Standard leads upgrading industrial brand cultivat

The report of the 19th National Congress of the Communist Party of China pointed out that "the main contradiction in our society has been transformed into the contradiction between the people's growing needs for a better life and unbalanced and inadequate development". Specifically, in the manufacturing industry, brand is the frontier for the manufacturing industry to meet people's consumption needs and a ladder to promote China's industry to move towards the middle and high end of the global value chain

on the occasion of the second "China brand day", I interviewed the head of the science and Technology Department of the Ministry of industry and information technology on the topic of brand building in the new era. It is reported that the science and Technology Department of the Ministry of industry and information technology has promoted 10 industries such as machinery, light industry and textile to formulate the industry standards for the implementation guide of brand cultivation management system. Eight of them have been officially released in May this year, and the rest will be released in the near future. This is an important measure for the standard to lead the upgrading and development of brand cultivation

in the opinion of the person in charge, after years of exploring paths and accumulating experience, the brand cultivation of industrial enterprises has ushered in a new stage of upgrading and development led by standards. The Ministry of industry and information technology will further improve policies, innovate forms, strengthen guidance, and strive to build a new pattern of implementation of standards with industry planning promotion, government guidance and support, institutional professional services and enterprise innovation practice

good brands are cultivated.

"good quality is designed and produced, and good brands are cultivated." The person in charge of the science and Technology Department of the Ministry of industry and information technology believes that brand is the result of scientific and systematic management in the whole process of production and operation. To realize the transformation from product to brand, an enterprise needs a kind of ability, which is the ability to efficiently convert the enterprise's resources into value and obtain customer recognition, that is, brand cultivation ability

the brand cultivation of Chinese enterprises started late with little experience, and the lack of brand cultivation ability has become a weakness in the brand construction of Chinese enterprises. In other words, a good product may not make a good brand. Therefore, the section of the Ministry of industry and information technology has focused its work on the research and promotion of advanced brand management methods to enhance the ability of enterprise brand cultivation

in 2011, the Ministry of industry and information technology organized professional institutions to research and develop the brand cultivation management system method, and popularized and applied it in the pilot work of enterprise brand cultivation in the form of the technical guide of the implementation guide of brand cultivation management system and the evaluation guide. After more than six years of pilot practice in thousands of enterprises, ouyangminggao, executive vice chairman of China electric vehicle 100 people's Association and academician of Chinese Academy of Sciences, proposed that, including the empirical research on 295 demonstration enterprises, the scientificity and effectiveness of the brand cultivation management system have been verified. The person in charge of the enterprise reported that the brand cultivation management system method has solved the problem of "no way to grasp the brand" that has plagued the enterprise for a long time, and provided the enterprise with a "clear" and "grasp" brand cultivation means

the data is the most convincing. In 2016, the Ministry of industry and Information Technology commissioned the China Aviation Integrated Technology Research Institute to conduct a statistical survey on the demonstration enterprises. The results show that after 3-4 years of brand cultivation, the average domestic market share of their main products has increased from 17.8% to 31.4%, the industrial value-added rate has increased from 21.8% to 26.2%, and the proportion of customer repeat purchase sales has increased from 43.4% to 60.2%. This is a real progress in brand competitiveness and added value, and an important step for enterprises to take the road of high-quality and high-efficiency development

happily, many places and industries regard brand cultivation as an important starting point. For example, in Shanghai, Guizhou, Henan, Shandong, Hunan, Guangxi, Tibet and other regions, textile, machinery, light industry and other industries have implemented regional and industrial brand cultivation, and issued relevant policies or measures, which further expanded the impact and demonstrated the results

create an upgraded version of brand cultivation

with the continuous promotion of brand cultivation, industrial brand construction is facing a rare opportunity and shouldering the arduous mission that time waits for no man. Promoting brand cultivation into a new stage is not only the upgrading and development of brand cultivation, but also the objective needs of the new era

however, with the wide application of the above two guidelines, not only their scientificity has been verified, but also there are some areas that need to be improved. The next step is to develop new versions of the two guidelines, or is there a better way to promote the brand management system? After investigation and analysis, the science and Technology Department of the Ministry of industry and information technology finally chose the way to formulate the industry standard of the brand cultivation management system, and increased the strength and breadth of promotion

in 2017, the science and Technology Department of the Ministry of industry and information technology guided the industry associations of machinery, light industry, textile, petrochemical, building materials, iron and steel, nonferrous metals, electronic information, food, etc., and joined hands with professional institutions such as China Quality Association, China Aviation comprehensive technology Research Institute, ICT academy, and the Fifth Institute of electronics to study and prepare a series of industry standards for the implementation of the "brand cultivation management system", It marks that the brand cultivation of industrial enterprises has entered a new stage of upgrading and development led by standards

in the process of studying the standards, the science and Technology Department of the Ministry of industry and information technology put forward three guiding opinions, including adhering to the combination of inheritance and innovation, giving consideration to universality and industry characteristics, and highlighting the main line position of brand cultivation throughout the whole process of enterprise production and operation. "Ten major industry associations and professional institutions jointly draft a series of standards, which is an innovative form. It is very difficult to achieve the organic combination of universality and industry characteristics." The above-mentioned person in charge said that with the support of many local departments, professional institutions and industrial enterprises, the preparation task reached the expectation

in his opinion, from the pilot promotion to the standard guidance, the brand cultivation management system and methods are more complete, and enterprises participate more widely. Under the new situation, it is necessary to further improve policies, innovate forms, strengthen guidance, and strive to build a new pattern of standard implementation based on the previous policy and organization, including industry planning promotion, government guidance and support, institutional professional services, and enterprise innovation practice

launch more high-quality manufacturing products

manufacturing is the main battlefield of the real economy, and industrial brand building is an important force to promote the development of Chinese brands. The scale of China's manufacturing industry has ranked first in the world and is realizing the high-quality transformation from large to strong. How to launch more high-quality manufacturing products and create more international famous brands is a problem that the science and Technology Department has been seriously studying

at present, the industrial transformation caused by the deep integration of the new generation of information technology and the manufacturing industry, as well as the major adjustment of the global industrial competition pattern, provide a broad space for the development of Chinese brands. Adhere to innovation driven, promote the transformation of enterprise production mode, industrial form and business model brought about by intelligent manufacturing and green manufacturing, and lay a solid foundation for brand differentiation and high-value development

the Ministry of industry and information technology will promote the creation and upgrading of public brands based on the promotion of corporate brand cultivation standards, focus on industrial clusters with distinctive characteristics, strong competitiveness and good market reputation, deepen the promotion of regional brand construction, play a demonstration and leading role, and create a highland of the world industrial value chain; Focusing on the new generation of information technology, advanced rail transit and other advantageous and strategic industries, we will implement the industrial brand cultivation action, combine the brand resources of the industrial chain, enhance the core value of the industrial brand, and create a "national business card, which is obtained through laboratory experiments"

in addition, the science and Technology Department of the Ministry of industry and information technology will actively create a good image of Chinese brands. By guiding the brand story speech, China's industrial brand journey, industrial brand cultivation conference and other activities, tell the Chinese brand story and share the brand cultivation experience; Produce and broadcast Chinese brand documentaries with relevant media to show the overall image of Chinese brands at home and abroad; Promote China's advantageous and characteristic technical standards to become international standards, advocate the co creation and sharing of international brands, and promote Chinese brands to "shine" and "go out" to the world