In the new year, Wuxi Diesel Engine Factory of FAW Jiefang Automobile Co., Ltd. (hereinafter referred to as "FAW Xichai") holds high the banner of brand and culture, and sends out the strong voice of "brand leadership, culture and soul" and welcomes new ones with a new attitude. The challenge. In early January 2015, FAW Xichai released a 2015 version of the Brand Management Handbook and Corporate Culture Handbook with its new revised design, and officially announced that the company has entered a brand new era of brand leadership strategy.
At the launching ceremony, Qian Hengrong, director of FAW Xichai , said in a loud voice: "Brand building and cultural cultivation must adapt to the new situation and requirements. We must change the teaching style and indoctrination style into experiential, sentimental, and heuristic, and accumulate more for the development of enterprises. More 'positive energy'. As long as we know and act together and persevere, these tasks will be carried out throughout the entire staff, the whole process, and the entire system. The goal of the factory will surely be realized!" Obviously, FAW Xichai, known for its hard work spirit, is preparing again. With a new round of hard work, we will make strides toward new strategic goals.
Brand leadership
FAW Xichai has always been highly ambitious in its brand building. It always takes "national brands, high-end power" as its own responsibility, and has made unremitting efforts to establish the brand positioning of "China Power Expert".
In recent years, with FAW Xichai entering its fourth venture phase, the brand strategy has been identified as the company's top strategy for the first time by FAW Xichai. In 2011, the prelude to the brand building of FAW Xichai was launched. It completed the basic diagnostics of the brand, planned the overall strategy for brand building, identified three well-known, China-leading and internationally-renowned goals, and eventually built China’s leading international Well-known high-end power supplier brand. Focusing on the “China Power Expert†brand positioning, Aowei, Hengwei, and Conway have established three major product brands and “core service†and “eagle cultureâ€. The brand's overall structure has become increasingly full. The effect was gradually brought into play. In the same period, FAW Xichai built a collective decision of the Brand Management Committee, responsible for coordinating the CBO, organizing and coordinating with the centralized department, implementing the brand management model specifically implemented by the department, and conducting business management around the “brand axisâ€. During this period, FAW Xichai continued to innovate in brand communication, and implemented the China Power Expert Summit Forum, the National Enterprise Cultural Demonstration Base on-site meeting, and Aowei Engine 2 million kilometers no overhaul activities, etc., which greatly enhanced FAW Tin Chai brand image.
FAW Xichai Aowei Engine
The newly released “Brand Management Handbook†is based on the 2012 edition of the “Brand Management Handbook†and is an important achievement of the brand building work of FAW Xichai in recent years. In accordance with the requirements of brand leadership, the new manual has systematically integrated the overall architecture of the old version, re-organizing the overall context of brand building, and the clarity of the organization and the content are more complete. At the same time, the main achievements of brand building of the company's brand in the past two years are included in the main ideas of the company brand, interpretation of the factor brand, etc., which will help the community and the whole plant to deeply understand the connotation and essence of the FAW Xichai brand. Undoubtedly, the new version of the “Brand Management Handbook†is the result of the brand building practice experience of FAW Xichai in recent years and is an important achievement of the brand building work of FAW Xichai in recent years.
If the new edition of the “Brand Management Handbook†is a summary of the brand building work results of FAW Xichai in recent years, then the honors that come from the past are the most vivid footnotes for the successful brand building work of FAW Xichai. In 2014, FAW Xichai was honored with "China Machinery Industry Brand Competitiveness Award Enterprise", "Engine Industry Leader in Internal Combustion Engine Industry" and "National 100 Excellent Component Suppliers" with its outstanding brand strength. These heavyweight awards This shows that the industry has highly recognized FAW Xichai brand building results.
Cultural Soul
The publication of the "Corporate Culture Handbook" is not the first time that FAW Xichai has made major moves in corporate culture. FAW Xichai has issued two editions of the “Strategic Planning for Corporate Culture Construction†for scientific deployment and achieved very significant results. This time, with the help of the publication of the "Corporate Culture Handbook," the strategic goal of "culturally uniting the soul" is undoubtedly a dazzling monument in the construction of FAW Xichai culture.
"The so-called "cultural sophistication" is to use corporate culture to unite people's minds and provide strong cultural support for the transformation and development of enterprises under the new normal and new situation through the creation of Xiechai's cultural highland. "FAW Xichai Xichai relevant The staff introduced this way.
According to reports, the newly released "Corporate Culture Handbook" is a comprehensive upgrade to the culture version of the 09th edition of the "Employee Handbook". It systematically introduces the culture of the factory's corporate culture, and conducts the concept culture, idea culture, performance culture, and environmental culture. The optimization and improvement reflects the continuation and inheritance of Xichai culture; highlights the commanding status of “Eagle Culture†in the construction of corporate culture and shows the development and innovation of Xichai culture. New sections such as "Employees' Voices" and "Cultural Activities Highlights" were added to reflect the full participation of the Xichai culture. Obviously, the new edition of the “Corporate Culture Handbook†is a comprehensive review of the thick corporate culture capital of FAW Xichai and is a concentrated presentation of the latest achievements of FAW Xichai’s decades of cultural construction.
Invisible to the culture, the influence on the enterprise is not limited to the concept. It is silent, often dissolves into the bloodstream, and becomes an unconscious behavioral code. It ultimately implements specific actions. From this perspective, the culture and soul strategy of FAW Xichai has achieved great success to a large extent. For FAW Xichai, the corporate culture is reflected in the love action of FAW Xichai after the Wenchuan earthquake, the Yushu earthquake and the flood disaster in Jilin province; The selfless dedication of the student's “Volunteering Day†activities; reflects the investment of 200 million yuan in the establishment of a green enterprise benchmark in the factory area of ​​the first factory of Wuxi Xichatang; the culture reflects the green power of the FAW Xichai in strict accordance with the national emission regulations and manufacturing In the workshop, the employees of FAW Xichai worked hard with the "one minute and sixty second in earnest" professional status. Culture is reflected in the factory area, and each FAW Xichai is civilized and dressed in a clean and tidy spirit. This is reflected in the subconscious habit of consciously walking zebra crossings like walking across the factory road...
The so-called "does not use the road for daily use", as a "national demonstration base for corporate culture," FAW Xichai, its outstanding culture has long been an important spiritual force behind each FAW Xichai people. From this point of view, the concept of "culture and soul" of FAW Xichai has already become a reality to a considerable extent.
Overview of FAW Xichai's brand, cultural construction, whether it is to build a strong brand or cultivate advanced culture, have always run through the "pure but not large" pragmatic concept, in the brand of FAW Xichai, a cultural discourse system, fresh There are grand slogans, mostly simple words. It is precisely this kind of pragmatic spirit that supports FAW Xichai to create new legends again and again.
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