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摘要：為深入貫徹落實黨的十(shi)九(jiu)大(da)精神(shen)，堅定(ding)文(wen)(wen)化(hua)(hua)自(zi)信，弘揚中(zhong)(zhong)華優秀(xiu)傳(chuan)統(tong)文(wen)(wen)化(hua)(hua)，中(zhong)(zhong)國(guo)航(hang)(hang)空集團有限公司（以下簡稱中(zhong)(zhong)航(hang)(hang)集團）緊密圍繞黨的十(shi)九(jiu)大(da)關于“堅定(ding)文(wen)(wen)化(hua)(hua)自(zi)信，推動(dong)社會主義文(wen)(wen)化(hua)(hua)繁榮興盛(sheng)”的部署要求，積(ji)極開(kai)(kai)展“人(ren)文(wen)(wen)中(zhong)(zhong)航(hang)(hang)”品牌系(xi)列(lie)建設工作，通過“人(ren)文(wen)(wen)中(zhong)(zhong)航(hang)(hang)”文(wen)(wen)化(hua)(hua)講堂(tang)、開(kai)(kai)發(fa)人(ren)文(wen)(wen)系(xi)列(lie)旅游產品、加(jia)強國(guo)際人(ren)文(wen)(wen)交流等方式，自(zi)覺(jue)承擔中(zhong)(zhong)華傳(chuan)統(tong)文(wen)(wen)化(hua)(hua)的傳(chuan)承者與傳(chuan)播者角色，實現中(zhong)(zhong)華優秀(xiu)傳(chuan)統(tong)文(wen)(wen)化(hua)(hua)創造性轉化(hua)(hua)和創新性發(fa)展。

關鍵詞：文化自信 人文中航 文化傳播

背景PART 01

黨的(de)(de)(de)十八大以(yi)來，黨中(zhong)(zhong)央站在歷史(shi)與(yu)時代(dai)相結合的(de)(de)(de)高度，十分重視(shi)中(zhong)(zhong)華優秀(xiu)傳(chuan)統(tong)(tong)文(wen)(wen)化(hua)的(de)(de)(de)歷史(shi)傳(chuan)承(cheng)和創(chuang)新發展，將其(qi)作為治國理政的(de)(de)(de)重要思想文(wen)(wen)化(hua)資源。中(zhong)(zhong)航(hang)集(ji)團(tuan)作為一家具有深厚民族(zu)底蘊的(de)(de)(de)航(hang)空運輸產業(ye)集(ji)團(tuan)，始終堅持以(yi)文(wen)(wen)化(hua)為內(nei)涵，推動中(zhong)(zhong)華優秀(xiu)傳(chuan)統(tong)(tong)文(wen)(wen)化(hua)的(de)(de)(de)創(chuang)造(zao)性轉化(hua)，近年(nian)來，中(zhong)(zhong)航(hang)集(ji)團(tuan)探索以(yi)“人(ren)(ren)(ren)文(wen)(wen)中(zhong)(zhong)航(hang)”文(wen)(wen)化(hua)品(pin)牌建設為抓手(shou)，立足中(zhong)(zhong)華優秀(xiu)傳(chuan)統(tong)(tong)文(wen)(wen)化(hua)培育和弘揚(yang)社會主義核心價值觀(guan)，營造(zao)探索人(ren)(ren)(ren)文(wen)(wen)科學、崇尚人(ren)(ren)(ren)文(wen)(wen)思想、追求(qiu)人(ren)(ren)(ren)文(wen)(wen)關懷的(de)(de)(de)良好氛圍(wei)，提升與(yu)一流(liu)航(hang)空企業(ye)相匹(pi)配的(de)(de)(de)人(ren)(ren)(ren)文(wen)(wen)內(nei)涵與(yu)素養。

責任行動PART 02

（一）“人文中航”系列活動，探尋傳(chuan)統文化的(de)復興與傳(chuan)承。

為推動中(zhong)(zhong)(zhong)華優秀傳(chuan)(chuan)統文(wen)(wen)(wen)(wen)(wen)(wen)化(hua)和(he)社(she)會主義核心價(jia)值(zhi)觀與(yu)免(mian)费菠萝视(shi)频app下(xia)载(zai)相(xiang)融合(he)(he)，厚(hou)植公司文(wen)(wen)(wen)(wen)(wen)(wen)化(hua)內涵，提升員(yuan)工(gong)人文(wen)(wen)(wen)(wen)(wen)(wen)素養，中(zhong)(zhong)(zhong)航集團開(kai)設了“人文(wen)(wen)(wen)(wen)(wen)(wen)中(zhong)(zhong)(zhong)航”系(xi)列文(wen)(wen)(wen)(wen)(wen)(wen)化(hua)講堂，邀請(qing)到北京(jing)大學葉朗教授、樓宇烈教授、清華大學彭林教授、陳(chen)來教授等學術界知名學者專家(jia)走進中(zhong)(zhong)(zhong)航，圍繞“美育和(he)人生(sheng)境界”“人文(wen)(wen)(wen)(wen)(wen)(wen)中(zhong)(zhong)(zhong)國的精神(shen)特質”“禮樂(le)文(wen)(wen)(wen)(wen)(wen)(wen)化(hua)與(yu)人文(wen)(wen)(wen)(wen)(wen)(wen)素養”“中(zhong)(zhong)(zhong)華文(wen)(wen)(wen)(wen)(wen)(wen)化(hua)的價(jia)值(zhi)觀”等主題開(kai)展講座，內容(rong)涵蓋哲學、美學、文(wen)(wen)(wen)(wen)(wen)(wen)學、歷史等多個人文(wen)(wen)(wen)(wen)(wen)(wen)學科領域，活動中(zhong)(zhong)(zhong)廣大中(zhong)(zhong)(zhong)航員(yuan)工(gong)通(tong)過與(yu)大師(shi)面對(dui)面交流、對(dui)話，并結合(he)(he)學習內容(rong)和(he)自身工(gong)作實際，探討傳(chuan)(chuan)統文(wen)(wen)(wen)(wen)(wen)(wen)化(hua)與(yu)免(mian)费菠萝视(shi)频app下(xia)载(zai)的融合(he)(he)、傳(chuan)(chuan)統文(wen)(wen)(wen)(wen)(wen)(wen)化(hua)對(dui)工(gong)作的影(ying)響以及如何(he)將傳(chuan)(chuan)統文(wen)(wen)(wen)(wen)(wen)(wen)化(hua)古(gu)為今用的實踐路(lu)徑。

截至(zhi)目(mu)(mu)前，人文(wen)(wen)(wen)中(zhong)(zhong)(zhong)(zhong)航(hang)系列講(jiang)堂活(huo)動(dong)已舉辦(ban)了16期講(jiang)座，通過(guo)聚(ju)焦追溯源遠流長的(de)(de)中(zhong)(zhong)(zhong)(zhong)華(hua)(hua)文(wen)(wen)(wen)明(ming)(ming)，梳理文(wen)(wen)(wen)化衍生的(de)(de)歷史脈絡(luo)，展現傳(chuan)(chuan)統文(wen)(wen)(wen)化的(de)(de)精神內涵(han)，為(wei)中(zhong)(zhong)(zhong)(zhong)航(hang)集團的(de)(de)高(gao)質量發(fa)(fa)展提(ti)供(gong)不(bu)竭的(de)(de)文(wen)(wen)(wen)化動(dong)力；為(wei)進一步提(ti)升廣(guang)大干(gan)部職工(gong)的(de)(de)人文(wen)(wen)(wen)素養和禮(li)(li)儀規范(fan)水(shui)平，國航(hang)與清華(hua)(hua)大學中(zhong)(zhong)(zhong)(zhong)國禮(li)(li)學文(wen)(wen)(wen)化研(yan)究中(zhong)(zhong)(zhong)(zhong)心合力打(da)造“禮(li)(li)學文(wen)(wen)(wen)化建設”項(xiang)目(mu)(mu)，內容涉(she)及授鄉射禮(li)(li)、士相見(jian)禮(li)(li)等(deng)內容，啟發(fa)(fa)對(dui)傳(chuan)(chuan)統文(wen)(wen)(wen)化的(de)(de)思考，明(ming)(ming)晰禮(li)(li)學文(wen)(wen)(wen)化的(de)(de)基本內容，倡導(dao)職工(gong)知禮(li)(li)、懂禮(li)(li)、明(ming)(ming)禮(li)(li)、用禮(li)(li)，讓(rang)中(zhong)(zhong)(zhong)(zhong)華(hua)(hua)優秀傳(chuan)(chuan)統文(wen)(wen)(wen)化在各種(zhong)工(gong)作和生活(huo)場(chang)景(jing)中(zhong)(zhong)(zhong)(zhong)持續(xu)傳(chuan)(chuan)承、煥發(fa)(fa)生機。

（二）融入人文(wen)元(yuan)素，創新(xin)地域文(wen)化旅(lv)游服務(wu)產品。

為(wei)推(tui)動(dong)“人文(wen)(wen)(wen)中(zhong)航(hang)”活(huo)動(dong)與生產(chan)經營有機(ji)結合(he)，用文(wen)(wen)(wen)化(hua)(hua)擦(ca)亮旅(lv)(lv)(lv)游(you)名(ming)片，中(zhong)航(hang)集團(tuan)積極(ji)探索在產(chan)品銷售中(zhong)融入(ru)(ru)“人文(wen)(wen)(wen)”元素(su)。2019年，國(guo)航(hang)與西(xi)(xi)(xi)藏自治(zhi)區(qu)人民政府共同策劃推(tui)出(chu)反季節(jie)的“冬游(you)西(xi)(xi)(xi)藏”文(wen)(wen)(wen)化(hua)(hua)旅(lv)(lv)(lv)游(you)產(chan)品，首次將(jiang)文(wen)(wen)(wen)化(hua)(hua)建設(she)與服務產(chan)品有機(ji)結合(he)起來(lai)，并(bing)組織由新京報、北京時間、網易、國(guo)家人文(wen)(wen)(wen)歷史雜(za)志等媒(mei)體(ti)記者、新浪(lang)微博知(zhi)(zhi)名(ming)博主(zhu)及鳳凰知(zhi)(zhi)音會員(yuan)、大客(ke)戶代表組成(cheng)的體(ti)驗(yan)(yan)團(tuan)赴(fu)拉薩進行實地(di)(di)(di)體(ti)驗(yan)(yan)。體(ti)驗(yan)(yan)團(tuan)見證了中(zhong)航(hang)與西(xi)(xi)(xi)藏骨干旅(lv)(lv)(lv)行社舉行的“冬游(you)西(xi)(xi)(xi)藏·共享地(di)(di)(di)球第三極(ji)”簽(qian)約(yue)儀式，先后(hou)參觀體(ti)驗(yan)(yan)了西(xi)(xi)(xi)藏旅(lv)(lv)(lv)游(you)局(ju)推(tui)出(chu)的布(bu)達拉宮(gong)、大昭寺、摩(mo)崖石刻等知(zhi)(zhi)名(ming)文(wen)(wen)(wen)化(hua)(hua)旅(lv)(lv)(lv)游(you)地(di)(di)(di)標以及宗教深(shen)度(du)旅(lv)(lv)(lv)游(you)新產(chan)品，參加了西(xi)(xi)(xi)藏文(wen)(wen)(wen)化(hua)(hua)講座(zuo)、論壇，并(bing)到(dao)西(xi)(xi)(xi)藏兒童福利院開展(zhan)(zhan)了慈善慰問(wen)活(huo)動(dong)。中(zhong)航(hang)集團(tuan)通過深(shen)度(du)融合(he)文(wen)(wen)(wen)化(hua)(hua)底蘊為(wei)旅(lv)(lv)(lv)游(you)注入(ru)(ru)文(wen)(wen)(wen)化(hua)(hua)靈魂，為(wei)西(xi)(xi)(xi)藏地(di)(di)(di)區(qu)旅(lv)(lv)(lv)游(you)發展(zhan)(zhan)創造新機(ji)遇。

國航與(yu)西藏骨干(gan)旅行社(she)簽(qian)約(yue)儀(yi)式

（三(san)）講好(hao)中(zhong)國故事，做好(hao)中(zhong)華文化傳播(bo)使者。

國(guo)之(zhi)交在(zai)于民相(xiang)親(qin)，民相(xiang)親(qin)在(zai)于心相(xiang)通(tong)(tong)。在(zai)國(guo)際(ji)傳播、跨國(guo)傳播過程中(zhong)，文化既(ji)是民心相(xiang)通(tong)(tong)的重要(yao)(yao)渠道，也是對外傳播的重要(yao)(yao)內容。為貫徹(che)落(luo)實(shi)國(guo)家提出的“講好中(zhong)國(guo)故事、傳播中(zhong)國(guo)聲音”的部署要(yao)(yao)求，中(zhong)航集團積極開展中(zhong)國(guo)文化海外傳播。

在(zai)中(zhong)日航(hang)(hang)(hang)線開通45周(zhou)年之際，集團(tuan)以(yi)優秀(xiu)傳(chuan)統(tong)文(wen)(wen)化推(tui)廣交流活動(dong)為(wei)載(zai)體，聚焦一個(ge)中(zhong)國(guo)(guo)地域(yu)、幾(ji)種非物質文(wen)(wen)化遺產，在(zai)中(zhong)國(guo)(guo)駐日本(ben)東京大(da)使館組(zu)織“人文(wen)(wen)國(guo)(guo)航(hang)(hang)(hang)走進(jin)日本(ben)之相約內(nei)(nei)(nei)蒙(meng)(meng)古”活動(dong)，活動(dong)現(xian)場(chang)播放(fang)內(nei)(nei)(nei)蒙(meng)(meng)古全(quan)球推(tui)廣宣傳(chuan)片，并(bing)由內(nei)(nei)(nei)蒙(meng)(meng)古藝術家現(xian)場(chang)表(biao)演馬頭琴、呼麥、長調等內(nei)(nei)(nei)蒙(meng)(meng)古非物質文(wen)(wen)化遺產藝術作品(pin)；國(guo)(guo)航(hang)(hang)(hang)合唱團(tuan)在(zai)活動(dong)中(zhong)獻唱中(zhong)日名曲，促(cu)進(jin)世界文(wen)(wen)化交流，加深(shen)中(zhong)日友誼；在(zai)國(guo)(guo)際傳(chuan)播過程中(zhong)，國(guo)(guo)航(hang)(hang)(hang)注重以(yi)文(wen)(wen)化融合為(wei)思(si)路舉辦海外市場(chang)品(pin)牌(pai)落地活動(dong)，在(zai)公關活動(dong)中(zhong)將中(zhong)國(guo)(guo)文(wen)(wen)化與(yu)免费菠萝视(shi)频(pin)app下载相結合，打造中(zhong)國(guo)(guo)風沉浸(jin)式場(chang)景體驗，輸出中(zhong)國(guo)(guo)文(wen)(wen)化特色與(yu)國(guo)(guo)航(hang)(hang)(hang)品(pin)牌(pai)理念(nian)，2019年國(guo)(guo)航(hang)(hang)(hang)分別在(zai)英(ying)國(guo)(guo)和(he)法國(guo)(guo)舉辦“Land of Luck”、“Unexpected China”兩場(chang)落地活動(dong)，吸引了(le)(le)大(da)量當地旅客的(de)主動(dong)關注、參與(yu)、傳(chuan)播，增強了(le)(le)中(zhong)華文(wen)(wen)化的(de)影響(xiang)力和(he)國(guo)(guo)航(hang)(hang)(hang)品(pin)牌(pai)的(de)親和(he)力。

國航(hang)合唱團與烏蘭牧(mu)騎共同表演《鴻雁》

履責(ze)成效PART 03

“人(ren)文(wen)中航”品(pin)牌系列建設工作在(zai)中航集(ji)團統(tong)籌組(zu)織下，形成了由理(li)論(lun)學習到實踐應用的立(li)體推進態勢，在(zai)內部營(ying)造了探索人(ren)文(wen)科(ke)學、崇尚人(ren)文(wen)思想、追求人(ren)文(wen)關懷的良好氛圍，對外提升了文(wen)化(hua)品(pin)牌影響力，積累了文(wen)化(hua)產品(pin)創新實踐的經(jing)驗。

“人(ren)(ren)(ren)文(wen)(wen)中(zhong)(zhong)航”文(wen)(wen)化(hua)講堂，引(yin)導鼓勵員(yuan)工(gong)從優秀(xiu)傳(chuan)統文(wen)(wen)化(hua)中(zhong)(zhong)汲取精(jing)神養料(liao)，融入(ru)服(fu)務(wu)工(gong)作(zuo)場(chang)景(jing)，做好(hao)中(zhong)(zhong)華優秀(xiu)傳(chuan)統文(wen)(wen)化(hua)的傳(chuan)承者；“冬游(you)西(xi)(xi)藏(zang)”文(wen)(wen)化(hua)產品(pin)以西(xi)(xi)藏(zang)的文(wen)(wen)化(hua)、非遺(yi)、宗教(jiao)、慈(ci)善、服(fu)務(wu)等元素，吸引(yin)淡季特定旅客(ke)群體，提升(sheng)了(le)反(fan)季節(jie)產品(pin)的人(ren)(ren)(ren)文(wen)(wen)內(nei)涵和附(fu)加值，中(zhong)(zhong)航集團和西(xi)(xi)藏(zang)自治區政府、合作(zuo)伙伴及旅客(ke)都在這一創(chuang)新型文(wen)(wen)化(hua)產品(pin)中(zhong)(zhong)受益，間接將文(wen)(wen)化(hua)轉化(hua)為生(sheng)產力；“走進(jin)日(ri)本”是一次落實(shi)國家提出的中(zhong)(zhong)國文(wen)(wen)化(hua)走出去要(yao)求的有效嘗試，活動(dong)覆蓋了(le)日(ri)本商務(wu)人(ren)(ren)(ren)士、旅行(xing)社、媒體等目標人(ren)(ren)(ren)群，取得了(le)熱烈的反(fan)響，既推廣了(le)中(zhong)(zhong)華優秀(xiu)傳(chuan)統文(wen)(wen)化(hua)，又塑造了(le)中(zhong)(zhong)航集團良好(hao)的人(ren)(ren)(ren)文(wen)(wen)品(pin)牌(pai)形象。

展望PART 04

未來(lai)中(zhong)(zhong)航集團將探(tan)索建(jian)立常態化(hua)機制，進(jin)(jin)一(yi)步(bu)完(wan)善加(jia)強(qiang)各(ge)領域的(de)示(shi)范(fan)效應，持續(xu)打造“人文(wen)(wen)(wen)(wen)中(zhong)(zhong)航”的(de)文(wen)(wen)(wen)(wen)化(hua)品(pin)牌建(jian)設工程，營造更具使命感與責(ze)任(ren)(ren)(ren)心(xin)的(de)免费(fei)菠萝视频app下载氛圍，繼續(xu)參(can)考(kao)“冬游西藏”“走進(jin)(jin)日本”實踐模(mo)式(shi)，總結文(wen)(wen)(wen)(wen)化(hua)品(pin)牌活動合作(zuo)經(jing)驗，組(zu)織策劃“人文(wen)(wen)(wen)(wen)中(zhong)(zhong)航”走進(jin)(jin)更多地方，探(tan)索發掘文(wen)(wen)(wen)(wen)化(hua)新品(pin)，提升產品(pin)的(de)人文(wen)(wen)(wen)(wen)內涵和附加(jia)值，持續(xu)傳(chuan)播弘(hong)揚中(zhong)(zhong)華傳(chuan)統文(wen)(wen)(wen)(wen)化(hua)，將中(zhong)(zhong)央企業(ye)承擔的(de)政治責(ze)任(ren)(ren)(ren)與社會責(ze)任(ren)(ren)(ren)進(jin)(jin)一(yi)步(bu)落(luo)到實處。

【責任編輯(ji)：李(li)沐霖】