In line with the annual training plan and development strategy, and to lay the foundation for building a learning organization and fostering a BGS learning atmosphere and environment, BGS recently held the first session of the 2023 Ground Service Grand Lecture Series, themed “Service Brand Leadership Drives Exceptional Service.” Zhang Hongkong, General Manager and Deputy Secretary of the Party Committee, delivered a concluding speech; Shi Yuhong, Member of the Party Committee and Deputy General Manager, gave the opening mobilization address; and Zhang Yichen, Deputy Secretary of the Party Committee and Secretary of the Commission for Discipline Inspection, attended the lecture series.

Zhang Hongkong highly praised this training session and, drawing on the training curriculum, shared three key insights centered around “focusing on our core responsibilities and continuously building the Ground Service Grand Lecture Hall”: First, management personnel at all levels within the company must firmly embrace the philosophy of lifelong learning, making full use of the Ground Service Grand Lecture Hall to acquire knowledge, strengthen our foundations, and better enhance the quality and effectiveness of our operational and management work. Second, we must uphold the service philosophy of “customer-centricity,” meeting customers’ diverse needs, extending our service reach, and adding value to our products, thereby staying true to our original aspiration and mission of providing high-quality services to airlines, passengers, and shippers. Third, we must continually enhance the core competitiveness of our service offerings, leveraging technology to drive service innovation and earning a solid reputation through high-quality service delivery. In particular, we should capitalize on the advantages of civil aviation transportation by developing specialized ground service brands—such as cold-chain logistics, de-icing, dangerous goods transportation, and passenger transit—centered around the principles of “safety, efficiency, convenience, and delight,” thus contributing to the high-quality development of the Capital Airport.

At the opening ceremony, Shi Yuhong delivered a mobilization speech and put forward three key requirements: First, strengthen your sense of mission and responsibility, and fully recognize the importance of learning and self-improvement. Second, adopt a fresh approach to learning, cultivate self-motivation, and actively participate in training as well as engage in daily self-study. Third, cherish every precious learning opportunity, learn effectively and apply what you’ve learned wisely, and demonstrate the practical effectiveness of your learning in your work.

It is reported that the training, guided by the principle of promoting learning through both internal and external exchanges, invited Ms. Han Huiqin, an expert in service brand development and Senior Project Manager at Kai Rui Consulting, to deliver the course. Through a variety of methods—including lectures, case studies, and interactive discussions—the three-hour session enabled participants to gain a deep understanding of fundamental knowledge and practical skills related to delivering exceptional service, enhancing passenger experiences, and designing effective service brands. Throughout the training, participants actively engaged in discussions and lively exchanges, unanimously expressing that this was a richly informative and highly inspiring session. They emphasized that, beyond acquiring new knowledge and insights, they had also gained valuable hands-on experience, which will play a positive role in enhancing their management capabilities and professional expertise.

In the future, BGS will focus on its core tasks—unifying thinking, enhancing skills, and broadening horizons—by inviting external experts, scholars, and successful individuals to continuously organize targeted “Ground Service Master Classes” training courses.

More than 50 middle-level and some frontline managers participated.