本文紧紧围绕中国工商银行企业文化建设的基本要素及其体系构建的必要
性，针对工商银行企业文化体系的现状和存在的问题，以工商银行云南省分行
为例，由此提出新的经营理念和提炼核心价值观，并对工商银行云南省分行的
愿景和市场定位，创建本土企业文化，打造品牌形象提出了切实可行的建议，
其中主要涉及工商银行云南省分行企业文化体系的构建和实施计划。
中国工商银行肩负提供卓越金融服务、服务客户、回报股东、成就员工和
奉献社会的使命；其愿景是为中国建成最盈利、最优秀、最受尊重的国际一流
现代金融企业；秉持诚信、人本、稳健、创新、卓越以及工于至诚和行以致远
的价值观。作为中国工商银行的一个分支机构，云南省分行亦秉持同样理念。
当然，一个企业的发展必须同其具体环境相结合；因此，云南省分行必须把中
国工商银行的企业文化和云南的本土文化相结合，以此提升云南省分行的核心
竞争力。
工商银行云南省分行综合运用地域特色和中国工商银行的雄厚实力，为其客
户提供优质服务；借此打造富有云南特色的金融服务品牌。云南省分行的经营
理念涉及市场、客户、人才、风险控制、创新、战略管理和效益，其目的在于
实现企业的价值。
【关键词】工商银行；企业文化；核心竞争力；价值观；经营理念
II
Abstract
Under the specific social and cultural environment, Bank’s enterprise culture is a
complex of various ideologies, involving that values, ethics and standard of behavior
in the business management practice which is created and kept up by the bank's
leaders and all staff. And it is also a bank's image in the operation process for a long
time. Enterprise culture has become core competitiveness for an enterprise. ICBC
ranks itself in the core position of banking industry in China. So, the construction of
ICBC's enterprise culture has become the focus of today's financial circles.
This paper closely grasps ICBC's enterprise culture construction, including the
basic elements and the necessity of system construction. We direct at the present
situation and malpractice in system-construction of ICBC's enterprise culture. Taking
Yunnan ICBC as an example, this paper puts forward new management idea and
refines the core values, and it also gives practical Suggestions for Yunnan ICBC's
vision and market positioning, native enterprise culture construction, brand image
building, and which mainly involves system-construction and implementation plan of
Yunnan ICBC's enterprise culture .
Industrial and Commercial Bank of China (ICBC) shoulder the missions that He
provides excellent financial services, customer service, return on shareholders, staff
achievements and contributions to society; His vision is the most profitable and
respected world-class modern financial enterprise; He adhere to values of integrity,
humanity, robust, innovation and excellence. As a branch of ICBC, Yunnan Branch
also adheres to the same faith. The development of an enterprise must be combined
with its specific environment; therefore, Yunnan Branch must incorporate enterprise
culture with local features, for enhancing the core competitiveness of the Yunnan
branch.
Yunnan Branch integrates geographical features with the prowess of ICBC, to
provide quality services to its customers. He will efforts to build financial services
brand of rich Yunnan specialty, and his faith involves markets, customers, human
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