The third part - about "innovation" and "brand"
I. Responding to the crisis, strengthening independent innovation, raising awareness and creating superior brands
In the face of the challenges of the crisis, some entrepreneurs said: We must focus on strengthening our own competitiveness. And cultivating independent brands is the core competitiveness of the company's own development. Some entrepreneurs said: As the main body of the market, the first thing is to do a good job of our own business, so that our products are more robust and sustainable in the crisis. To do this, we need to focus on our own users, focus on the policy opportunities we face, and focus on our capabilities, including the ability to predict, judge, respond, and adapt to the crisis, especially to build and strengthen. The ability to respond to the crisis. Some entrepreneurs also said: We must work hard to make our own companies bigger and stronger, and the "strong" foothold is to cultivate their own brands. The brand integrates all the power of value creation.
1. Implementing the famous brand strategy is of great significance for improving the comprehensive strength of the enterprise and is an important way to promote the sound and rapid development of China's economy.
In 2006, the national industrial added value of 9.035 trillion yuan, the national brand-name products and provincial-level brand-name product manufacturers contributed 25.81% of the industrial added value growth, driving the national industrial added value growth of 4.39 percentage points.
In 2006, there were 11,640 famous brand enterprises at or above the provincial level, and R&D investment reached 219.2 billion yuan, accounting for 2.49% of sales revenue. It has 117,832 patents, including 20,226 invention patents, accounting for 17.2% of the total number of patents; on average, each provincial-level brand-name enterprise has 1.74 invention patents. Among the existing 346 Chinese famous brand products, there are 173 types of products that encourage export-oriented development and improve international competitiveness, accounting for 50%. The industry size of 144 products has reached the top in the world. In 2007, there were 787 Chinese famous brand enterprises, of which 449 enterprises passed the environmental management system certification, accounting for 57%.
2. With the development of China's socialist market economy, the awareness of the main body of Chinese enterprises to create famous brands has been continuously enhanced.
In 2007, 1468 products of 1,382 companies declared Chinese famous brand products, an increase of 49.6% and 58.9% respectively compared with 2006. The relevant industry associations have increasingly strengthened the service, coordination and guidance of enterprises. The community, especially the media, has increased the promotion of brand strategy and brand-name products, and has created a healthy and orderly environment for the development of brand names. It can be said that China has initially formed a good environment in which the whole society cares about the construction of famous brands and attaches importance to the growth of famous brands. A group of outstanding brands stand out and provide users and consumers with high quality choices. A group of outstanding enterprises have gone abroad and successfully implemented the internationalization strategy, which has promoted the improvement of the quality of “Made in China†and laid the foundation for the internationalization of Chinese famous brands.
In the face of opportunities and challenges, we must work hard to accelerate the process of transforming from a manufacturing power to a brand power.
To this end: we urgently need to fully implement the scientific development concept, further accelerate the implementation of the famous brand strategy, rapidly enhance the competitiveness of “Made in Chinaâ€, and occupy the market with high-quality products and good brand image; we urgently need to establish a complete technological innovation system. Efforts to develop independent intellectual property rights and core technologies, increase the research and development and investment of high-end products, continuously improve the added value of high-end products, improve the ability to grasp the market and the overall competitiveness; we urgently need to further increase policy support for the development of China's famous brands. We will create a market environment that is more conducive to the growth of excellent brands, push the development of China's famous brand strategy to a new stage, and strive to create a number of world-class brand-name products.
Second, independent innovation and brand building are the only way for enterprise development
Innovation and brand are two important propositions for the survival and development of enterprises, enhancing their competitive advantages and maintaining their vitality. The growth of some of the strongest players in machinery manufacturing is evolving in the continuous exploration of independent innovation and brand development.
1. Innovation is the fundamental driving force for sustainable development of enterprises
Today, with the development of the times, how can Chinese enterprises develop better and go global? There is only one road. Innovation is the fundamental driving force for sustainable development of enterprises. Innovation is becoming the conscious behavior of Chinese manufacturing enterprises. A group of manufacturing enterprises are gradually adopting innovation. Form your own core competitiveness.
2. Brand is a solid foundation for the survival and development of enterprises
In the face of the increasingly open Chinese economy, Chinese companies can only change the status quo of many companies without brand and brand competitiveness because they are determined to cultivate and build their own brands. Through our own efforts, to create an influential brand is an urgent task for enterprises to respond to China's industrial restructuring and achieve product upgrades.
3. Enterprise innovation never stops, the brand construction road is long
Independent innovation and brand building are the propositions of the times. Enterprises create brands, brands deliver value, and value comes from innovation and innovation to achieve the future. The product is alive, and the life of the brand is unlimited.
4. Innovation is the driving force for development, and brand is the soul of the company.
In the context of internationalization and marketization, machinery manufacturing enterprises are faced with the challenges of strengthening independent innovation, forming strong brands and enhancing core competitiveness. To this end, I will promote the development of machinery manufacturing companies and the market through branding through three action plans, especially through demonstration effects. Therefore, it is more powerful to promote the sound and rapid development of the machinery industry.
Third, machinery manufacturing enterprises have now entered the era of brand competition
Highlighting the cultivation of key brands and creating a moderately orderly enterprise and brand competition pattern has always been a major line of work for the reform and development of the machinery industry in recent years. The journey of brand development is hard, and brand building is not once and for all. Brand creation is not easy, brand maintenance is more difficult, and brands must innovate in inheritance and develop in innovation. We must always meet the potential needs of consumers as the starting point and the foothold of brand innovation, and take the promotion of scientific and technological content as the entry point and focus of brand innovation, strive to do energy conservation and emission reduction work, enhance brand vitality in innovation, and win in innovation. Continued purchase by consumers and continued customer satisfaction. Through innovation, we always make the brand different, and at the same time, we can keep pace with the times, promote the continuous optimization of the brand structure, the continuous improvement of market coverage, the continuous stability of product prices, and the continuous improvement of technical content. At present, the machinery industry is carrying out in-depth activities to learn and practice the scientific development concept. We must further highlight the brand cultivation and enhance the competitiveness as an important carrier to promote the scientific development of the machinery industry, further promote the growth of well-known brands, and strive to achieve a national brand to international brands.
Fourth, advanced standards are an important support for brand building
Brand is a kind of image and quality recognition and customer loyalty formed by the performance of its own appearance and market activities. It belongs to a combination of tangible and intangible assets, tangible characteristic quality and intangible recognition. The product is produced and the brand is shaped. The brand value lies in its continuous and stable characteristic quality, quality reputation and the degree of consumer dependence and recognition. Product standards are the key to embodying the brand image and characteristics, and products that only meet the requirements of the national standard can not show the characteristics of the brand. To this end, each brand should establish its long-standing style and characteristics, and based on the needs of consumers, on the basis of conforming to the national standard, establish product standards that reflect individual characteristics. As the scale of the company continues to expand, the products of the same brand are produced in different business models and processing modes. To ensure the consistency of quality and style, it must be achieved by relying on uniform technical standards and strict management standards. Therefore, in order to ensure the consistency of brand products, we must rely on standards. The brand needs to be reflected by the product, the product needs to be supported by the standard, and the product standard needs to be maintained by the enterprise standard system and the industry standard system. Brand building, brand concentration and brand expansion require strong support from the standard. How to cut into the work of mechanical product standardization and support brand building is the current realistic task!
Technology patentization, patent standardization, and standard internationalization!
In short, looking back at the process of industrialization in all countries of the world, compared with the strong enterprises in industrialized countries, Chinese enterprises are still relatively young.
Well-known foreign companies often focus on promoting their own development in the following four aspects:
(1) Promote the maximization of corporate value (2) Establish a management framework that conforms to global standards (3) Promote entrepreneurial spirit and build an international brand name (4) Focus on and strengthen social welfare activities
However, when looking at the development goals proposed by Chinese companies, most of them quantify the targets through data such as turnover, sales revenue and profit margin. Of course, the specific strategic deployment of an enterprise will be focused, changed, and developed with different stages of development. The rise of some well-known foreign companies relied on the cost-effective advantage to gain a foothold. However, it has never defined the goal solely in the production and sales of the company. Because they know that the soft power of intangible assets such as integrity and brand and the hard power of market production and sales are interdependent. Hard power is based on the internalization of soft power to maximize the projection effect. Soft power is the re-creation of the sublimation and development value of the concept of hard power growth, with the role of multiplier. It can be seen that upgrading soft power has become the focus of today's international competition.
In the past 30 years of reform and opening up, the hard power and soft power of Chinese enterprises have achieved remarkable results. In particular, the soft power upgrades of some enterprises are impressive. Since soft power is in line with the development and competitiveness of the scientific concept of development, standing at a new historical starting point, facing the new situation of today, strengthening independent innovation and building its own brand is an important issue for all of us!
Let us improve innovation and brand awareness in response to the crisis!
Previous page
Pipe Drilling Machine,Tube Drilling Machine,Pipe Drilling Equipment,Tube Drilling Equipment
Shandong EN FIN CNC Machinery Co., Ltd , https://www.sdfincncmachinery.com