理念 lǐniàn idea
idea; concept; philosophy; theory
How to remember 理念: 理 reason + 念 to think of = idea.
Characters
How it is used
- A guiding idea or governing philosophy behind how something is run - 教育理念 (jiàoyù lǐniàn) educational philosophy, 设计理念 (shèjì lǐniàn) design concept.
- Not a passing thought (想法 xiǎngfǎ) - 理念 is a considered, defining principle, so it pairs with brands, institutions, and mission statements.
- Formal, common in business, marketing, and management talk.