Spirit of Air China

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We serve the world with care, We navigate our future with innovation

The corporate spirit reflects the fundamental notion of Air China and the basic ideas of the employees. Corporate spirit, an integration and abstraction from the business philosophy, values proposition and the historical corporate culture of the enterprise and reflects the fundamental spiritual philosophies of the company and its employees.

• With the long lasting spiritual and cultural traditions of over several decades, Air China is always striving for the best. In the new era, new century and new competitive environment, the corporate spirit of Air China is concentrating on “care” and “innovation”- “we serve the world with care and we navigate our future with innovation”.
  
  
• We are committed to serving the world with care and therefore we are sure to “win the world with care”. To realize the vision and long-term goals of Air China, the employees need to foster an internal competitive spirit of persistence and promote a philosophy of serving the world with care both internally and externally. We should care for the society and our customers as well as our colleagues. This care and love will enable us and our team to grow stronger.
  
  
• Services with care demonstrate our adherence to market orientation. Care is a necessity for customers and is determined by the characteristics of our jobs. Serving the world with care is the natural attribute of Air China and is representative of the service feature and depth of Air China. Differentiated from services of other companies, the caring services of Air China will help to promote the service level to customers and to obtain customer satisfaction and loyalty. Services with care will enable Air China to win domestic and international markets and to create good business performance and rich economic benefits.
  
  
• Services filled with care represent a view that values more than just profits. The concept of services with care calls for the reform of the service plan by Air China people by an adjustment of service mentality, an enhancement of service actions, an innovation of the service mode, an improvement of service standard, and eventually for the realization of customer satisfaction and trust and loyalty by customers towards the Air China brand. Only service with care will lead us to service excellence and service civilization, while increasing Air China’s value and social progress.
  
  
• To navigate our future with innovation is the core of Air China’s spirit. Innovation is the soul of a nation and also the soul of Air China. Only by pursuing new innovations constantly and in various aspects of our work, could we adapt to the changing situations and requirements of the competition, maintain our vitality and competitive ability and achieve the long-term goal of business operations.
  
  
• “Navigation” is an attribute of airlines. Only innovation can navigate and lead us into the future of Air China and to reach our goal of being the leading airline in the world that has international recognition.
  
  
• The spirit of innovation is the essence of Air China. It encompasses the inherent elements of corporate spirit including renovation, enterprise, competition, responding to changes, and pursuing excellence. These spiritual elements will lead us to new achievements.