摘 要
企业文化是组织得以发展的灵魂和基石，对企业的战略方向、经营业绩、核
心竞争力有着重要影响。企业之间的差距，最后往往体现为文化、价值观的差距。
所以，企业竞争从初期的产品竞争，到利润最大化竞争，最终将发展为企业文化
的竞争，只有赢得这场激烈竞争的胜利者才是能长久生存并获得成功的企业。
JF地产是一家云南本土的房地产企业，长期位于云南房地产行业的龙头位
置，但随着近年全国各一线地产开放商纷纷进驻云南，行业政策缩紧，消费者购
房理念改变等种种因素，JF地产的竞争优势逐渐消失。如何提高企业竞争力，
在房地产行业发展的“后半段”站稳脚跟，成为 JF地产当下的重要课题。
本文以作者所在的 JF地产做为研究对象，在对企业文化、企业文化诊断和
测量工具进行综述的基础上，选取奎因和卡梅隆建立的企业文化评价量表
（Organizational Culture Assessment Instrument，简称 OCAI）做为企业文化诊断
的工具。以 OCAI量表为基础设计调查问卷，并在企业内部进行问卷调查，对回
收的 204份有效样本从团队型、市场型、等级型、创新型四个维度绘制企业文化
现状轮廓图和期望轮廓图。结合 OCAI量表调查问卷结果和员工面对面访谈结
果，发现 JF地产企业文化现状类型和员工期望的企业文化类型都是市场型为主，
等级型辅之的混合型企业文化，但员工期望的 JF地产各类型企业文化的强度有
所改变。JF地产在企业文化建设的过程中也存在组织架构不稳定、管理层忽视
企业文化建设、制度繁琐落地性差、企业文化宣传途径单一、信息化系统建设滞
后等相关问题。通过寻找 JF地产目前企业文化存在的问题，结合 OCAI量表问
卷调查结果，综合分析出 JF地产的企业文化改进方向。最后，本文为 JF地产后
续的企业文化建设提出了四大保障体系：组织保障、制度保障、物质保障和信息
保障体系。
作者希望借助于本次 JF地产现阶段的企业文化诊断分析，为 JF地产后续企
业文化建设提供一定思路，帮助企业提高经营水平、塑造企业形象、健康持续发
展，同时也期望对类似的中小型地产企业文化建设提供借鉴和参考。
关键词：企业文化；企业文化诊断；OCAI量表
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ABSTRACT
Corporate culture is the soul and cornerstone of an organization's development,
and has an important impact on an enterprise's strategic direction, business
performance, and core competitiveness. The gap between enterprises is often reflected
in the gap of culture and values. Therefore, enterprise competition will gradually
develop from the initial product competition to the profit maximization competition,
and eventually will gradually develop into the competition of corporate culture. Only
the winner of this fierce competition is the enterprise that can survive for a long time
and achieve success.
JF Real Estate is a local real estate company in Yunnan. It has long been in the
leading position in the real estate industry in Yunnan. However, with various factors
such as the first-tier real estate developers in the country entering Yunnan, the
tightening of industry policies, and the change of consumers' home buying concept,
JF Real Estate's Competitive advantage gradually disappears. How to improve the
competitiveness of enterprises and gain a firm foothold in the "second half" of the
development of the real estate industry has become an important topic for JF real
estate at present.
Taking the author's JF real estate as the research object, based on the overview of
corporate culture, corporate culture diagnosis and measurement tools, this paper
selects the organizational culture evaluation tool OCAI scale established by Quine
and Cameron as the tool of corporate culture diagnosis. The OCAI scale was used to
conduct a questionnaire survey within the enterprise, and 204 valid samples were
collected. The current situation outline and expectation outline of corporate culture
were from the four dimensions of team type, market type, hierarchical type and
innovation typebined with the results of the OCAI questionnaire and the results
of face-to-face interviews with employees, it is found that the current type of
corporate culture of JF real estate and the type of corporate culture expected by
employees are mixed corporate culture dominated by market and supplemented by
grade, but the intensity of various types of corporate culture expected by employees of
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JF real estate has changed. In the process of corporate culture construction, JF real
estate also has some related problems, such as unstable organizational structure,
management ignoring corporate culture construction, cumbersome and poor
implementation of system, single way of corporate culture publicity, lagging behind in
the construction of information system, etc. By looking for the problems existing in
JF real estate's current corporate culture, combined with the OCAI questionnaire
survey results, this paper comprehensively analyzes the improvement direction of JF
real estate's corporate culture.Finally, this paper puts forward four guarantee systems
for the follow-up corporate culture construction of JF real estate: organization
guarantee, system guarantee, material guarantee and information guarantee system.
The author hopes to use the corporate culture diagnosis of JF Real Estate to
provide certain ideas for the construction of JF Real Estate's corporate culture, help
enterprises to improve their management level, shape their corporate image, and
achieve long-term healthy and sustainable development. Provide reference and
reference for the construction of corporate culture.
Key Words: Corporate Culture; Corporate Culture Diagnosis;OCAI Scale
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