The Provincial Party Committee and the Provincial Government proposed the strategic decision to build a "brand province". This is not only an important measure to respond to the new situation of macro-control and implement the scientific outlook on development, but also to respond to the requirements and changes of Zhejiang's economic development. Economic growth mode and major decisions to recreate Zhejiang’s economic development advantages. Promoting the famous brand strategy is the core content of building a "brand province". It is an important measure and effective way to adapt to the requirements of economic globalization and the connotative development of our province's economy, promote the adjustment and optimization of economic structure, improve the industrial level, enhance economic competitiveness, and ensure that Zhejiang's economy continues to be at the forefront of the country. Implementing the famous brand strategy has laid a solid foundation for building a brand-promoting province. Zhejiang is one of the first provinces in the country to implement the famous brand strategy. In 1992, Provincial Government Document No. 2 proposed a strategic plan for the promotion and development of famous brand products. Focusing on the basic goals of reshaping a new image of Zhejiang product quality and improving market competitiveness, our province's famous brand strategy adhered to highlighting key points and supporting the excellent and strong, promoting the sustained, healthy and rapid economic development. Currently, Zhejiang Province has 139 Chinese famous brand products, ranking second in the country; the total number of Zhejiang famous brand products has grown to 1,039, including 819 industrial products, 215 agricultural products, and 5 traditional characteristic cultural products. In the fierce market competition, famous brand product manufacturers continue to expand production scale and strive to expand market share. The comprehensive strength and market competitiveness of enterprises continue to increase, and brand awareness and market share gradually increase. According to statistics, the sales output value of industrial brand-name products accounts for 21% of the province's industrial enterprises above designated size, the total profits and taxes account for 40%, and the foreign exchange earned from exports accounts for 18% of the province's industrial manufactured product exports. The implementation of the famous brand strategy has played a positive role in the healthy development of the local economy. Many places in Zhejiang Province adhere to the work idea of ??"focusing on quality, expanding scale, increasing strength, improving standards, and building image" to improve quality internally and build image externally, and have achieved fruitful results. Wenzhou City has implemented the concept of "Quality establishes the city and famous brands promote industry", and the overall level of product quality and economic operation quality have been significantly improved. 25 Chinese famous brand products and 2 National Quality Management Award manufacturers have emerged, gathering the "China Shoe Capital", "China There are 19 national-level production bases such as "Electronic Appliances Capital", "China's Famous Clothing City", "China's Lock Capital" and "China's Pen-Making Capital", establishing a good image of Wenzhou's industry brands and laying a solid foundation for the creation of "Brand Wenzhou" Base. In the implementation of the famous brand strategy, the majority of enterprises took the creation of famous brands as an opportunity to promote the quality management of enterprises, so that a number of advanced models of quality management emerged in the province. They adopt internationally advanced quality management methods, continue to conduct quality management reviews, and actively carry out quality management for all employees through upper and lower process surveys, quality speech contests, skills competitions, quality knowledge contests, product comparison tests, QC group results publication, etc. , stimulated the enthusiasm and creativity of employees to participate in corporate quality management, created a strong quality cultural atmosphere, and laid a solid foundation for improving product quality and creating famous brands. Implement the famous brand strategy and promote the improvement of traditional industries. After some traditional industries implemented the famous brand strategy, they used technological transformation and technological innovation as breakthrough points. The varieties were continuously innovated, the quality was increasingly improved, and the export, sales revenue, and profit indicators were generally improved, and they regained their youthful vitality. The ownership rate of shuttleless looms, which represent the international advanced level of the textile industry, in our province has increased from 3% a few years ago to more than 50% currently. The overall traditional textile industry in our province has been improved. China Rice Wine Group Co., Ltd. has invested more than 600 million yuan in technological innovation since the 1990s. It has applied computer control to the rice wine fermentation production process, and has tackled some technical difficulties in rice wine production, solving many problems. The rice wine industry has faced technical difficulties for many years. In-depth promotion of the famous brand strategy in accordance with the requirements of the brand province. Currently, the lack of strong brands with international competitiveness is an important factor restricting the construction of our province's "brand province".

To this end, it is necessary to accelerate the integration, expansion and upgrading of industrial parks with manufacturing as the main body, and on the basis of making full use of existing parks, highlight characteristics, strengthen innovation and rational layout. Efforts should be made to make up for the weak links in the industrial chain, strive to extend the industrial chain, and form a professional division of labor and collaboration, so that the block economic zone is not just a simple gathering of a large number of enterprises, but also a complete system from product research and development to brand integration and expansion. Become the base camp of "Made in Zhejiang" with international competitiveness. It is necessary to adopt the method of adapting measures to local conditions and providing classified guidance, and strive to create a "regional famous brand" with Zhejiang characteristics. (4) Persist in giving full play to the role of market mechanisms, strengthen government services and guidance, and promote the cultivation and development of famous brands. Give full play to the role of the market in promoting the cultivation and development of famous brands, adjust the focus of competition to improve product quality, improve after-sales service, increase market share, and enhance the competitiveness of famous brands. By giving full play to the role of market mechanisms, we actively promote enterprises to take the road of branding, guide enterprises to strengthen analysis of consumer demand, marketing links, competitors, and future market changes, adjust market strategies based on their own advantages, and establish brand images. Efforts should be made to strive for the reputation and brand creation of key industries, key enterprises and key products. We will queue up local advantageous industries, provincial famous brands, products and enterprises that are expected to become national famous brands and world-class famous brands, highlight key points, provide classified guidance, and strive to achieve breakthroughs as soon as possible. At the same time, we must focus on cultivating and developing strong brands in key industries and high-tech industries in advanced manufacturing bases. It is necessary to create an atmosphere of “thousands of companies competing for famous brands and tens of thousands of companies creating brands” and mobilize all aspects of society to participate in the implementation of the famous brand strategy. Further promote the reform of the administrative approval system, continuously improve service quality and efficiency, and further optimize the soft environment for government service economic work. Continue to increase efforts to combat counterfeiting and shoddy products to provide a good social environment for the cultivation and development of famous brands. Continuously improve the evaluation and recommendation of famous brands, establish an orderly market competition environment and an evaluation and recommendation mechanism that complies with competition rules, and ensure the smooth implementation of the famous brand strategy. On the basis of the mutual recognition agreement of provincial famous brands in the Yangtze River Delta region, we will continue to promote the exchange and joint protection mechanism of famous brand strategies of two provinces and one city. (5) Give full play to the role of policy leverage and improve supporting measures for brand building. Implementing the famous brand strategy and building a brand province is an arduous and complex systematic project, involving all aspects such as market environment, industrial structure, financial investment, trade conditions and legal system construction. It is far from enough to rely solely on the efforts of enterprises themselves. The power of the state and the actions of the government play a decisive role in promoting enterprises to implement famous brand strategies. The United States is a typical market economy country. It has taken many positive government actions to encourage companies to create famous brands and pursue brand development. Japan, South Korea and Europe have also adopted many policy measures to encourage companies to improve quality and create famous brands. . The governments of Guangdong, Shandong, Jiangsu, Fujian and other places have given full play to their role as governments and have introduced policies to encourage and support famous brand enterprises. With reference to advanced experience at home and abroad, our province should introduce policies and measures to encourage enterprises to create famous brands and take the road of brand development. (6) Use brand building as the starting point to promote the improvement of product quality of small and medium-sized enterprises. There are a large number of small and medium-sized enterprises in our province, but a considerable number of them do not have strong awareness of brand creation, low quality management level, and poor product quality stability. Therefore, improving the quality management capabilities and product quality of small and medium-sized enterprises and establishing a good quality image of Zhejiang's small and medium-sized enterprises are important links in the implementation of the famous brand strategy in our province. One is driven by the brand. Create a brand by competing for famous brands and improve the quality and grade of products. The second is quality assistance to small and medium-sized enterprises. Taking the creation of independent brands as the starting point, we will strengthen basic quality work and promote the improvement of product quality. For small and medium-sized enterprises, creating independent brands must be supported by quality; and the improvement of product quality has laid a solid foundation for striving to create independent brands.