[China Glass Network] Regional brand is an important factor to promote the development of the city. Its development and growth can bring new ideas to the further improvement of the city brand. As a county under the jurisdiction of Quanzhou, Hui'an is known as the “hometown of carving art†and “hometown of architectureâ€. It has business cards such as “China Stone Carving Capital†and “Hometown of Chinese Folk Art (Carving Art)â€. The brand building exudes a unique charm. In order to understand the brand building situation of Hui'an and further create a good brand building environment, on August 16th and 22nd, Quanzhou Brand Development Center went to Hui'an County to carry out brand research work, and listened to the brand development of Hui'an County hosted by Deputy Director Huang Songyou. The introduction, and has visited the Industrial and Commercial Bureau, the Quality Supervision Bureau and 7 towns and towns such as Luocheng Town, Luoyang Town and Chongwu Town.
Identify brand positioning and establish brand awareness
In the course of the investigation, the research team learned that the brand awareness of Hui'an County enterprises is not strong. Most enterprises are small in scale and low in efficiency. They still lack understanding of the importance of brand creation, lack of brand development strategy, and some enterprises. The development orientation is vague, there is no long-term planning, the transition depends on OEM production, and the enterprise is facing a bottleneck in becoming bigger and stronger. However, leading companies such as the Dali Group have done a better job in brand positioning. Each product category has a clear brand positioning and corresponding brand spokespersons, such as Jay Chou's endorsement potato chips series, personality, self, and Zhang Yang; Endorsement egg yolk pie series, gentle, festive; Zhao Wei endorsement biscuit series, young, happy, etc., the theme of the product positioning, so that the Dali Group's brand building has become a common practice, and has achieved considerable development.
In the current market economy, brand has become an important source of strategic assets and core competitiveness. Brand awareness has become a strategic awareness in the modern economy to lead enterprises to win. Whether it is a business or a city, in order to develop in the long run, it is necessary to establish a brand awareness and create a self-owned brand, and positioning is the primary task of building a brand. At present, Fujian Province clearly proposes to “focus on promoting the construction of Lingang Industrial Zone such as Quanhui†and include Chongwu in “the top ten marine tourism boutiques in the provinceâ€, which highlights the status and role of Hui'an in the strategic layout of provinces and cities. . As a key economic development zone in the province, a port-oriented heavy chemical industry base, a cultural and tourist destination, and a county with a relatively developed private economy, Hui'an is committed to promoting technological innovation, strengthening the tourism industry, and integrating into the marine economy to achieve higher positions. The concept of renewal will be transformed and upgraded at a higher starting point, and efforts will be made to build a medium-sized city for modern industrial and trade ports and to create a new city center in Quanzhou. In order to further promote brand building, Hui'an County vigorously implemented the brand-driven strategy, formulated clear brand development goals and corporate policies in accordance with the “Second Entrepreneurship†work of Quanzhou Municipal Committee and Municipal Government, and targetedly formed the development pattern of brand strategy. A number of "Opinions on Further Encouraging Independent Innovation of Enterprises" and "Notice on Financial Reward for the International Registration of Private Enterprises' Trademarks in Hui'an County" were issued, and a series of support policies to encourage technological innovation, striving for brands, and restructuring and listing were required. The company fully recognizes the importance of creating a brand, actively plays its main role in the brand strategy, and has achieved remarkable results in quality and brand building. Up to now, the county has 5 well-known trademarks in China, 13 brand products in Fujian Province, 47 famous trademarks in Fujian Province, 1 “Geian Stone Carving†geographical indication certification mark, 5 export brands in Fujian Province, and well-known trademarks in Quanzhou. Pieces.
Give play to the brand effect and increase the promotion
Through exchanges with brand enterprises, the research team found that the promotion of Hui'an brand enterprises is not enough. Some companies' brand promotion is not prominent, and the advertisement positioning and propaganda ideas are not good enough to establish a corporate image in the hearts of consumers. A considerable number of enterprises are still in the stage of capital accumulation and survival, coupled with financing difficulties and other constraints, lack of investment in product innovation, research and development, product brands lack of advantages, it is even less focused on publicity.
In the era of brand economy, no matter the city image or corporate image, the importance of publicity and promotion is self-evident. The promotion of corporate brand requires both the enterprise itself to deeply explore the cultural connotation of the enterprise, increase the promotion and promotion of the brand, and also require the government and the industry to jointly create a brand environment. After all, the popularity and reputation of city brands have increased, helping to counter corporate branding. To promote urban brands, it is especially important to promote through tourism. At present, Hui'an is striving to build Hui'an into an important tourist resort and international tourist destination on the west coast of the Taiwan Straits, realizing the transformation from a tourism resource county to a tourism economy strong county, and giving full play to the brand of “stone carving capital†and “building townâ€. The effect, planning and running the first high-level, high-level China (Hui'an) International Sculpture Art Fair, to create Hui'an "world's hometown of sculpture" brand, further showcase the Hui'an carving industry style, establish a higher angle of the art of carving Deeper, broader visibility and influence.
Implementing a brand-driven strategy to boost economic transformation and upgrading is an important task of economic work. Under the current “Second Entrepreneurship†background, Hui'an is vigorously implementing its brand strategy, actively building a brand economy, relying more on science and technology, knowledge and talents to enhance its core competitiveness, optimize its industrial structure, and lead Hui'an's “secondary ventureâ€. "Promoting the development mode from the "winning by quantity" to the "quality and quality, winning by wisdom" transformation, promote the scientific development, green development, leapfrog development of Hui'an, and re-cast the "stone carving capital" new glory.
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