摘要：
21世紀(jì)是一個(gè)文化的時(shí)代。任何一個(gè)追求成功的企業(yè)，都必須充分認(rèn)識(shí)到企業(yè)文化的必要性和重要性。本論文探討了廣告公司的企業(yè)文化建設(shè)。對(duì)我國(guó)本土廣告公司的企業(yè)文化作了深層次分析思考。根據(jù)分析，筆者認(rèn)為：第一，中國(guó)的廣告公司的企業(yè)文化建設(shè)已迫在眉睫。第二，廣告公司的掌權(quán)者應(yīng)該明白，企業(yè)文化不是一杯隨時(shí)能解渴的水。第三，我國(guó)的廣告公司必須植根于本土，結(jié)合我國(guó)自身情況，建設(shè)有自己特色的企業(yè)文化。第四，廣告公司應(yīng)該如何進(jìn)行企業(yè)文化建設(shè)。最后，筆者希望以此契機(jī)，激勵(lì)我國(guó)廣告公司，相信對(duì)國(guó)內(nèi)廣告公司的企業(yè)文化建設(shè)具有一定的參考和借鑒作用。
關(guān)鍵詞：廣告公司；企業(yè)文化；管理

The Discussion of Corporation Culture in Advertising Company


Abstract: The 21st century is a cultural era. Every enterprise, which wants to be successful, must realize the necessity and importance of corporation culture. This thesis discusses the construction of corporation culture in advertising company, and analyzes the corporation culture of indigenous advertising company in our country. According to the analyses, the author concludes four summing-ups as follows: First, the corporation culture of Chinese advertising company is urgent. Second, the hierarch of the advertising company should be clear about that the corporation culture can not take action at any time. It is not omnipotent. Third, the advertising company should know the situation of themselves so as to build their own characteristic corporation culture. Fourth, it is how to construct the corporation culture. At last, the author hopes to inspire the advertising company in our country by this chance. It can be used for reference to the construction of advertising company in China.
Key words: advertising company；corporation culture；management