Table of Contents
1.Forwards 2.Logo 3.Mission 4.Strategy and Goals 5.Our Spirit 6.Our Style 7.Our Philosophy 8.Team-building 9.Professional Ethics 10.Slogans 1. Forwards
U.S. management experts Peters and Waterman have written in the “In Search of Excellence” that the most successful company does not rely on strict regulations or profitability goals, nor can its successes be attributed to tools, methods, techniques, or even technology, but is ultimately the result of a successful corporate culture. The success of any company is driven by its corporate culture – inclusive of the corporate environment, human resources, recognition of value, and management framework; any synergy amongst group members is also integral. It is noted in the growth of successful businesses that corporate culture plays a guiding role for lasting and sustainable development, crucial for the business’s teamwork development.
Since laying the cornerstone of the company’s development in 1994, the company has constantly grown to engender a safe, service-based enterprise vision. Teamwork with Shandong Airlines is united, honest, forward-looking, and creative – paving the way for a distinctive, rich, and widely recognized corporate culture. It allows for our staff to realize their own potential while developing the company in its entirety in a drive for perfection – the system for the identification of the corporate culture of Shandong Airlines Group. This system is fully representative of the spirit of the civil aviation industry, as well as the unique character of Shandong Airlines itself. It is designed to be fitting of China’s reformed market economy, and is a validation of the successful construction of Shandong Airlines.
With a distinct corporate culture mixed with the ideals and aspirations of the entire team, the company’s cultural soul seeps into every corner of production and every department of the company – turning into practical production forces that continue to provide the Airline with sustainable development and maintenance. 2. Company Logo
The company logo is an integral part of the company, and serves as an everyday symbol for the company’s staff and customers. Its symbolism is intricate and meaningful.
Firstly, three “S” shaped curves are representative a species of birds with much disciplined flight patterns. At the same time, it is a symbol for unity.
Secondly, the three “S”-shaped wings look like a variation of the character “Shan” in Chinese, the first character of Shandong province.
Thirdly, the three “S”s represent Shandong, Safety, and Success respectively.
Fourthly, the wings around the logo with the eight lines are representative for the eternal safe flight of Shandong Airlines. 3. Mission
Safety, punctuality, hospitable services and increasing efficiency
Since its founding, Shandong Airlines has consistently placed emphasis on a standardized management system. Safety management is being increasingly legalized and scientific. The company has worked on constructing regulatory systems organizational structure aimed towards safety, stimulate a safe atmosphere, and raise awareness about safe production. In short, this is focused on being strict – strict regulation, strict education, strict organizational structure.
Service is central to any airline. Here at Shandong Airlines, we aim for an effective, heartfelt, multi-faceted, multi-dimensional, and quality service. The services of Shandong Airlines have been constantly been subject to the “Rainbow Flight Attendant Team” award for outstanding service. The familial and human characteristics are the bridge between customers and the blue sky. The Rainbow Frequent Flyer Lounge and the province-wide service number 96777 have provided for maximum convenience and benefits, affirming the company’s commitments to expedient and hassle-free service.
Efficiency is the foundation of any airline. We have the latest scientific regulations to increase our market share and maximize the motivation for our staff to further explore the market. At the same time, we are committed to improving our management standards, tap internal potential, decrease costs, and implement efficient strategies. 4. Development Strategies and Goals
We have a very clearly defined path. Our main air routes are the focus, and they will be seamlessly integrated onto our peripheral routes. We are establishing ourselves in Shandong, but we are penetrating the national market and reaching out to the world.
Shandong Airlines has created opportunities and provided the backdrop for the development, tourism, and cultural exchanges in and around the province. The robust economy of Shandong has also strengthened the position of the airline. Shandong has one of the largest economies in China, and is situated at a favourable geographical location and has enormous potential. With its roots in Shandong, it is exploring the integration of its primary and peripheral routes and its expansion nationally and internationally. The airline will establish a system whereby air transportation is the core competency of the company, with peripheral attachments in aircraft repair, flight training, aircraft food, hospitality, air cargo, and other areas of development. 5. Our Spirit
In short, our spirit is summed up by being the hard work and dedication, relying on science and diligence, devotion to our duty, and advancement with the times.
The nature of such a collective spirit has been formed gradually in the minds of airline staff since its founding. Hard work and dedication has been a tradition in Chinese airlines. Reliance on science and diligence has long been the key to success for our company. Devotion to duty has been the basic principle behind our profession, and advancement with the times is crucial in our adaptation to the new corporate environment and market trends. This is the mainstream corporate culture for Shandong Airlines, and is also the major force behind our growth. 6. Our Style
Our corporate sense of style is best summed up by four things: pragmatic and reliant on facts, unity and cooperation, hardworking and uplifting, and pioneering and innovative.
The ability to seek facts and being pragmatic serves as the base for sustainable and scientific development at Shandong Airlines. To get real results, our organization constantly seeks to improve on a factual level – we are always honest, to ourselves, and to our customers. Unity and cooperation is a must for any of our staff to fulfill the collective spirit, as the internal and external cooperation between our staff is crucial to ensure safety, raise efficiency, and decrease costs. To be hardworking and uplifting is the basic tenet to maintain Shandong Airline’s position at the forefront of the industry. Finally, our people are dedicated at innovation and pioneering to drive red-hot development in the future. 7. Our Philosophy.
The organization is regulated legally, to ensure flight safety, all-round quality service, and a competitive position.
Business Philosophy: Ensure safety, capture efficiency, overall punctuality, and quality service.
Safety Philosophy: Safety in flight through the training and operations by aircraft staff.
Managerial Philosophy: Uphold laws, strictly follow regulations, have core customer-focus, use science as leverage.
Marketing Philosophy: Service society, respect the market, dare to compete, build brand equity.
Service Philosophy: Sincerity and honesty, be unique, continue innovation, vie for perfection.
HR Philosophy: Talent is universal but must be tapped separately; success in a service industry is reliant on talent. 8. Team-building.
The team at Shandong Airlines is united, professional, rigorous, pragmatic, efficient and innovative.
Our team-building focus here at Shandong Airlines in the process to create a truly effective team is summed up by several statements – notably, to cooperate and work together, love the profession and the job; rely on science to provide an honest and efficient work ethic; dare to use a flexible and innovative mind. Through continuous improvements and training, the team will be able to participate in the more difficult battles of the business world, and will also become a group with collective ideals, achievements, style, and quality. Professional Ethics
Our professional ethics are centred on the idea of honesty. Our core values are integrity, diligence, safety, and service.
In order to build good professional ethics and display a civilized corporate spirit, we must continue building ethics in our staff, especially in the areas of safety, punctuality, legal awareness, market competitive awareness, customer-centered focus, big-picture orientation, and ability to forge ahead. 10. Slogans of Shandong Airlines
With us, you’re safe and sound.
The slogan essentially focuses around two ideas that exemplify the spirit of the civil aviation industry – safety and quality service. The idea of being safe is directly linked to the basic principles of the industry and national interest, as it strives to protect lives and property. The idea of being sound is reflective of the Airline’s focus in providing the highest-quality service. We encourage our staff to become the family and friends of our customers through every role they provide during in-air service. The slogan thus provides for a very holistic, compassionate, and familial feel. |
