Financial Gain to be Returned to the People

2007-9-12

 
We must be aware that just maintaining a brand is very difficult. A cultural support for the brand in enterprises is necessary. If there is not a core value embodiment, the brand is difficult to exist over long period. With a specific value orientation in enterprise, fundamental attribute of enterprises brand will not change no matter who will be leading the enterprises the future.

"First Financial Daily": what is the difference between the new and the older brand strategy of CMBC?

Wan Qinyuan: previously the Bank put more emphasis on social responsibility. The Bank last year devoted 30-40 million yuan to poor Foundation for 6000 poor university students. Of course, in addition to corporate social responsibility, we have made clear to the community what vision CMBC has. Our positioning is to become a bank of first choice. Love and compassion is the key. Basically, Banking is a service sector, which should be in pursuit of human nature and move people by love. Therefore, we not only need to raise the slogan of brand building, but, more importantly, to make customers experience details of our service in day-to-day operation.
 
"First Financial Daily": how CMBC corporate culture is reflected in the in specific operation? How to raise staff’s recognition for the corporate culture?

Wan Qinyuan: We should always keep in mind that the banking is in the service sector. Providing better services to customers and giving them a more pleasant financial experience is our primary responsibility. We believe that the best service is to "sense", which is the different feeling of happiness for clients. We should discard lagged services, provide services better than standard, and innovate services ahead of others to bring pleasant surprise to clients. "When customer needs a glass of water, I send customer a cup of tea." Creativity can bring true happiness to the people.

In the course of specific business operation, CMBC also has a high sense of social responsibility. In assessing the incentive and marketing, we should bring in Bank's brand philosophy, shaping the CMBC a social image of emphasizing on love and compassion, for example, we put in place a strict rule when making loans, project that is not environmentally friendly is out of our consideration.

【Close this window】