In the 21st century, with the development of knowledge economy and economic globalization, competition between enterprises is increasingly manifested as cultural competition. Corporate culture plays an increasingly important role in the survival and development of enterprises, becoming the cornerstone of corporate competitiveness and a key factor in determining the rise and fall of enterprises. In this case, it is particularly important to build, apply and practice corporate culture under the new situation. Creating a people-oriented and innovation-oriented corporate culture can provide the most powerful and long-term platform for strategic management. Future corporate competition will mainly be human competition, and human competition is cultural competition from a certain perspective. The so-called "culture is tomorrow's economy" also heralds the arrival of an era of cultural competition. Therefore, if an enterprise wants to become a world-class enterprise, it must rely on a strong culture.

Jingda brand culture is an important part of the entire Jingda corporate culture. It is the brand value concept, business guideline, management method, group consciousness and behavioral norms formed by the enterprise in the long-term production and operation process of 20 years. In short, it is an atmosphere, a concept, an image, a spirit, a habit, and the soul of the enterprise. Jingda brand culture is also a creative process based on the inheritance and breakthrough of concepts. The creation of Jingda corporate culture is first of all the creation of concepts. As we all know, cultural concept is the core level of corporate culture. It reflects the belief, spirit and pursuit of the enterprise, and guides the relatively long-term management behavior of Jingda in its development. It plays a positive role in unifying thoughts, gathering and motivating employees, generating psychological constraints, ideological identification and behavioral orientation, establishing a good corporate image and expanding positive social influence. Therefore, refining the brand concept of Jingda Company is to lay the foundation for building the Jingda cultural system, to formulate a basic framework to ensure the realization of Jingda Company's brand strategy, and to create a soul for the sustainable development of Jingda and the longevity of the brand.