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On January 19, at the Chinese Enterprise Five-Star Brand Forum, Li Yizhong, deputy director of the Economic Committee of the National Committee of the Chinese People's Political Consultative Conference, former Minister of the Ministry of Industry and Information Technology, and president of the China Federation of Industrial Economics, said that "high-quality, famous brands should become made in China." Logo. To be a synonym for high-quality, famous brands, Chinese manufacturing must have a large number of excellent brand products and excellent brand enterprises."
Excellent brands have at least four basic conditions
How can China create more excellent brand products, brand services and brand companies?
Li Yizhong believes that excellent brands should have several basic conditions. First, the quality is superior, there is good use value and service reputation, and there is a relatively high cost performance. Second, the products are not only in use, but also low carbon and green in manufacturing. For example, photovoltaic cells, solar power generation, environmental protection, green in the process of use, there is no pollution, there is almost no cost, but the manufacturing process is high energy consumption, heavy pollution, only master the core technology, reduce the power consumption of the manufacturing process, Eliminate pollution and reduce costs to be competitive in the market. The third is to have perfect and thoughtful services and win a stable market share. In recent years, the life cycle service of the home appliance industry and the 4S shop maintenance service of the automobile industry have become an important part of the market competitiveness. The fourth is to continuously improve, improve, and innovate to keep the brand enduring.
Improving quality, developing varieties, improving services, and innovating brands are the tenets of China's manufacturing industry. The understanding of quality brands is also a process of continuous exploration and progress. Li Yizhong said frankly that the government proposed strict quality control two or three decades ago, and later realized that product quality is not tested, it is produced, and it is upgraded to full staff, whole process, and all-round total quality management. Today's quality brand building has been Promote to take innovation as the driving force, grasp development from the source, grasp design, grasp creativity, grasp service, and explore a new stage of network management mode.
How to evaluate the quality and brand of the company? Li Yizhong believes that the key is to rely on market evaluation and user experience. The evaluation method should be scientific and rigorous, and the evaluation indicators should include three categories. The first category, advanced quality indicators. Different types of products, quality standards may be different, generally should include physical and chemical indicators, performance indicators and service assurance indicators, etc., to eliminate non-standard production, no standard services. The second category evaluates the market performance indicators of enterprise products and services, including cost performance, operational performance, market share, social reputation, and corporate loyalty. Reputation and loyalty do not mean that there are no problems at all, but that problems can be recognized, traced, recalled, compensated, corrected, and corrected. The third category is to evaluate the indicators of the quality and ability of enterprises to create brands, including asset status, equipment level, and technical level.
Enhance brand competitiveness through innovation and management
Enterprises must not only create brands, but also maintain the vitality of the brand and continuously enhance the competitiveness of the brand. Li Yizhong believes that the key to improving brand competitiveness is to work hard in four aspects.
The first is independent innovation, mastering core technologies, key technologies and proprietary technologies, from imitation and tracking to innovation. The research and development of new technologies and new products is a short-board made in China. The imitation and replication capabilities of Chinese companies are very strong. This is necessary in the early stage of development and is normal, but it cannot stay at a low level of tracking, imitation and lead the market. The trend depends on independent innovation. Enterprises can not stay in OEM, OEM, to create their own brand. In particular, key enterprises should build their own enterprise technology centers, gather talents, increase investment, actively organize and participate in scientific and technological research in the industry, strengthen cooperation with scientific research institutions, colleges and universities, especially users, and actively adopt research and development results to accelerate enterprise optimization. Retrofits and product updates. Shenyang Blower Group has cooperated closely with the petrochemical industry to make breakthroughs in the ethylene three-machine, and the product quality has reached the level of Siemens and GE, which is worth learning by many companies.
The second is to use information technology to transform and upgrade the manufacturing industry. Intelligent and digital products have improved product quality. For example, the universal use of telecommunications and numerical control technology has ensured precision processing, improved product functionality and added value, and improved work efficiency. Information technology is used in manufacturing processes and processes, and the production line is upgraded from mechanized to intelligent, digital, and networked, which greatly improves the stability, safety, and operational efficiency of the process, thereby improving the quality and yield of the product. The labor force has been liberated, labor productivity has been improved, and the technical quality of employees has been improved.
The third is to strengthen the basic work of enterprise quality management and establish and improve the quality assurance system. Enterprises must be based on honesty, be accountable to users, be accountable to consumers, and be accountable to the society. This is not only the market law, but also the moral bottom line of an entrepreneur. Enterprises must invest in transformation and upgrading, with advanced technology and equipment, which is the material basis of quality and variety. It is necessary to have fine management, establish online monitoring and quality monitoring of the whole process, and start from the source to ensure stable raw materials and preferred supply chain. Pay attention to improving the professional quality of personnel, attach importance to excellent pre-sales and after-sales service, and establish a system of product tracking, recall and rectification.
The fourth is to vigorously promote the strategic orientation of manufacturing service. The manufacturing industry can focus on the functions of leading products, expand the service business, extend the second production to the third production, do a good job in after-sales service, provide life-cycle services, and develop value-added services such as fault diagnosis, maintenance and repair, monitoring and inspection, remote consultation, and online stores. Professional services, adding value added. Large enterprises promote the separation of the main and the auxiliary, push the projects that serve the enterprise to the society, and build a social service platform. SMEs should promote service outsourcing, innovate industry models, promote the integration of industry and trade, and develop productive services such as modern logistics, e-commerce, and industrial design. Recently, online shopping has developed rapidly. This is a virtual market. The logistics market is the actual market. The combination of these two markets will create more consumption.
Create a good product brand and service brand combined to create a good corporate brand.
Made in China is cheap and global, but there are also many problems and shortcomings. For example, the quality standards of some products are not high, the implementation is weak; some products are lack of after-sales service, the market order is chaotic, and even there are false propaganda, price fraud, counterfeiting and so on.