文化铸魂，品牌赋能：国海证券“十四五”文化品牌建设全景回顾

Core Viewpoint - During the "14th Five-Year Plan" period, Guohai Securities has elevated cultural brand building to a strategic level, integrating it into the company's high-quality development framework, marking a transition from establishing to deeply embedding its cultural system, enhancing its brand image from "professional" to "warm" [1] Group 1: Cultural System Construction - The cultural construction of Guohai Securities began with a careful foundation building, aligning with industry standards for a comprehensive upgrade of its cultural system [2] - The company established a complete cultural ideology system centered on core values such as "compliance and integrity, professional innovation, resilience, and efficient win-win," providing a "cultural constitution" for strategic choices and governance [2][4] - A three-tiered system of "concept-institution-behavior" was created to ensure the effective implementation of cultural initiatives throughout the "14th Five-Year Plan" period [5] Group 2: Strategic Integration - Guohai Securities has integrated cultural brand building into its overall development strategy, identifying it as one of the "five major projects" of the "14th Five-Year Plan" [6] - The company has established a closed-loop talent management system that incorporates cultural values into all aspects of talent selection and development, with strict consequences for violations [6] - An evaluation mechanism for cultural construction quality has been established to regularly analyze shortcomings and propose improvements [7] Group 3: Brand Development - Over five years, Guohai Securities has linked its professional financial brand with traditional Chinese culture and regional characteristics, creating unique brand memories and emotional resonance [8] - The company initiated a systematic brand image renewal in 2022, launching a new visual identity that aligns with its brand core [9] - The introduction of mascots "Guo Guo" and "Hai Hai" symbolizes the company's commitment to providing valuable services and enhancing emotional connections with clients [10][12] Group 4: Cultural Empowerment - The cultural brand building has driven business development, exemplified by the launch of the "Guohai Special+" video interview series to enhance investor trust [16] - Guohai Securities has innovated in investor education by creating a new ecosystem that combines cultural elements with educational content [17] - The company has integrated ESG and sustainable development principles into its culture, enhancing its brand reputation through consistent communication of governance commitments [18] Group 5: Future Outlook - The accumulated cultural wealth is expected to continuously provide internal motivation for Guohai Securities to serve the modernization journey of China [19]