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摘(zhai)要：為深入貫徹(che)落實黨的十(shi)九(jiu)大精神，堅(jian)(jian)定文(wen)(wen)(wen)化(hua)自(zi)信，弘揚中(zhong)華優秀(xiu)傳(chuan)統(tong)文(wen)(wen)(wen)化(hua)，中(zhong)國航(hang)(hang)空集(ji)團(tuan)有(you)限公(gong)司（以下簡稱中(zhong)航(hang)(hang)集(ji)團(tuan)）緊密(mi)圍繞黨的十(shi)九(jiu)大關于“堅(jian)(jian)定文(wen)(wen)(wen)化(hua)自(zi)信，推動社會主(zhu)義文(wen)(wen)(wen)化(hua)繁榮興盛(sheng)”的部署要求，積(ji)極開展“人文(wen)(wen)(wen)中(zhong)航(hang)(hang)”品(pin)牌系列(lie)(lie)建設工(gong)作，通過(guo)“人文(wen)(wen)(wen)中(zhong)航(hang)(hang)”文(wen)(wen)(wen)化(hua)講堂、開發人文(wen)(wen)(wen)系列(lie)(lie)旅游(you)產(chan)品(pin)、加強國際人文(wen)(wen)(wen)交流等方式，自(zi)覺承擔中(zhong)華傳(chuan)統(tong)文(wen)(wen)(wen)化(hua)的傳(chuan)承者與傳(chuan)播(bo)者角色，實現中(zhong)華優秀(xiu)傳(chuan)統(tong)文(wen)(wen)(wen)化(hua)創造(zao)性轉化(hua)和創新性發展。

關鍵詞：文(wen)化自信 人文(wen)中航(hang) 文(wen)化傳播

背景PART 01

黨(dang)的(de)(de)(de)十八大以(yi)(yi)來(lai)，黨(dang)中(zhong)(zhong)(zhong)央站(zhan)在歷史(shi)與(yu)時(shi)代相結合(he)的(de)(de)(de)高度，十分重(zhong)視中(zhong)(zhong)(zhong)華優(you)(you)秀傳(chuan)(chuan)統(tong)文(wen)(wen)(wen)化(hua)(hua)(hua)的(de)(de)(de)歷史(shi)傳(chuan)(chuan)承(cheng)和創新發展(zhan)，將其作為(wei)治國理政的(de)(de)(de)重(zhong)要(yao)思想(xiang)文(wen)(wen)(wen)化(hua)(hua)(hua)資源。中(zhong)(zhong)(zhong)航集團作為(wei)一家(jia)具有(you)深厚民族底蘊(yun)的(de)(de)(de)航空(kong)(kong)運(yun)輸產(chan)業(ye)集團，始終(zhong)堅持(chi)以(yi)(yi)文(wen)(wen)(wen)化(hua)(hua)(hua)為(wei)內涵，推動中(zhong)(zhong)(zhong)華優(you)(you)秀傳(chuan)(chuan)統(tong)文(wen)(wen)(wen)化(hua)(hua)(hua)的(de)(de)(de)創造(zao)性轉化(hua)(hua)(hua)，近年來(lai)，中(zhong)(zhong)(zhong)航集團探索以(yi)(yi)“人(ren)(ren)文(wen)(wen)(wen)中(zhong)(zhong)(zhong)航”文(wen)(wen)(wen)化(hua)(hua)(hua)品牌建設為(wei)抓手(shou)，立足中(zhong)(zhong)(zhong)華優(you)(you)秀傳(chuan)(chuan)統(tong)文(wen)(wen)(wen)化(hua)(hua)(hua)培育和弘揚社會主義核心價值(zhi)觀，營(ying)造(zao)探索人(ren)(ren)文(wen)(wen)(wen)科學(xue)、崇尚人(ren)(ren)文(wen)(wen)(wen)思想(xiang)、追(zhui)求(qiu)人(ren)(ren)文(wen)(wen)(wen)關懷的(de)(de)(de)良好氛圍(wei)，提升與(yu)一流(liu)航空(kong)(kong)企業(ye)相匹配的(de)(de)(de)人(ren)(ren)文(wen)(wen)(wen)內涵與(yu)素養(yang)。

責任行動PART 02

（一）“人(ren)文中航”系列活動，探(tan)尋傳統文化的復(fu)興與傳承。

為推動中(zhong)(zhong)華優秀傳(chuan)統文(wen)(wen)化(hua)(hua)和(he)(he)社會主義核心價(jia)值(zhi)觀與(yu)免费菠(bo)萝视(shi)频app下载相融合，厚植公(gong)司(si)文(wen)(wen)化(hua)(hua)內涵，提(ti)升員工(gong)人文(wen)(wen)素(su)養，中(zhong)(zhong)航(hang)集團開設了“人文(wen)(wen)中(zhong)(zhong)航(hang)”系列(lie)文(wen)(wen)化(hua)(hua)講堂，邀請(qing)到(dao)北京大(da)學(xue)葉朗教授(shou)(shou)、樓宇烈教授(shou)(shou)、清華大(da)學(xue)彭(peng)林(lin)教授(shou)(shou)、陳來教授(shou)(shou)等(deng)學(xue)術界知(zhi)名學(xue)者專家走進(jin)中(zhong)(zhong)航(hang)，圍繞“美(mei)育和(he)(he)人生境界”“人文(wen)(wen)中(zhong)(zhong)國的精神特質”“禮(li)樂文(wen)(wen)化(hua)(hua)與(yu)人文(wen)(wen)素(su)養”“中(zhong)(zhong)華文(wen)(wen)化(hua)(hua)的價(jia)值(zhi)觀”等(deng)主題開展講座，內容涵蓋(gai)哲(zhe)學(xue)、美(mei)學(xue)、文(wen)(wen)學(xue)、歷史等(deng)多個人文(wen)(wen)學(xue)科領(ling)域，活動中(zhong)(zhong)廣大(da)中(zhong)(zhong)航(hang)員工(gong)通過與(yu)大(da)師面對(dui)面交(jiao)流、對(dui)話，并結合學(xue)習(xi)內容和(he)(he)自身工(gong)作(zuo)實際(ji)，探討傳(chuan)統文(wen)(wen)化(hua)(hua)與(yu)免费菠(bo)萝视(shi)频app下载的融合、傳(chuan)統文(wen)(wen)化(hua)(hua)對(dui)工(gong)作(zuo)的影響以及如何將傳(chuan)統文(wen)(wen)化(hua)(hua)古為今用的實踐路徑(jing)。

截至目(mu)前，人文(wen)(wen)(wen)(wen)中(zhong)(zhong)航(hang)系列(lie)講堂活動(dong)已舉辦了16期講座，通過聚焦(jiao)追溯(su)源遠流長(chang)的(de)(de)中(zhong)(zhong)華文(wen)(wen)(wen)(wen)明(ming)(ming)，梳(shu)理(li)文(wen)(wen)(wen)(wen)化衍生的(de)(de)歷史(shi)脈(mo)絡，展現傳(chuan)統(tong)文(wen)(wen)(wen)(wen)化的(de)(de)精神內(nei)涵，為(wei)中(zhong)(zhong)航(hang)集團的(de)(de)高質量發展提供不竭的(de)(de)文(wen)(wen)(wen)(wen)化動(dong)力(li)；為(wei)進一步提升廣大干部(bu)職工(gong)的(de)(de)人文(wen)(wen)(wen)(wen)素養和禮(li)儀規范水平(ping)，國航(hang)與清(qing)華大學(xue)(xue)(xue)中(zhong)(zhong)國禮(li)學(xue)(xue)(xue)文(wen)(wen)(wen)(wen)化研(yan)究中(zhong)(zhong)心合力(li)打造“禮(li)學(xue)(xue)(xue)文(wen)(wen)(wen)(wen)化建設”項目(mu)，內(nei)容(rong)涉及授鄉射禮(li)、士相見禮(li)等內(nei)容(rong)，啟發對傳(chuan)統(tong)文(wen)(wen)(wen)(wen)化的(de)(de)思考，明(ming)(ming)晰(xi)禮(li)學(xue)(xue)(xue)文(wen)(wen)(wen)(wen)化的(de)(de)基本內(nei)容(rong)，倡導職工(gong)知禮(li)、懂(dong)禮(li)、明(ming)(ming)禮(li)、用禮(li)，讓(rang)中(zhong)(zhong)華優(you)秀傳(chuan)統(tong)文(wen)(wen)(wen)(wen)化在各(ge)種(zhong)工(gong)作和生活場(chang)景中(zhong)(zhong)持續傳(chuan)承、煥發生機。

（二）融入(ru)人文(wen)元素(su)，創(chuang)新地域文(wen)化旅游服(fu)務產品。

為推動(dong)“人文(wen)(wen)(wen)(wen)中(zhong)航(hang)(hang)”活動(dong)與(yu)生(sheng)產經營(ying)有機結合，用文(wen)(wen)(wen)(wen)化(hua)擦(ca)亮旅(lv)游名片(pian)，中(zhong)航(hang)(hang)集團(tuan)積極探索在產品(pin)銷售中(zhong)融入“人文(wen)(wen)(wen)(wen)”元素。2019年，國(guo)航(hang)(hang)與(yu)西(xi)藏(zang)自治區人民政府共(gong)同(tong)策劃推出反(fan)季節的“冬游西(xi)藏(zang)”文(wen)(wen)(wen)(wen)化(hua)旅(lv)游產品(pin)，首次(ci)將文(wen)(wen)(wen)(wen)化(hua)建設與(yu)服務產品(pin)有機結合起來(lai)，并組織由新(xin)(xin)(xin)京(jing)報、北(bei)京(jing)時間、網易、國(guo)家(jia)人文(wen)(wen)(wen)(wen)歷(li)史雜志等(deng)媒體(ti)(ti)記者、新(xin)(xin)(xin)浪微博知名博主及(ji)鳳凰(huang)知音(yin)會員、大(da)客戶代表組成的體(ti)(ti)驗(yan)團(tuan)赴拉(la)薩進行實地體(ti)(ti)驗(yan)。體(ti)(ti)驗(yan)團(tuan)見證(zheng)了(le)(le)(le)中(zhong)航(hang)(hang)與(yu)西(xi)藏(zang)骨干旅(lv)行社舉行的“冬游西(xi)藏(zang)·共(gong)享(xiang)地球第三極”簽約儀(yi)式，先后參(can)觀體(ti)(ti)驗(yan)了(le)(le)(le)西(xi)藏(zang)旅(lv)游局推出的布達拉(la)宮、大(da)昭(zhao)寺、摩(mo)崖石刻等(deng)知名文(wen)(wen)(wen)(wen)化(hua)旅(lv)游地標以及(ji)宗教(jiao)深(shen)度旅(lv)游新(xin)(xin)(xin)產品(pin)，參(can)加了(le)(le)(le)西(xi)藏(zang)文(wen)(wen)(wen)(wen)化(hua)講座、論壇，并到西(xi)藏(zang)兒童福利院(yuan)開(kai)展了(le)(le)(le)慈善慰問活動(dong)。中(zhong)航(hang)(hang)集團(tuan)通過深(shen)度融合文(wen)(wen)(wen)(wen)化(hua)底(di)蘊為旅(lv)游注入文(wen)(wen)(wen)(wen)化(hua)靈魂(hun)，為西(xi)藏(zang)地區旅(lv)游發展創造(zao)新(xin)(xin)(xin)機遇。

國航與西藏骨干旅行社簽約(yue)儀式(shi)

（三(san)）講好中國故(gu)事，做好中華(hua)文化傳播使者。

國(guo)(guo)之交(jiao)在于(yu)民相(xiang)親，民相(xiang)親在于(yu)心相(xiang)通。在國(guo)(guo)際傳(chuan)(chuan)播、跨國(guo)(guo)傳(chuan)(chuan)播過程(cheng)中(zhong)(zhong)，文化既是(shi)民心相(xiang)通的重要渠(qu)道，也是(shi)對外(wai)傳(chuan)(chuan)播的重要內容。為(wei)貫徹落實(shi)國(guo)(guo)家提出的“講好中(zhong)(zhong)國(guo)(guo)故事、傳(chuan)(chuan)播中(zhong)(zhong)國(guo)(guo)聲音”的部署要求(qiu)，中(zhong)(zhong)航(hang)集團積(ji)極(ji)開展中(zhong)(zhong)國(guo)(guo)文化海外(wai)傳(chuan)(chuan)播。

在中(zhong)(zhong)日(ri)航(hang)線開通(tong)45周年之際(ji)，集團以(yi)優秀傳統(tong)文(wen)化(hua)(hua)(hua)推(tui)廣交(jiao)流活(huo)動為(wei)(wei)載體，聚焦一個中(zhong)(zhong)國(guo)(guo)(guo)(guo)(guo)(guo)地域、幾種非(fei)(fei)物(wu)質(zhi)文(wen)化(hua)(hua)(hua)遺產，在中(zhong)(zhong)國(guo)(guo)(guo)(guo)(guo)(guo)駐日(ri)本東京大使館(guan)組織“人文(wen)國(guo)(guo)(guo)(guo)(guo)(guo)航(hang)走進日(ri)本之相約內(nei)(nei)蒙(meng)古”活(huo)動，活(huo)動現場(chang)播放(fang)內(nei)(nei)蒙(meng)古全球推(tui)廣宣傳片，并由(you)內(nei)(nei)蒙(meng)古藝術家(jia)現場(chang)表演馬頭琴、呼麥、長調等內(nei)(nei)蒙(meng)古非(fei)(fei)物(wu)質(zhi)文(wen)化(hua)(hua)(hua)遺產藝術作(zuo)品；國(guo)(guo)(guo)(guo)(guo)(guo)航(hang)合(he)唱團在活(huo)動中(zhong)(zhong)獻唱中(zhong)(zhong)日(ri)名曲，促進世界文(wen)化(hua)(hua)(hua)交(jiao)流，加(jia)深中(zhong)(zhong)日(ri)友(you)誼；在國(guo)(guo)(guo)(guo)(guo)(guo)際(ji)傳播過程中(zhong)(zhong)，國(guo)(guo)(guo)(guo)(guo)(guo)航(hang)注(zhu)重(zhong)以(yi)文(wen)化(hua)(hua)(hua)融合(he)為(wei)(wei)思路(lu)舉辦海外市(shi)場(chang)品牌(pai)落地活(huo)動，在公關活(huo)動中(zhong)(zhong)將(jiang)中(zhong)(zhong)國(guo)(guo)(guo)(guo)(guo)(guo)文(wen)化(hua)(hua)(hua)與免费菠(bo)萝(luo)视频app下载相結合(he)，打造中(zhong)(zhong)國(guo)(guo)(guo)(guo)(guo)(guo)風沉浸(jin)式場(chang)景體驗，輸出中(zhong)(zhong)國(guo)(guo)(guo)(guo)(guo)(guo)文(wen)化(hua)(hua)(hua)特色與國(guo)(guo)(guo)(guo)(guo)(guo)航(hang)品牌(pai)理念，2019年國(guo)(guo)(guo)(guo)(guo)(guo)航(hang)分別在英國(guo)(guo)(guo)(guo)(guo)(guo)和法國(guo)(guo)(guo)(guo)(guo)(guo)舉辦“Land of Luck”、“Unexpected China”兩場(chang)落地活(huo)動，吸引了大量當地旅客的主動關注(zhu)、參與、傳播，增強了中(zhong)(zhong)華文(wen)化(hua)(hua)(hua)的影響力(li)和國(guo)(guo)(guo)(guo)(guo)(guo)航(hang)品牌(pai)的親和力(li)。

國(guo)航(hang)合唱團與烏蘭牧騎(qi)共同(tong)表演(yan)《鴻雁》

履責成(cheng)效PART 03

“人(ren)文(wen)中(zhong)航”品牌(pai)系列建設(she)工(gong)作在中(zhong)航集團統籌(chou)組織下，形成了由理論學習(xi)到(dao)實(shi)踐(jian)應用的立體推進態勢，在內部營(ying)造(zao)了探索人(ren)文(wen)科學、崇尚(shang)人(ren)文(wen)思想、追求人(ren)文(wen)關懷的良(liang)好氛(fen)圍，對外提升了文(wen)化(hua)品牌(pai)影響力，積(ji)累了文(wen)化(hua)產(chan)品創(chuang)新(xin)實(shi)踐(jian)的經(jing)驗。

“人(ren)(ren)文(wen)(wen)中(zhong)航(hang)”文(wen)(wen)化(hua)(hua)(hua)(hua)講堂，引導(dao)鼓勵員工從優秀傳(chuan)統(tong)文(wen)(wen)化(hua)(hua)(hua)(hua)中(zhong)汲取精神養料(liao)，融入(ru)服務工作場景，做好中(zhong)華優秀傳(chuan)統(tong)文(wen)(wen)化(hua)(hua)(hua)(hua)的傳(chuan)承(cheng)者(zhe)；“冬游西(xi)(xi)藏(zang)”文(wen)(wen)化(hua)(hua)(hua)(hua)產(chan)品以西(xi)(xi)藏(zang)的文(wen)(wen)化(hua)(hua)(hua)(hua)、非遺、宗教(jiao)、慈善(shan)、服務等元素，吸引淡季特定旅客群(qun)(qun)體，提(ti)升了(le)反季節產(chan)品的人(ren)(ren)文(wen)(wen)內涵(han)和附加值，中(zhong)航(hang)集團(tuan)和西(xi)(xi)藏(zang)自治區政府(fu)、合作伙伴及旅客都在這(zhe)一創新型文(wen)(wen)化(hua)(hua)(hua)(hua)產(chan)品中(zhong)受益，間(jian)接(jie)將文(wen)(wen)化(hua)(hua)(hua)(hua)轉(zhuan)化(hua)(hua)(hua)(hua)為生產(chan)力；“走進日(ri)本”是(shi)一次落實國(guo)家提(ti)出的中(zhong)國(guo)文(wen)(wen)化(hua)(hua)(hua)(hua)走出去要求(qiu)的有效嘗(chang)試，活動覆蓋了(le)日(ri)本商(shang)務人(ren)(ren)士、旅行社、媒體等目標人(ren)(ren)群(qun)(qun)，取得了(le)熱(re)烈的反響，既推廣了(le)中(zhong)華優秀傳(chuan)統(tong)文(wen)(wen)化(hua)(hua)(hua)(hua)，又(you)塑造了(le)中(zhong)航(hang)集團(tuan)良好的人(ren)(ren)文(wen)(wen)品牌形(xing)象。

展望PART 04

未(wei)來中(zhong)航集團將探索建(jian)立常態化(hua)機(ji)制，進一(yi)步完善加(jia)強各領(ling)域(yu)的示范效應，持(chi)續打造“人(ren)(ren)文中(zhong)航”的文化(hua)品(pin)牌建(jian)設工程，營造更具(ju)使(shi)命感與責(ze)(ze)任(ren)心的免费菠萝视频app下(xia)载氛圍，繼續參考“冬游西藏”“走進日本”實踐模式，總結(jie)文化(hua)品(pin)牌活動合作經驗，組織策(ce)劃“人(ren)(ren)文中(zhong)航”走進更多地(di)方，探索發掘文化(hua)新品(pin)，提升產品(pin)的人(ren)(ren)文內涵和附加(jia)值，持(chi)續傳播弘(hong)揚(yang)中(zhong)華(hua)傳統文化(hua)，將中(zhong)央企(qi)業承(cheng)擔的政(zheng)治責(ze)(ze)任(ren)與社會(hui)責(ze)(ze)任(ren)進一(yi)步落(luo)到實處。

【責(ze)任編輯：李沐霖】