Ⅰ.The meaning in the construction of Corporate Culture
  Culture is the core competitiveness of an enterprise. Corporate culture reflects a noble spirit penetrating in the material production, a management philosophy and a self-transcendence attitude on life. A healthy and motivated corporate culture would inject the cultural spirit into every staff, make them stick to the regulations of the enterprise self-consciously and take the corporate goal as personal goal and kame efforts to realize it. The material resources will eventually be exhausted, while spiritual strength will never ends. The construction of corporate culture is to achieve the mission of Chengshan, and unify the thoughts, ideas, attitudes, behavior and values of Chengshan people, which is significantly important for the growth of Chengshan.
  Ⅱ.Purpose in Construction of Corporate Culture
  Create Innovative Ambiance, Attract and Unite People, Motivate Team Potential, Build a Century Enterprise.
  Ⅲ.Introduction of Chengshan Culture
  Corporate culture, as a complete system, comprises ideological value and behavior criterion. Chengshan culture is divided into four subsystems in general, namely cognition identity system, concept identity system, behavior identity system and visual identity system, which supplement each other and make up of indivisible integral of corporate culture. As long as all staffs have uniform cognition, they can identify with the corporate philosophy, and as long as the staffs identify with the corporate philosophy, they can embody the characteristics of corporate culture in conduct and visual representation, thus the corporate culture will penetrate into all staffs’ thought and conduct to become the sustainable and persistent mental strength for corporate development.
  (Ⅰ) Cognition Identity System
  Chengshan Group now has 7,000 employees, total assets of 3.9 billion yuan and floor area of 1 million square meters. Chengshan Group has the subsidiaries such as Cooper Chengshan (Shandong) Tire Co., Ltd., Arcelor Mittal Rongcheng steel cord Co., Ltd., Shandong Haizhibao Ocean Technology Co., Ltd., Rongcheng Chengshan Real Estate Co., Ltd., etc., and involves in the industries of tire production, steel cord, rubber plantation and processing, marine biotechnology, exploitation of real estate, ecotourism, technology research and development, hotel business and so on. Chengshan Group has established national Technology Center and Postdoctoral Scientific Research Station, and been awarded the National Prize for Progress in Science and Technology time and again. The Company has been successively honored with the titles of “National Advanced Basic-Level Party Organization”, “Top 500 Enterprise in China”, “Pioneering Enterprise in the Industry Field of China”, “National Outstanding Enterprise in Energy Saving”, “National Best Enterprise in Chemicals Export Achievement”, “Technological Innovation Enterprise in Shandong Province”, “Top 100 Enterprise in Shandong Province”, “Greatly Contributed Enterprise in Rubber Industry” and so on. Moreover, Chengshan Tire has been awarded “China Top Brand”, “Well-known Brand in China” and “Top Brand for Customer’s Satisfaction, Quality and Credit in Chinese Tire Market”, thus to be the only “Triple Crown” in the tire industry. The Company and the products have successively passed the ISO9001 Quality Management System,Certification ISO14001 Environmental Management System Certification, US Auto Industry QS-9000 German Auto Industry VDA6.1 Standard Quality System Certification, China Compulsory Certification (CCC), US DOT & European ECE Security Certification, and ISO/TS16949-2000 Quality System Certification. The products were well sold in 138 countries and regions, and function as the auxiliary products of more than 30 auto manufacturers in China. Chengshan Brand ranks the top 140 among top 500 Greatest Available Brands in China, with a brand value of 4 billion yuan.
  (Ⅱ) Visual Identity System
  1. Logo of Chengshan Group
  Chengshan Group held the Corporate Image conference in the Great Hall of the People to promote the new corporate logo on April 18th, 2004, with the investment of over 20 million yuan.
  The flying arc line represents our confidence in onward development, building well-known brand and creating a big power, with fashion and vitality.


  2. “Chengshan” Product Identification
  Pattern connotation: the two exterior circles like two moving tires also symbolize the sun, while the small one symbolizes the moon. This pattern bring the sun and moon together to imply a Chinese character “ming”, which under the radiation of a lighthouse signifies the bright future of the Company, a ship going ahead forcefully with friendship and bright future. Besides, the radiant light of Chengshan lighthouse indicates that the quality of Chengshan’s products is as reliable as the lighthouse.


  (Ⅲ) Concept Identity System
  Concept identity system, as the core of the corporate culture system, includes operation tenet, corporate spirit, corporate quality, talent philosophy, management philosophy, behavior philosophy and son on. As a guiding theory, the corporate philosophy represents the values identified by the whole company.
  1. Core of the corporate culture
  (1) Spirit Philosophy: Progressive, Constant Improvement, self-transcendence, Constant Innovation.
  (2) Behavior Philosophy: Doing the right things correctly the first time.
  (3)Personality Philosophy: Filial piety, respect for Leaders, kindness to colleagues, and loyalty to enterprise.
  (4) Working Philosophy: Starting from being common, beginning with me.
  (5) Talent Philosophy: Let the one do his/her own right job.
  (6) Service Philosophy: Pursuing Customers’ requirements.
  2. Characteristics of Chengshan Culture:
  • Behavior and prosperity based on virtue
  Chengshan culture lays stress on “Virtue-first”, that is, leaders employ people with virtue as a criterion, while staffs build themselves on the basis of virtue. Chengshan people have combine merits of virtue and talent, with virtue leading and displaying talents. Chengshan’s quality requirements of “filial piety, respect for leaders, kindness to colleagues, and loyalty to enterprise” represent “loyalty”, “filial piety”, “propriety” and “righteousness”, four qualities treasured in Chinese culture as traditions. These four qualities complement one another. In a history of thousands of years, Chinese traditional moral is proved to be in correspondence with people’s psychological and physical habits. Nowadays, Chengshan will extended and carry on this moral by making it a criterion for measuring qualities of its people and itself. Virtue is the only source on which people’s behavior and enterprise’s prosperity are based.
  (Ⅳ). Behavior Identity System
  Philosophy takes directing behavior as its ultimate aim. To be put into practice, all aspects of a corporate culture should be expressed thought the employees' behaviors and enterprises’ activities. The behavior identity system, as the behavioral embodiment of philosophy identity system, represents a practice that reifies corporate culture in practical production and life.
  1. Spirit Philosophy: Progressive, Excellence, self-transcendence, Innovation
  (1) Progressive:
  • In the intensely competitive society, pressure for individuals and the enterprise is inevitable. In the face of this situation, one has to learn to adapt oneself by changing the pressure into power to move forward steadily. Seen from this point of view, pressure does not slow down one’s step in development. For an enterprise feeling no pressure, there is less opportunity for development. This is also true for a staff seeing no pressure.
  (2) Excellence:
  • To be excellent, as an aim and culture, also embodies Chengshan’s spirit—to be the best, not the last passive one.
  • not the first, it can only be the last, but not outstanding, it can only be trampled.
  (3) Self-transcendence:
  • Keep on studying: 21st Century, a Century of study, features learning-type enterprise and learning-type talents.
  • Never satisfied with the current situation:Not to be content with small achievements and make great ones; and not to be tempted by small benefits, then can a man go a long way.
  • Play full potential: Like a person, the potential of an enterprise can be continuously explored; in the fierce market competition, enterprises compete in the potential for development as well as strength. To make progress, enterprises have to play their full potential.
  (IV) Innovation:
  • Innovation is the core competitiveness of Chengshan.
  • Innovation is motivation source for sustainable development of Chengshan.
  • Innovation is a guarantee for a leading Chengshan.
  Seven Innovations of Chengshan: Product Innovation, Leadership Innovation, Institution Innovation, Culture Innovation, Technology Innovation, Service Innovation and Management Innovation.
  2. Behavior Philosophy: Doing the right things correctly the first time
  Doing the right things correctly the first time includes:
  (1) Attitude Awareness
  • Attitude is everything, earnest creates miracle, and details lead to success;
  • Not to be blinded by a confirmed habit or lured by fashion and do the thing in a down-to-earth way;
  • To pursue great achievement in career, enjoy pleasure in work, and fulfill value of life.
  (2) Efficiency Awareness
  “Doing the right things correctly the first time” lays stress on efficiency awareness and cost concept, that is, as long as you do the thing within the shortest period, you can save time and cost to the most, and improve efficiency.
  (3) Quality Awareness:
  • Work quality determines product quality which in turn determines the prosperity of the enterprise.
  • A small mistake in work may cause big lost in quality. It is better to do thing really;
  • Spirit Shown in Details;
  • Five one-hundred-percent principles: one-hundred-percent time, one-hundred-percent space, one-hundred-percent process, one-hundred-percent personnel, one-hundred-percent training, which are all made for guaranteeing top quality;
  • Talents with god moral, high-quality products with talents, a leading enterprise with high-quality products.
  3. Behavior Philosophy: filial piety, respect for Leaders, kindness to colleagues, and loyalty to enterprise
  (1) Filial Piety
  • Filial piety is the most important among all virtues.
  China has a long tradition of filial piety which now has become an important criterion used by Chinese for measuring the qualities of talented people. This tradition is valued by the enterprise. Nowadays, young people, especially those born in the 1970’s or 1980’s, have different thought and ideas with their parents. To some of them, “Filial Piety” is a lack. This has a lot to do with the changes in society and environment which are prone to ignore the virtue with too much emphasis on skills. Obviously, where could we expect one to be in handling interpersonal relationship, since he/she fails to even respect his own parents, and how could we expect he/she to do a better job, let alone loyalty.
  • Respect comes first in filial piety.
  To be filial is more than to give maintenance to parents. It is proved that with satisfactory material life, the old people need spiritual support and soulful respect increasingly. Respect comes first in filial piety. Despite all people attempt to be filial, this attempt is made imperfect by an interior lack of “respect”. That is to say, they support and serve their parents in a way to fulfill their responsibility required by the law, rather than to show their natural gratitude, so as to not be blamed for impiety. Book of Songs•ErYa says: “Filial piety is to take care of parents well”. While Mencius said: “the best quality of a filial child is being respectful.”;
  (2) Respect for Leaders
  To the ship of enterprise on the sea, a leader is also a helmsman and captain who controls the course of the ship to success with the crew. With an overview, concreted on a core of a leader, a managerial hierarchy is established to ensure effective operation of the team. In consideration of this, serving and respecting leaders are recognized as basic requirements on behavior for Chengshan people. The ship advances powerfully with the centered effort of the helmsman and the crew.
  • Showing respect for leaders includes:
  Staffs pay respect for leaders and obey their orders, while the leaders understand their staffs and make wise decisions.
  This is a mutual process. Good at management, leader maintains a good communication with the staffs so as to understand and cares about them while wining heartful love and respect from the staffs. In turn, the staffs pay respect for the authority of the leaders and finish the task meticulously. Managerial art lies in communication skill and sincerity, mutual communication between internal staffs and leaders propel the order and health development of the enterprise.
  (3) Kind to colleagues
  • Seven Learns
  A. Learn to communication: 98 percent of contradictions among colleges result from misunderstanding, while 98 percent of these misunderstandings are caused by a lack of communication.
  B. Learn to encourage and praise to show love, hope, and confidence to people and to convenient people.
  C. Learn to forgive to remove soul barriers and gain more understandings, trust and friendship.
  D. Learn to treasure career as a mission, colleagues as a lot, meeting with customers and partners as a pleasure.
  E. Learn to get pleasures from helping others.
  F. Learn to trust colleagues and be honest to them, for trust from others is wealth that can not be purchased by money.
  G. Learn to be humble so as to be more understandable to others, which is an invincible key.
  (4) Loyalty to enterprise:
  Besides an occupational attitude, “Loyalty” is also valued as a power source for serving the enterprise. Being loyal to the enterprise also plays an important role to promote the staff’s development.
  • Loyalty to enterprise is represented by three qualities:
  A.Attitude toward work
  To be loyal, one has to be hard-working and enterprising and dares to be the best. Naturally, loyal workers devote to the enterprise and fulfill their trust, but the hard-working and enterprising ones who are capable of standing out by constant improvement on the post deserve more attention. Loyalty represents a built-in incentive and power source. With loyalty in mind, one will have all his work based on a purpose to benefit the enterprise.
  To be loyal, one has to shoulder the responsibility to propel the property of the enterprise and has the development of the enterprise in mind. This means he/ she is ready to make great contributions to the enterprise that he/she is proud of, and truly regards it as a family and a friend, and sees this contribution as his/her own responsibility.
  To be loyal, one has to show a noble quality. Besides loyalty to enterprise and nation, a staff is required to have the enterprise in mind and determine to grow in the enterprise. Noble quality mainly lies in the capability of casting one’s lot in with the enterprise.
  4. Work philosophy: starting from being common, beginning with me
  (1) Starting from being common
  We are born with longing for stand out, which is recognized as a symbol for fulfillment of life value and affirmation. Seemingly, “being common” conflicts with this nature. In fact, it is necessary for us to make a clear distinction between “being common” and “being mediocre”. “Being common” represents accumulation which is a critical step in the long way toward “being the best”, while “being mediocre” means repeat, a simple addition displaying no hope for quantity accumulation that leads to qualitative leap. With this essential difference in mind, Chengshan seeks for hard-working workers but not the mediocre ones. Chengshan People starts from “being common” but are not satisfied with this.
  Opportunities are only for the prepared mind, Chengshan people has a tradition of self-development in everyday life and work, acquiring knowledge from books, accumulating experience in work and enriching the soul in thinking. Chengshan gives reception to those who pay attention to trifle and small things in daily life, not those who are unfit for a higher post but unwilling to take a lower one. As an old saying goes: “if you can't do those little things, how can you do things such as managing the world". Slight and ignorable idea about small things scraps the image of enterprise, even resulting in obstruction for self development.
  (2) Beginning with me
  Enterprise is eventually led by the staffs who endeavor in earnest to achieve excellence in whatever he/she did.
  • Be active in thought
  Chengshan knows clearly the best qualities of a staff lie in activity, passion, and confidence, far more than in professional knowledge and hardworking. Qualified-staffs do not let themselves get into the passive situation where people are told what to do, they will find out what they want to do themselves and work out an earnest plan to make it real with all strength.
  Since the development of an enterprise calls for an integration of enthusiasm, activity and creativity of staffs, individuals should show their ideas clearly to make their contributions.
  • Be a self-starter
  There is one major disappointment for leaders if his staffs are made to work by his commands like a robot, not actively. They consequently offer less opportunity of accepting these mindless staffs, in an effort to avoid the fact that they have to spare more energy for detailed business operation.
  Based on an excellent grasp of commands from leaders as well as self wisdom and talent resulting in perfect execution of the commands, one should plan a sweeping exploration of work-related knowledge aimed at momentary application in work, while purposely carrying out high-quality work with strong self-control, understanding expectations of the company and leaders and fulfilling every goal timely, and adjusting oneself to environment and requirement by getting clear-cut ideas about self identity and position.
  A leader once said that: instead of taking assignment passively, asking leaders for assignment, as being more challengeable, requires an active skill showing enthusiasm and activity of a staff and more impressing leaders. This way of work has now drawn increasingly attention from leader and staffs.
  • Nothing is bawbee in work
  An attitude of ignorance and unimportance toward small things gets one nowhere in what he/she did. He/she will suffer a lot in his work by the consequence of this attitude. Like that a successful man does everything to the best, outstanding staffs pay attention to any single detail in their work. So given high expectations, one will spare no effort to do one’s best with heat and soul.
  5. Service Philosophy: Striving for customers’ requirements
  (1) Service:
  • Taking customers’ need as our pursuit, being proud of customers’ satisfaction.
  • Offering detailed and endless services.
  • Thinking from the customers’ point of view.
  (2) Two Premises:
  • Three-meter smile: smiling at a distance of three meters when meeting customers and internal personal. One percent and one hundred percent: one percent dissatisfaction means one hundred percent loss. One percent satisfaction attracts one hundred percent potential customers. Our one percent mistake brings customers one hundred percent loss.
  (3) Three Continues:
  • Continue to find out customers’ needs;
  • Continue to satisfy customers’ needs;
  • Continue to provide products and services beyond customers’ expectation.
  (4) Five Requirements:
  • Timeliness: offering quick solution to problems, and finishing task rapidly.
  • Responsibility: better understanding of policy, properly handling the problem without evasion and perfunctoriness.
  • Comprehensiveness: thinking comprehensively, grasping the whole situation, cooperating closely with all departments and distribution units.
  • Activeness: improving communication with all departments and supporting the sales operation of the distribution units actively.
  • Patience: making detailed response to any question brought forward by customers, and offering help to the customers eagerly.
  6、Talent philosophy: fit people the right position
  (1)Chengshan’s standard for talent selection
  As a person - to be honest and sincere; in working - down-to-the-earth
  An ancient philosopher ever said “a person, who only behaves filial and honest, can allow his family extended and known forever and a person who only behaves friendly, can he stand still in the world”; “being an honest person and being creditable in working”, which are all the core theory of China’s Confucius, and also the ideology that Chengshan embraces and the unique standard of Chengshan for talent employment.
  Be with both a good character and professional competence:
  Integrity and professional competence can not be separated, which are correlated to each other, integrity needs to be given into play depending on the professional competence and the professional competence needs to be commanded by the integrity. A person with professional competence but without integrity can only be an evil competence and of course, a person with the integrity but without professional competence is also not a talent needed. A person with integrity but without professional competence is the most dangerous and is even serious than that with neither professional competence nor integrity. The person that Chengshan needs must have integrity and professional competence and the former is given a priority.
  (2) Chengshan’s standard for talent employment:
  General principle: being fair in talent employment and enabling each person to develop his talents;
  Four practical principles:
  A.To employ people against “integrity”;
  B.To employ people against the measurement of “professional competence”;
  C.To employ people against “diligence”;
  D.To employ people against “achievements”
  Four differences:
  A.Different quality, different application;
  B.Different management, different treatment;
  C.Different skills, different positions
  D.Different contribution, different salaries
  Chengshan’s principle on talent judging:
  A.To work with the principle of being a person and to judge a person with his behaviors in working
  B.A person only with achievement can keep his position; a person at his position should contribute more.


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