Air China holds its vision and orientation as “a well-established global airline”, the connotation of which is to realize four strategic objectives: leading competitiveness in the world market, continuously enhanced development potential, excellent and distinguished travel experiences for passengers, and steadily increasing profits. Its enterprise spirit emphasizes "serving the world with a warm heart and guiding the future by innovation". Its enterprise mission is to "meet the requirements of customers and create mutual value". Its enterprise sense of worth is to "deliver a high level of service and earn universal approval from the public". Its service philosophy is "Credibility, Convenience, Comfort and Choice".