Special investigation report on trademarks (brands) in XX county

In our ordinary daily life, reports are used more and more frequently, and the contents of different reports are also different. I believe many people will find it difficult to write the report. The following is a special survey report on trademarks (brands) in XX county, which I carefully compiled. Welcome to read it, and I hope you will like it.

In order to further promote the development process of "establishing credit, promoting brand and strengthening industry" in our county, and promote enterprises to organically combine striving for famous brands with building regional brands and establishing Qimen image, and constantly improve the competitiveness of enterprises, our office recently launched a special investigation activity on trademarks (brands) and formed a research report.

I. Current situation of trademark registration and use

By the end of July 24, there were 7 enterprises in * * * county, including 484 state-owned and collective enterprises (including branches) and 216 private enterprises, of which 56% were industrial, 15% were commercial, 11% were service industry and 3% were breeding industry.

there are 47 valid registered trademarks in * * * county, all of which are commodity trademarks, including 27 registered trademarks in use and 2 idle trademarks (see table). At present, there are 1 trademarks ("Jinfu", "Huayuan", etc.) being filed, and all the applicants are private enterprises and individual industrial and commercial households.

Trademark classification table in use (table omitted)

Through the analysis of trademarks (brands) in our county, there are the following characteristics:

First, registered trademarks have distinctive local characteristics. Qimen's characteristic resources (forest, tea, porcelain) and local products are the majority. There are 19 trademarks of the three major industries of tea fungus, accounting for 7% of the total number of 27 trademarks in use. 3%。

Second, the registered trademark of private economy is developing rapidly. At present, there are 18 trademarks owned by private enterprises and individual industrial and commercial households in the county, accounting for 66.7% of all 27 trademarks in use. This also reflects the rapid development of individual and private economy from one side, and the role of local enterprises in exploiting and occupying the market, building superior brands and promoting local economic development is gradually emerging.

Third, registered trademarks of natural persons have become a new bright spot. Wu Shide, Hongqi Village, Ruokeng Township, registered the brand of "Wangxianjian" green tea in August 23 in view of the unique characteristics of early mountain tea in Xianyushan, and became the first trademark registered as a natural person in our county.

fourth, the vitality of old trademarks is active. Up to now, among the 27 trademarks used, 8 have been renewed (the trademark has been used for more than 1 years), accounting for 29.6% of the total.

Fifth, there are many famous brand agricultural products. In the evaluation of "Famous Brand Agricultural Products in Anhui Province" in 24, eight famous agricultural products in the city won this honor, among which our county accounted for three ("Qishan" brand Qimen Gongfu black tea, "Shanhua" brand Huangshan Huigu, "Kelin" brand environmental protection joinery board).

But at the same time, there are still many deep-seated structural problems that cannot be ignored and need to be solved urgently in the trademark system of the county:

First, the original registered trademarks are seriously wasted. Due to the adjustment of economic structure, natural survival of the fittest, enterprise system reform and many other factors, the registered trademark resources of state-owned and collective enterprises are seriously wasted, and the proportion of idle number is relatively large (such as the "pagoda" of the original forest chemical plant, the "Empress Dowager Qi, Golden Brand and Qihui" of the porcelain industry, the "Fuxi" of green tea, the "double board" of the original Qimen man-made board and the original plastic factory.

Second, registered trademarks emphasize commodity trademarks. At present, there is no service mark (also called service mark or labor service mark) in the county. Such as China Telecom, China Civil Aviation, etc.), there are no certificates of origin trademarks, products protected by geographical indications and collective trademarks, and none of them have applied for registration abroad. Among the 27 trademarks, there are only three provincial famous trademarks (Qishan, Shanhua and Kuolin). 3 well-known trademarks in the city (Tianxia Mingquan, Tiandu and Guniujiang).

thirdly, the leading enterprises have a weak driving role. There is one national leading enterprise and two provincial leading enterprises in our county. The "Kulin" of Kulin Wood Industry and "Shanhua" of Shanhua Group are named as "Anhui Famous Trademarks", but there is still a certain gap between the enterprises and the declaration standards of "China Famous Trademarks".

As an export-oriented national leading enterprise in agricultural industrialization, the first leading enterprise in agricultural industrialization in Anhui Province and the first batch of "national spark export-oriented enterprises" during the Tenth Five-Year Plan period, Shanhua Group took the lead in formulating the standards for mushrooms and auricularia auricula, which were determined as the standards for edible fungi in the whole province by the Provincial Bureau of Technical Supervision in 21. However, the company only has one brand-name product of China Agricultural Expo ("Shanhua brand" Huangshan Huigu) and brand-name agricultural products of Anhui Province.

Fourth, enterprises have a weak sense of striving for famous brands. Most enterprises don't fully realize the status and role of trademarks in economic development and social progress. As the largest brand in our county, Qimen black tea was first registered by Shanghai, which is really embarrassing. In the declaration of famous and well-known trademarks in provinces and cities, the enthusiasm of enterprises to participate in the evaluation is not high (in 24, 43 enterprises in the whole city participated in the declaration of well-known trademarks in Huangshan City, while only 5 enterprises in our county participated in the declaration). Enterprises with trademarks have insufficient investment in trademark advertising (the "Kuolin" brand trademark of Kuolin Company, a leading enterprise in the province, was rated as "Famous Trademark in Anhui Province". In 23, its output value reached 26 million yuan, and the taxes paid reached 2.6 million yuan, but its advertising investment was only 2, yuan, accounting for only 7.69‰ of the output value).

fifth, the government's impetus is not enough. In December, 21, after careful examination by the expert group of the General Administration of Quality Supervision, Inspection and Quarantine, the origin mark of "Qishan brand" Qimen black tea was officially approved and registered on December 26th. This registration number "5" has also become the fifth registration of the country's origin mark and the first registration of the tea industry, and was selected as the top ten news of the year. But we didn't use this successful registration to make a big splash. Chizhou city, which is adjacent to our county, mainly plays the brand of "Jiuhua Buddha Tea", and insists on investing 5, yuan in advertising every year, which has produced strong influence and radiation, and explored an effective way to expand the tea industry.

Sixth, the awareness of self-protection of enterprise trademarks is not strong. The "Chaowei" brand series products produced by the former Chaoyang Factory have a high market share, and their brands have a certain popularity. Two products have won famous brands in Anhui Province ("Chaowei" split horsepower asynchronous motor and "Chaowei" Y series three-phase asynchronous motor are the only two industrial famous brands in Anhui Province), but when they joined Jinma Group (Chaoyang Factory joined Jinma in 1997 and withdrew in 22).

Second, the reasons for the lag in trademark (brand) registration

From the enterprise's point of view, first, the economic development of our county is relatively backward, the industrial economy is in the recovery stage, the business and service industries are relatively underdeveloped, the original accumulation of enterprises or owners has not been completed, and there is a lack of persistent efforts to cultivate brands. Second, some reformed state-owned enterprises and foreign enterprises are in the initial stage, and their products are in the exploratory period, and their desire to apply for registered trademarks is not strong enough, such as Aoli Electric and Walter Electric. Third, the scale of the enterprise is small, there is no more surplus funds, and the investment funds for product promotion are insufficient; In addition, the process of trademark application is complicated and takes a long time (trademark inquiry takes 1-2 days, formal review takes 7-14 days after reporting, substantive review takes 9-15 months, and preliminary announcement takes 3 months). If it is successful, it will take at least one and a half years. Objectively, it also leads enterprises to have neither the energy nor the financial resources to create brands, nor the ability to implement brand-name strategies.

from the product point of view: first, our county is the main production base of primary agricultural products and raw materials, and there are not many products exported by enterprises, even if they are exported, they are semi-finished products processed on behalf of others, and these products can be sold without using brand trademarks. For example, green tea and black tea in our county are mostly sold as raw materials. Second, there are many general products in our county, but few famous products; There are many traditional products, but few high-tech and high value-added products. Even for superior products like black tea, the production scale of its enterprises is still small, the production and sales of products are not large, the market share is low, and the influence of products or brands is not great. Third, the advantages of regional products are obvious, the advantages of corporate brands are relatively weak, and the economic and social benefits of the products themselves have not been fully exerted, which has led to insufficient local economic growth, such as "Qishan" brand black tea and "Shanhua" brand edible fungi; Due to various reasons, some enterprises pay insufficient attention to and use registered trademarks, and lack strategic vision and practical actions in brand management.

3. Some thoughts on developing brand economy

Brand is a symbol of a country's economic strength, a reflection of a nation's overall quality, a crystallization of industrial progress and the soul of an enterprise's development. Whether an enterprise can develop and grow in the fierce market competition depends on whether it has brand-name products with high market visibility and large market share; The key to a place's economic prosperity is whether it has a number of brand-name products and enterprises. The economic strength of world powers is supported by a large number of world famous brands, and the economic take-off of developed regions is also supported by a number of famous brands. Therefore, a profound understanding of the significance of implementing brand strategy, mobilizing all forces, attaching importance to brand strategy, giving full play to brand benefits and expanding brand undertakings are indispensable major measures to revitalize Qimen economy.

Specifically, we should do the following work well:

1. Popularize and strengthen the trademark awareness of the whole society. At this stage, we have bid farewell to the era of commodity shortage economy, and we can no longer sell whatever we produce. We must fully understand the connotation of the comprehensive advantage strategy of famous brands. Because trademarks belong to the category of knowledge economy, they are abstract. In order to make enterprises fully understand and accept, it is necessary to include the publicity of trademark legal knowledge in the important content of legal education, start our county's "brand-driven strategic plan" as soon as possible, vigorously implement the "trademark culture promotion action", organize relevant departments, mobilize the whole society to carry out colorful publicity activities, pay attention to practical results, avoid formalization, and create a good public opinion atmosphere for the implementation of trademark strategy.

we should organize all social forces to serve the implementation of the brand-driven strategy. Trade associations should play a bridge role between the government and enterprises, and gradually play an important role in organizing enterprises to create famous brands and evaluating and recommending famous brands. The news media should play the role of public opinion and propaganda, widely publicize relevant policies and information, promote the implementation of brand-driven strategy, guide and help enterprises to do a good job in brand publicity planning, expand the visibility and influence of Qimen brand, and guide the masses to identify and resist counterfeit and shoddy products.

it is necessary to increase the policy support and publicity of famous brands. The establishment of a special fund for brand-driven strategic incentives, financial arrangements for special funds in the budget every year, earmarked for the award of "China famous brand products", "China well-known trademarks" and famous and well-known trademarks of provinces and cities, as well as subsidies for centralized promotion and publicity funds.

2. Guide, promote and encourage enterprises to enhance their motivation to enter the role. Brand strategy is a huge systematic project, which is comprehensive and involves a wide range, and no department or unit can undertake it independently. In accordance with the brand-name strategy promotion policy of "government guidance, departmental coordination, enterprise striving for success and social support", we should unswervingly adhere to the "government promotion", create conditions for enterprises to strive for brand-name in various aspects of policy, publicity and service, actively urge enterprises to enhance brand awareness, do a good job in basic quality, further cultivate leading enterprises, and guide enterprises with brand-name products to take the road of scale development.

the government should take the lead and set up a leading group to implement the brand-driven strategy, which is responsible for the organization and leadership of this work in the county. At the same time, coordinate various departments to clearly divide their work, perform their duties and do their own duties to improve services. It is necessary to widely publicize the significance of implementing the brand-driven strategy, vigorously promote Qimen brand-name products and trademarks, and enhance the brand awareness of enterprises and society. It is necessary to guide enterprises to fully realize the promoting role of brand strategy in improving their own taste, expanding market share and improving economic benefits, and incorporate brand strategy into important development goals of enterprises to focus on implementation. It is necessary to widely mobilize enterprises to participate in the brand creation work, so that the brand creation work will form a craze in the county. Continue to carry out the "trademark assistance project" in depth, give strong support to enterprises striving for well-known trademarks and famous trademarks in terms of policies, funds, projects and technologies, and actively help enterprises to cultivate, declare and identify well-known trademarks and famous trademarks. It is necessary to create conditions for the market development of brand-name products, implement dynamic management of brand-name products, and at the same time, carry out comprehensive quality management, focus on strengthening quality monitoring of enterprises with outstanding quality problems, put an end to the manufacture and sale of counterfeit and shoddy products, and severely crack down on counterfeiting and selling fake products to safeguard the legitimate rights and interests of brand-name enterprises.

3. Make great efforts to transform characteristic advantages into brand victory.

first, vigorously carry out the activities of striving for famous brand products. We should focus on the traditional products, leading industries and advantageous projects in our county, take the existing famous and well-known brands as the leader, focus on guiding, supporting and cultivating a number of brand-name products, brand-name industries, brand-name enterprises and brand-name bases, recommend a number of products with good quality, high market share and satisfactory consumers to strive for national and provincial brand-name products, and drive the local economy to develop in the direction of branding, marketization and regionalization. The second is to actively strive for brands with the help of industry associations. It is suggested to establish tea production and marketing enterprise associations and electronic industry enterprise associations, give full play to the roles of black tea association, edible fungus association, forest products industry enterprise association and goat, native chicken and other characteristic breeding associations, and effectively achieve unified processing technical regulations, unified quality standards, unified packaging design, unified market price and unified external image publicity. At the same time, with the help of trade associations, we actively recommend to the State Administration for Industry and Commerce the products of enterprises with long-term stable quality and sound testing institutions, standardization systems and measurement systems in our county as national inspection-free products. The third is to establish an incentive mechanism to encourage enterprises to innovate their brands. Strengthen the guidance and cultivation of key enterprises in the three industries of forest, tea and fungus, select enterprises with certain conditions and development potential as the key targets for implementing the brand-driven strategy, and implement dynamic management to update them year by year. For enterprises listed on the list, all relevant departments should guide them to strengthen the creation of famous brands, carry out business counseling for enterprises, assist enterprises to formulate plans for creating famous brands, increase publicity and investment in brands, and further consolidate and enhance brand status. Those who have reached the requirements of famous brands should be recommended to the national or provincial authorities in time, help enterprises to go through the declaration procedures, and reward enterprises that innovate brands and create famous trademarks and well-known trademarks. Fourth, actively promote the protection of products in geographical areas of origin. Screening a number of key products of key enterprises, and striving for geographical protection (up to now, 9 kinds of agricultural products in China have entered the geographical protection list, including 7 kinds of tea such as Longjing, Huangshan Mao Feng and Taiping Monkey Kui). At present, the most important thing is to integrate Qimen black tea enterprises and declare the "geographical indication" certification trademark or collective certification trademark as soon as possible (as of mid-April this year, China has registered and protected nearly 3 geographical indication products, and has approved the registration of 11 kinds of "geographical indications", certification trademarks and collective trademarks, including 14 kinds of tea, such as Anxi Tieguanyin and Wuyishan Dahong.