—— He Chengzhe [121218]28-5-12 14:48:9
Jinan has developed commerce and handicrafts since ancient times. Time-honored brand is an important symbol of the historical and cultural city of Quancheng Jinan, and it is a treasure of Chinese traditional culture, with a profound historical rhyme and profound historical significance. Time-honored brands have had a glorious history, but in recent years, with the increasingly fierce market competition, many time-honored brands are facing the crisis of survival and development, and some even disappear. There are also some time-honored brands that have been baptized by the market economy and re-emerged with great vitality. Therefore, time-honored brands are faced with two kinds of futures and two kinds of destinies, showing a situation in which crisis and vitality coexist.
how to revitalize Jinan time-honored brand and develop traditional industrial, commercial and cultural tourism with time-honored brand resources by holding the National Games and building a modern international Jinan is not only an effective way to promote Jinan's economic development, but also brings new opportunities to protect the traditional features of Jinan, expand the influence of Jinan's cultural heritage and enhance the comprehensive competition of the city.
First, the development status and problems of time-honored brands
According to the data survey, up to now, the brand was founded before 1956, and there are about 5 time-honored brands in Jinan. The "time-honored brands" such as Ruifuxiang, Daguan Garden, Yanxitang Restaurant, Baomingzhai Glasses and Straw Bun Shop have a long history. However, except for a few enterprises that have stimulated their vitality and maintained a strong development momentum through the shareholding system reform, about one-third of the time-honored brands have gone out of business, and most of them are still in a difficult situation. The reasons for the decline of time-honored brands are various, including objective factors such as social and political environment, the constraints of the old economic system, and subjective factors such as the inability of time-honored brands to keep up with the new situation and the lack of self-adjustment mechanism. However, on the whole, the unclear property rights system of time-honored brands, the internal defects of the state-owned economic management system and the rigid mechanism have led to the time-honored brands' predicament.
(1) System constraints have limited the operational vitality and self-development ability of the time-honored brand
For decades, all the drawbacks of the state-owned economic management system under the planned economy have had a negative impact on the time-honored brand, such as the lack of distinction between government and enterprise, the lack of distinction between government and capital, and the excessive intervention of administrative departments in the economic activities of enterprises such as production, management, investment and distribution, which has made the time-honored brand lose its conditions for self-survival and development. On the one hand, the ownership of state-owned assets of time-honored brands (including intangible assets of time-honored brands) is unclear, and the owners have long been empty, and no one cares about the future and destiny of time-honored brands; On the other hand, the management right of state-owned assets of the time-honored brand is not in place, the business operators are nominal or have no real legal person property rights, and no one is responsible for the survival and development of the time-honored brand. This system defect not only makes the time-honored brand lose its development motivation and vitality, but also makes the enterprise lose its ability of self-transformation and development, and fall into a dilemma that it cannot extricate itself.
(2) The mechanism is rigid and incompatible with the market economy
After the reform and opening up, with the rapid development of science and technology and the accelerated development of the market economy, a large number of new enterprises have grown rapidly by adopting modern scientific and technological means and advanced marketing models, while the old-fashioned enterprises have rigid mechanisms and outdated concepts, lacking the internal motivation for self-innovation and development, and cannot adapt to the requirements of the market economy. Facing the fierce competition between domestic new famous brands and world-famous brands, time-honored brands are also facing severe challenges. In terms of intellectual property protection, some time-honored enterprises have a weak awareness of intellectual property protection and failed to register their own brands in time, resulting in repeated registered trademarks, either losing their brands or spending huge transfer fees to buy them back.
ii. countermeasures and suggestions for promoting the development of Jinan time-honored brands
time-honored brands are an important cultural heritage of Quancheng Jinan and a valuable asset. As a cultural heritage, time-honored brands should be valued and protected by the whole society; As social wealth, time-honored brands should be fully developed and utilized, so that they can play an important role in carrying forward fine traditions, cultivating national spirit, prospering provincial capital economy and enriching people's lives. In order to promote Jinan time-honored brands to enter the track of standardized, orderly and healthy development, the suggestions are as follows:
(1) Deeply explore and enhance the value of time-honored brands
Fully explore the potential factors in the value of time-honored brands. For example, some time-honored traditional products and services can no longer meet the requirements of modern life, but if their products and services are improved and innovated to meet the needs of modern people's lives, they may regain their vitality and release huge economic energy. Second, fully integrate the cultural resources of time-honored brands, establish time-honored museums or time-honored streets (such as Furong Street), develop cultural tourism projects, and enhance the city's heritage and image.
(II) Deepening the reform of state-owned time-honored enterprises
The state-owned system is the biggest obstacle to the development of time-honored enterprises. We should speed up the reform with the property right system as the core, and transform the state-owned time-honored enterprises into joint-stock enterprises to make them real market players. Clear property rights are the inevitable requirement of modern enterprises and the guarantee for the sustainable development of time-honored enterprises.
First, the original family descendants or main operators (those who have mastered traditional skills or special techniques) of time-honored enterprises are allowed to hold large shares, and option stocks can also be implemented to facilitate the long-term development of enterprises and fully mobilize the enthusiasm of operators. The second is to support the listing of qualified time-honored enterprises and promote the development of time-honored enterprises with the help of the capital market. For example, the listing of Tong Ren Tang not only enhanced the brand awareness, but also ensured the development and expanded reproduction of new products and enhanced the competitiveness of enterprises. Third, the state-owned capital in most small and medium-sized time-honored enterprises should be completely withdrawn and restructured into joint-stock enterprises with private capital structure, so that time-honored enterprises can take the road of privatization again. Fourth, for bankrupt, closed or acquired or merged time-honored enterprises, their brands should be publicly auctioned, transferred or used for compensation by relevant government departments, and all the funds obtained should be used to support the development of time-honored enterprises. Encourage foreign capital and private capital to purchase, share and hold time-honored enterprises through auction and bidding.
(3) optimize the development environment of time-honored brands.