× County trademark (brand) of the thematic research report

In our ordinary daily life, the report is used more and more frequently, different report content is equally different. I believe that many people will find the report is difficult to write it, the following is my carefully organized × County trademark (brand) of the thematic research report, welcome to read, I hope you can enjoy.

In order to further promote the county's "credit, branding, strong industry" development process, to promote enterprises to create a famous brand with the creation of regional brands, set up the image of Qimen organic combination, and constantly improve the competitiveness of enterprises, my office in the near future to carry out a special trademark (brand) research activities, and the formation of a research report. Research report.

A trademark registration and use of the current situation

As of the end of July 2004, my county **** 700 enterprises, including state-owned enterprises, collective enterprises, 484 (including branches), 216 private enterprises, of which 56% of the industry, 15% of the business, 11% of the service industry, 3% of the planting industry.

The county **** has 47 valid registered trademarks, all for commodity class trademarks, of which 27 registered trademarks are in use, 20 idle trademarks (see table). Currently there are 10 trademarks being declared*** ("Jinfu", "Huayuan", etc.), and all of them are declared by private enterprises and individual entrepreneurs.

Trademark classification table in use (Schedule omitted)

Through the analysis of the county trademark (brand), there are the following characteristics:

First, the registered trademarks of distinctive local characteristics. To Qimen's characteristic resources (forest, tea, porcelain) and local specialties are mostly. Forest, tea and fungus of the three major industries, 19 trademarks, accounting for the use of 27 trademarks in the total of 70.3%.

Second, the private economy registered trademark momentum. At present, the county's private enterprises and individual businessmen have 18 trademarks, accounting for all 27 trademarks in use 66.7%. This is also reflected from a side reflecting the rapid development of the individual private economy, local enterprises to use the trademark strategy, open up, occupy the market, create advantageous brand, promote the role of local economic development gradually appeared.

Third, the natural person registered trademarks become a new highlight. Ruo pit village red flag village Wu Shide for the village Xian Yu mountain unique alpine early tea characteristics, in August 2003 declared registered "Wang Xianjian" green tea brand, become the first natural person identity registered trademarks in our county.

Fourth, the vitality of the old trademark is active. Up to now, in 27 pieces of use of the trademark, has been renewed (trademark period of use more than 10 years) there are 8 pieces, accounting for 29.6% of the total.

Fifth, the majority of brand-name agricultural products. In 2004, "Anhui Province brand-name agricultural products" review, the city has 8 pieces of agricultural products won this award, of which I accounted for 3 pieces of county ("Qishan" brand Qimen work black tea, "Shanhua" brand Huangshan Hui tea). "Brand Huangshan Hui mushrooms," "Yanyan Lin" brand environmentally friendly joinery).

But at the same time, the county's trademark system there are still many not to be ignored, urgent solution to the deep-seated structural problems:

First, the original registered trademark waste serious. Due to the adjustment of economic structure, the natural survival of the fittest, enterprise system reform and many other factors, state-owned, collective enterprises registered trademark resources are seriously wasted, the proportion of the number of idle larger, (such as the original forest chemical plant "Pagoda", porcelain industry, "Qitai queen, the golden word brand, Qihui) ", green tea, "Teal Creek", the original Qimen man-made board "double board", the original plastic factory "Yuping" and so on) totaling as many as 20 pieces.

Secondly, the registered trademarks in favor of commodity class trademarks. At present, the county neither a service mark (also known as service mark or labor mark. Such as China Telecom, China Civil Aviation, etc.), there is no proof of origin trademarks, geographical indications of protected products and collective trademarks, not to mention that there is no one trademark applied for registration in foreign countries, 27 trademarks in the province only 3 famous trademarks (Qishan, Shanhua, Yanyan Lin). City famous trademarks 3 (the world famous spring, tiandu, guniujiang).

Third, the role of leading enterprises is not strong. I county has a national leading enterprises, provincial leading enterprises 2, yanlin wood industry "yanlin", Shanhua Group "Shanhua" was named "Anhui Province famous trademarks", but the enterprise There is still a gap between the declaration standard of "China Well-known Trademark".

As an export-oriented national agricultural industrialization leading enterprise with 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 period of "Tenth Five-Year Plan", Shannon Group took the lead in formulating standards for shiitake mushroom and black fungus. Shiitake mushroom, black fungus standards, and in 2001 by the provincial technical supervision bureau identified as the province's edible fungi standards, but the company also has only one China Agricultural Expo brand-name products ("Shanhua brand" Huangshan Hui mushrooms), Anhui Province, one brand-name agricultural products ("Shanhua brand" Huangshan black fungus).

These are the most popular products in the world.)

Fourth, the enterprise to create a brand-name awareness is weak. Most companies do not fully recognize the trademark in the status and role of economic development and social progress, Keemun tea as the largest brand in my county, but was the first to be seized by the Shanghai, this phenomenon is really stifling; in the province and city famous, well-known trademarks in the declaration of enterprises to participate in the evaluation of the enthusiasm is not high (in 2004, the city's 43 enterprises to participate in the declaration of well-known trademarks in Huangshan City, and my county only Qihong, Shanhua, Yanyin Tengfei mineral water and guliujiang brewing food 5 enterprises to participate); has a trademark of the enterprise, the trademark advertisement released insufficient investment (the provincial leading enterprises of the company's "yanlin" brand trademark, was named "Anhui Province, the famous trademark", in 2003, the output value of the company reached 26 million yuan in 2003, paid taxes amounted to 2.6 million yuan, but its advertising investment is only 200,000 yuan, accounting for only 7.69 per cent of the output value).

Fifth, the government's efforts to promote the lack of. 2001 December, by the State Administration of Quality Supervision, Inspection and Quarantine expert group after a rigorous and meticulous review, on December 26 officially approved the registration of the "Qishan brand" Qimen red tea mark of origin. And this number "0000005" registration number has become the country's fifth case of registration of the mark of origin and the first case of registration of the tea industry, selected as one of the top ten tea news. But we did not take advantage of this successful registration to create momentum. And our county neighboring Chizhou City, the main fight for the "Nine Buddhas tea" brand, adhere to the annual investment of 500,000 yuan for the release of advertising, resulting in a strong influence and radiation, to explore an effective way to grow the tea industry.

Sixth, the enterprise trademark self-protection awareness is not strong. The original Chaoyang plant produced by the "Chao Wei" brand series of products, product market share is high, the brand has a certain degree of visibility, there are two products won the Anhui Provincial Famous Brand Product ("Chao Wei" points horsepower asynchronous motors, "Chao Wei")

Second, the causes of lagging trademark (brand) application for registration

From the enterprise point of view: First, the industrial and industry structure reasons, the county's economic development is relatively backward, the industrial economy is in the stage of recovery, the business and service industry is relatively not very developed, the original accumulation of enterprises or owners has not yet been completed, the cultivation of the brand lack of The lack of persistent efforts to cultivate the brand. Secondly, some restructured state-owned enterprises and foreign enterprises are in the initial stage, the enterprise products are in the fumbling period, the desire to apply for registered trademarks is not strong enough, such as Ao Li electric motor, Huate electric appliances and so on. Third, the enterprise scale is small, there is no more surplus funds, product publicity and promotion of investment funds are insufficient; coupled with the complexity of the trademark declaration process, the time required is longer (trademark query 1-2 days, reported to the form of review 7-14 days, the substance of the review of the 9-15 months, the initial announcement of 3 months), the first trial. Smoothly, at least one and a half years, objectively also led to the enterprise neither energy nor financial resources to create a brand, not to mention the ability to implement the famous brand strategy.

From the product point of view: First, our county is the primary agricultural products and raw materials of the main production base, the enterprise export products are not much, even if exported is also processing ` semi-finished products, these products are not customary use of the brand trademarks can also be sold. Such as our county's green tea, black tea is mostly sold in the form of raw materials. Secondly, our county has more general products and fewer famous products; more traditional products and fewer high-tech and high value-added products. Even if the advantageous products like black tea, the production scale of its enterprises is still small, the product production and sales are not big, the market share is low, and the influence of the product or brand is not big. Third, the regional product advantage is obvious, the enterprise brand advantage is relatively weak, the product itself should be the economic and social benefits have not been given full play to pull the local economic growth is insufficient, such as "Qishan" brand black tea, "Shanhua" brand edible fungi, etc.; due to various reasons of the Due to various constraints, some enterprises attach importance to the registered trademark and the use of insufficient, the lack of management brand of strategic vision and practical action.

Three, the development of the brand economy, a few thoughts

Brand is a symbol of the economic strength of a country, is a reflection of the overall quality of the nation, is the crystallization of the results of the progress of an industry, is the development of the soul of an enterprise. Whether the enterprise can seek development and growth in the fierce market competition, the key lies in whether the market visibility, market share of large brand-name products; a local economy can be prosperous, the key also lies in whether there are a number of brand-name products and brand-name enterprises. The economic strength of the world's strongest countries is supported by a large number of world famous brands, the economic take-off of developed regions is also a number of famous brands and the rise of the. Therefore, a deep understanding of the significance of the implementation of the brand strategy, mobilize all aspects of the force, pay attention to the brand strategy, play the brand benefits, expand the brand business, is the revitalization of the Qimen economy is indispensable to the major initiatives.

Specifically should do the following aspects of work:

1, publicity and popularization, and strengthen the trademark awareness of society as a whole. At this stage, we have bid farewell to the era of commodity shortage economy, no longer produce what can be sold, it is necessary to fully understand the connotation of the comprehensive advantages of the brand strategy. Since the trademark belongs to the category of knowledge economy, it has an abstract nature. To enable enterprises to fully understand the acceptance of legal knowledge of trademarks need to be included in the important content of legal education, as soon as possible to start the county's "brand-driven strategic plan", vigorously implement the "Trademark culture to promote the action", the organization of the relevant departments, mobilize the whole society to carry out Rich and colorful publicity activities, to focus on the effectiveness of the force to avoid the formalization of the implementation of the trademark strategy to create a good atmosphere of public opinion.

To organize the various social forces for the implementation of brand-driven strategy services. Industry associations to play a bridge between the government and enterprises, and gradually in the organization of enterprises to create brand-name and brand-name evaluation, recommended to play an important role in the work. News media to play a role in public opinion and publicity guidance, widely publicized policies and information to promote the implementation of brand-driven strategy, guidance and help enterprises to do a good job in brand publicity and planning, to expand the visibility and influence of the Qimen brand, guide the masses to identify and resist counterfeit and shoddy products.

To increase policy support and publicity and promotion of famous brands. The establishment of a brand-name driven strategy to reward special funds, the financial year in the budget to arrange special funds, specifically for the acquisition of "China's famous brand-name products", "China Well-known Trademarks" and provincial and municipal famous, well-known trademarks, as well as for the centralized promotion of publicity funds. Subsidies.

2, guide to promote and encourage enterprises to enhance the power into the role. Brand strategy is a huge systematic project, comprehensive, wide-ranging, any department and unit can not be undertaken independently. In accordance with the "government guidance, departmental coordination, enterprise creation, social support" approach to promote the brand strategy, adhere to the "government to promote" unswervingly, in the policy, publicity, services on the various aspects of the enterprise to create conditions for the creation of a brand, and take the initiative to urge enterprises to enhance the brand awareness, improve the quality of the foundation, and encourage enterprises to enhance the power to enter the role. Brand awareness, grasp the quality of the foundation, and further cultivate leading enterprises, guiding brand-name products enterprises to take the road of scale development.

Should be led by the government, the establishment of the implementation of brand-driven strategy leading group, specifically responsible for the county's organization and leadership of this work. At the same time, the coordination of various departments, a clear division of labor, each in its own way, each responsible for its own responsibility, to improve services. To widely publicize the significance of the implementation of brand-driven strategy, vigorously promote the Qimen brand-name products and trademarks, and enhance the brand awareness of enterprises and society. To guide enterprises to fully understand the brand strategy to enhance their own taste, expand market share, improve economic efficiency of the promotion of the brand strategy into an important development goal to focus on the implementation. To widely mobilize enterprises to participate in the creation of brand work, so that the creation of brand work in the county to form a boom. Continue to carry out in-depth "trademark help project", to create well-known trademarks, famous trademarks of enterprises in the policy, funds, projects, technology to give strong support, and actively help enterprises to cultivate and declare, identify well-known trademarks and famous trademarks. To create conditions for the market development of brand-name products, the implementation of dynamic management of brand-name products, at the same time to carry out comprehensive quality control, focusing on strengthening the quality of enterprises with outstanding quality problems of quality control, to put an end to the production and sale of fake and shoddy products, and crack down on counterfeiting and selling counterfeit goods, and safeguard the legitimate rights and interests of brand-name enterprises.

3, vigorously promote the advantages of the characteristics into a brand victory.

First, vigorously carry out activities to create brand-name products. To focus on the county's traditional products, leading industries and advantageous projects, with the existing famous, well-known brands as a leader, focusing on guiding, supporting and cultivating a number of brand-name products, brand-name industries, brand-name enterprises, brand-name base, recommending a number of good quality, high market share, consumer satisfaction with the product for the creation of the country, the provincial brand-name products to drive the local economy to branding, market-oriented, regionalization direction. Second, with the help of industry associations to actively create brands. Proposed the establishment of tea production and marketing enterprise association, electronic industry enterprise association, actively play a good black tea association, edible fungi association, forest industry enterprise association and goat, chicken and other characteristics of the role of breeding associations, and effectively achieve a unified processing technology procedures, unified quality standards, unified packaging design, unified market price, unified external image publicity. At the same time, with the help of industry associations, and actively recommend to the State Administration for Industry and Commerce of the county's long-term stability of quality, testing institutions, standardization system, measurement system is sound enterprise's products for the national inspection-free products. Third, the establishment of incentives to encourage enterprises to innovate brand. Strengthen the forest, tea, fungus, three key industrial enterprises in the counseling and cultivation, choose to have certain conditions, development potential of enterprises, as the implementation of brand-name driven strategy of the key objects, and the implementation of dynamic management updated year by year. Listed enterprises, the relevant departments to guide them to strengthen the creation of brand-name work, to carry out business counseling to enterprises, to assist enterprises to develop brand-name creation program, increase the publicity of the brand and investment, and further consolidate and enhance the status of the brand. Has reached the conditions of the famous brand, to the national or provincial authorities in a timely manner recommended to help enterprises to go through the declaration procedures for innovative brands, famous trademarks and well-known trademarks to give incentives to enterprises. Fourth, actively promote the protection of products of origin. Screening a number of key enterprises focus on cultivating key products, and strive for the protection of the region of origin (up to now, China has 90 kinds of agricultural products into the protection of the region of origin product protection list, including tea, Longjing, Huangshan Maofeng, Taiping Monkey Kui and other 7 kinds of as many as). The most important thing at present is to integrate the Qimen black tea enterprises, as soon as possible to declare "geographical indications" certification mark or collective certification mark (as of mid-April this year, China has more than 300 geographical indications of product registration and protection, has been approved for registration of 110 kinds of "geographic indications") "and proof of trademarks and collective trademarks, of which there are 14 kinds of tea, such as Anxi Tieguanyin, Wuyishan Dahongpao, Liu'an Gua Pian, Huoshan Huangsha, etc.).

4, relying on resources, the ecological industry into the creation of a brand leader.

Our county has a large area of mountains, forests, oil tea, moso bamboo, Chinese herbs, minerals, hydroelectric energy and other resources, plant and animal species. Qimen has the ecological resources, industrial base, labor costs of the three major advantages for enterprises to create a better foundation for the famous brand. There is no doubt that Qimen's biggest brand potential from the forest industry, tea industry and agricultural and sideline product processing industry, to take this as a foothold and the outside world for various forms of cooperation.

First, the use of the region's rich mountain resources, vigorously develop eco-efficient agriculture. To cultivate tea, sericulture, edible fungi, alpine vegetables, Chinese herbs, livestock and poultry and other brand-name agricultural products, encourage and support the application of "green brand", "organic brand", "pollution-free brand ", the development of processing nutrition, ready to eat, convenient new mushroom, bamboo shoots products. Guide the selection of Qihong, Shanhua, Huangshan Cuilan, Teal Green and other famous teas, and actively apply for registration of protected mark of origin (at present, China's tea has been awarded geographical indications of the product Qishan brand Qimen black tea, Yuanzheng brand Wuyishan Shoshan small species of black tea, Fungshan brand, eight horse brand Anxi Tieguanyin, the song brand, Doosan brand Taihu Cuizhu tea, Caoxi brand Huangshan Maofeng, etc.; has been awarded the protection of the region of origin of the product has been Longjing Tea, Sichuan Mengshan Tea, Wuyi rock tea, Dongting Biluochun tea. And our county has only "Qishan" brand black tea a) and green food certification mark.

The second is to make full use of the advantages of water resources, and actively cultivate water resources brand. Our county is rich in water resources, water bodies and rivers are widely distributed, the main rivers are the Jingyan River, Qiupu River, Xin'an River, Qingyi River, four major water systems. Mineral water is rich in resources, pure water, good taste, rich in trace elements beneficial to the human body, with broad prospects for development. The successful declaration of the "world famous spring" trademark, indicating a marked increase in awareness of enterprise trademarks, to the development of drinking water in our county has brought new hope ("world famous spring" for Deng Xiaoping's inspection of Huangshan when the title). To standardize production requirements, vigorously develop local water resources enterprise groups, the production of drinking water, pure water, tea drinks and other series of products, the county into East China and even the national drinking water production base and distribution center. To vigorously promote the development of food and beverages, small hydropower and other resource processing enterprises, increase high-tech graft transformation efforts, the introduction of product transformation, enhance market competitiveness.

Third, make full use of the ecological advantages, and strive to form an ecotourism brand. Ecology is the county's biggest brand, the biggest advantage, to give full play to the ecological resources continue to appreciate the biggest advantage, scientific integration of resources, rational planning and layout, strengthen the landscape design and spatial and temporal design, and vigorously develop the "deep ecotourism", the establishment of a "large leisure market "so that Qimen's ecotourism has become a new element and an important part of the pattern of tourism in the Huangshan Mountain, East China and even the country's" ecotourism demonstration area ". To combine the creation of national ecological demonstration area activities, increase the development and protection efforts, and strive to develop "mountain leisure and vacation tours", "green mountains and ecological tours", and make every effort to create a unique ecotourism brand of mountainous areas and beautiful landscapes of East China tourism brand. In accordance with the requirements of "beautiful ecological environment, ecological economy, ecological and cultural prosperity, ecological home harmony", and actively build "landscape garden Qimen".

To further explore the connotation of the tourism brand Gulujiang, focus on the development of landscape tourism, eco-agriculture tours, as well as sports tourism, cultural tourism, recreational tourism and other characteristics of the tourism project, improve supporting facilities, optimize the tourism environment, accelerate the Gulujiang tourism from the ecological sightseeing to recreational transformation, from the number of expanding to the transformation of the quality and effectiveness of the type. And on this basis, transformed into a "primitive, green, simple, ecological" as the theme of the characteristics of the tourism brand, with the unique ecological advantages, natural advantages and unique tourism resources to win the tourists.

Characteristics is the soul of tourism, culture is the foundation of tourism. The development of tourism industry must dig deep into the cultural connotation of tourism resources, full of use to eat, live, travel, travel, shopping, entertainment, market-oriented, from the construction of scenic spots, project development, line planning, product packaging and other aspects of tourism and cultural integration, to enhance the taste, enhance competitiveness of the purpose. According to the actual tourism resources Qimen, should focus on the development of mining the following cultural connotations: First, the Gu'niujiang National Nature Reserve as the representative of the ecological culture; Second, the Mao shed store, the village of Huansha as the representative of the Meilian Opera culture; Third, the mouth of the islet, Xin'an as the representative of the Xin'an traditional Chinese medicine culture; Fourth, the construction of a small market town in the Chiling and the development of the Qiupu River as the representative of the culture of the Qiupu source of poetry.

5, coordination, and actively create a good brand development environment.

Brand strategy is a society-wide systematic project, the government, scholars, enterprises and consumers and other sectors of society to participate in its smooth implementation of the necessary conditions. Enterprise implementation and promotion of brand strategy is not an easy task, in addition to the internal environment of the enterprise, but also an excellent external environment. Especially as a latecomer to the region of Qimen, enterprise implementation and promotion of brand strategy needs to be supported by government policy. First, we must strive to optimize the allocation of resources for brand development. Enterprises to develop the brand to the relevant government departments to report, and strive to the relevant government departments to matchmaking, in the people, money, materials and other development of the optimization of the allocation of basic resources, so as to lay the foundation for the development of brand resources. Secondly, we should strive for a good market environment. Through the coordination of the relevant government departments, the relevant government departments to support, break the existing local protection, monopoly, cut off the "wall", and effectively solve the problem of the development environment. Third, to fight for legal protection of the environment. Brand development, is a real intellectual property rights, is the knowledge economy. Knowledge economy left the protection of the law, either be aborted, or will be lost. In the end, the hard work is empty. Therefore, relying on government support to create a legal protection of intellectual property rights environment, will be the implementation of brand strategy is a very important work.

Today's China, has entered the era of regional brands, market competition has been extended from the enterprise level to the regional level, not only corporate competition needs brand, regional competition also needs brand. Brand strategy is not a stopgap measure, in order to achieve "quality county, branding industry" and revitalization of traditional industries, growing the county economy, to achieve the "province's ecological economy," the goal, it is necessary to consider from a strategic point of view, and vigorously implement the brand revitalization strategy, efforts to Constructing Qimen industrial brand system, based on the long-term, set goals, beyond the conventional, accelerate the development, so as to continue to promote the county's economic leap forward.