宗旨 zōngzhǐ objective
objective; aim; goal
How to remember 宗旨: 宗 ancestry + 旨 purpose = objective.
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How it is used
- The core purpose or guiding aim of an organization or effort - 本店以顾客至上为宗旨 (běn diàn yǐ gùkè zhìshàng wéi zōngzhǐ) our shop's guiding principle is customers first.
- More elevated than 目的 (mùdì, a concrete goal): 宗旨 is a mission/founding principle, often stated in charters and mottos.
- Common frame: 以…为宗旨 (take … as one's guiding aim).