自古商场如战场，要想在日趋白热化的市场竞争中永立不败之地，仅仅靠企业信誉和产品质量还远远不够，还必须靠企业文化作支撑。企业文化虽不能产生直接的经济效益，却是企业能否健康发展的关键因素。文章探讨了企业文化的作用，并提出企业文化建设过程中需注意的问题。

Since the ancient times, to win in the market is like to win in a battlefield, an enterprise can reply not only on its reputation and product quality, but also the enterprise culture. Enterprise culture, though cannot bring direct economic benefits to the company, is a key factor of the company's sustainable development. In this article, the role of enterprise culture is analyzed, and issues in building the enterprise culture is also being raised.