Jiang Lin: Reflections on our corporate culture in New Oriental.

The survey of the world's top 500 enterprises by IBM Consulting Company shows that their remarkable technological innovation, institutional innovation and management innovation are rooted in their excellent and unique corporate culture. We often hear people say that entrepreneurs like Ren, Liu Chuanzhi and Ma Yun are good at telling stories and are masters of "drawing cakes", so enterprises can grow and develop. In my opinion, the content of culture and values is definitely not a castle in the air, but the essence of an enterprise. Its concept should be able to guide and reflect all aspects of a company's actions, and it is also the key factor that ultimately determines how far an enterprise can go and the height of the pattern.

Teacher Yu's speech covered many aspects. I want to talk about my feelings from the perspective of the highest vision and mission of the enterprise. Because the vision and mission determine what the enterprise should do, what products it should have, what teachers it should have and what tactics it should take to experience. Many people don't know the difference between vision and mission. My understanding is that the "vision" represents the business attempt of the enterprise, and the "mission" is the role and mind of the enterprise in society. Corporate vision in New Oriental should be an excellent, respected and culturally valuable educational institution. This includes multiple meanings and progressive layers. It is the most basic and important goal to help students improve their scores, pass the exam smoothly and meet their basic goal of registering for class at the beginning. As an education and training institution, it can be called an excellent training institution with its own teachers and teaching research. However, it is not enough for New Oriental. While helping students get marks, can teachers in New Oriental use all their passion and wisdom to stimulate students' willingness to study actively, convey a positive attitude to them, and even influence and change their lives? If we can do this, we will be respected. This is also the spirit that New Oriental has been inheriting in its own way for a long time, and it is also the biggest difference between it and other competitive brands. Inspirational spirit and culture should be everyone's knowledge in New Oriental. No matter how technology changes with each passing day, the essence of education will not change, and the brand connotation will continue to strengthen. It is of cultural value to inherit and persist from generation to generation, thus affecting the cognition of a generation and helping the development of education in China. Extending from vision to corporate mission, New Oriental should strive to enhance students' lifelong competitiveness, shape their singing quality and give them a global vision. This is the same strain, but also into the brand concept. It is precisely because of this vision and mission that an enterprise will have unique teachers and teaching products and services, and it is also the enterprise "Bible" that guides all aspects of a company.

For brands, the highest ideas and values of enterprises are the core, and brand dreams are also based on this. Perhaps in the past, because of the scarcity of goods, we often only paid attention to the quantity of products. Later, I learned that the quality of goods is what we care about most. However, today we will choose more brands of cultural products with the same quality. We pay attention to the producers of commodities. Today, enterprises are not only providing goods for consumers, but more importantly, spreading their own culture. Nothing is more important and outstanding than today's fierce competition, because in addition to internal guidance and education, external communication is also a crucial factor.

The ultimate criterion for judging the success of a brand is whether you will lose something when the brand disappears. I think this feeling is not only that you can't buy a product, because you will never find a similar product, but that the feeling and spirit behind the brand have disappeared. This is also the brand value that the brand department and all departments should work together to build.

Finally, I want to say that most corporate cultures in China are still at the stage where entrepreneurs represent corporate cultures. For the construction of corporate culture, this is only the initial stage of corporate culture construction, and there is still a long way to go before it really takes shape. Enterprises should build a rule system, and corporate culture should be based on rules and strategically decomposed into each department. Forming * * * knowledge is only the first step, and it is necessary to gradually establish a systematic ability to convey brand culture and value.

All along, "looking for hope in despair will lead to a brilliant life" has inspired generations of students, which is an interpretation of inspirational spirit. In my opinion, no matter how the target group and slogan change today, the essence of education will not change. If the spirit of the enterprise and the internal needs of consumers are locked together, it will always work.

May New Oriental and you and I always keep pace with the times!