This thesis elaborates the duality of source and receiver in the communication of corporate culture by using the theories of communication and corporate culture.

文章运用传播学理论和企业文化理论，论述了企业文化传播的主受体二重性的问题。

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Good execution targeted to work, adhere to the perfect attitude, on the lower level to timely communication, execution to build a corporate culture, but also to build a team of executive power.

好的执行力要工作目标明确，坚持完美的工作态度，上、下级要及时沟通，要打造一个执行力企业文化，还要建构一个执行力团队。

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Analysis from three aspects in general, they are native Korean Lotte Group, Korea's corporate culture, brand management guidance of the various strategies and external communication strategies.

分析总体上从三个方面展开，他们分别是韩国乐天集团的韩国本土特色的企业文化、品牌管理的各种谋略指导、以及对外传播策略。

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