Exploration on the construction of enterprise culture in the civil aircraft industryAuthor: Liu YueAbstract: the long-term stable development of civil aircraft industry can not be separated from the successful construction of enterprise culture, corporate identity system is the core part of the enterprise culture construction. Combined with the core view of the image recognition system theory and other related theories, from the aspects of enterprise value concept, corporate visual image, enterprise behavior, etc., to strengthen the construction of enterprise culture, and promote the development of civil aircraft industry.Keywords: civil aircraft industry; corporate culture; corporate identity systemIn recent years,, the state attaches great importance to the development of civil aircraft industry, for the capacity of national security, science and technology innovation, talent training, industry upgrade paid attention to the propaganda, to create a good cultural atmosphere for the development of the civil aircraft business. In such a social and cultural atmosphere, the establishment of the internal cultural environment of the civil aircraft industry is the combination of social and cultural construction and the development of the enterprise's own image and cultural soft power, which is transformed into the real productive forces.The long-term development of of any enterprise cannot do without corporate culture, so is the civil aircraft industry. Enterprise culture is the inherent driving force for the development of enterprises. It is a catalyst for talent, management and innovation, which is a key factor to determine the rise and fall of an enterprise, which is a key factor in determining the rise and fall of an enterprise, which is based on a variety of functions, such as [1], which is the function of the enterprise, such as the aggregation, incentive, restraint. Enterprise culture constitutes the important soft power in the enterprise competition, and it has a long and extensive influence with the technology, facilities and products. Therefore, the current world enterprises (including all major Multi-National Corporation) are very attached to the enterprise culture construction, as the core component of enterprise development. It is in this sense, in the guidance of national policy, based on the actual characteristics of the industry, to foster the development of the market economy to adapt to the requirements of the enterprise culture, for China's civil aircraft industry to establish a market economy operating mechanism, and promote the further development of the aviation industry has a very important significance.And the construction of enterprise culture is closely related to the enterprise image recognition theory that corporate image recognition system of CIS (Corporate Identity System) design is the core part of enterprise culture construction. Corporate image is the enterprise consciousness, the various characteristics of their own enterprises to the public initiative to display and communication, so that the public in a market environment for a specific enterprise has a standardized, differentiated impression and understanding, so that better recognition and leave a good impression. Image recognition system is composed of three parts: Identity. MI Mind (Visual), Identity. VI BI (Behavior), and [2] (Identity.). We combine the core viewpoint of this theory and other relevant theory to practice, from the following several aspects of the civil aircraft industry enterprise culture construction to analyze.1 the establishment of enterprise value concept of civil aircraft industryLiving in the CIS of the core status of corporate identity system, MI is the enterprise production and management in the process of design, scientific research, production, marketing, service, management and other business philosophy of the recognition system. To establish a unique business philosophy, is the enterprise to the current and future of a period of business objectives, business ideas, marketing methods and marketing form of the overall planning and definition, mainly including: corporate spirit, corporate values, corporate motto, business purposes, the operating principles, market positioning, industrial structure, organizational system, social responsibility and development planning and other [3]. The enterprise idea is the value criterion and the cultural idea which the enterprise forms in the long-term production and management process, and the enterprise management direction, the management thought and the management strategy target of the enterprise value criterion and the cultural idea.Civil aircraft as the core of national industry form part of, the in the high-end industrial development and even the entire national economic development in leading position. As a benchmark for large enterprises, in particular, to pay attention to the enterprise value, through the overall development trend of the civil aircraft industry, on the basis of comparison with the international situation, on the basis of comprehensive evaluation of the status quo of the major Enterprise Inc in the industry, and to extract the characteristics of civil aircraft industry and enterprise development goals and rich management concept system [4]. The value idea of civil aircraft enterprise and industry is the foundation of enterprise culture construction, and it is the foundation of building the social and cultural system of Chinese characteristic civil aircraft. The enterprise value system should include two basic components, including the core idea and the application concept, the core idea involves the enterprise mission, enterprise vision, core values, enterprise spirit, etc., application concept involves personnel concept, safety concept, quality concept, cost concept, the concept of integrity, integrity, innovation, customer concept, market concept, etc.. Enterprise value concept is a rich cultural system, for different industries or enterprises, the core concept and application of ideas are different, have their own inherent characteristics. Specific to the civil aircraft industry enterprise value concept, should include the following several aspects:First, innovative ideas. Innovative culture is the power source of the development of large aircraft and new regional aircraft to successfully develop and achieve commercial success. Technological innovation is the fundamental way of civil aircraft to obtain competitive advantage, enhance competitiveness. Technological innovation is the enterprise ability。