From the first three small private workshops, to the local state-owned Maotai Distillery, and then to China Kweichow Moutai Group Company, generations of Maotai people have devoted their efforts. Over the past 60 years, we have made great efforts, with both successful experiences and lessons of failure, dismal management and impressive performance. Thanks to the support of excellent corporate culture, we ensure that the foundation is evergreen, the operation is sustainable, and the flag and brand remain unchanged.
The unique history and culture have made Maotai, the national wine, and also her brand attributes. 200 1 The article "National Liquor Maotai Remodeling Culture" explains the cultural connotations of "green Maotai", "humanistic Maotai" and "technological Maotai". On May 20th, 2003, Maotai News published the concept system of Maotai enterprises. Later, after many adjustments and revisions, the corporate culture concept of Maotai Distillery Group was gradually formed:
1, corporate mission: carry forward the national wine culture and pursue innovation and Excellence. Let the national wine culture carry forward and let excellent values become the fundamental driving force. Through the innovation of ideas, systems, products, technology, marketing, management and culture, enterprises will be promoted from Excellence to Excellence.
2. Enterprise spirit: Love my Maotai and win glory for our country. Jianguo Winery should be a good bartender, repay the motherland with excellent products and win dignity and honor for the country. Ensuring first-class products, first-class management, creating first-class benefits and building first-class style are the code of conduct of national wine drinkers and the enterprise spirit with great cohesion and centripetal force.
3. Core values: people-oriented, quality-oriented, integrity and innovation. Take the survival, cultivation and development of enterprise members as the primary obligation, take quality as the foundation of enterprise survival, products obey quality, cost obeys quality, and speed obeys quality. Take "honesty and credibility" as the bottom line of the company's behavior, adhere to the inheritance of traditional crafts, and establish a forward-looking view of advancing with the times.
4. Business philosophy: rational expansion and all-round development. Take a new technical road, "do a good job in wine articles and walk out of the world of wine." It not only guarantees a good wine article, but also its success is not limited to the world of wine. Follow the quality concept of "respecting the essence, sticking to the craft, storing enough aging and not selling new wine".
Choose suppliers suitable for national wine brands: compare quality with enterprises, quality with price, service with price, and innovation with service. Through eight marketing (i.e. engineering, culture, emotion, honesty, service, personality, network and event marketing), we can coordinate the relationship among all stakeholders, achieve scientific, stable and sustainable development, and achieve a win-win situation for the partners.
5. Decision-making concept: scientific and democratic, decisive implementation. "Not only books, not only books, but also facts." Democratic, scientific and reasonable decision-making. Resolutely, decisively and unconditionally implement it, and abandon discussion without decision, decision without action, and action without results.