Abstract: In today's global economic integration, Chinese enterprises operatingsituation is becoming increasingly serious, the business environment is becoming more and more complicated, only by changing the idea, innovation and development,improve the level of corporate culture, we can gain a firm foothold in the global competition. This paper deeply analyses the Zhaojin investment enterprise culture constructionexperience and practice, analysis and systematic research for the important role of enterprise culture in the new period in the enterprise management, development and upgrading of. To explore how to grasp the development trend of enterprise culture construction, the new management thought, management culture and enterprisecombined with the actual situation, and actively explore the establishment of new enterprise culture construction model for Chinese enterprise development, to enhance the soft power of enterprises.