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还记得在2004年12月底的年度总结大会上,董事长王吉万宣布了亨达集团具有转折意义的一个决定:“品牌形象提升,企业流程再造”。第一次把企业的品牌塑造提到了一个关乎企业生死存亡的高度上。对于此次品牌的塑造,王吉万用鲤鱼跳龙门的寓言故事来比喻:跨过了这道门坎,亨达就可以成功蜕变成为一条龙,以自己的强大品牌在国内国际市场中翻腾搏击;而如果跨不过这个门坎,就只能在生活了20余年
Recall that at the annual summary conference held at the end of December 2004, the chairman Wang Jiwan announced a decision with a turning point in the Hengda Group: “Improve the brand image, reengineer business processes.” For the first time, the company’s branding was referred to a height that concerns the survival of an enterprise. For the branding of the brand, Wang Jiwan used the metaphor of the squid jump crocodile to compare: Through this threshold, Hengda can be successfully transformed into a dragon, slamming into the domestic and international markets with his strong brand; And if you can’t cross this threshold, you can only live for more than 20 years.