China Railway Trust has created new qualities from the "four dimensions" plastic culture

Since 2021, China Railway Trust Co., Ltd. (hereinafter referred to as China Railway Trust) has adhered to the leadership of party building and cultural revitalization of enterprises, guided by the new Cultural Concept of China Railway "Pioneer" and the construction of cultural brands, continuously stimulating the vitality of enterprise innovation and creation, and gathering the surging power of high-quality development.

Leading corporate culture has a high degree. Give play to the leading role of party building, and create a behavioral culture system of "three excellent enterprises, four good teams, and five moral employees"; With "not forgetting the original heart, keeping the mission in mind" as the core, we will create a spiritual and cultural system of "loyalty and responsibility, innovation and creation"; Based on the principle of "fairness and justice, cooperation and progress", we will create an institutional and cultural system of "value alignment and management standardization"; With the theme of "overcoming difficulties and striving for achievements", we have created a responsible cultural system of "transformation and upgrading, high-quality development", formed the spiritual pillar and source of power of the enterprise, and won the "Annual Financial Culture Influence" Award of the Fifth Sichuan Financial Emerging List.

Inheriting the thickness of China Railway culture. Carry forward the enterprise spirit of "pioneering pioneer" of China Railway, uphold the core values of "shouzheng innovation, steady and far-reaching, upward and good, and brave to strive for first-class", actively practice "shouzheng innovation" in transformation and upgrading, promote "steady and far-reaching" in high-quality development, pursue "upward goodness" in the construction of the team, adhere to "bravely strive for first-class" in taking responsibility, create "clean finance" in the construction of party style and clean government, inherit the red gene of China Railway, and form a corporate culture system with financial characteristics. Strive to grow into a living force that helps the development and growth of China Railway.

Ronghui trust culture has depth. Integrate into operation and management, embed the trustee culture of "integrity, loyalty and professionalism" into operation and management, cultivate the habit of employees to abide by rules and discipline, immerse themselves in hard work, be diligent and conscientious, and effectively protect the rights and interests of beneficiaries; Integrate into education and dissemination, cooperate with the China Trust Industry Association and the China Trust Registration Company to complete the recording and broadcast of the first column of Xinhua Finance's "Trust Everyone's Talk", and open a column on the WeChat public account to create a good atmosphere for the popularization of trust culture and education; Integrating research and innovation, the trust industry association and Southwest University of Finance successfully held the first "China Trust Industry High-quality Development Forum", released a new book "Introduction to the Construction of Trust Culture", put forward constructive suggestions for the industry to carry out trust culture construction, transformation and upgrading innovation, and won the 14th "Integrity Trust - Industry Culture Award" of Shanghai Securities News.

There is breadth in shaping brand culture. Upgrading brand building, brand achievements such as the company's cultural center, mascots and memes have been newly released, new (relocated) outlets have been newly created, the image advertising of the terminal building has been upgraded, and the building signboard has been unveiled, and the public's recognition of the brand concept, value recognition and behavior of China Railway Trust has been continuously enhanced. Enhance brand value, use Chinese excellent traditional culture to give the brand a profound connotation, call out the good brand of "allowing it to be adhered to, trustworthy as iron", spread the good story of "serving the people's beautiful life", create a good image of "let wealth grow healthily", fully embody the core connotation of "trustee responsibility", express the attitude and determination to consciously perform the five main obligations of the trustee, and highlight the confidence and strength of loyal performance of duties. Expand brand influence, carry out a variety of customer exclusive activities, with the help of national authoritative media, integration of industry multimedia, do excellent WeChat public account, create WeChat video number and other self-media, flexible use of a variety of ways to transmit positive energy, has won the fifth financial leader list "influential brand", the fifth Sichuan financial emerging list "annual brand influence" award, the brand's cohesion and influence continue to increase, reputation and popularity continue to increase.