Special research report on × County trademarks (brands)
In our ordinary daily lives, 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 a report. The following is a special research report on × County trademarks (brands) that I have carefully compiled. You are welcome to read it. I hope you will like it.
In order to further promote the development process of our county's "establishing credit, developing brands, and strengthening industry", we will encourage enterprises to organically combine striving for famous brands with building regional brands and establishing the image of Qimen. In order to continuously improve the competitiveness of enterprises, our office has recently carried out special research activities on trademarks (brands) and formed a research report.
1. Current status of trademark registration and use
As of the end of July 2004, there were 700 state-owned enterprises in our county, including 484 state-owned and collective enterprises (including branches), private enterprises There are 216 enterprises, of which 56% are industrial, 15% commercial, 11% service, and 3% farming.
There are 47 valid registered trademarks in the county, all of which are commodity trademarks, including 27 registered trademarks in use and 20 idle trademarks (see table). There are currently 10 trademarks being applied for ("Jinfu", "Huayuan", etc.), and the applicants are all private enterprises and individual industrial and commercial households.
Trademark classification table in use (attached table omitted)
Through the analysis of trademarks (brands) in our county, the following characteristics exist:
First, registration The trademark has distinctive local characteristics. Qimen's characteristic resources (forests, tea, porcelain) and local products are mostly in Qimen. There are 19 trademarks in the three major industries of Lincha Fungus, accounting for 70.3% of the total 27 trademarks in use.
Secondly, registered trademarks in the private economy are gaining momentum. Currently, private enterprises and individual industrial and commercial households in the county own 18 trademarks, accounting for 66.7% of the 27 trademarks in use. This also reflects from one aspect the rapid development of the individual and private economy. Local enterprises use trademark strategies to develop and occupy the market, build advantageous brands, and gradually play a role in promoting local economic development.
Third, registered trademarks of natural persons have become a new highlight. Wu Shide of Hongqi Village, Ruokeng Township, registered the "Wangxianjian" green tea brand in August 2003 in view of the unique characteristics of high-mountain early-growing tea in Xianyu Mountain in the village, becoming the first trademark registered by a natural person in our county.
Fourth, the vitality of old trademarks is active. Up to now, among the 27 trademarks in use, 8 have been renewed (the trademark use period exceeds 10 years), accounting for 29.6% of the total.
Fifth, there are mostly famous brand agricultural products. In the 2004 "Anhui Province Famous Agricultural Products" evaluation, 8 famous agricultural products in the city won this honor, of which 3 were from our county ("Qishan" brand Qimen Gongfu black tea, "Shanhua" brand Huangshan Huigu mushrooms, "Chang" brand Lin" brand environmentally friendly joinery board).
But at the same time, the county’s trademark system still has many deep-seated structural problems that cannot be ignored and need to be solved urgently:
First, there is a serious waste of original registered trademarks. Due to the adjustment of the economic structure, the natural survival of the fittest, the reform of the enterprise system and many other factors, state-owned and collective enterprises have seriously wasted registered trademark resources, with a large proportion of idle quantities, (such as the "Pagoda" of the original forestry chemical plant, the "Queen Mother Qi" of the porcelain industry , Jinzipai, Qihui", green tea's "Fuxi", the original Qimen man-made board's "double board", the original plastic factory's "Yuping", etc.) totaling 20 pieces.
Second, registered trademarks focus on commodity trademarks. At present, the county has neither a service mark (also called a service mark or a labor mark. Such as China Telecom, China Civil Aviation, etc.), nor a certification mark of origin, a geographical indication protected product, or a collective mark, nor has a trademark been applied for abroad. Among the 27 trademarks registered, only 3 are provincial famous trademarks (Qishan, Shanhua, and Haolin). 3 well-known trademarks in the city (Tianxia Famous Spring, Tiandu, Guniujiang).
Third, the leading role of leading enterprises is not strong. Our county has 1 national-level leading enterprise and 2 provincial-level leading enterprises. "Haolin" of Haolin Wood Industry and "Shanhua" of Shanhua Group were named "Anhui Province Famous Trademarks", but the enterprises are far from "China's Famous Trademarks" "There is still a certain gap in the application standards.
As an export-oriented national-level agricultural industrialization leading enterprise with self-operated import and export rights, the first agricultural industrialization leading enterprise in Anhui Province and the first batch of "National Spark Export-oriented Enterprises" during the "Tenth Five-Year Plan" period Shanhua Group Company took the lead in formulating standards for shiitake mushrooms and black fungus, and was determined by the Provincial Bureau of Technical Supervision as the provincial edible fungus standard in 2001. However, the company only has one famous brand product from the China Agricultural Expo ("Shanhua Brand"). Huangshan Mushroom), 1 piece of Anhui Province famous brand agricultural product ("Shanhua Brand" Huangshan Black Fungus).
Fourthly, enterprises have little awareness of striving for famous brands. Most enterprises do not fully realize the status and role of trademarks in economic development and social progress. Keemun black tea, as the largest brand in our county, was first registered by Shanghai. This phenomenon is really disappointing; it is famous and well-known in provinces and cities In the application for trademarks, companies are not very enthusiastic about participating (in 2004, 43 companies in the city participated in the application for well-known trademarks in Huangshan City, but our county only had Qihong, Shanhua, Changlin, Tengfei mineral water and Guniujiang brewed food 5 companies participating); companies with existing trademarks have insufficient investment in trademark advertising (the "Haolin" brand trademark of Haolin Company, a leading enterprise in the province, was rated as a "famous trademark in Anhui Province", and its output value reached 26 million yuan in 2003. The tax paid amounted to 2.6 million yuan, but its advertising investment was only 200,000 yuan, accounting for only 7.69‰ of the output value).
Fifth, the government’s promotion is not strong enough. In December 2001, after strict and detailed review by the expert group of the General Administration of Quality Supervision, Inspection and Quarantine, the origin mark of "Qishan Brand" Keemun black tea was officially approved and registered on December 26. The registration number "0000005" also became the fifth registration of a mark of origin in the country and the first registration in the tea industry, and was selected into the top ten tea news of the year. But we did not use this successful registration to build momentum. Chizhou City, which is adjacent to our county, focuses on the "Jiuhua Buddha Tea" brand and insists on investing 500,000 yuan in advertising every year, which has generated strong influence and radiation, and has explored an effective way to expand the tea industry. .
Sixth, enterprises have a weak awareness of self-protection of trademarks. The "Chaowei" brand series products produced by the original Chaoyang Factory have a high market share and the brand has a certain degree of popularity. Two products have been awarded Anhui Province Famous Brand Products ("Chaowei" fractional horsepower asynchronous motor, "Chaowei" y series three-phase asynchronous motors are the only two industrial Anhui Province famous brand products in our county), but when they joined the Jinma Group (Chaoyang Factory joined Jinma in 1997 and later withdrew in 2002), this trademark was given away for free. It was transferred to Jinma Group, resulting in the loss of trademark property rights.
2. Reasons for the delay in trademark (brand) application and registration
From an enterprise perspective: First, due to industrial and industry structure reasons, the economic development of our county is relatively backward, and the industrial economy is In the recovery stage, the commercial and service industries are relatively underdeveloped, the primitive accumulation of enterprises or owners has not yet been completed, and there is a lack of sustained efforts in cultivating brands. Second, some restructured state-owned enterprises and foreign enterprises are in their infancy, their products are in the exploratory period, and their desire to apply for registered trademarks is not strong enough, such as Aoli Electric, Huate Electric, etc. Third, the scale of the enterprise is small, there is no more surplus funds, and there is insufficient investment in product promotion. In addition, the trademark application process is complicated and takes a long time (1-2 days for trademark inquiry, 7-14 days for formal review after submission) (9-15 months for substantive review, 3 months for preliminary review announcement). If successful, it will take at least one and a half years. Objectively, this also results in the company having neither the energy nor financial resources to create a brand, let alone the ability to implement a famous brand strategy.
From a product perspective: First, our county is the main production base of primary agricultural products and raw materials. Enterprises do not sell many products for export. Even if they are exported, they are semi-finished products processed on behalf of others. It is customary for these products not to use brand trademarks. Also available for sale. For example, most of the green tea and black tea in our county are sold as raw materials. Second, our county has many general products and few famous and high-quality products; there are many traditional products and few high-tech and high value-added products. Even for advantageous products like black tea, the production scale of its enterprises is still small, the product production and sales are not large, the market share is low, and the influence of the product or brand is not great. Third, the regional product advantages are obvious, but the corporate brand advantage is relatively weak. The economic and social benefits of the product itself cannot be fully exerted, and the local economic growth is insufficient, such as "Qishan" brand black tea, "Shanhua" brand edible fungi, etc.; due to Restricted by various reasons, some companies do not pay enough attention to and use registered trademarks, and lack the strategic vision and practical actions to manage their brands.
3. Some thoughts on developing brand economy
Brand is a symbol of a country’s economic strength, a reflection of the overall quality of a nation, the crystallization of the achievements of industrial progress, and a The soul of enterprise development. Whether an enterprise can develop and grow in the fierce market competition depends on whether it has famous brand products with high market visibility and large market share; whether a local economy can prosper also depends on whether it has a number of famous brand products and brands. enterprise. The economic strength of the world's powerful countries is supported by a large number of world-famous brands, and the economic development of developed regions is also supported by a large number of famous brands. Therefore, it is an indispensable and important measure to revitalize Qimen's economy by deeply understanding the significance of implementing brand strategy, mobilizing all forces, paying attention to brand strategy, exerting brand benefits, and expanding brand business.
Specifically, the following aspects of work should be done:
1. Promote and popularize trademark awareness in the whole society. At this stage, we have bid farewell to the era of commodity shortage economy. We can no longer sell whatever we produce. We must fully understand the connotation of the comprehensive advantage strategy of famous brands. Since trademarks belong to the category of knowledge economy, they are abstract. In order for enterprises to fully understand and accept it, it is necessary to include the promotion of trademark legal knowledge as an important part of legal education, launch the county's "Brand Promotion Strategic Plan" as soon as possible, vigorously implement the "Trademark Culture Promotion Action", organize relevant departments, and mobilize the whole society to carry out Rich and colorful publicity activities should focus on actual results and strive to avoid formality, so as to create a good public opinion atmosphere for the implementation of trademark strategy.
It is necessary to organize all social forces to serve the implementation of the brand-driven strategy. Industry associations should play a bridging role between the government and enterprises, and gradually play an important role in organizing enterprises to create famous brands and evaluate and recommend famous brands. News media should play a leading role in public opinion and publicity, widely publicize relevant policies and information, promote the implementation of brand-driven strategies, guide and help enterprises to do brand publicity planning, expand the popularity and influence of the Qimen brand, and guide the public to identify and resist counterfeiting Counterfeit products.
It is necessary to increase policy support and publicity and promotion of famous brands. Establish a special fund for strategic rewards for famous brands. The finance department will allocate special funds within the budget every year, which will be used specifically to reward those who obtain "Chinese famous brand products", "China's well-known trademarks" and provincial and municipal famous and well-known trademarks, as well as for centralized promotion and publicity funds. of subsidies.
2. Guide, promote and encourage enterprises to increase their motivation and enter the role. Brand strategy is a huge systematic project that is highly comprehensive and involves a wide range of areas, and no department or unit can undertake it independently. It is necessary to follow the policy of promoting the famous brand strategy of "government guidance, departmental coordination, enterprise striving for innovation, and social support", adhere to the "government promotion" unswervingly, create conditions for enterprises to strive for famous brands in various aspects in terms of policies, publicity, and services, and actively supervise enterprises Enhance brand awareness, focus on basic quality, further cultivate leading enterprises, and guide famous brand product enterprises to take the path of scale development.
The government should take the lead in setting up a leading group to implement the brand promotion strategy and be specifically responsible for the organizational leadership of this work in the county. At the same time, we coordinate various departments to clearly define their division of labor, perform their duties and responsibilities, and provide good services. It is necessary to widely publicize the significance of implementing the brand-driven strategy, vigorously promote Qimen famous brand products and trademarks, and enhance the brand awareness of enterprises and society. It is necessary to guide enterprises to fully realize the role of famous brand strategy in improving their own taste, expanding market share and improving economic benefits, and incorporate brand strategy into important development goals of enterprises for key implementation. It is necessary to widely mobilize enterprises to participate in brand creation work, so that brand creation work becomes a craze in the county. Continue to carry out the "Trademark Assistance Project" in depth, provide strong support in terms of policies, funds, projects, and technology to enterprises striving to create well-known trademarks and famous trademarks, and actively help enterprises cultivate, apply for, and identify well-known trademarks and famous trademarks. It is necessary to create conditions for the market development of famous brand products, implement dynamic management of famous brand products, and at the same time carry out comprehensive quality management, focus on strengthening the quality monitoring of enterprises with outstanding quality problems, eliminate the production and sale of counterfeit and shoddy products, and severely crack down on the production and sale of counterfeit products. behavior to safeguard the legitimate rights and interests of famous brand enterprises.
3. Vigorously promote and transform unique advantages into brand success.
First, vigorously carry out activities to create famous brand products.
It is necessary to focus on the county's traditional products, leading industries and advantageous projects, with the existing famous and well-known brands as the leader, to guide, support and cultivate a number of famous brand products, famous brand industries, famous brand enterprises and famous brand bases, and to recommend a number of quality products Good, with high market share, products that satisfy consumers strive to become national and provincial famous brand products, driving the local economy to develop in the direction of branding, marketization and regionalization. The second is to actively strive for brand creation with the help of industry associations. It is recommended to establish a tea production and marketing enterprise association and an electronic industry enterprise association, actively play the role of the black tea association, edible fungi association, forest products industry enterprise association and goat, native chicken and other special breeding associations, and effectively achieve unified processing technical procedures and unified quality Standards, unified packaging design, unified market prices, and unified external image promotion. At the same time, with the help of industry associations, we actively recommend to the State Administration for Industry and Commerce that the products of enterprises in our county with long-term stable quality, sound testing institutions, standardization systems, and measurement systems are national inspection-free products. The third is to establish an incentive mechanism to encourage companies to innovate their brands. Strengthen the guidance and cultivation of key enterprises in the three industries of forestry, tea and mushrooms, select enterprises with certain conditions and development potential as key targets for implementing the famous brand promotion strategy, and implement dynamic management to update them year by year. For enterprises included in the list, relevant departments should guide them to strengthen the creation of famous brands, provide business guidance to the enterprises, assist the enterprises in formulating plans for creating famous brands, increase publicity and investment in the brand, and further consolidate and enhance the brand status. . For those that have met the conditions for famous brands, they should be recommended to the national or provincial competent authorities in a timely manner to help the companies go through the application procedures, and rewards will be given to companies that innovate brands, create famous trademarks and well-known trademarks. The fourth is to actively promote the protection of products from regions of origin. Select a group of key enterprises and focus on cultivating key products, and strive to strive for the protection of regions of origin (up to now, 90 kinds of agricultural products in our country have entered the product protection list of regions of origin, among which 7 kinds of tea include Longjing, Huangshan Maofeng, Taiping Houkui, etc. many). The most important thing at present is to integrate the Keemun black tea enterprises and apply for "geographical indication" certification trademarks or collective certification trademarks as soon as possible (as of mid-April this year, my country has registered and protected nearly 300 geographical indication products, and 110 types have been approved for registration. "Geographical indications", certification marks and collective marks, among which there are 14 kinds of tea, such as Anxi Tieguanyin, Wuyishan Dahongpao, Lu'an Guapian, Huoshan Huangya, etc.).
4. Rely on resources to make the ecological industry a leader in brand creation.
Our county has a large mountain farm area and is rich in resources such as forests, camellia oleifera, moso bamboo, Chinese medicinal materials, minerals, and water energy, as well as a wide variety of animals and plants. Qimen has three major advantages: ecological resources, industrial foundation, and labor costs, which provide a good foundation for enterprises to create famous brands. There is no doubt that Qimen's greatest brand potential comes from the forest products industry, tea industry and agricultural and sideline products processing industry. It should use this as a foothold to carry out various forms of cooperation with the outside world.
First, make use of the rich mountain resources in the region to vigorously develop ecologically efficient agriculture. It is necessary to cultivate famous brand agricultural products such as tea, sericulture, edible fungi, alpine vegetables, Chinese medicinal materials, livestock and poultry, encourage and support applications for "green brands", "organic brands" and "pollution-free brands", and develop processed, nutritious, ready-to-eat and convenient products. New bacteria and bamboo shoot products. Guide the selection of famous and high-quality teas such as Qihong, Shanhua, Huangshan Cuilan, and Fulu, and actively apply for registration of protected origin labels (currently, my country’s tea products that have obtained geographical indications include Qishan brand Qimen black tea, Yuanzheng brand Wuyishan Lapsang souchong black tea , Fengshan brand, Bama brand Anxi Tieguanyin, Gepai, Doosan brand Taihu Cuizhu tea, Caoxi brand Huangshan Maofeng, etc.; products that have obtained protection of origin include Longjing tea, Sichuan Mengshan tea, Wuyi rock tea, Dongting Biluochun tea, etc. However, our county only has "Qishan" brand black tea) and green food certification trademarks.
The second is to make full use of the advantages of water resources and actively cultivate water resources brands. Our county is rich in water conservancy resources and has a wide distribution of water bodies and rivers. The main rivers include the Changjiang River, Qiupu River, Xin'an River and Qingyi River. Mineral springs are rich in water resources, pure in quality, good in taste, rich in trace elements beneficial to the human body, and have broad development prospects. The successful application of the trademark "Famous Spring in the World" illustrates the significant enhancement of corporate trademark awareness and brings new hope to the development of drinking water in our county ("Famous Spring in the World" was named by Deng Xiaoping when he inspected Huangshan). In accordance with the requirements of standardized production, we must vigorously develop the local water resources enterprise group to produce drinking water, purified water, tea beverages and other series of products, and build our county into a drinking water production base and distribution center in East China and even the country.
It is necessary to vigorously promote the development of resource processing enterprises such as food and beverages and small hydropower, increase the intensity of high-tech grafting and transformation, introduce product transformation, and enhance market competitiveness.
The third is to make full use of ecological advantages and strive to form an eco-tourism brand. Ecology is our county’s biggest brand and greatest advantage. We must give full play to the continuous appreciation of ecological resources, scientifically integrate resources, rationally plan layout, strengthen landscape design and space-time design, vigorously develop "deep ecological tourism", and establish " "Big Leisure Market" has made Qimen's eco-tourism a new element and important component of Huangshan's grand tourism pattern, becoming an "eco-tourism demonstration area" in East China and even the whole country. It is necessary to combine the activities of creating a national ecological demonstration zone, increase development and protection efforts, strive to develop "mountain leisure vacation tourism" and "green mountains and green water ecological tourism", and strive to create an ecological tourism brand with unique mountain characteristics and a beautiful landscape tourism brand in East China. In accordance with the requirements of "beautiful ecological environment, developed ecological economy, prosperous ecological culture, and harmonious ecological homeland", we must actively build "Landscape Garden Qimen".
It is necessary to further explore the connotation of Guniujiang tourism brand, focus on developing landscape sightseeing tours, ecological agriculture tours, sports tourism, cultural tourism, leisure tourism and other special tourism projects, improve supporting facilities, optimize the tourism environment, and speed up Guniujiang tourism. Reduce the transformation of tourism from ecological sightseeing to leisure and entertainment, and from quantity expansion to quality and benefit. And on this basis, it is transformed into a characteristic tourism brand with the theme of "original, green, simple and ecological", relying on unique ecological advantages, natural advantages and unique tourism resources to win tourists.
Features are the soul of tourism, and culture is the foundation of tourism. To develop the tourism industry, we must dig deep into the cultural connotation of tourism resources and fully apply them to all aspects of food, accommodation, transportation, travel, shopping, and entertainment. We must be market-oriented and cover all aspects of scenic spot construction, project development, route planning, product packaging, etc. , integrate tourism and culture to achieve the purpose of improving taste and enhancing competitiveness. According to the actual tourism resources of Qimen, efforts should be made to develop and explore the following cultural connotations: first, the ecological culture represented by Guniujiang National Nature Reserve; second, the Mulian opera culture represented by Maopengdian and Huansha Village; The third is Xin'an traditional Chinese medicine culture represented by Zhukou and Xin'an; the fourth is Qiupu source poetry culture represented by the construction of Chiling small market town and the development of Qiupu River.
5. Make overall plans and coordinate and actively create a good brand development environment.
Brand strategy is a systematic project for the whole society. The participation of all sectors of society such as governments, scholars, enterprises and consumers is a necessary condition for its smooth development. It is not easy for an enterprise to implement and promote brand strategy. In addition to the internal environment of the enterprise, it must also have an excellent external environment. Especially in Qimen, a late-developing region, companies need policy support from the government to implement and promote brand strategies. The first is to strive for optimal allocation of resources for brand development. Enterprises must report the developed brands to relevant government departments, seek matchmaking with relevant government departments, and optimize the allocation of basic development resources such as human, financial, and material resources, thereby laying a resource foundation for brand development. The second is to strive for a good market environment. Through the coordination of relevant government departments, we can win support from relevant government departments, break down the existing "walls" such as local protection, monopoly, and separatism, and effectively solve development environment problems. The third is to strive for legal protection of the environment. Brand development is a real intellectual property and a knowledge economy. Without the protection of the law, the knowledge economy will either die young or be lost. In the end, all the hard work was in vain. Therefore, relying on the support of the government to create a legal protection environment for intellectual property rights will be a very important task in implementing brand strategy.
Today's China has entered the era of regional brands, and market competition has extended from the enterprise level to the regional level. Not only enterprise competition requires brands, but regional competition also requires brands. Brand strategy is not an expedient measure. If we want to achieve the goal of "building a county with quality and promoting industry with brand" and revitalizing traditional industries, strengthening the county economy, and achieving the goal of "a strong ecological and economic county in the province", we must consider it from a strategic perspective and vigorously implement brand revitalization. Strategy, strive to build the Qimen industrial brand system, take a long-term view, set goals, go beyond routine, accelerate development, thereby continuously promoting the leap-forward improvement of the county economy. ;