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1、Manual of Corporate CulturecontentsIntroduction of the CompanyThe LogoThe Company AimThe MissionStrategic ObjectivesCorporate SpiritManagement PhilosophyDevelopment StrategyCode of Conduct of Staff Founded in 1999 and headquartered in the core of China Dairy Capital locating at Shengle Economic Deve
2、lopment Zone of Helingeer County in Huhhot, Inner Mongolia, Mengniu Dairy (Group) Co., Ltd. (Mengniu Dairy Group) has a total asset of RMB 10 billion and 30,000 employees, and the annual production capacity of dairy products reaches 6 million metric tons.Introduction of the Company So far Mengniu Da
3、iry Group has established over 20 production bases including Helin base in 15 provinces of China and owned 5 major series of products which are liquid milk, yogurt, ice cream, dry milk and cheese, in which are incorporated over 200 categories. Relying on the supreme quality, Mengnius products cover
4、all Chinese market and are exported tooverseas such as America, Canada, Mongolia Republic, Hong Kong, Macao and other Southeast Asian countries. Targeting to the corporate positioning of building a dairy production and service enterprise who commits to the health of mankind, Mengniu Dairy Group has
5、created the miraculously rapid development that draws the worldwide attention in a short period of 10 years. By the end of 2008, the sales revenue had reached RMB 23 .9 billion with a CAGR of 104% which made Mengniu the first dairy company that exceeded RMB 20 billion sales revenue in China. The mar
6、ket share of major products had surpassed 35%; the sales of UHT milk had ranked No. 1 in the world and that of liquid milk, yogurt and ice cream No.1 in China; the export volume and the number of regionsexported to also had ranked No.1 in China. The Logo This is the logo of Mengniu.A thick and solid
7、 elegant dash metaphorizesfavorable climate and geographicalconditions granted from boundless grassland and soil of surpassing fertility of Inner Mongolia with which Mengniu Dairy Group is endowed. The Logo The crescent horn sketches an image of firmness and aggressiveness, symbolizing the corporate
8、 belief of being proactive, steadfast and enthusiastic, and through which demonstrates the cows nature ofendurance and hardworking. The logo in white and green emphasizes thecompanys pursuance for nature and free from pollution.The Company Name The company name “Mengniu” in Chinese focuses on the la
9、tter phonetic part “Niu” (a collective noun of ox and cow) and intend to take oxs nature of diligence, persistence and dedication as a lofty spirit for the company and remind peoples intimation and worship for ox and cow. The name Mengniu also explicates the companys pursuance for the true, the good
10、 and thebeautiful, which further expects the spirit of willing ox (servant of the people) to be carried forward in the company.The Product Name The name of Mengniu (“Meng” means Inner Mongolia) indicates that the fresh milk is produced by cattle from Inner Mongolia. The processes from forage grass t
11、hey eat to fresh milk they produce all rely on the advantage of unique natural resource with which an outstanding dairy brand is due toemerge.The Company Aim Provide good and qualified dairy food for every consumer for the purpose of his/her physical and psychological health.The Mission Found an out
12、standing and internationally competitive enterprise for China. Build a time-honored and world-famous brand for the Chinese nation. Perform service for promoting consumers health level. Provide an arena for employees to realize their value of life.Strategic ObjectivesMengniu shall make unceasing effo
13、rts to explore,unswervingly adhere to the principle of scientific way of development, exert to innovate, and integrate worldwide resources to become a world leading dairy makerCorporate Spirit Unite in all sincerity and dedication; have the courage to struggle against tremendous odds; learn and inno
14、vate; pursue excellency; advance with thetimes; render service to the nationEssence of Corporate Culture Honor credibility: we shall keep good faith and in credible with government, partners, clients and consumers; also we seek honesty between the higher level and their subordinatesand that of staff
15、. Self-reflection: try to transcend ourselves by reflecting faults on our own.Principles of Talent UseOpen, Just and ImpartialPeople with both talent and virtue can become highly regarded;People with virtue, yet lacking in talent, can be trained for use;People with talent, yet lacking in virtue, sho
16、uld be restricted in use;People with neither talent nor virtue should never be used.Commitments Provide naturaland hygienic dairy products and propagate concept of health for consumers.Achieve win-win and common development for clients.Take full responsibility and make long-term return for sharehold
17、ers.Train staff and help them succeed.Operate business according to law, invigorate dairy industry and prosper dairy farmers, protect environment and return to the public.Achieve a unified mind by corporate culture.Standardize human nature by regulations.Fulfill eminent successby establishing an hon
18、orable brand.Management PhilosophyService, Coordination, Guidelines, Supervision, Performance Test Service: the superiors serve their subordinates; offices serve the grass root units; the previous working process serves the next; staffs serve clients and consumers. Coordination: to coordinate relati
19、ons between the company and government as well as other units, department and other departments, employee and other employees.Management Policy Guidelines: to provide guidance on the whole as well as on profession, guide as coach instead of athlete, and avoid skip-level interview. Supervision: to co
20、nstantly supervise and examine subordinating department and staff omni-directionally. Performance Test: to omni-directionally assessall staffs performance to which the salary is linked.Management Policy Make Mengniu a time-honored world famous brand and gain the advantage of market share and brand p
21、restige by scientific management, assured quality,extensive market opportunities, increased benefit and good service.Development StrategyCode of Conduct of Staff Observe the law and disciplines; be honest and self-disciplined; render excellent services; talk in civilized manner; love his job and be
22、dedicated; operate in accordance with regulations; stress quality as priority; constantly strive for perfection; work hard and perseveringly; practice strict frugality; Code of Conduct of Staff have a grave bearing; pay attention to hygiene; be friendly to colleagues; be honest and credible; take good care of public property; have a strong sense of publicmorality; make concerted efforts and jointly build civilization.Code of Conduct of Staffthat s all thank you