On the morning of March 25, Yuchai Group held Corporate Culture and Publicity Work Conference 2011 at the conference room on the third floor of Power Building. Corporate leaders such as Li Tiansheng, deputy Party secretary of Yuchai Group and Party secretary of Yuchai Machinery Co., Ltd. (YM); Zhang Jiasha, deputy Party secretary of Yuchai Group; Guo Deming, deputy Party secretary of YM and Liang Ping, chairman of the Trade Union of Yuchai Group, as well as persons in charge of the grass-roots Party originations, chairmen of trade unions, publicity backbone and correspondents of the group were present.

In 2010, Yuchai achieved brilliant sales of RMB 36.8 billion, up 35.45% year on year, to wind up the eleventh five-year period. In the process, the corporate culture and publicity workers worked hard, actively eulogized meritorious deeds and advanced figures, vigorously carried forward Yuchais fine culture, and made positive contributions to creating a favorable atmosphere for corporate development, enhancing the corporate image and improving the corporate cultural competitiveness and brand influence. The group staff contributed over 7,400 articles, an increase of over 730 from 2009, including over 8,000 (including those reprinted) adopted by Yuchais internal media and external media. In 2010, Yuchai won Yuchais first prize for advanced collectives in news coverage as the only commended enterprise.

At the conference, He Xiaoyu, director of the department of corporate culture, summed up the strengths and weaknesses of the corporate culture and publicity work in 2010. He generalized the highlights of the groups corporate culture and publicity work in 2010 with five keywords-innovation, planning, standardization, system and fineness, which are reflected in: I Yuchai further innovated the construction of all publicity platforms and improved the level of coverage quality and publicity management; at the 9th National Annual Corporate Newspaper and Periodical Conference, Yuchai Constructors won the national special prize for outstanding corporate newspapers and periodicals again; Yuchai TV innovated the mode of reception, accomplished VOD on OA to increase the influence of news communication; revised and innovated the website, added columns, reading guide and relevant readings, and increased webpage readability and enriched content. II In publicity, Yuchai valued introduction planning, planned reports, columns and programs with strong a sense and capability of planning, and achieved good effects. III Aiming at existing publicity problems, Yuchai made careful analysis and rectification, made up deficiencies, made constant improvements, and further standardized and improved corporate publicity management. IV Yuchai systematically advanced corporate cultural building and constructed the corporate cultural construction system. V Yuchai kept to the concept of building an outstanding culture and striving to be Yuchais advanced models, vigorously advocated the sense of fine products, worked exquisitely and elaborately, built a fine corporate culture and ideological education, and presented an array of fine articles, books and programs.

To better advance corporate culture building, publicity and coverage in the opening year of the twelfth five-year period, guide and encourage staff with correct public opinions and fine works, and promote the accomplishment of the annual objectives, the conference deployed the corporate culture and publicity work in 2011. The emphasis of culture publicity in 2011 is to continue to intensify corporate culture building and give play to the function of culture orientation; to plan and carry out publicity campaigns in celebration of Yuchais 60th anniversary, conduct full publicity and arouse staffs enthusiasm in regard to the objectives of achieving sales of RMB 40 billion and 200,000 heavy engines; to publicize and cover key events with the principle of improving brand and expanding advantage, comprehensively enhance Yuchais image as a high-end brand, and improve Yuchais social popularity ad public influence; to continue to do well in the construction of Yuchais publicity platforms with the sense of innovation and fineness, intensify the education and training of cultural publicity teams, increase team quality and keep improve quality level; and to push forward the management of corporate social responsibility.

Li delivered a speech. Speaking highly of the groups corporate culture and publicity work in 2010 with timely, innovative and effective, Li said, I evaluate the Party-mass work in 2010 as timely, innovative and effective, the Party-mass line did a lot in time in assisting the administrative party in production operation and management to effective promote the smooth implementation of all production operation work.

Li stressed, Corporate culture and publicity work is concrete rather than empty and necessary for production operation and management. In 2011, we should integrate our work with corporate production operation and management more closely, and should work more effectively to improve popularity externally and enhance satisfaction internally.

Speaking of satisfaction, Li brilliantly expounded the relations between staff satisfaction and customer satisfaction. Li considered enhance the satisfaction of internal staff fundamental to customer satisfaction enhancement. If the satisfaction of internal staff is low, customer satisfaction is by no means high. If the satisfaction of internal staff is improved, their performance, efficiency, quality and service sense will be increased, how come we cannot manufacture good products and offer quality services?

Advanced units in culture publicity are commended

Outstanding correspondents are commended.

The conference ceremoniously commended advanced units and individuals in publicity work in 2010, good news works, Zhang read the commendation document, Li, Zhang, Guo and Liang presented awards to prizewinning units and individuals. This time, 10 advanced units in publicity work, 20 outstanding correspondents, four outstanding news reporters and editors, 60 cultural and publicity activists as well as 45 good news works were commended. The prizewinning units included No. 1 engine plant, foundry, cold machining plant, No. 2 engine plant, sales company, property company, quality department, department of manufacturing technology, engineering research institute and trade union.

Text by Tang Ning, photo by Wen Zhenghua