BJ MTR: Leading the culture construction of subway to enrich the travel experience of passengers

Company Profile
Beijing MTR Corporation Limited (BJ MTR) is the first foreign invested cooperation company in urban railway transportation sector in mainland China. BJ MTR was established in January 16, 2006, jointly invested by Beijing Infrastructure Investment Co. Ltd, Beijing Capital Group and MTR Corporation.
Challenge
Metro, a window to show the city to the world, needs to reveal the urban’s humanistic feelings. Compared with the foreign complete system of subway art construction, the concept and diversity of domestic subway art needs to be further improved. As the first foreign invested cooperation company in urban railway transportation sector, how to integrate the high-quality operation services in Hong Kong MTR into the mainland and create a kind of quality with our own characteristics has become a great challenge to the operation of BJ MTR.
Solution
Adhering to the service concept of “loving-care all along the line”, BJ MTR works to provide passengers with considerate, warm and attentive services. What’s more, the company attaches great importance to the construction and promotion of subway cultural and art projects, and integrates resources in Beijing and Hong Kong, aiming to build its characteristic image of “humanistic metro” with its diversified service concepts based on warmth and human care. In close connection with the particularity of subway industry and the interest and preference of passengers, BJ MTR plans the construction of subway culture  to spread the most comprehensive and inclusive culture to each passenger.
Line 4 of BJ MTR is China’s first line that sets up sculptures in the station. Besides, it launched “Mural Painting Exhibition on Subway Line 4”, “Art Gallery on Subway Line 4”, and other projects and the large public culture project “University for Children on Subway Line 4” to improve the cultural and art atmosphere and create new subway culture. Relying on the scenic spots and historical sites, shopping and university districts and other advantages along Line 4, BJ MTR has integrated historical culture into subway, strengthening the linkage with the communities along the line and contributing to the community construction and development.
Achievements
BJ MTR will combine the subway environment  with culture to build it as a platform for public culture communication. Being a part of public transportation, it has also improved the urban cultural atmosphere and led the construction of subway culture in China, which has been highly recognized by passengers and industry insiders. More importantly, it has made increasingly closer contact with the surrounding communities and residents. Its unique brand value has burnished its image and enhanced its competitiveness.
Prospect
BJ MTR will create and extend its foothold in the construction, operation and related business of railway in Beijing. It will devote to subway services, contribute to the construction and development of communities, and strive to be a world-class railway transport company. While following these goals and vision in the development of social responsibility, it will work on the civilized and harmonious travel environment, higher living quality of surrounding residents and unique subway culture.