Corporate mission and vision are two different concepts. Corporate mission is the value of the company, and corporate vision is an ideal goal.

The corporate mission is the philosophical positioning of the company's production and management, that is, the business concept. Corporate vision reflects the entrepreneur's stance and beliefs. It is a concept in the minds of the company's top managers and their vision for the company's future. The corporate mission is the philosophical positioning of the company's production and operation, that is, the business concept.

The mission determined by the enterprise establishes a basic guiding ideology, principle, direction, business philosophy, etc. for the enterprise. It is not the specific strategic goal of the enterprise, or it exists abstractly and is not necessarily expressed in words. However, it affects the decision-making and thinking of operators, which includes the philosophical positioning of business operations, the prominence of values, and the image positioning of the company. The mission of an enterprise is actually the reason or reason for its existence, that is, it is the purpose of its existence.

Issues that need attention when refining the corporate mission

First of all, we must determine what the company does, that is, the business that can improve and strengthen the competitiveness and market position of the company's core business. On the other hand, it is also necessary to determine what the company should not do. Many companies often expand blindly because they have not determined what they should not do, which ultimately leads to the failure to form the core competitiveness of the company in any field. This lesson is not uncommon in China's business world. Consultants often make mistakes in positioning when refining a company's mission.

In the mission statement, keywords are necessary, mainly to determine the company's positioning, responsibilities, functions and the ideal state that may be achieved in the future. When employees and the outside world understand the company's mission, understanding of keywords is the first step. Refined use of keywords can achieve twice the result with half the effort. Our consultants need to think more carefully about the wording, and strive to use the most concise words to express the most suitable artistic conception.