Corporate Culture of Great Wall Motor

Wolf and rabbit spirit (desperately improving quality, crazy implementation)

Have the keen market reaction ability like a wolf, and have the initiative to attack everything;

Like rabbits, they have a strong sense of survival and crisis, and they are quick-witted and flexible.

Have a tenacious style of not afraid of difficulties and being brave in struggle;

Have the initiative to do things, efficiency first team spirit;

To pursue excellence, innovation and quality first.

team spirit

Cherish the company's reputation and maintain the survival platform;

Work together and serve each other;

The leader is the coach;

Trust others and fulfill their responsibilities;

Great wall style

The vitality of pragmatic enterprises lies in the brand. The company builds brand development with three categories of brands: Ito sedan, Haval SUV and Feng Jun pickup truck. Great Wall brand is divided into three levels, namely company brand, category brand and vehicle brand. Company brand positioning is the most lasting and unshakable, followed by category brand positioning, and vehicle brand positioning can adjust its image language in real time according to market conditions.

◆ Company brand positioning

Great Wall Motor steadily drives the future.

◆ Category brand positioning

Name the car brand Ito, SUV brand Haval and pickup truck brand Feng Jun.

Ito automobile: fashion technology Harvard SUV: SUV expert

Feng Jun Pickup: Pickup expert.

◆ Automobile brand positioning

The main vehicle image terms are as follows:

Elf: High-quality safety car

Li Xuan: Shishangyi School

Cool Bear: Multifunctional Family Car

Ling Ao: Happy because of challenges.

Ito C30: Family Future

Ito C50: Intermediate Family Car

Feng Jun: A New Trend of Joker.

Harvard: omnipotent, unbounded, free and infinite.

Good word of mouth: cross-border change

Harvard business school: fashion personality leads honor

RV: Real Life

Euler: Witness the future.

2. Chinese and English standard word

3. The connotation of the logo

Oval: Based on China, Going to the World.

Beacon Image: the Symbol of China Traditional Culture

Sword front arrow: full of vitality and prosperity.

Dare to show your sword and be invincible.

Three-dimensional "1": quick response, always strive for the first place.

4. Accurate product positioning

Adhere to accurate market positioning, become stronger and bigger from market segments, adhere to differentiated competition strategy, and win market opportunities. Accurate positioning makes the Great Wall a shoo-in in the fierce market competition.

After 20 years of development, the Great Wall has gone through the arduous course from pickup truck manufacturing to car manufacturing, from product manufacturing to innovation and development, and from domestic competition to overseas competition, and successfully completed the triple jump of "pickup truck, SUV and car" products, creating an industry miracle.

5. Pay equal attention to quality and taste

Brand is based on quality, and product quality and taste are equally important.

Implement the boutique strategy. Pay close attention to product quality, strive to improve taste, maintain the leading position in the industry, and let products speak. Ensure that every car is a boutique car with fashionable shape, exquisite workmanship and solid materials, and dare to challenge similar models of international brands.

6. The market has no national boundaries

Based on the domestic market, explore the international market.

Implement the production mode of "one country, one policy, one country and many products". By the end of 2008, the products have been exported to more than 20 countries and regions around the world, and assembly plants have been established in Russia, Ukraine, Indonesia and other countries.

Steady and steady in overseas markets, divide the market level through "Weikete Plan", expand the overseas sales and service network, improve the quality of overseas after-sales service, carry out systematic market construction, and build an internationally renowned automobile brand.

7. Serve customers with "wholehearted care"

Great Wall takes the service tenet of "keeping the car with your heart and treating others sincerely", and through the service concepts of first inquiry responsibility system, 24-hour assistance service, one-time limited service and perfect "three-level return visit", it creates a reassuring and comfortable car experience for users, thus obtaining higher user satisfaction, embodying the wholehearted care of Great Wall people and enhancing the brand reputation of Great Wall.

Brand is the most valuable intangible asset for enterprises to resist market storms. In order to enhance the brand image, Great Wall Motor has implemented the marketing concept of "all customer-centered" to every small link. In addition to adhering to the service commitment, we will also carry out special service activities on a regular basis according to the needs of users, as the way to win for Great Wall Motor.

Over the years, Great Wall Motor has grasped the market demand, constantly sought new marketing service strategies, and finally won the competition, taking the initiative in the market competition. The after-sales system has won the praise of users with its convenient, fast, responsible, multi-network and high-standard service. The marketing and after-sales service network all over the country makes Great Wall Motor have a competitive advantage in the whole value chain from product to market, and has won a good reputation from users.

It is the first company in the pickup truck industry to pass the 2000 ISO international quality system certification. Steady operation, emphasizing lean management and paying attention to management quality. In the same industry, the first company passed the 2000 ISO international quality system certification, Royal British certification, Gulf certification and Saudi Arabia certification, which ensured the product quality. Among many brands, Great Wall pickup truck has won the favor of national law enforcement departments for its superior cost performance. The company produces "a la carte" according to the requirements of special industries. Every year, nearly 10,000 Great Wall pickup trucks are selected as official vehicles by quality supervision, public security, politics and law, industry and commerce, highways, telecommunications and other systems. In the same industry, Great Wall pickup truck is the brand with the largest number of group procurement and equipment law enforcement departments. In the future development strategy, the Great Wall will continue to give play to its advantages in the pickup truck and SUV industries, making it better, stronger and bigger. Effectively integrate the technical transformation, upgrading and upgrading of upstream supporting resources such as Great Wall gasoline engine, diesel engine and front and rear axles, further enhance the core competitiveness of enterprises and repay the country and society with greater achievements. In the international market, Great Wall Motor has kept China's automobile export number one for nine consecutive years. It has been sold to 120 countries around the world, among which 80 countries have achieved bulk export and maintained strong growth. In 2007, Great Wall Motor exported 50,000 vehicles, and the export ratio will reach 1: 1 in two years. Since 1995, the company's products have successively obtained export authority certifications such as 3C, SA, GC, UA and ISO. The export areas are mainly concentrated in Africa, the Middle East, Central and South America and the Caribbean, Central Asia, Southeast Asia, Russia and Eastern Europe, and corresponding exhibition halls and maintenance service centers have been established, forming a solid international marketing network. The export products cover more than 20 varieties such as Deere, Sailin pickup, Saifu SUV, Saiying and Haval.

Great Wall Motor's overseas strategy has developed in an all-round way, and its export quality has advanced by leaps and bounds. From "pure vehicle trade" to "systematically doing overseas markets", brand building, sales and service network expansion, technology export, establishment of parts center library, overseas factory building and other projects are carried out in an all-round way.

In September 2006, Haval CUV exported 500 cars to Italy for the first time, and exported 300 cars again in 2007 and 400 cars in September.

In August 2006, it was awarded the title of "National Automobile Export Base Enterprise" by the Ministry of Commerce and the National Development and Reform Commission.

In April 2006, Great Wall Motor was rated as "recommended export brand" by China Chamber of Commerce for Import and Export of Mechanical and Electrical Products;

Overseas after-sales service has become one of the focuses of Great Wall's development strategy. In the international market, the company has always been known for its steady operation, down-to-earth, pragmatic and benign market development. Great Wall Motor has continuously increased its overseas after-sales service, leaving a good reputation for the China brand in the world. In 2005, Great Wall launched the after-sales service activity for overseas markets-Victor Plan, and established more than 800 maintenance outlets in overseas markets, keeping the regional service radius of a large number of vehicles within 300 kilometers, which is in a leading position in China's automobile industry.

At present, Great Wall Motor has advanced development equipment and systematic functional departments and branches, and has become a first-class automobile technology research and development enterprise with independent engine and vehicle development capability, advanced internationally and first-class domestic level. The company's R&D capability is reflected overseas, which is the product of "one country, one policy" and "development and production according to orders". The Great Wall faces more than 80 countries, and the product quality should not only meet the quality standards and relevant laws and regulations of all countries, but also be varied and complicated according to the different needs and characteristics of all countries, from the high temperature in the Middle East and Africa to the cold in Russia.

Jiang Lei, Secretary General of China Automobile Industry Association, and yu zhang, First Vice President of China Chamber of Commerce for Import and Export of Mechanical and Electrical Products, spoke highly of Great Wall Motor's export. Jia Ceng, an automobile expert, commented: "Great Wall Motor has become a veritable multinational company."

Wang Fengying, general manager of Great Wall Motor, said: "Overseas is a very broad market, and the differentiated demand for automobiles in various countries provides more markets for national brands in China. As long as our products are beautifully made and targeted, the front is a blue ocean. Great Wall Motor is positioned in the global market, taking international quality standards as an important basis for product development and production, and is committed to creating quality products that lead fashion trends, technological innovation and high cost performance for consumers. "

20 13 On February 20th, a car website reported that the Haval brand of Great Wall Motor would be released independently. A few days ago, the reporter learned in an interview that Great Wall Motor plans to independently release the Haval brand in the first half of this year. If this move is implemented, it means that Haval will become the first professional SUV brand of independent car companies, and 20 13 will also become the brand first year of Haval SUV.

Wang Fengying, president of Great Wall Motor, said that by 20 12, Great Wall had entered the SUV field for 10, and now the number of Haval SUVs is about to exceed100000. Therefore, the company plans to spin off the Haval brand in the first half of this year, continue to increase investment in technology research and development in the SUV field, and further develop the Haval brand to the high end through the launch of H8 and other models.

Statistics show that in 20 12, Great Wall Motor * * * sold 620,000 vehicles, up 28.3% year-on-year, of which 96,500 vehicles were exported, up 16 1% year-on-year. Haval SUV has always been the main sales force of Great Wall Motor, with sales of 2,865,438+0.2 million vehicles, up 765,438+0% year-on-year. Not only is the performance of the domestic market eye-catching, but the growth of Haval SUV in export is also fierce. It is understood that Haval SUV has always been the most exported automobile brand in China, with 36,400 vehicles exported. Exported to the European Union, Central and South America, the Middle East and other countries and regions 100, including Italy, Russia, Australia, Chile, South Africa, etc., and became the main exporter of Haval.

In fact, the development and competition of bidding farewell to the rapid growth of China automobile market have changed. From the initial focus on products and cost performance, it gradually changed to focus on technology, quality and brand, and quality competition and brand competition continued to escalate. At the same time, the competition in the automobile market has intensified, and the war is rapidly spreading from product competition to channel and service competition, and the marketing level has begun to become a shortcoming in the development of independent brands.

Facing the gradually squeezed development space, Great Wall Motor has made a breakthrough in marketing innovation, such as going to Dakar for four consecutive years, which has a lot of hidden help for Great Wall Motor to explore overseas markets. Great Wall Motor is the only China team in Dakar Rally. During the competition, Haval Dakar team camp often receives prospective agents with investment intentions in South America.

Great Wall Motor has made a sales plan of 700,000 vehicles. Similarly, the Haval SUV is still the focus of momentum. It is revealed that Great Wall Motor will have 65,438+03 new models, including Haval H2 and H8. Some experts predict that with the independent release of the brand and the listing of more heavyweight models, the brand premium ability of Haval SUV will be further enhanced. Great Wall Motor's move is an exploration for independent brand car companies to break through.