觀的確立，為企業極其員工的行為準則界 定了成功和追求的目標。其三，有利于提高企業的整體素質，培養合作意識。企業文化的構成，包括思想文化、 技術文化、管理文化、品質文化和娛樂文化，這些文化的整合與相互作用，一方面促進整 個員工素質的提高，另一方面由于共同文化的熏陶，形

7、成共同的意識和行為導向，保持和 維護了團結、協作、融洽的員工關系，客觀上加強了團結奮斗、共同創業、整體發展的效 能。3、企業文化是企業的一種內涵。有別于周圍環境的企業自成系統，其內部各種機制的 協調運行離不開企業文化。一方面，企業文化直接影響到員工的行為準則、職業道德與夾 子指向，培育和發展企業文化，能夠提高企業的凝聚力和向心力，增加企業員工的滿足感、 認同感和歸屬感。另一方面，企業文化對企業的重大決策、公司的長遠目標、策略以至規 章制度的執行都有不可低估的影響。二、企業文化塑造與變革的必要性進入21世紀，中國企業的企業文化建設遇到了多重挑戰：知識經濟的到來，為企業文 化提出了如何提升知識價值

8、，如何面對知識員工的新課題；市場化改革的深入，使得在計 劃經濟時代形成的企業文化老方法、老套路屢屢失靈；而網絡技術的興起，又為催生新的 企業文化提供了利器。一句話：機制變了、時代變了、技術變了，于是許多企業都面臨著 重塑企業文化的問題。郭士納在拯救藍色巨人時，首先是明確地改變了 IBM企業文化的基 本價值觀，創立了 IBM的新文化，這就是“力爭取勝（Win）” “快速執行（Execute）”和“團隊精神（Team）”。郭士納說“作為IBM的領導人，你當然需要領導的規劃和具體的 項目。但是你的職責還包括帶領員工、建立工作團隊、并創立高績效的企業文化”GE前 CEO韋爾奇也認為：“我們的活力曲線之

9、所以能有效發揮作用，是因為我們花了十年的時 間在我們企業里建立起一種績效文化。”從我國企業文化的發展現狀來看，只能說尚處于較底層次，“企業文化戰略”沒有得到 應有的重視，企業文化的培養缺乏系統理論的指導，企業文化大多是傳統文化在企業中的 縮影這樣的企業通常活力不夠，死氣沉沉，缺乏優患意識，嚴重者可能離心現象嚴重。從 總體上看我國企業文化存在較多缺陷與錯誤現象，我國企業文化常見錯誤有：1、文化愚民現象。此類現象常見于那些領導人專權或者經營出現問題的企業。表現為 領導人極端強調某種文化價值觀念，推廣教育手段過激。它產生的原因多數是因為領導人 希望在企業內部實現。2、無文化現象。通常表現為企業有十分

10、系統和嚴明的各種規章制度。這些制度規定了 員工必須怎樣做和不能怎樣做，但沒有明確的文化理念和價值倡導，疏于對員工的教育與 培訓。此類現象多產生于工業制造企業，產生的原因多數是因為領導人本身素質不高，或 對企業文化缺乏認識。個人崇拜或者希望掩蓋某種事實真相。該類企業通常易產生盲目崇 拜或者對領導人的噤若寒蟬的情況。3、文化理想現象。它常見于那些有年輕人作為創業主體力量的新興企業。表現癥狀為 這些企業會提出一些不切實際的遠大抱負和文化理想，其倡導的理念中會有種超出企業范 圍、改造世界的使命感。“大而空”的口號使人們可望而不可及；宏偉、統一的崇高目標往 往缺乏實實在在的客觀基礎。此類現象產生的原因多

11、數是因為領導人具有過于遠大的人生 理想和缺乏籩的工作精神。該類企業員工表現多數都激昂澎湃，但可能忽略了眼前的險惡 形勢和今天該干什么。另外，許多企業的企業文化抑制了人的個性，在企業中只重視人的“集體性”，抹殺了 人的想象力和創造力，小生產觀念下產生的“集體主義”，難以形成企業的內聚力。現在的競爭異常激烈，優勝劣汰成為游戲的新規則，我國企業的企業文化建設較美國、 日本已落后許多，現在如不急起直追，在競爭中失敗將在所難免。所以，全新的企業文化 的塑造與變革工程是我國企業的一項時不我待的新課題。三、電子商務時代我國企業文化塑造與變革的思路1、分析內外因素，提煉速度文化和創新文化在電子商務時代一個企業

12、選擇什么樣的核心價值觀是創造企業文化的首要問題。信息 經濟就是“速度經濟”，速度已經成為企業一個提高競爭力的工具。因特網的出現，使得世 界的變化越來越快，可謂一日千里。因而基于因特網的電子商務可以迅速地了解市場信息， 快捷地收集客戶需求，廣泛地進行產品宣傳，即時地完成網上交易結算，眾多的商務活動 都可以瞬間完成，企業的生產效率得到了極大的提高。一句話，信息技術和網絡技術的廣 泛應用使得電子商務企業進入市場的門檻得以大大降低。現在全世界都在講創新，因為在 今天的經濟環境里，唯一不變的規律就是一切都在變。對此，任何組織和企業如果不時時 變革和創新，就不可能維持自己的競爭優勢。“不創新，就死亡”，創

13、新已成為一個企業存 在和發展的重要基礎，只有通過自身創新的確定性才能來對付快速變化的不確定性。在信 息化背景下，創新的作用得到了空前強化，并升華成一種社會主題。在電子商務時代，創 新逐漸成為企業的生命力源泉，傳統的生產規模、成本優勢等因素不再決定未來，企業唯 有通過持續不斷的創新才能生存發展。抱殘守缺，固步自封，是根本無法在激烈的市場競 爭中立足的，企業要想在未來的全球化競爭中擁有一席之地，就必須突破傳統的思想禁錮 和思維定式，大膽創新，牢牢把握瞬息萬變的商機。2、更新觀念，塑造員工行為。企業員工行為的塑造是企業文化建設的重要組成部分。對于那些在電子商務方面獨領 風騷的企業而言，最短缺的既不是

14、原材料，也不是資金；既不是技術，也不是新興市場， 而是人才的匱乏。這些人才可以為瞬息而至的未來插上想象的翅膀。美國麥肯錫公司總裁 埃德邁克爾斯說：“籌集資金并不難，精明的經營策略也可以模仿。技術的半衰期一直在 縮短。對當今的許多公司而言，人才是贏得競爭優勢的首要因素”。如今管理人員意識到， 在當今經濟全球化、電子商務化和以網絡速度運行的全球市場上，由擁有自主權的人才組 建的精干企業對快速決斷具有關鍵意義。電子商務企業有賴于員工的聰明才智和主動性來 作出更貼近消費者、對市場反應更快的決定。電子商務，重在服務，電子不過是手段。電子商務也可以說是電子服務，使Internet 能夠為人類服務，服務的核

15、心不是技術，而是企業的文化、員工的素質;Internet經濟是服 務經濟，而不是技術經濟、網絡消費者交易的平臺，也不是商品陳列的環境；廠商不是單 純的供應商或銷售商，而是服務供應商，誰比誰服務得更好，誰賺到的錢就更多。在全新的電子商務環境中，最成功的企業給予新員工在過去只有顧客才能享受的尊重: 它們通過創造人人平等的精英管理體制，滿足員工們對從事有意義工作和創造財富的愿望。 它們慷慨地回報員工們的良好表現，不只是支付現金，而且也讓他們擁有企業所有權，3、領導者身體力行，信守價值觀念在電子商務企業的決策行為中，創新性是十分重要的。首先，企業組織結構要由原來 的金字塔式、自上而下、遞階控制的組織結

16、構向新型的網絡組織結構轉化。其次，管理重 點由資本管理轉為知識管理。知識管理是指運用集體的智慧提高應變和創新能力。第三， 新的管理思想和方法不斷涌現。在信息時代和網絡條件下，新的經濟形態產生了許多新的 管理思想和管理方法，例如柔性制造、分布式制造、敏捷生產、企業流程重組、學習型組 織、制造資源計劃等新思想新方法。在創辦電子商務企業和企業經營中必定會遇到各種意想不到的困難和挫折：如金融風 險，交易風險等，而且市場競爭日趨激烈，一旦遭受不測，沒有韌性就會徹底垮臺。因此， 企業家要有不怕失敗、不怕挫折和百折不撓的勇氣，要有獻身事業、不懼風險、敢冒風險 的精神。E-commerce corporate

17、 culture re-With the development of large-scale e-commerce Internet age, the resulting e-business culture, it is an enterprise in the production of a new value, so that the new integration of internal resources, for the enterprises to reduce transaction costs and improve efficiency shorten the produ

18、ction cycle, and many other benefits, but also on the existing corporate culture challenged. The rise of e-commerce is a means of rapid development of technology-led business models change, the survival of traditional economic activities based on mode of operation and management mechanisms have unde

19、rgone radical change, the traditional corporate culture also faces enormous impact.First, the corporate culture of the enterprise value of the contributionCultural phenomenon is a civilized country and the nation a major witness. Broader culture, including knowledge, beliefs, art, morals, laws, cust

20、oms and any person as a member of a societys ability to obtain and habits, including the complex whole. As a sub culture of the corporate culture, the survival and development of the enterprise also plays an important role. Commodity economy and corporate culture is the product of a market economy,

21、in line with the objective laws of market economy, reflects the companys competitive practices, competitive spirit and overall image. The so-called enterprise culture is the companys management philosophy, enterprises face in which the social and business environment in the long-term production and

22、business activities, the formation of all employees to accept and agree to honor, and to fight for a set of informal rules of success. It shows what kind of management philosophy and business practice, and corporate management to achieve through what kind of target. Is an important part of economic

23、management. Corporate culture means that a companys values, and these values become employees activities and norms of behavior.The origin of the corporate culture is how to increase profits, reduce costs and expenses. Its essence is how to enable enterprises to effectively integrate resources in ord

24、er to achieve external flexibility, the company survive in the competition, so as to realize sustainable development. Corporate culture for the enterprises to develop cultural management that a clear direction. The fundamental purpose of enterprise culture to foreign competition environment for buil

25、ding highly adaptable and can respond quickly to change according to environmental behavior capacities, which in fact is the company owned by the external competitive environment according to the needs of internal resources the ability to integrate and use. Corporate culture should promote the forma

26、tion of the capacity of the system, and the ability to maintain a good system. Many Chinese companies such as Haier, Lenovo and other one of the secrets of business success is to develop a set of corporate philosophy, business philosophy, formed its own unique corporate culture.the corporate culture

27、 reflects the companys image and spirit. Establish a good corporate image, corporate culture needs support. Modern business, from leadership to staff quality, from product quality to management facilities, from the environment to the product development, permeates cultural factors, all reflect the c

28、orporate image. Good corporate image (the goodwill) is itself an intangible wealth and assets in order to display the brand effect won the social and public support, in line with modern public relations and marketing theory. From the look of modern management theory, reflect the spirit of enterprise

29、 groups, the ideal goal, showing the direction of development of enterprises and business purposes, and on behalf of the companys future prospects, so that each member company can voluntarily contribute to the achievement of organizational goals, from Deep encourage enterprises in the fierce competi

30、tion in the technology press beautiful and fragrant flowers.the corporate culture as a new management theory, in the business to play an extremely re-building role.First, create a conducive environment for flexible coordination of business operations, corporate social systems as a subsystem, continu

31、ously with the surrounding environment material, energy and information exchange, social environment is relatively more objective and enterprises, enterprises the need to adapt to environmental changes, research the laws and requirements of environmental change, a clear trend of economic development

32、 compatible with the social needs and potential demand, improve the enterprises various weaknesses and adjust business strategy, create a new corporate culture, and environment interaction to achieve dynamic balance that creates a virtuous cycle of market environment, to promote the restructuring of

33、 joint-stock company into the future state of healthy functioning.Second, is conducive to the formation of the values of their overall operation. Development of corporate culture as the underlying motivation, values are the core of corporate culture, is a business organization and the basic concepts

34、 and beliefs. For businesses, the core task is how competitive the market to survive, to provide consumers with appropriate products and services. Agree on the core mission of business does not automatically guarantee a corporate member with a common objective. Values established for the company cod

35、e of conduct for employees defined in an extremely successful and the objectives pursued.Third, help to improve the overall quality, foster co-consciousness. The composition of the corporate culture, including ideology, culture, technology, culture, management culture, quality culture and entertainm

36、ent culture, the culture of integration and interaction, on the one hand to promote the improvement of the quality of the entire staff, partly because the influence of a common culture, the formation of a common awareness and behavior-oriented, to preserve and maintain the unity, cooperation, and ha

37、rmonious employee relations, the objective to strengthen the unity, co-founder, the overall development of the performance.the enterprise culture is a kind of meaning. Different from the surrounding environment of the enterprise as a system, its internal mechanisms of the coordinated operation of th

38、e corporate culture can not be separated. On the one hand, a direct impact on corporate culture, employee code of conduct, professional ethics and clip point, nurture and develop the corporate culture, to improve the cohesion and solidarity, increase employees satisfaction, sense of identity and bel

39、onging. On the other hand, the corporate culture of the major decisions of enterprises, the companys long-term goals and strategies as well as the implementation of rules and regulations have not be underestimated.Second, corporate culture building, and the need for changeIn the 21st century, the en

40、terprise culture of Chinese enterprises face multiple challenges: the arrival of knowledge economy, the corporate culture, the question of how to enhance the value of knowledge, knowledge workers how to deal with new issues; market-oriented reform, making the planned economy era the formation of cor

41、porate culture and old ways, old routines often fail; and the rise of network technology, but also for the birth of a new corporate culture provides a weapon. Sentence: mechanism changed, times have changed, technology has changed, so many companies are faced with reshaping corporate culture. Gerstn

42、er saved Big Blue, the first is to explicitly change the corporate culture of IBMs basic values, the creation of IBMs culture, which is strive to win (Win) fast execution (Execute) and team spirit (Team) . Gerstner said, as IBMs leaders, of course you need to lead the planning and specific projects,

43、 but your responsibilities also include leading the staff, the establishment of work teams, and the creation of high-performance corporate culture. GE Jack Welch, former CEO also said: Our vitality curve is able to function effectively, because we spent a decade in our enterprise to establish a perf

44、ormance culture.From our point of view of corporate culture development status, can only say that the end is still in a relatively level, the corporate culture strategy did not receive due attention, the cultivation of corporate culture, lack of guidance systems theory, corporate culture, most of th

45、e traditional culture in the enterprise the epitome of such enterprises often lack vitality, dead, suffering from a lack of excellent sense, may be severe centrifugal serious. Overall there are more defects in our corporate culture phenomenon with error, our corporate culture common errors are:the p

46、henomenon of cultural obscurantism. Such phenomenon is common in those autocratic leaders or operational problems of the enterprise. Performance of the leaders of the extreme stress on certain cultural values, education and means to promote radical. It is because the causes of most of the leaders ho

47、pe to achieve within the enterprise.no cultural phenomenon. Usually presents companies have a very strict system and the various rules and regulations. The system provides for employees to do and not do, but there is no clear cultural ideas and values advocate, neglect of education and training of e

48、mployees. Such phenomena generate up to industrial manufacturing companies, most of the causes of quality is not high because the leaders themselves, or lack of understanding of corporate culture. Or want to cover up some kind of cult of the individual facts. Such enterprises are usually easy to pro

49、duce leaders of the blind worship or silent on the situation.the ideal culture phenomenon. It is common in those with young people as the main force of the emerging entrepreneurial companies. Manifestations of these companies will make some unrealistic ambitions and cultural ideals, its advocacy of

50、the concept will be a kind of beyond the enterprise to transform the worlds sense of mission. Great and empty, the slogan of the people beyond the reach; grand, lofty goals often lack a unified real objective basis. Most of the causes of such phenomena is that leaders have too lofty ideals and the l

51、ack of work basket for fruits of the spirit. Performance of the majority of such employees are passionate emotion, but may have overlooked the immediate situation and today what to do evil.In addition, many corporate culture inhibits the human personality, in the enterprise is only concerned about p

52、eoples collective, denied the peoples imagination and creativity, produced under the concept of small-scale production of collectivism, it is difficult to form business cohesion.Now the competition is intense, and survival of the fittest as the new rules of the game, our companys corporate culture t

53、han the United States, Japan has lagged behind many, if not catch up now, defeat in the competition will be inevitable. Therefore, the new corporate culture and change the shape of a project is Chinas enterprises not wait for new topics.Third, the age of electronic commerce to shape and change our c

54、orporate culture, the idea ofanalysis of internal and external factors, refined culture and a culture of innovation speedIn the era of e-commerce business to choose what kind of a core value is to create the most important issue of corporate culture. Information economy is the speed economy, the spe

55、ed has become a tool to improve competitiveness. The emergence of the Internet makes the world changes faster and faster, can be described by leaps and bounds. Internet-based e-commerce can thus quickly understand market information, quickly and easily collect customer needs, extensive product infor

56、mation, complete the online transactions in real-time settlement, a large number of business activities can be instantaneous, the production efficiency has been greatly to improve. In short, information technology and network technology makes extensive use of e-commerce enterprises to enter the mark

57、et, the threshold can be greatly reduced. Now the world is talking about innovation, because in todays economic environment, the only constant rule is everything is changing. In this regard, any organization or business if you do not always change and innovation, it is impossible to maintain their c

58、ompetitive advantage. No innovation, on the death, innovation has become a corporate existence and development of important, and that only through its own innovation and certainty in order to deal with the uncertainty of rapid change. In the information context, the role of innovation has been an un

59、precedented strengthening, and sublimated into a social theme. In the age of electronic commerce, innovation has become the source of the vitality of enterprises, the traditional production scale, cost advantages and other factors will not decide the future, companies only through continuous innovat

60、ion to survival and development. Conservative and conservative, is simply not in the fierce market competition based on the enterprise in the future in order to have a place in the global competition, we must break through the traditional idea of imprisonment and mindset, bold innovation, firmly gra