1. Vision: harmonious life, development and innovation.
Vision is a blueprint of a state that an organization can achieve in the future, which expounds the ultimate goal of enterprise existence. The answer is "where to go".
2. Concept: pursuing Excellence and achieving the future.
Mission refers to what form or identity an organization will use to achieve its goal under such an ultimate goal. The answer is the question "Why should we go?"
3. Standard: Honesty and trustworthiness, dedication.
Values refer to the standard concept of the expected future situation based on the vision, purpose and mission of the organization. The answer is "how to get there".
Extended data
Notes on writing:
The purpose of brand corporate culture is to strengthen the brand connotation, locate the core value, enhance the brand image, reflect the brand's own personality characteristics, and be widely spread and recognized by consumers.
For a brand, it is meaningless for the concept of Excellence to stay in words. There is a big misunderstanding in building a brand, that is, after the brand concept is determined, the work will come to an end or end. Remember, this is just the beginning.
Values are not words pasted on the wall, but there is a kind of values called "speaking people's words". When Mr. White Crow showed us around, he explained the source of this value. I said before that there was a DM (flyer) with poor effect, but it turned out that it was not from the user's point of view, and the design was too fancy (high-end). On the contrary, it makes users feel that they are selling mobile phones, which seriously deviates from the goal they want to achieve.