Corporate Speech1At 9: 00 am on April 27th, the 3rd China Media Management Forum was held in Beijing, and Li Dongdong, Deputy Director of the General Administration of Press and Publication of the People's Republic of China, attended and delivered a speech. This forum will focus on several major topics, such as "the harmony between media and enterprises", "the future publishing industry under the guidance of new technologies" and "national 1 1 city metropolis daily circulation publishing".
According to the data provided by the Guo Xin publication distribution data survey center, the organizer of the forum, about 300 representatives from provincial press and publication bureaus, top domestic media, large and medium-sized advertising companies, big advertisers and foreign media celebrities attended the meeting.
The following is the full text of Wu Chuanhui, general manager of Caijing magazine:
Hello, colleagues and friends. I am very glad to be invited by the organizer to communicate with you here and discuss the topic of "win-win between media and enterprises" Just now, Mr. Gaihua Creative brought us a visual feast. In fact, in the final analysis, these pictures are used in the media, whether it is paper media, websites or advertisements of businesses.
I was thinking when I first came, because there was a traffic jam all the way, I was going to have a holiday soon, and I couldn't even drive in traffic jam. In fact, we often find that at this stage of road congestion, it is not just cars that are crowded. There may be many advertisements jumping around in front of everyone on the 100-meter road, including light box advertisements and architectural advertisements. These so-called forms can be seen by short circuit. I just received a promotional advertisement from China Merchants Bank on my mobile phone. Actually, everyone is surrounded by a lot of media every day. We can go to work by reading newspapers, eating breakfast and listening to the radio. There are other things to see while waiting for the elevator. In the office, there are other advertisements, emails and some junk mails on msn. When I go downstairs to eat at noon, I may stuff some promotional videos, and when I get home, I will flip through magazines. Basically, China has entered the era of media flooding. More than a decade ago, we thought that we could only watch a few channels, and there were only a handful of truly successful market-oriented media in commercial banks. Today, we can easily surpass 60 TV channels. There may be thousands of websites to choose from, and any building has such media as Focus. Even the back of the taxi has a small TV screen. In the past three months, almost more than 20 magazines in China were founded or revised.
Under such circumstances, everyone is very confused. The audience felt that the information exploded. They don't know what news channel to choose and what information to browse. Companies are also very picky. Every media is selling its audience and communication power. The life of the media is actually getting more and more sad. Why do I say that? Because your audience is more and more critical, companies will try their best to keep you down. In any field, any media faces a large number of imitators, followers or challengers. Every so-called publisher or media manager is thinking about how to make his media different and stand out. But I personally still think that, on the whole, the media has not depreciated because of the increase in quantity, because there is a lack of a large number of high-quality media, and these lack of high-quality media are worthless. The proliferation of media is only relative, because good media resources are always scarce. What is good media? It is a media that can create value.
I want to say today that only with this value-creating media can we win together with enterprises. This is an idea I want to express here today. An important question is what is the value of the media, or what kind of value the media can bring to whom. Of course, we all know that the value and significance of the existence of the media lies in its so-called "middleman" position, because it is a truth that we bring information to the audience and bring the attention of the audience to our advertisers, but in today's market environment, the situation may actually be more complicated. As I said just now, today's society is not scarce, but very rich, even redundant, and sometimes even makes you feel burdened. If the media really depreciates, the main reason is that the information itself is depreciating. Just now, Mr. Gaihua Creative also said that people are changing the ways and media of obtaining information. You have many choices whether to watch or read. But in such an environment, I don't think the media has lost its value because good media have more opportunities. In other words, including in our editorial team or in our business, we have always stressed that the so-called good organization is a high-quality media, but it will have more opportunities to succeed. What is good media? We believe that good media can help the audience turn information into knowledge.
We often overlook one thing. Information does not equal knowledge. Information is often chaotic, fragmentary, flat and historical, and it is easy to transmit. Knowledge is systematic, internalized and available. In the era of information explosion, the audience especially needs someone to help him sort out, screen and integrate information to make it digestible and nutritious knowledge. Therefore, as the core value of the media, it is to clarify the essence for the audience and become the information management center and information source. This value is mass. Caijing magazine was founded nine years ago, and this year is the ninth year. Always follow the idea of insisting on high quality news. We have been emphasizing quality just now. How to create quality? It's simple. We need to invest patiently and keep receiving the expected products. If we can see foreign examples, such as Atlantic Monthly and new york Classroom, it will take several months to start a cover story, such as writing a long report of "9. 1 1". The author stayed at the World Trade Center for half a year, and finally gave a very simple example. In XX, we have a cover story about Yinguangsha, which has the second market value. In fact, after more than a year's investigation, our company even got the stamp certificate from the customs and found that a considerable part of the export figures of Yinguangsha were forged. In fact, at present, many of our media are short of money, so it is difficult for journalists to spend such a long time to make such in-depth and long-term investment in making a report. Of course, this report had a great influence at that time and laid a very good foundation for the China stock market. The market began to attach importance to each other instead of thinking about development.
These things may be simple to say, such as trying to cultivate a high-quality editorial team. Actually, it's very difficult. As we said just now, investors are actually impatient. More and more people actually believe in quick money, which is easy to fool. I think as a media person, we should stick to a belief, which may be an old saying, that is, we still believe that the content is not dead, and high-quality content will definitely capture the audience, so we are half successful. But this is not enough to achieve a win-win situation with enterprises. We now face a problem. With the increasingly diversified society and more dispersed consumers, you can get the attention of the audience in a very short time. This can't satisfy the single media form to reach consumers, nor can it satisfy the single form to reach consumers. For example, many people will pursue soft publicity if they can't meet the needs of simple advertising and hard contact with consumers. I wasn't here this morning, but I also read some colleagues' speeches this morning, and also mentioned that soft-text publicity is very important to enterprises. I may not agree with this view, but it is indeed a normal state at present.
So now the media, especially the print media, are generally faced with the problem of advertisers cutting budgets in the hard and wide fields, and they demand more discounts. Not taking advantage of us, we can understand that. The main reason is that the budget of enterprises in marketing is very limited, and they have to meet the diversified needs of so many consumers and diversified media. However, on the other hand, there is no effective solution, and they are also very hard, wasting precious time and money to compare different media.
In fact, I think this situation is not a win-win situation, but a lose-lose situation. So I think another value of the media is that it should be created for enterprises. Can we provide an integrated marketing platform for enterprises and have an all-round impact on the audience? How to achieve this? My key word is brand. Speaking of quality just now, traditionally, we think that if you have good quality content and are recognized by the audience, your brand is there and you can enjoy it. But in fact, the most important thing is how to make good use of this brand to maximize the interests of the media and bring the greatest benefits to customers. What is this value? Especially in print media, there is still a problem of role transformation. We used to be a publisher, and no matter how good the brand is, you are just a content producer. I think the audience will ask us to be a so-called "content manager" in the future. In the future, our use of high-quality content should be all-round, and the way to influence the audience should be diversified and three-dimensional. We can not only send the information of enterprises to readers with content as the carrier, but also prepare for the effect and collapse of obtaining these information. At the same time, we can take the content as a platform to bring the affected people to their side, so as to penetrate into all levels of consumers' lives and influence consumers with more contact. So I think we have the opportunity to create a very efficient overall solution for the enterprise.
As far as Caijing is concerned, we have actually made some attempts and gained some experience in brand building and brand extension in recent years. It should be said that we have not only Caijing magazine, but also several special issues of our books. We follow Caijing's publication "Financial Practicality in Capital Market" once a month, and every quarter there is a book that pays more attention to pictures and changes in the humanistic era. This is all based on the axle that our Caijing readers care about. Let's create more added value and more content for them. Of course, we need to have some high-level requirements for these qualities.
Another special issue, we have an annual issue of Caijing every year, which is a prospect of the world and China in the coming year. Of course, it is mainly concentrated in the financial, political, social and cultural fields, which is relatively macro. We invited influential people from all over the world to write a column to pay attention to this topic. This is called plain film. At the end of last year, it was the fourth time that we held an influential annual financial conference. In parallel with our annual release, the theme was "Forecast and Strategy". For next year's macro-economy, a one-day or two-day meeting brought together influential spokespersons from various financial circles, government regulators and business representatives, as well as decision makers from the financial industry.
In fact, this year we also have some small-scale and focused topics to do financial forums and financial round tables. In fact, another move we made this year was that on the first day of March, the website of Caijing magazine was also revised. I also hope that we can provide readers with a high-quality content in such a medium, which is different from our magazine. Because the website has many features and functions of its own, we hope to play such a platform.
When we do all this, in fact, we find that if you reach the expected value, in fact, enterprises are willing to pay a large price, if from a commercial point of view. In this way, our brand is worthy of our early investment, and we can truly realize the value-added of the enterprise. Only by doing this can we have high-quality content and establish our own brand. I think it's still a little short, because in my opinion, the concept of * * * winning is not once or twice, a year or two, but a continuous and mutual achievement, but an achievement. As mentioned earlier, investors are impatient now. Many investors in the investment media believe that this is a "gold mine", which can quickly recover the investment and get a return. They think this is universally applicable. In fact, investing in the media is a relatively long-term behavior. In the United States, it may take five to ten years for a magazine to make money, because the development of print media in China, especially magazines, was in the past five or six years. The development I am talking about is market-oriented development, so some successful examples are very eager for quick success and instant benefit, giving everyone an illusion that it is easy to achieve.
As far as the construction and operation of the media itself are concerned, many people have the mentality of how to make a sum of money. If we want to realize the sustainable value of this brand, I think we need another concept, that is personality. As I said just now, the power of China capital has entered the media world, and we can't avoid this reality. The media industry itself is profit-seeking, and it is difficult for us to resist the influence. Friends who want to be familiar with finance and economics. We are independent, exclusive and unique. We call it the concept of "three independences", so we insist on the independence and authenticity of the report. We think this is the lifeblood of the media and the key to our credibility and influence. However, to ensure the content independence of the media, I can't just shout a few slogans, and I don't want to talk about the social responsibility of the media here, because the media is also a commodity and an enterprise. For any product or enterprise in the market, survival is also the first. But I want to say that the media's insistence on their own character is to protect their own quality and brand, and also to create value for themselves, enterprises and consumers. I think there may be many concrete examples. Because Caijing belongs to some sharp reports, there may be some critical reports. Over the years, because we have some negative reports, we have been under pressure from merchants, for example, we even lost some advertising orders. This happens from time to time. To tell the truth, without a long-term development and a firm belief, it is easy to yield, but I think in the long run, if you don't persist for a while, you may not be able to persist for longer.
Having said that, many people may question that Caijing can do it. Speaking of it, Caijing is also a more influential and powerful media now. Looking back on the development of Caijing, we have spent nine years, from the establishment of Caijing 1998 to the present, to cultivate our own quality, brand and character unswervingly, which is a luxury. Because there is no one in the media market now, there is such a long growth time. However, money is an investment, and so is time. I think today's media market in China has entered a situation of big investment and big return, small investment without return, and winner takes all. There is no shortcut, because investors with determination and foresight will raise the threshold of the market very high.
Finally, I want to say that media and enterprises can not only win, but also win in how we create value, not only for ourselves, for our readers and for enterprises, but also because you have your own quality, brand and personality. On this basis, we can not only win * * *, but also win * * *, because our relationship with enterprises is * * *, and the media must invest in quality, character and dedication. The influence of enterprises on consumers is not cost, and the inclusion of enterprises in media reports is not cost, but investment. In the long run, this is a high-return investment. I think our bigger career is in the future, and we will create such value together. Thank you all.
Innovation is the eternal theme of human development, the driving force of national progress, the source of enterprise development, and the hope of development lies in innovation. Concept innovation is an important prerequisite for passenger transport enterprises to innovate, which is mainly reflected in six aspects: enterprise goal, enterprise concept, enterprise spirit, enterprise ethics, enterprise style and enterprise purpose. This paper discusses the design of passenger transport enterprise spirit.
People should have some spirit when they are alive. The existence and development of enterprises, enterprise staff groups should also have a spirit-enterprise spirit. Enterprise spirit is the concentration of enterprise concept, the concentrated expression of enterprise soul, the healthy and progressive advanced group consciousness formed by enterprises in production and operation activities for a long time and recognized by employees, the concept of enterprise interests, competition, morality and so on, representing the same beliefs of enterprises and the same values of employees, and the inevitable product of the development of enterprise culture to a certain stage. Therefore, to design enterprise spirit, we must first respect the positive mental state of employees in practice, abide by the main principles of enterprise values and highest goals, not deviate from the enterprise concept, and reflect the overall requirements of the spirit of the times, the construction of a harmonious society and modern mass production for employees' mental outlook. The enterprise spirit designed with this as the guiding ideology can not only "come from life, but also be higher than life", and can become a powerful spiritual driving force to inspire all employees to strive for the highest goal of the enterprise.
The design of enterprise spirit should be the perfect combination of effectiveness, rationality and operability, so as to integrate enterprise value orientation and goal orientation. The design method of enterprise spirit is as follows.
1, employee survey method. List a number of candidate elements that can be used as enterprise spirit, conduct extensive investigations among managers and ordinary employees, and then decide to choose according to the opinions of employee groups. This method is generally used when updating corporate culture. Disadvantages are time-consuming, manpower-intensive, and scattered opinions. But because it comes from employees and has a good mass base, it is easily accepted by everyone and quickly takes root in people's hearts.
2. Typical analysis methods. Every enterprise has its own corporate hero, and these advanced figures can often condense and embody the spiritual factors that enterprises need most. Therefore, a comprehensive and in-depth analysis and research on the thoughts and behaviors of these heroes is carried out to determine the entrepreneurial spirit. This method has less workload and is easily accepted by employees, but it is difficult to choose the object and grasp it when the corporate hero is not very prominent.
3. Leadership decision-making method. Because enterprise leaders attach great importance to the overall development of the enterprise and have a deep understanding of the history and present situation of the enterprise, this is also a way for enterprise leaders to determine the entrepreneurial spirit. This method is the most efficient and fast, but it is greatly influenced by the personal qualities of leaders, and the publicity workload is heavy when it is implemented.
4. Expert consultation method. Provide the historical status, existing problems and business strategies of the enterprise to management scientists or management consulting companies who have in-depth research on enterprise culture, and they will design the enterprise spirit that meets the needs of enterprise development according to the laws and principles they have mastered and the experience of enterprise culture construction. The enterprise spirit determined by this method stands high and looks far, and sometimes it may not be accepted by employees quickly, so the process of publicity and implementation is slightly longer.
The enterprise spirit of our xx Automobile Transportation Group is "dedication, dedication and pursuit of Excellence". "Dedication" is an indispensable will quality of employees, and Nantong Automobile Transportation Group regards "Dedication" as the enterprise spirit, which has profound connotation. All cadres and workers are required to be loyal to their careers and duties. "Love and dedication" is the unique spiritual realm of employees, and to carry forward the spirit of love and dedication is to make contributions based on their posts. Dedication means selflessness and selflessness, and it is a noble social morality of "I would rather suffer a thousand hardships than let passengers suffer for a while". Really do everything for the sake of passengers, be responsible for passengers, and satisfy passengers. "Striving for the first place" is the practical ethics that employees must have. The word "striving for the first place" has two meanings: first, striving for advanced, first-class and champion is a spirit of full spirit, striving for the first place, high morale and high spirits; The second is to actively explore, be brave in innovation and be the first. "Excellence" is the code of conduct that employees must have. Excellence is to create a beautiful environment, provide quality services, establish a good image, and always be among the best. For passenger transport enterprises, creating excellence is not only the need to build a harmonious society, but also the need for enterprises to be brave in competition and increase efficiency. Passenger transport enterprises should constantly grasp the service needs of passengers and put forward new ideas and measures. To be a person without me, someone with me is superior, learn from me, highlight my personality and stay ahead of others. The four groups of words composed of "dedication, dedication and excellence" are interrelated, and the relationship is progressive, which embodies the ambition and spirit of xx company's automobile transporters to work hard, contribute to society, be brave in striving for the first place, keep forging ahead and strive for first-class achievements.
Dear leaders and friends! Hello everyone!
(Bowing)
With infinite glory to Wuhan, I returned to my hometown;
With a persistent yearning for the automobile industry, I entered the Dongfeng Yangtze River;
With a firm belief and progressive thinking, I want to be the backbone of the Youth League Committee.
Good afternoon, judges, leaders and colleagues on the spot! First of all, I would like to thank the Communist Youth League Committee and company leaders for giving me the opportunity to run for this election. This is the second time I have met our beloved Chairman Huang and General Manager Huang. The first time was in the QC achievement speech last year. This time, I am as excited as last time, but not as nervous as the first time. Thank you for coming to this activity in spite of your busy schedule. My name is Xu Jingping, and I graduated from School of Economics and Management of Yantai University in 20xx. Today is1October 2 1, which is a memorable day for me, because today last year was my first day in the company, and I officially became an employee preparing the production line. On June 2, this year, Kloc-0 was transferred to the planning dispatching room and became a planning dispatcher. In April this year, I was fortunate to be a member of the company's business plan preparation team.
The content of my speech today is mainly divided into two parts: first, the advantages of my running for the company's youth league Committee; The second is to talk about the future work ideas of the company's Youth League Committee.
Catkins are flying, cherry blossoms are in full bloom, and cuckoos are everywhere. In this season full of flowers and hopes, the company's Youth League Committee ushered in the third general election, and I was fortunate to participate in the election. I think I have the ability to do a good job in the Youth League Committee.
First, there is a certain organizational ability. My job is to plan the dispatcher. Planning emphasizes ideas and goals, and scheduling pays attention to organization and coordination. My work has exercised my planning and coordination ability, so I feel that I have the ability to organize the affairs of the Youth League Committee and coordinate various relationships.
Second, have a certain ability of self-study. The self-study ability learned in college will be used for life at work. I admit that before I joined the company, I didn't know much about the bus manufacturing industry, even some drawings. I am a liberal arts major, and I know that entering the manufacturing department is not my strong point. However, I have a positive attitude towards self-study. With the support of the leaders and my own efforts, I taught myself mechanical drawing, and made clear the various processes of the manufacturing department, which laid a good foundation for my smooth work now.
Before writing QC report last year, I was at a loss because of my incomplete theoretical knowledge, so I taught myself until twelve o'clock every night and persisted for a week, learning the theoretical knowledge thoroughly. What a good sharpener! It's much easier to write QC result report again! In the end, the two QC reports I wrote won the first place and the second place respectively in the speech. Of course, this is the credit of the team. I just organize words according to the standard pattern!
Third, careful and responsible. As long as I accept the task, I will try my best to do it well, even if the middle process will be difficult, I will try my best to finish it. Last year, when I was doing the PPT of QC results, I had no extra time to do it because I had a lot of busy things during the day, so I had to use the evening time. In order to catch up with the deadline stipulated by the quality assurance department, I worked overtime in the office for three nights, and I could only sleep from 5 am to 7: 30 every day. I feel a great responsibility because only the final text of the results developed by QC team members is published. But in the end, I finished the task well and won the first place.
Fourth, have a certain level of writing. I like to pass on the excellent people and things happening around me to everyone in the form of words and encourage everyone to learn from them. Life is not a lack of beauty, but a lack of discovery. I have published several articles in the company's internal magazines and bulletin boards at the entrance of the canteen. In the second exhibition below, I will recite a poem I wrote, "As long as you work hard" to share with you.
The tide rises and the sky is wide, and it is time to sail and sail. If I am elected successfully, I am willing to contribute my personal strength on the stage organized by the Youth League Committee and do something tangible for the Youth League Committee.
First, our Youth League Committee will take serving employees as its main purpose, establish a good atmosphere internally, and form an atmosphere of mutual help and learning; Pass on your youthful vitality to everyone around you through your own influence.
Second, we will let everyone find their place in the big family organized by the Youth League Committee. Besides important work, we have a wonderful life. Together with the energetic members of the Youth League Committee, send out the young cries of the members! Play the melody of youth in our hearts. We will strive to make the Youth League Committee a bridge between company leaders and employees, and a link between superiors and subordinates.
Third, actively keep up with the pace of the company's party organization, absorb the advanced ideas and management experience of the party organization for our use, and arm all members' thoughts with the advanced theory of the party, so as to establish a noble team of members and provide reserve forces for the company's party organization.
Fourth, play the role of the Youth League Committee as a platform for the company to gather outstanding young employees and provide a stage for the company to cultivate and explore talents. In order to satisfy everyone's pursuit of their hobbies as much as possible, we will apply for the assistance of the general manager's office to give some lectures on basketball and football in real time, popularize the rules and improve the technology; If conditions permit, some activities will be held once a quarter.
Fifth, efforts should be made to expand the visibility and influence of the Youth League Committee within the company. Strengthen the organization and construction of grass-roots youth league committees, increase publicity, try to let employees know that there is a youth league Committee, and avoid the youth league Committee becoming a decoration in name only. We will try our best to make young employees actively join the Youth League Committee and make them feel that joining the Youth League Committee is glorious and meaningful!
The way is to aim high and be down-to-earth. If elected, I will show the enthusiasm of young people, devote myself to my work with full enthusiasm, keep learning, strive to improve my overall quality, and do a good job in organizing the youth league earnestly and practically. I firmly believe that:
Ideals fly out from here, and youth stirs here;
Career blooms here, and achievements shine here.
Thank you!
(bow! )