Luo Zhijun
Two copies? Take the lead? Unswervingly take the road of implementing trademark strategy with Jiangsu characteristics
The 12th party congress of Jiangsu province, which just concluded, pointed out that Jiangsu should adapt to the new changes at home and abroad, thoroughly implement the Scientific Outlook on Development, firmly grasp the theme of promoting scientific development, building a beautiful Jiangsu, and accelerating the transformation of economic development mode, so as to take more solid steps for building a well-off society at a higher level in an all-round way? Six attention? , vigorously implement? Eight projects? Create a new situation of scientific development at a new starting point. Among them, both the strategic adjustment of economic structure and the acceleration of scientific and technological progress and innovation are inseparable from trademark strategy and brand building. Jiangsu? Eleventh five-year plan? The practice of changing the mode of economic development in this period proves that it is a strategic measure to realize economic transformation and upgrading and the only way to enhance the core competitiveness of regions, industries and enterprises to deeply implement the trademark strategy and accelerate the construction of a strong brand province.
First, deeply understand the status and role of trademark strategy and brand building in planning the strategic pattern of scientific development.
The whole? Twelfth Five-Year Plan? This period is a key stage for Jiangsu to implement Scientific Outlook on Development, accelerate the transformation of economic development mode and leap from a big economic province to a strong one. An important aspect is to fully understand and profoundly understand the important role of trademark strategy and brand building in promoting industrial restructuring, ensuring the improvement of people's livelihood and promoting social harmony. I think it is mainly manifested in the following three aspects:
First,? Take the lead? Need brand escort. ? Two firsts? It is not only the positioning requirements and ardent expectations of the CPC Central Committee for the development of Jiangsu, but also the common pursuit of the broad masses of people in Jiangsu. In recent years, we have vigorously promoted scientific and technological innovation and accelerated the construction of innovative provinces. Not long ago, the provincial government signed a cooperation agreement with the Ministry of Science and Technology to hold a working conference on implementing innovation-driven strategy to promote scientific and technological innovation projects. But it is not enough to focus only on innovation, but also on brands. As a high-quality production factor with scarce resources and a core index to measure the quality of market development, brand has become a high-end weapon for domestic and foreign market competition. Only by inserting brand wings on the basis of innovation, grasping the initiative of brand development and vigorously cultivating Jiangsu brands, can Jiangsu's economy be invincible in international competition and domestic regional economic development competition, and can it be realized as soon as possible? Two firsts? Provide strong protection.
Second,? Transformation? Need brands to keep fit. Transformation is to upgrade. For Jiangsu, transformation and upgrading mainly include two aspects: one is industrial upgrading, and the other is system transformation. System transformation is difficult, and industrial upgrading will become Jiangsu? Twelfth Five-Year Plan? Major problems that need to be solved urgently during the period. As we all know, the brand plays a great role in the added value of products, not only because it embodies the unique value that enterprises can't copy, but more importantly, it can promote independent innovation and effectively transform the competitive advantage of enterprises into market value. Therefore, it is inconceivable for industrial upgrading to leave the support of brand building, and the process of industrial upgrading is also the process of brand creation.
Third,? People's livelihood needs a brand to contribute. At present, people's livelihood issues have become the focus of attention of the government and the masses. Well-known brands mean good reputation, stable quality, perfect after-sales service and pleasant consumption experience. Only when more and more well-known brands emerge can people have more consumption choices and avoid more consumption risks. Only when more and more brands emerge, can enterprises realize a virtuous circle of optimizing and reorganizing production factors, providing more jobs and increasing employees' income. Only when more and more well-known brands emerge, the credit self-restraint and reputation self-protection functions of brands can be highlighted and the overall credit restraint level of the industry can be improved. Therefore, to protect people's livelihood, we need to vigorously develop brands, and brands need to actively play a constructive role through market mechanisms.
Second, in the practice of promoting brand cultivation, scientifically grasp the concept and consensus formed by trademark strategy and brand building.
The important role of brand requires us to attach great importance to the in-depth implementation of trademark strategy in the new period and cultivate the brand into? Twelfth Five-Year Plan? Jiangsu's economic and social development has contributed greatly.
First, we should deeply realize that the implementation of trademark strategy is the fundamental way to build a strong brand province. The fundamental goal of implementing trademark strategy is to build a well-known brand group. A brand without a trademark is water without a source and a tree without a root. For enterprises, trademark is the legal embodiment of brand, and brand is the market term of trademark. Brand creation must be based on trademarks. Based on the understanding of the law of economic work and the actual needs of our province's development, Comrade Luo Zhijun, secretary of the provincial party committee, pointed out that in-depth implementation of the trademark strategy is an important way and means to promote economic restructuring and accelerate the transformation of economic development mode, and is the core and key to developing brand economy.
Second, we should deeply realize that the implementation of trademark strategy is the common responsibility of enterprises and governments. With the development of knowledge economy, trademarks, as private rights of enterprises, have more and more public rights. Brand cultivation has not only become the internal impulse of enterprise development, but also become a powerful weapon for the state and the government to promote regional economic construction and seize the commanding heights of development and competition. In particular, China's current national conditions and provincial conditions determine that brand building is still inseparable from government promotion. In the implementation of trademark strategy, all functional departments should give full play to the role of administrative guidance and policy guidance.
Third, we should deeply realize that the implementation of trademark strategy needs the joint efforts of all parties. Trademark strategy is a systematic project, which relates to all aspects of economic and social development, production and operation of enterprises, and needs to be closely integrated with industrial and regional policies, scientific and technological innovation and talent strategy. This requires that our whole society must form a joint force, focus on the goal of brand cultivation, and truly perform their duties, cooperate with each other and promote together.
Third, deal with the complicated and changeable grim situation and do a good job in trademark strategy and brand building.
It can be said that at present, the implementation of trademark strategy and brand building in the whole province is not only in the best period of historical development, but also in the critical stage of achieving breakthrough development. Facing the complicated and changeable international and domestic new situation in recent years, we should be good at grasping the key points and sticking to it? Change with constancy? Fight a beautiful battle.
First, we should make a fuss about administrative guidance. The role of administrative guidance is to help enterprises implement trademark strategy and embark on the fast track of business development through targeted publicity and guidance when their trademark awareness has not yet awakened. Registered trademark is the basis of implementing trademark strategy and the first step of intellectual property strategy, which urgently requires us to strengthen administrative guidance, publicity and education to ensure the number of trademark applications. Twelfth Five-Year Plan? Period to achieve substantial growth, which requires our functional departments in promoting the implementation of trademark strategy, we should always pay attention to adhere to government guidance and administrative promotion. Strengthen the construction of trade associations related to brand cultivation through administrative guidance. Give full play to the bridge role of trade associations, concentrate high-quality resources, and provide efficient and professional services for enterprises to implement trademark strategy.
The second is to work hard on the initiative of enterprises. The main body of trademark strategy implementation is the enterprise, and it is also the enterprise that directly benefits. The implementation of various policies ultimately depends on the actual actions of enterprises to transform them into brand cultivation. This requires all sectors of society to work hard on the initiative of enterprises, adopt various effective ways to understand the real needs of enterprise brand cultivation, and create a relaxed external environment for brand cultivation for enterprises through means such as government affairs openness, policy support, trademark protection and typical publicity, so as to reduce the risks and burdens brought by enterprise management transformation, help enterprises make brand development plans, and let enterprises taste the benefits brought by brand development. We should make up our minds to gradually solve all kinds of system problems that restrict the development of enterprise brands, relax the requirements for well-known brand enterprises in various non-binding indicators as much as possible, and create more space for the cultivation of enterprise brands. We should attach importance to the positive incentive function of trademark protection and enhance the confidence of brand cultivation.
The third is to work hard on regional complementarity. In recent years, the trend of coordinated development, step development and complementary development of southern Jiangsu, central Jiangsu and northern Jiangsu has become more and more obvious. The pattern of the old three economic sectors is increasingly integrated with each other. The implementation of trademark strategy should conform to the characteristics of economic development in this province and do a good job of implementation according to local conditions. In view of the first-Mover advantage in southern Jiangsu, we should focus on cultivating high-tech industries, high-end manufacturing industries, modern service industries and brand groups of emerging industries. In view of the comparative advantages of the central Jiangsu region, we should guide enterprises to carry out brand chain and trademark licensing, strive to expand market share, expand enterprise scale and enhance brand added value. In view of the late-developing advantages of northern Jiangsu, efforts should be made to improve the quality of key enterprises and small and medium-sized enterprises in the industry