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中國中車依靠自主創新搭建了國際先進的軌道交通裝備設計、制造與產品三大平臺，建設“高速列車國家創新中心”和“城市軌道車輛系統集成國家工程實驗室”，組建專家領軍團隊＋工程技術人員＋高技能操作人才的創新梯隊，系統創新使公司在短短十年間完成了時速200、350、380公里動車組的“三級跳”，實現了包括牽引系統、制動系統在內的多項關鍵技術的突破，一大批代表軌道交通發展趨勢的新產品陸續問世。品質熔鑄中車本色，四大體系成就品牌建設。中車將緊緊抓住“中國制造2025”、“一帶一路”的歷史機遇，“擼起袖子加油干”，努力做軌道交通行業的領導者、高端裝備制造的領先者、新經濟的強者。

中國中車集團有限公司董事長、黨委書記  劉化龍

中(zhong)(zhong)(zhong)(zhong)國(guo)(guo)中(zhong)(zhong)(zhong)(zhong)車在(zai)英國(guo)(guo)知名品(pin)(pin)牌(pai)咨詢機構(gou)Brand Finance發布的2019世(shi)界品(pin)(pin)牌(pai)五百強中(zhong)(zhong)(zhong)(zhong)，位(wei)列第247位(wei)，品(pin)(pin)牌(pai)價值超過80億(yi)美元，居全球軌道交(jiao)通裝備行業前列；總書(shu)記說中(zhong)(zhong)(zhong)(zhong)車產品(pin)(pin)是“搶手貨(huo)”，總理說中(zhong)(zhong)(zhong)(zhong)車產品(pin)(pin)是“金(jin)名片”，國(guo)(guo)家領導人(ren)成(cheng)為中(zhong)(zhong)(zhong)(zhong)國(guo)(guo)中(zhong)(zhong)(zhong)(zhong)車的“超級推銷員”。從(cong)(cong)中(zhong)(zhong)(zhong)(zhong)國(guo)(guo)速度走(zou)向(xiang)中(zhong)(zhong)(zhong)(zhong)國(guo)(guo)質量，從(cong)(cong)中(zhong)(zhong)(zhong)(zhong)國(guo)(guo)制造(zao)走(zou)向(xiang)中(zhong)(zhong)(zhong)(zhong)國(guo)(guo)創造(zao)，從(cong)(cong)中(zhong)(zhong)(zhong)(zhong)國(guo)(guo)產品(pin)(pin)走(zou)向(xiang)中(zhong)(zhong)(zhong)(zhong)國(guo)(guo)品(pin)(pin)牌(pai)，中(zhong)(zhong)(zhong)(zhong)國(guo)(guo)中(zhong)(zhong)(zhong)(zhong)車打造(zao)“國(guo)(guo)家名片”的道路走(zou)得堅實、寬廣、自信。

三大要素彰顯中車品牌氣質

品(pin)牌(pai)是企業(ye)乃至(zhi)國(guo)(guo)家競爭(zheng)力(li)的(de)綜合體現。在全球商業(ye)競爭(zheng)進入到品(pin)牌(pai)競爭(zheng)的(de)時代(dai)背景(jing)下，中(zhong)(zhong)國(guo)(guo)中(zhong)(zhong)車這家百年老店行久致(zhi)遠，積極主動(dong)承擔(dan)起高端(duan)(duan)裝備走出去的(de)國(guo)(guo)家重任，堅持創(chuang)新(xin)驅(qu)動(dong)、專(zhuan)注品(pin)質熔(rong)鑄，彰顯(xian)中(zhong)(zhong)國(guo)(guo)中(zhong)(zhong)車獨特的(de)品(pin)牌(pai)形(xing)象，成為世(shi)界(jie)高端(duan)(duan)裝備領(ling)域新(xin)的(de)風景(jing)線。

創新(xin)(xin)驅動(dong)凸顯“領跑者(zhe)”的(de)(de)(de)(de)(de)(de)(de)姿勢。創新(xin)(xin)是(shi)中車(che)(che)(che)品(pin)牌的(de)(de)(de)(de)(de)(de)(de)生命。依靠自主(zhu)創新(xin)(xin)，中國(guo)(guo)(guo)中車(che)(che)(che)搭建了(le)國(guo)(guo)(guo)際(ji)(ji)先(xian)進(jin)的(de)(de)(de)(de)(de)(de)(de)軌(gui)道交(jiao)通(tong)(tong)裝(zhuang)備設計(ji)、制(zhi)造(zao)與(yu)產(chan)品(pin)三大平臺(tai)，建設“高(gao)(gao)速(su)列車(che)(che)(che)國(guo)(guo)(guo)家(jia)創新(xin)(xin)中心”和(he)“城市軌(gui)道車(che)(che)(che)輛系(xi)統(tong)集成(cheng)國(guo)(guo)(guo)家(jia)工程(cheng)實驗室(shi)”，打(da)造(zao)從(cong)(cong)嵌入式底層(ceng)軟件技(ji)(ji)(ji)術(shu)(shu)(shu)到(dao)應用級控制(zhi)軟件技(ji)(ji)(ji)術(shu)(shu)(shu)，從(cong)(cong)基礎技(ji)(ji)(ji)術(shu)(shu)(shu)、行業性(xing)技(ji)(ji)(ji)術(shu)(shu)(shu)到(dao)關鍵(jian)產(chan)品(pin)技(ji)(ji)(ji)術(shu)(shu)(shu)，從(cong)(cong)系(xi)統(tong)集成(cheng)技(ji)(ji)(ji)術(shu)(shu)(shu)到(dao)產(chan)品(pin)工程(cheng)化(hua)實現(xian)技(ji)(ji)(ji)術(shu)(shu)(shu)的(de)(de)(de)(de)(de)(de)(de)全技(ji)(ji)(ji)術(shu)(shu)(shu)鏈(lian)，組(zu)(zu)建專(zhuan)(zhuan)家(jia)領軍團(tuan)隊＋工程(cheng)技(ji)(ji)(ji)術(shu)(shu)(shu)人(ren)員(yuan)＋高(gao)(gao)技(ji)(ji)(ji)能操作人(ren)才的(de)(de)(de)(de)(de)(de)(de)創新(xin)(xin)梯(ti)隊。這種(zhong)系(xi)統(tong)創新(xin)(xin)能力建設的(de)(de)(de)(de)(de)(de)(de)結果就是(shi)，公司在(zai)(zai)短(duan)(duan)短(duan)(duan)十(shi)年間(jian)，完(wan)(wan)成(cheng)了(le)時(shi)速(su)200、350、380公里動(dong)車(che)(che)(che)組(zu)(zu)的(de)(de)(de)(de)(de)(de)(de)“三級跳”，實現(xian)了(le)包括牽引(yin)系(xi)統(tong)、制(zhi)動(dong)系(xi)統(tong)在(zai)(zai)內的(de)(de)(de)(de)(de)(de)(de)多(duo)(duo)項關鍵(jian)技(ji)(ji)(ji)術(shu)(shu)(shu)的(de)(de)(de)(de)(de)(de)(de)突(tu)破，一大批代(dai)表軌(gui)道交(jiao)通(tong)(tong)發展趨勢的(de)(de)(de)(de)(de)(de)(de)新(xin)(xin)產(chan)品(pin)陸(lu)續問世：既包括目前(qian)正(zheng)(zheng)在(zai)(zai)全國(guo)(guo)(guo)高(gao)(gao)鐵線(xian)上服役的(de)(de)(de)(de)(de)(de)(de)3000多(duo)(duo)組(zu)(zu)、幾十(shi)個型(xing)號(hao)的(de)(de)(de)(de)(de)(de)(de)高(gao)(gao)速(su)列車(che)(che)(che)，也包括面(mian)向未來的(de)(de)(de)(de)(de)(de)(de)時(shi)速(su)400公里可變(bian)軌(gui)距高(gao)(gao)速(su)列車(che)(che)(che)、時(shi)速(su)600公里的(de)(de)(de)(de)(de)(de)(de)高(gao)(gao)速(su)磁浮列車(che)(che)(che)；既包括產(chan)品(pin)的(de)(de)(de)(de)(de)(de)(de)創新(xin)(xin)、技(ji)(ji)(ji)術(shu)(shu)(shu)的(de)(de)(de)(de)(de)(de)(de)突(tu)破，也包括標準(zhun)的(de)(de)(de)(de)(de)(de)(de)建立，“十(shi)二(er)五”期(qi)間(jian)，中車(che)(che)(che)有7項重大科(ke)技(ji)(ji)(ji)成(cheng)果獲得國(guo)(guo)(guo)家(jia)科(ke)技(ji)(ji)(ji)進(jin)步(bu)獎，主(zhu)持(chi)或參與(yu)起草修訂國(guo)(guo)(guo)際(ji)(ji)標準(zhun)70余項，累計(ji)擁有有效專(zhuan)(zhuan)利(li)14616件、有效發明專(zhuan)(zhuan)利(li)2800件、國(guo)(guo)(guo)際(ji)(ji)專(zhuan)(zhuan)利(li)115項。正(zheng)(zheng)是(shi)創新(xin)(xin)，引(yin)領中車(che)(che)(che)完(wan)(wan)成(cheng)了(le)從(cong)(cong)“追趕者(zhe)”到(dao)“領跑者(zhe)”的(de)(de)(de)(de)(de)(de)(de)蝶變(bian)。

品(pin)質(zhi)(zhi)熔(rong)鑄表達“高鐵人(ren)”的(de)(de)(de)本色。好(hao)產(chan)(chan)品(pin)會說話(hua)，高品(pin)質(zhi)(zhi)是(shi)(shi)根(gen)基。作為負責任的(de)(de)(de)大國(guo)(guo)央企(qi)，只有(you)持(chi)續追(zhui)求高品(pin)質(zhi)(zhi)，才能(neng)使“國(guo)(guo)家名片”經得起(qi)考驗。2016年第31屆夏(xia)季奧運會在(zai)巴西里(li)約(yue)(yue)熱(re)(re)內盧舉行(xing)，由中(zhong)(zhong)(zhong)國(guo)(guo)中(zhong)(zhong)(zhong)車制造的(de)(de)(de)里(li)約(yue)(yue)地(di)(di)鐵4號(hao)線(xian)列(lie)車是(shi)(shi)奧運會重要保障項目(mu)。在(zai)奧運會結束(shu)后(hou)，里(li)約(yue)(yue)有(you)關部門面向廣大市民游客進行(xing)的(de)(de)(de)滿(man)意(yi)度(du)問卷調查(cha)中(zhong)(zhong)(zhong)，地(di)(di)鐵4號(hao)線(xian)與巴西人(ren)的(de)(de)(de)熱(re)(re)情并列(lie)第二，僅次于里(li)約(yue)(yue)優美的(de)(de)(de)自然風光。也正是(shi)(shi)由于中(zhong)(zhong)(zhong)車制造的(de)(de)(de)高品(pin)質(zhi)(zhi)，在(zai)美國(guo)(guo)洛杉磯城(cheng)軌部門的(de)(de)(de)訪問中(zhong)(zhong)(zhong)，里(li)約(yue)(yue)城(cheng)軌部門對(dui)中(zhong)(zhong)(zhong)車產(chan)(chan)品(pin)大加贊賞，幫助(zhu)中(zhong)(zhong)(zhong)車迅速打開美國(guo)(guo)市場，先后(hou)拿下洛杉磯、費城(cheng)地(di)(di)鐵訂單。產(chan)(chan)品(pin)的(de)(de)(de)品(pin)質(zhi)(zhi)源于設計，也離不開管(guan)(guan)理保障。中(zhong)(zhong)(zhong)國(guo)(guo)中(zhong)(zhong)(zhong)車堅(jian)持(chi)精益(yi)管(guan)(guan)理之(zhi)道，致力品(pin)質(zhi)(zhi)提升，從工作規范(fan)和(he)評價(jia)規范(fan)兩(liang)個(ge)維(wei)度(du)，建立精益(yi)管(guan)(guan)理標準體系(xi)；按(an)照精益(yi)生產(chan)(chan)、精益(yi)車間、精益(yi)管(guan)(guan)理“三步走(zou)”的(de)(de)(de)路徑，建設精益(yi)示(shi)范(fan)線(xian)、模擬線(xian)，推進工位制節拍化生產(chan)(chan)，推進崗位作業(ye)實名制，產(chan)(chan)品(pin)質(zhi)(zhi)量、生產(chan)(chan)效率、管(guan)(guan)理效益(yi)明顯提升。

融(rong)入(ru)全(quan)(quan)球展現“先鋒隊”的(de)風(feng)范。加快中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)國(guo)(guo)(guo)(guo)(guo)(guo)(guo)裝(zhuang)備走出去(qu)，中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)國(guo)(guo)(guo)(guo)(guo)(guo)(guo)品(pin)(pin)牌也必須走出去(qu)，放到(dao)(dao)國(guo)(guo)(guo)(guo)(guo)(guo)(guo)際大舞臺上(shang)被(bei)檢(jian)驗、被(bei)認可、被(bei)喜愛。中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)國(guo)(guo)(guo)(guo)(guo)(guo)(guo)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)車(che)(che)主動(dong)擔當國(guo)(guo)(guo)(guo)(guo)(guo)(guo)家使命(ming)，爭當行(xing)業(ye)先鋒，大力推進(jin)(jin)重點項(xiang)目(mu)，產品(pin)(pin)已覆蓋(gai)到(dao)(dao)全(quan)(quan)球各(ge)大洲的(de)105個國(guo)(guo)(guo)(guo)(guo)(guo)(guo)家和地區，全(quan)(quan)球市場份(fen)額在(zai)30%以(yi)上(shang)。2016年(nian)，中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)國(guo)(guo)(guo)(guo)(guo)(guo)(guo)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)車(che)(che)在(zai)美國(guo)(guo)(guo)(guo)(guo)(guo)(guo)上(shang)演“帽子(zi)戲法”，中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)、西、東(dong)部(bu)連(lian)續落地開花(hua)，相繼中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)標(biao)芝加哥、洛杉磯、波士頓項(xiang)目(mu)，成(cheng)功進(jin)(jin)入(ru)美國(guo)(guo)(guo)(guo)(guo)(guo)(guo)最大的(de)三(san)個城(cheng)市群。中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)國(guo)(guo)(guo)(guo)(guo)(guo)(guo)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)車(che)(che)還從產品(pin)(pin)出口單一模式(shi)發(fa)展到(dao)(dao)產品(pin)(pin)＋服務(wu)、本土化投資(zi)與(yu)合資(zi)、產品(pin)(pin)全(quan)(quan)生命(ming)周期(qi)服務(wu)等復合商業(ye)模式(shi)。截至目(mu)前，中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)國(guo)(guo)(guo)(guo)(guo)(guo)(guo)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)車(che)(che)在(zai)境外已經設立(li)公司或(huo)機構70多個，并將自身定位于“四(si)種角色”，即文化“傳(chuan)譯者”、人才(cai)“孵化器”、產業(ye)“推進(jin)(jin)器”、社區“好(hao)鄰居”。多年(nian)耕耘(yun)，中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)國(guo)(guo)(guo)(guo)(guo)(guo)(guo)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)車(che)(che)品(pin)(pin)牌效(xiao)應顯著提升，許(xu)多國(guo)(guo)(guo)(guo)(guo)(guo)(guo)家的(de)民眾享(xiang)受(shou)(shou)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)國(guo)(guo)(guo)(guo)(guo)(guo)(guo)高端(duan)制(zhi)造的(de)成(cheng)果，感(gan)受(shou)(shou)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)國(guo)(guo)(guo)(guo)(guo)(guo)(guo)推動(dong)世界進(jin)(jin)步的(de)力量。有(you)的(de)外國(guo)(guo)(guo)(guo)(guo)(guo)(guo)民眾跟中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)車(che)(che)的(de)員工交流：你們(men)的(de)“子(zi)彈頭”什么時候飛(fei)到(dao)(dao)我們(men)國(guo)(guo)(guo)(guo)(guo)(guo)(guo)家來呢？

四大體系支撐中車品牌建設

品(pin)(pin)牌建(jian)設(she)(she)是一(yi)項系(xi)統(tong)(tong)工程(cheng)，不僅(jin)(jin)(jin)要(yao)實現(xian)設(she)(she)計、研發、生產(chan)、營(ying)(ying)銷、售后服(fu)務(wu)等環節的(de)相互(hu)協同，形成合(he)力，還要(yao)綜合(he)設(she)(she)計、統(tong)(tong)籌(chou)謀(mou)劃整個品(pin)(pin)牌管(guan)理(li)的(de)全(quan)部(bu)(bu)流程(cheng)。所以在(zai)中(zhong)車(che)，品(pin)(pin)牌是一(yi)項高端戰(zhan)略管(guan)理(li)活動(dong)，而不僅(jin)(jin)(jin)僅(jin)(jin)(jin)是品(pin)(pin)牌管(guan)理(li)部(bu)(bu)門(men)或(huo)者市場營(ying)(ying)銷部(bu)(bu)門(men)的(de)部(bu)(bu)門(men)工作。中(zhong)國中(zhong)車(che)的(de)品(pin)(pin)牌戰(zhan)略不僅(jin)(jin)(jin)僅(jin)(jin)(jin)是公司(si)總戰(zhan)略的(de)重(zhong)要(yao)組成部(bu)(bu)分，而且貫穿于公司(si)管(guan)理(li)制度的(de)方方面面，公司(si)一(yi)把(ba)手是品(pin)(pin)牌的(de)第(di)一(yi)責任人，也(ye)是公司(si)品(pin)(pin)牌決策委員會最高行政(zheng)長官(guan)。具體而言，中(zhong)車(che)用(yong)“系(xi)統(tong)(tong)建(jian)設(she)(she)”的(de)思路(lu)，構建(jian)“價值、形象、管(guan)理(li)、傳(chuan)播”四大(da)體系(xi)，形成較為(wei)完善(shan)的(de)品(pin)(pin)牌管(guan)理(li)模式，統(tong)(tong)一(yi)全(quan)員品(pin)(pin)牌意識，統(tong)(tong)一(yi)視覺(jue)識別應用(yong)，統(tong)(tong)一(yi)全(quan)員行為(wei)文化，推動(dong)品(pin)(pin)牌建(jian)設(she)(she)真(zhen)正落地(di)。

價(jia)值(zhi)體(ti)系鑄就中(zhong)(zhong)(zhong)車品(pin)(pin)(pin)(pin)牌(pai)之魂(hun)。品(pin)(pin)(pin)(pin)牌(pai)是(shi)企(qi)業價(jia)值(zhi)觀(guan)的(de)(de)(de)結晶。“打造受人尊敬的(de)(de)(de)國(guo)(guo)際化公司”是(shi)中(zhong)(zhong)(zhong)國(guo)(guo)中(zhong)(zhong)(zhong)車新(xin)的(de)(de)(de)愿(yuan)景目標，“正(zheng)心(xin)正(zheng)道、善為(wei)善成”是(shi)企(qi)業的(de)(de)(de)核(he)心(xin)價(jia)值(zhi)觀(guan)。在(zai)愿(yuan)景目標、價(jia)值(zhi)體(ti)系的(de)(de)(de)引(yin)領下，中(zhong)(zhong)(zhong)國(guo)(guo)中(zhong)(zhong)(zhong)車凝練出品(pin)(pin)(pin)(pin)牌(pai)核(he)心(xin)價(jia)值(zhi)“客戶導向(xiang)的(de)(de)(de)、負(fu)責任的(de)(de)(de)、可靠的(de)(de)(de)、創造的(de)(de)(de)”，這四個詞(ci)的(de)(de)(de)英文(wen)首字母縮寫為(wei)CRRC，恰(qia)好也是(shi)中(zhong)(zhong)(zhong)國(guo)(guo)中(zhong)(zhong)(zhong)車的(de)(de)(de)英文(wen)品(pin)(pin)(pin)(pin)牌(pai)名稱，表明(ming)中(zhong)(zhong)(zhong)國(guo)(guo)中(zhong)(zhong)(zhong)車對(dui)用(yong)戶永(yong)遠的(de)(de)(de)承(cheng)諾(nuo)(nuo)，是(shi)品(pin)(pin)(pin)(pin)牌(pai)建設需要緊緊圍繞的(de)(de)(de)核(he)心(xin)。以品(pin)(pin)(pin)(pin)牌(pai)核(he)心(xin)價(jia)值(zhi)為(wei)導向(xiang)，推(tui)動公司運營管(guan)理(li)的(de)(de)(de)系統提升，充分展示品(pin)(pin)(pin)(pin)牌(pai)內涵。當我們看到(dao)高(gao)鐵列車上(shang)成千上(shang)萬根連接線，每一根都標注有接線員工(gong)的(de)(de)(de)名字，我們可以看到(dao)中(zhong)(zhong)(zhong)車對(dui)客戶、對(dui)乘客大眾莊嚴的(de)(de)(de)安全承(cheng)諾(nuo)(nuo)，和對(dui)產品(pin)(pin)(pin)(pin)的(de)(de)(de)質量永(yong)久(jiu)的(de)(de)(de)責任。

形象(xiang)(xiang)體系定(ding)位(wei)中(zhong)(zhong)車(che)品(pin)(pin)牌(pai)(pai)之本。一個(ge)品(pin)(pin)牌(pai)(pai)在(zai)(zai)大眾(zhong)心(xin)(xin)目中(zhong)(zhong)到底是怎么樣一個(ge)形象(xiang)(xiang)，是由(you)企業(ye)的(de)全部行為日積月累鑄(zhu)造出(chu)(chu)來的(de)。中(zhong)(zhong)國(guo)(guo)(guo)中(zhong)(zhong)車(che)把自(zi)身(shen)品(pin)(pin)牌(pai)(pai)定(ding)位(wei)為“以(yi)高端裝(zhuang)備為核心(xin)(xin)的(de)全價值創造者(zhe)”；圍(wei)繞這一定(ding)位(wei)，中(zhong)(zhong)車(che)致力塑造“創新(xin)(xin)引領者(zhe)”的(de)國(guo)(guo)(guo)內品(pin)(pin)牌(pai)(pai)形象(xiang)(xiang)和“創新(xin)(xin)推動(dong)者(zhe)”的(de)國(guo)(guo)(guo)外品(pin)(pin)牌(pai)(pai)形象(xiang)(xiang)，并通過實實在(zai)(zai)在(zai)(zai)的(de)技術(shu)、經營(ying)、管理行為來推動(dong)品(pin)(pin)牌(pai)(pai)形象(xiang)(xiang)在(zai)(zai)大眾(zhong)心(xin)(xin)中(zhong)(zhong)落地(di)生根(gen)(gen)。“桃李不言、下自(zi)成蹊”，當跑出(chu)(chu)486.1公(gong)里的(de)運營(ying)鐵(tie)路最(zui)高試(shi)驗速度(du)、造出(chu)(chu)世界最(zui)快高寒動(dong)車(che)組、推出(chu)(chu)時(shi)(shi)速420公(gong)里會車(che)試(shi)驗的(de)中(zhong)(zhong)國(guo)(guo)(guo)標準(zhun)動(dong)車(che)組時(shi)(shi)，當入選工信部智(zhi)能制造新(xin)(xin)模式(shi)5個(ge)示(shi)范項目、6個(ge)智(zhi)能制造綜合標準(zhun)化和新(xin)(xin)模式(shi)項目時(shi)(shi)，當看(kan)到高鐵(tie)上一塊錢的(de)硬幣(bi)樹立不倒、乘(cheng)客感(gan)嘆“在(zai)(zai)中(zhong)(zhong)國(guo)(guo)(guo)乘(cheng)坐高鐵(tie)準(zhun)時(shi)(shi)得有點殘忍”時(shi)(shi)，中(zhong)(zhong)國(guo)(guo)(guo)中(zhong)(zhong)車(che)已經把高端、智(zhi)能、綠色、服務良好的(de)品(pin)(pin)牌(pai)(pai)形象(xiang)(xiang)根(gen)(gen)植到了大眾(zhong)的(de)心(xin)(xin)里。

管(guan)(guan)理體(ti)系(xi)落(luo)實中(zhong)(zhong)(zhong)車(che)(che)品(pin)(pin)(pin)牌(pai)(pai)(pai)之道。打(da)造優秀的(de)品(pin)(pin)(pin)牌(pai)(pai)(pai)，離不開(kai)管(guan)(guan)理體(ti)系(xi)的(de)支(zhi)撐(cheng)。中(zhong)(zhong)(zhong)國中(zhong)(zhong)(zhong)車(che)(che)完善品(pin)(pin)(pin)牌(pai)(pai)(pai)管(guan)(guan)理體(ti)系(xi)，搭建(jian)(jian)起(qi)(qi)組織保(bao)(bao)障(zhang)機制(zhi)(zhi)(zhi)(zhi)，明(ming)確(que)總部(bu)和(he)子公(gong)司職責(ze)，有(you)效調動(dong)各相關部(bu)門(men)的(de)力量，部(bu)門(men)與部(bu)門(men)之間無縫(feng)對(dui)(dui)接、協同推進；搭建(jian)(jian)工(gong)(gong)作(zuo)(zuo)保(bao)(bao)障(zhang)機制(zhi)(zhi)(zhi)(zhi)，把品(pin)(pin)(pin)牌(pai)(pai)(pai)建(jian)(jian)設(she)工(gong)(gong)作(zuo)(zuo)納入單位重(zhong)點(dian)工(gong)(gong)作(zuo)(zuo)計劃，同步(bu)推進落(luo)實；搭建(jian)(jian)起(qi)(qi)制(zhi)(zhi)(zhi)(zhi)度(du)保(bao)(bao)障(zhang)機制(zhi)(zhi)(zhi)(zhi)，制(zhi)(zhi)(zhi)(zhi)訂“品(pin)(pin)(pin)牌(pai)(pai)(pai)管(guan)(guan)理辦法”等系(xi)列管(guan)(guan)理制(zhi)(zhi)(zhi)(zhi)度(du)和(he)管(guan)(guan)理流程(cheng)，保(bao)(bao)證有(you)制(zhi)(zhi)(zhi)(zhi)度(du)可循，有(you)規(gui)(gui)(gui)范(fan)(fan)可行(xing)(xing)；搭建(jian)(jian)起(qi)(qi)評(ping)價考核機制(zhi)(zhi)(zhi)(zhi)，開(kai)展品(pin)(pin)(pin)牌(pai)(pai)(pai)貢獻率考核，將品(pin)(pin)(pin)牌(pai)(pai)(pai)建(jian)(jian)設(she)扎扎實實作(zuo)(zuo)為(wei)(wei)企(qi)業的(de)管(guan)(guan)理行(xing)(xing)為(wei)(wei)落(luo)地(di)生(sheng)(sheng)根，利用(yong)制(zhi)(zhi)(zhi)(zhi)度(du)和(he)流程(cheng)的(de)自我(wo)驅動(dong)能(neng)力，使(shi)品(pin)(pin)(pin)牌(pai)(pai)(pai)建(jian)(jian)設(she)在企(qi)業全(quan)價值鏈過程(cheng)中(zhong)(zhong)(zhong)得以體(ti)現。在品(pin)(pin)(pin)牌(pai)(pai)(pai)建(jian)(jian)設(she)管(guan)(guan)理化的(de)過程(cheng)當中(zhong)(zhong)(zhong)，特別(bie)是在建(jian)(jian)設(she)行(xing)(xing)為(wei)(wei)文化、推動(dong)品(pin)(pin)(pin)牌(pai)(pai)(pai)內(nei)部(bu)落(luo)地(di)過程(cheng)中(zhong)(zhong)(zhong)，中(zhong)(zhong)(zhong)國中(zhong)(zhong)(zhong)車(che)(che)修訂員工(gong)(gong)日常行(xing)(xing)為(wei)(wei)規(gui)(gui)(gui)范(fan)(fan)、作(zuo)(zuo)業行(xing)(xing)為(wei)(wei)規(gui)(gui)(gui)范(fan)(fan)和(he)營銷、售(shou)后服(fu)務、領導者等品(pin)(pin)(pin)牌(pai)(pai)(pai)關鍵(jian)接觸點(dian)崗位行(xing)(xing)為(wei)(wei)規(gui)(gui)(gui)范(fan)(fan)，形成規(gui)(gui)(gui)范(fan)(fan)體(ti)系(xi)，制(zhi)(zhi)(zhi)(zhi)訂售(shou)后服(fu)務站建(jian)(jian)設(she)標(biao)準(zhun)，開(kai)展“一(yi)口(kou)清(qing)、一(yi)手精(jing)”、“新綠售(shou)后服(fu)務形象打(da)造”、“行(xing)(xing)為(wei)(wei)規(gui)(gui)(gui)范(fan)(fan)工(gong)(gong)位落(luo)地(di)”、“規(gui)(gui)(gui)范(fan)(fan)對(dui)(dui)標(biao)紅牌(pai)(pai)(pai)作(zuo)(zuo)戰”等活動(dong)，規(gui)(gui)(gui)范(fan)(fan)員工(gong)(gong)行(xing)(xing)為(wei)(wei)，提(ti)升員工(gong)(gong)素(su)質，全(quan)面構建(jian)(jian)中(zhong)(zhong)(zhong)車(che)(che)特色行(xing)(xing)為(wei)(wei)識別(bie)（BI）系(xi)統。這些舉措都極大(da)的(de)夯實了(le)中(zhong)(zhong)(zhong)車(che)(che)品(pin)(pin)(pin)牌(pai)(pai)(pai)的(de)內(nei)在文化基礎(chu)，反過來又為(wei)(wei)中(zhong)(zhong)(zhong)車(che)(che)品(pin)(pin)(pin)牌(pai)(pai)(pai)對(dui)(dui)外彰顯(xian)提(ti)供了(le)源源不斷的(de)內(nei)生(sheng)(sheng)動(dong)力。

傳(chuan)(chuan)播體(ti)系塑造(zao)中(zhong)(zhong)(zhong)車(che)(che)品(pin)牌之形。加強(qiang)品(pin)牌傳(chuan)(chuan)播，可(ke)以助(zhu)推企業塑造(zao)形象，積(ji)攢良好口碑(bei)，提(ti)升美譽度(du)。中(zhong)(zhong)(zhong)國(guo)中(zhong)(zhong)(zhong)車(che)(che)通過“請(qing)進來”與(yu)(yu)“走(zou)出(chu)(chu)去”相結合、“自(zi)己講”與(yu)(yu)“別(bie)人講”相結合、“講故事”與(yu)(yu)“訴情(qing)懷”相結合等方式，加強(qiang)媒(mei)體(ti)宣傳(chuan)(chuan)、品(pin)牌公關(guan)、展覽展會(hui)等力度(du)，持續開展“車(che)(che)迷有約走(zou)進中(zhong)(zhong)(zhong)車(che)(che)”、“海外(wai)員工免(mian)费(fei)菠(bo)萝(luo)视频(pin)app下载之旅(lv)”、“媒(mei)體(ti)中(zhong)(zhong)(zhong)車(che)(che)行(xing)”、“高鐵夢之旅(lv)”等活(huo)動，向(xiang)客戶、社(she)會(hui)大眾(zhong)，向(xiang)世(shi)界(jie)講述中(zhong)(zhong)(zhong)車(che)(che)好故事，傳(chuan)(chuan)達中(zhong)(zhong)(zhong)車(che)(che)好聲音；增強(qiang)人們(men)對中(zhong)(zhong)(zhong)車(che)(che)的認(ren)同感，分享中(zhong)(zhong)(zhong)車(che)(che)品(pin)牌的世(shi)界(jie)表達。中(zhong)(zhong)(zhong)車(che)(che)在(zai)美國(guo)春田市(shi)建設基(ji)地(di)時(shi)，了解到在(zai)項(xiang)目(mu)規劃區內一幢(chuang)“紅房子”擁有100多年的歷史，當地(di)人對它有著特殊感情(qing)，決定(ding)改(gai)變原(yuan)定(ding)拆除計劃，還出(chu)(chu)資加以修繕，當地(di)民(min)眾(zhong)得知后(hou)自(zi)發地(di)打出(chu)(chu)了“歡迎(ying)中(zhong)(zhong)(zhong)國(guo)中(zhong)(zhong)(zhong)車(che)(che)”的標(biao)語(yu)。

帶動我國(guo)高(gao)(gao)端裝(zhuang)備走向世(shi)界，是國(guo)家(jia)交(jiao)給中(zhong)國(guo)中(zhong)車(che)的(de)一(yi)張考卷。中(zhong)車(che)將緊(jin)緊(jin)抓住“中(zhong)國(guo)制造2025”、“一(yi)帶一(yi)路”的(de)歷史(shi)機(ji)遇(yu)，“擼起袖子加(jia)油(you)干”，努力做軌道交(jiao)通行業(ye)的(de)領(ling)導者、高(gao)(gao)端裝(zhuang)備制造的(de)領(ling)先者、新(xin)經濟的(de)強(qiang)者，在全球(qiu)叫響(xiang)“中(zhong)國(guo)中(zhong)車(che)”品牌，將高(gao)(gao)鐵打造成永不褪色的(de)“國(guo)家(jia)名片”。

【責任編輯：趙藝涵】