× County trademark (brand) special research report

In order to further promote the development process of “establishing quota, promoting brand and strengthening industry” in our county, we will promote the enterprise to create a brand name and create a regional brand, and establish a brand image to organically combine and continuously improve the competitiveness of the company. Special research activities and formation of research reports.

First, the status quo of trademark registration

As of the end of July 2004, there were 700 enterprises in the county, including 484 Chinese and collective enterprises and 216 private enterprises, of which 56% were industrial, 15% were commercial, 11% were service, and 3% were farming.
There are 47 valid registered trademarks in the county, all of which are commodity trademarks, of which 27 are registered trademarks and 20 are idle trademarks. There are currently 10 trademarks being declared, and all the applicants are private enterprises and individual industrial and commercial households.
Trademark classification table in use

Through the analysis of the trademark of our county, the following characteristics exist:

First, the registered trademarks have distinctive local characteristics. Most of the special resources and local products of Tuen Mun are used. There are 19 trademarks of the three major industries of forest tea, accounting for 70.3% of the total number of 27 trademarks in use.

Second, the registered trademark of the private economy is gaining momentum. At present, the county's private enterprises and individual industrial and commercial households have 18 trademarks, accounting for 66.7% of all 27 trademarks in use. This also reflects from a side that the individual private economy is developing rapidly. The role of local enterprises in using trademark strategies to develop and occupy markets, build advantageous brands, and promote local economic development has gradually emerged.

Third, the registered trademark of natural persons has become a new bright spot. Wu Shide, Hongqi Village, Qikeng Township, declared the “Wangxianjian” green tea brand in August 2003 in response to the unique characteristics of the alpine early-born tea in the village. It became the first trademark registered in the county as a natural person.

Fourth, the vitality of the old trademark is active. Up to now, of the 27 trademarks used, 8 have been renewed, accounting for 29.6% of the total.

Fifth, most famous brand agricultural products. In the 2004 “Anhui Famous Brand Agricultural Products” appraisal, there were 8 famous and excellent agricultural products in the city, which accounted for 3 of them.
At the same time, however, there are still many deep-seated structural problems that cannot be ignored and urgently solved in the county's trademark system:

First, the original registered trademark was wasted. Due to the adjustment of economic structure, the natural survival of the fittest, the reform of the enterprise system and many other factors, the registered trademark resources of state-owned and collective enterprises are seriously wasted, and the proportion of idles is large, with a total of 20 pieces.

Second, registered trademarks are biased towards commodity trademarks. At present, there is neither a service mark nor a certificate of origin, a trademark protection product or a collective mark in the county, and no one has applied for registration abroad. Of the 27 trademarks, only 3 are provincial famous trademarks. 3 well-known trademarks in the city.

Third, the leading enterprises are not very effective. There are 1 national leading enterprises and 2 provincial leading enterprises in our county. The “Yulin” of Yulin Wood and the “Shanhua” of Shanhua Group are named “Anhui Famous Trademarks”, but the enterprises are well-known in China. There is still a certain gap in the reporting standards for trademarks.
As an export-oriented state-level agricultural industrialization leading enterprise with self-support import and export rights, Anhui Province's first agricultural industrialization leading enterprise, and the first batch of “National Sparks-oriented enterprises” during the “Tenth Five-Year Plan” period, Shanhua Group Company took the lead. The standards for shiitake mushrooms and black fungus were formulated, and in 2001, they were identified as the provincial edible fungus standards by the provincial technical supervision bureau. However, the company only has one famous brand product of China Agricultural Fair and one famous brand agricultural product of Anhui Province.

Fourth, the company's striving for brand awareness is weak. Most enterprises do not fully realize the status and role of trademarks in economic development and social progress. Tuen Mun black tea is the biggest brand in our county, but it is the first to be squatted by Shanghai. This phenomenon is really embarrassing; famous and well-known trademarks in provinces and cities. In the declaration, the enthusiasm of enterprises to participate in the evaluation is not high; enterprises with existing trademarks have insufficient investment in trademark advertisements.

Fifth, the government's promotion is not enough. In December 2001, after strict and meticulous review by the expert group of the General Administration of Quality Supervision, Inspection and Quarantine, on December 26, the country of origin label of the “Yushan Brand” Tuen Mun Black Tea was officially approved. The registration number of the number "0000005" has also become the fifth registration of the country of origin registration and the first registration of the tea industry in the country, and was selected as the top ten tea news of the year. But we have not used this successful registration to create momentum. Chizhou, which is adjacent to our county, mainly plays the “Jiuhua Focha” brand, insisting on investing 500,000 yuan per year for advertising, which has generated strong influence and radiation, and explores an effective growth of the tea industry. road.

Sixth, the awareness of self-protection of corporate trademarks is not strong. The “Chaowei” brand products produced by the former Chaoyang Plant have a high market share, and the brand has a certain popularity. Two products have won the famous brand products of Anhui Province, but when they joined the Jinma Group, they have won the trademark. Transferred to the Golden Horse Group, resulting in the loss of trademark property rights.

Second, the cause of the delay in the registration of trademark applications

From the perspective of enterprises: First, due to industrial and industrial structure reasons, the economic development of our county is relatively backward, the industrial economy is in the recovery stage, the business and service industries are relatively not developed, and the original accumulation of enterprises or owners has not been completed. The cultivation lacks sustained efforts. Second, some state-owned enterprises and foreign-funded enterprises after the restructuring are in their infancy, and the products of enterprises are in the process of exploration. The desire to apply for trademark registration is not strong enough, such as Aoli Electric, Huate Electric and so on. Third, the scale of the company is small, there is no more surplus funds, and the investment funds for product promotion and introduction are insufficient. In addition, the trademark declaration process is complicated and takes a long time. If it is smooth, it will take at least one and a half years, which also leads to the objective. Enterprises have neither the energy nor the financial resources to create a brand, nor the ability to implement a brand strategy.

From the product point of view: First, our county is the main production base of primary agricultural products and raw materials. There are not many export products for enterprises. Even if the export is a semi-finished product for processing, 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, and there are few famous products; there are many traditional products, and there are few high-tech and high value-added products. Even for superior products such as black tea, the production scale of the company is still small, the sales of the products are not large, the market share is low, and the influence of the products or brands is not significant. 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 utilized, stimulating the local economic growth, such as “Lushan” brand black tea and “Shanhua” brand edible fungi; Due to various reasons, some enterprises pay insufficient attention to the use of registered trademarks and lack of strategic vision and practical actions to operate the brand.

Third, the development of brand economy

Brand is a symbol of the country's economic strength, a manifestation of a nation's overall quality, a crystallization of industrial progress, and a soul of enterprise development. Whether the enterprise can develop and grow in the fierce market competition depends on whether it has a brand-name product with high market reputation and large market share. Whether a local economy can prosper or not depends on whether it has a number of famous brand products and famous brands. enterprise. The economic strength of the world's powerful countries is supported by a large number of world famous brands. The economic take-off in developed regions has also emerged with the help of a number of famous brands. Therefore, it is an indispensable major measure to revitalize the economy of the Tuen Mun economy by profoundly understanding the significance of implementing brand strategy, mobilizing all aspects of strength, attaching importance to brand strategy, giving full play to brand benefits and expanding brand business.
Specifically, we should do the following work:

1. Promote popularization and strengthen the awareness of trademarks in the whole society. At this stage, we have already bid farewell to the era of commodity shortage economy, and we are no longer able to produce anything to sell anything. We must fully understand the connotation of the brand-name comprehensive advantage strategy. Because trademarks belong to the category of knowledge economy, they are abstract. In order for enterprises to fully understand and accept, it is necessary to publicize trademark legal knowledge into the important content of legal education, start the “brand-driven strategic plan” of our county as soon as possible, vigorously implement the “trademark culture promotion action”, organize relevant departments, and mobilize the whole society. To carry out a variety of publicity activities, we must pay attention to actual results, and strive to formalize and create a good public opinion atmosphere for the implementation of the trademark strategy.
It is necessary to organize the forces of all parties in society and to promote strategic services for the implementation of brands. Industry associations should play a role as a bridge between the government and enterprises, and gradually play an important role in organizing enterprises to create famous brands and evaluate and recommend famous brands. The news media should play a role of public opinion and propaganda, widely publicize relevant policies and information, promote the implementation of brand-driven strategies, guide and help enterprises to do brand propaganda planning, expand the popularity and influence of Tuen Mun brands, and guide people to identify and resist counterfeiting. Counterfeit products.
It is necessary to increase policy support and promotion of brand names. Set up a brand-name special fund for strategic incentives, and arrange special funds within the budget every year. It is specially used for awarding “China Famous Brand Products”, “China Famous Brands” and famous provincial and famous trademarks, as well as for promoting promotion of publicity funds. Subsidy.

2. Guide and promote enterprises to encourage their power to enter the role. Brand strategy is a huge system engineering, comprehensive and wide-ranging, and no department or unit can afford it independently. In accordance with the principle of "government guidance, departmental coordination, enterprise striving, and social support", we must adhere to the "government promotion" and unswervingly, create conditions for enterprises to create famous brands in various aspects of policy, publicity and service, and actively urge enterprises. Enhance brand awareness, do a good job of basic quality, further cultivate leading enterprises, and guide brand-name product enterprises to take the road of scale development.
The government should take the lead in setting up a brand-driven strategic leadership group to be responsible for the organization and leadership of the county. At the same time, coordinate the various departments to clearly define the division of labor, perform their duties, take responsibility for each other, and do a good job. It is necessary to widely publicize the significance of implementing the brand-driven strategy, vigorously promote the brand-name products and trademarks of Tuen Mun, and enhance the brand awareness of enterprises and society. It is necessary to guide enterprises to fully recognize the promotion role of brand strategy in improving their own taste, expanding market share and improving economic efficiency, and incorporating brand strategy into the important development goals of enterprises to focus on implementation. It is necessary to widely mobilize enterprises to participate in brand-building work, so that brand-building work has formed a boom in the county. We will continue to carry out the "Trademark Assistance Project" in depth, and provide 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 and declare and recognize 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 the quality control of enterprises with outstanding quality problems, eliminate the production and sale of counterfeit and shoddy products, and crack down on counterfeiting and sales. Act to protect the legitimate rights and interests of famous brands.

3. Vigorously promote and transform the characteristic advantages into brand wins.
First, vigorously carry out the competition for brand-name products. Focusing on traditional products, leading industries and advantageous projects in our county, we will focus on guiding, supporting and cultivating a number of famous brand products, famous brand industries, famous brand enterprises and famous brand bases with existing famous and well-known brands. The market share is high, and consumers' satisfied products strive to create national and provincial famous brand products, which will drive the local economy to develop in the direction of branding, marketization and regionalization. The second is to actively compete for brands with industry associations. It is recommended to establish a tea industry production and marketing enterprise association and an electronic industry enterprise association, and actively play the role of the black tea association, the edible fungi association, the forestry industry enterprise association and the characteristic breeding associations such as goats and running chickens, and effectively implement the unified processing technical regulations and uniforms. Quality standards, unified packaging design, unified market prices, unified external image publicity. 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 our county with long-term quality stability, testing institutions, standardization systems, and sound measurement systems are national inspection-free products. The third is to establish incentives to encourage enterprises to innovate brands. Strengthen the counseling and cultivation of key enterprises in the three industries of forestry, tea and mushroom, and select enterprises with certain conditions and development potential as the key targets for implementing the brand-driven strategy, and implement dynamic management to update year by year. For listed enterprises, all relevant departments should guide them to strengthen the establishment of famous brands, conduct business counseling for enterprises, assist enterprises in formulating famous brand establishment plans, increase brand promotion and investment, and further consolidate and enhance brand status. . For those who have reached the conditions of famous brands, they should be recommended to the national or provincial authorities in time to help enterprises to apply for declaration procedures, and reward enterprises that innovate brands, create famous trademarks and well-known trademarks. The fourth is to actively promote the protection of products in the origin of the region. Screen a number of key enterprises to focus on product training, and strive to protect the origin of the region. The most important thing at present is to integrate the Tuen Mun Black Tea Enterprise and declare the “Geographical Mark” certification mark or collective certification mark as soon as possible.

4. Relying on resources, the eco-industry is the leader in creating brands.
The mountain area of ​​our county is large, and the forest, oil tea, bamboo, Chinese herbal medicine, minerals, water energy and other resources are abundant, and there are many varieties of animals and plants. The three advantages of ecological resources, industrial base and labor cost in Tuen Mun provide a good foundation for enterprises to create famous brands. Undoubtedly, the biggest brand potential of Tuen Mun comes from the forestry industry, the tea industry and the agricultural and sideline products processing industry. It is necessary to use this as a foothold to cooperate with the outside world in various forms.
First, the use of regional rich mountain resources to vigorously develop ecologically efficient agriculture. It is necessary to cultivate famous brand agricultural products such as tea, sericulture, edible fungi, alpine vegetables, Chinese herbal medicines, livestock and poultry, encourage and support the application of “green brand”, “organic brand” and “no pollution brand”, develop processing nutrition, ready to eat and convenient. New bacteria, bamboo products. Guided the selection of famous teas such as blush, mountain, Huangshan, and green, and actively applied for registration of the original protection mark and green food certification mark.
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 resources and has a wide distribution of water bodies and rivers. The main rivers are the four major river systems: Minjiang River, Qiupi River, Xin'an River and Qingyi River. The mineral water is rich in water resources, the water quality is pure, the taste is good, and it is rich in trace elements beneficial to the human body, and has broad development prospects. The successful declaration of the trademark “Tianxia Mingquan” illustrates the obvious enhancement of corporate trademark awareness and brings new hope to the development of drinking water in our county. According to the requirements of standardized production, we will vigorously develop the local water resources enterprise group, produce drinking water, pure water, tea beverages and other products, and build our county into a drinking water production base and distribution center in East China and even the whole country. It is necessary to vigorously promote the development of resource processing enterprises such as food and beverage, small hydropower, increase the intensity of high-tech grafting, 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 the biggest brand in our county. The biggest advantage lies in giving full play to the biggest advantage of the continuous appreciation of ecological resources, scientifically integrating resources, rationally planning layout, strengthening landscape design and space-time design, and vigorously developing “deep eco-tourism” and establishing “ The large leisure market has made the eco-tourism in Tuen Mun a new element and an important part of the Huangshan tourism pattern, and has become an “ecological tourism demonstration zone” in East China and even the whole country. It is necessary to combine the establishment of national ecological demonstration zone activities, increase development and protection efforts, and strive to develop “mountain leisure vacation tours” and “green mountains and green water ecological tours”, and strive to create eco-tourism brands with unique mountain characteristics and beautiful landscape tourism brands in East China. In accordance with the requirements of "a beautiful ecological environment, advanced ecological economy, prosperous ecological culture, and harmonious ecological homeland", we will actively build a "landscape garden trick."
It is necessary to further explore the connotation of the yak drop tourism brand, focus on the development of scenic tourism tours, ecological agriculture tours, sports tourism, cultural tourism, leisure tourism and other special tourism projects, improve supporting facilities, optimize the tourism environment, and accelerate the yak safari tourism from the ecological sightseeing The shift from leisure to entertainment, from quantitative expansion to quality and efficiency. On this basis, it is transformed into a special tourism brand with the theme of “original, green, quaint and ecological”, and wins tourists with its unique ecological advantages, natural advantages and unique tourism resources.
The characteristic is the soul of tourism, and culture is the foundation of tourism. The development of the tourism industry must dig deep into the cultural connotation of tourism resources, and enrich the application to the various links of eating, living, traveling, traveling, purchasing and entertainment. It is market-oriented, from the aspects of scenic spot construction, project development, route planning, product packaging and so on. To integrate tourism and culture to achieve the purpose of enhancing taste and enhancing competitiveness. According to the actual tourism resources of Tuen Mun, we should focus on the development of the following cultural connotations: one is the ecological culture represented by the Niu Niu National Nature Reserve; the other is the Mulian Opera Culture represented by Mao Shedian and Huansha Village; It is the Xin'an Chinese medicine culture represented by Qikou and Xin'an; the fourth is the Qiupuyuan poetry culture represented by the construction of Chiling small town and the development of Qiupu River.

5. Coordinate and coordinate to actively create a good brand development environment.
The brand strategy is a systematic project of the whole society. The participation of the government, scholars, enterprises and consumers is a necessary condition for its smooth development. It is not an easy task for companies to implement and promote brand strategy. In addition to the internal environment of the company, there must be an excellent external environment. Especially as a trick in the post-development area, enterprises need to get the government's policy support to implement and promote the brand strategy. First, we must strive for optimal allocation of resources for brand development. Enterprises should report the developed brands to relevant government departments, and strive to match the relevant departments of the government to optimize the allocation of basic resources such as people, finances and materials, thus laying the resource foundation for brand development. The second is to strive for a good market environment. Through the coordination of relevant government departments, we will strive for the support of relevant government departments, break the existing "walls" of local protection, monopoly, and separatism, and effectively solve the problem of development environment. The third is to strive for legal protection of the environment. Brand development is a real intellectual property right and a knowledge economy. The knowledge economy has left the protection of the law, either it has been aborted or lost. At the end of the day, I worked hard. 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 the brand strategy.
Today's China has entered the era of regional brands. Market competition has extended from the enterprise level to the regional level. Not only does corporate competition require brands, but regional competition also requires brands. Brand strategy is not an expedient measure. To achieve the goal of “quality county, brand development” and revitalization of traditional industries, to strengthen county economy, and to achieve “the province’s eco-economically strong county”, we must vigorously implement brand revitalization from a strategic perspective. Strategy, strive to build the Tuen Mun industry brand system, based on the long-term, set goals, go beyond the routine, accelerate development, and thus continuously promote the leap-forward expansion of the county economy.