Special investigation report on trademark brand in X county

Special investigation report on trademarks (brands) in XX county.

In our daily life, reports are used more and more frequently, and the contents of different reports are different. I believe many people will find it difficult to write a report. The following is a special investigation report on trademarks (brands) in XX County, which I carefully compiled. Welcome to read, and I hope you will like it.

In order to further promote the development process of "building credit, developing brands and strengthening industries" in our county, and to promote enterprises to organically combine striving for famous brands with building regional brands and establishing the image of Qimen, and continuously improve the competitiveness of enterprises, our bureau recently launched a special investigation on trademarks (brands) and formed a research report.

I. Status quo of trademark registration and use

By the end of July, 2004, there were 700 enterprises in our county, including 484 state-owned and collective enterprises (including branches) and 265,438+06 private enterprises, of which 56% were industrial, 65,438+05% were commercial, and 65,438+065,438 were service and aquaculture.

There are 47 valid registered trademarks in the county, all of which are commodity trademarks, including 27 registered trademarks in use and 20 idle trademarks (see table). At present, there are 10 trademarks ("Jin Fu", "Huayuan" and so on. ) is being filed, and the applicants are all private enterprises and individual industrial and commercial households.

Classification table of trademarks in use (abbreviated)

Through the analysis of trademarks (brands) in our county, it has the following characteristics:

First, registered trademarks have distinctive local characteristics. Qimen has many special resources (forest, tea, porcelain) and local products. There are 19 industrial trademarks of tea trees, accounting for 70% of the total number of 27 trademarks in use. 3%。

Second, the momentum of registered trademarks of private economy is rapid. At present, private enterprises and individual industrial and commercial households in the county own 18 trademark, accounting for 66.7% of all 27 trademarks in use. This also reflects the rapid development of individual and private economy from one side, and the role of local enterprises in opening up and occupying markets, building superior brands and promoting local economic development is gradually emerging.

Third, registered trademarks of natural persons have become a new bright spot. Wu Shide, from Hongqi Village, Ruokeng Township, registered the trademark of "Wang Xianjian" green tea in August 2003 in view of the unique characteristics of Xianyushan early tea, becoming the first trademark registered as a natural person in our county.

Fourth, the vitality of old trademarks is active. Up to now, among the 27 used trademarks, 8 have been renewed (the service life of trademarks exceeds 10 years), accounting for 29.6% of the total.

Fifth, there are many brand-name agricultural products. In the "Anhui Famous Brand Agricultural Products" selection in 2004, eight famous brand agricultural products in our city won this honor, among which our county accounted for three ("Qishan" brand Qimen Gongfu black tea, "Hua Shan" brand Huangshan Huigu, "Kelin" brand environmental protection joinery board).

But at the same time, there are still many deep-seated structural problems that cannot be ignored and need to be solved urgently in the county trademark system:

First, the original registered trademark is seriously wasted. Due to economic restructuring, natural survival of the fittest, enterprise system reform and many other factors, the registered trademark resources of state-owned and collective enterprises are seriously wasted, and a large proportion of them are idle (such as "Pagoda" in the original forest chemical plant, "Empress Qi, Gold Medal" in porcelain industry, "Fuxi" in green tea, "Double Board" in the original Qimen wood-based panel, and the original plastic factory, etc.).

Second, registered trademarks emphasize commodity trademarks. At present, there is no service sign (also called service sign or labor sign) in the county. Such as China Telecom and China Civil Aviation. ), products that do not have a certificate of origin trademark, are protected by geographical indications and collective trademarks, and have not applied for registration abroad. Among the 27 trademarks, there are only three provincial famous trademarks (Qishan, Hua Shan and Kuolin). 3 well-known trademarks in the city (the whole world is bright, the sky is full, and the cows are falling).

Third, the leading enterprises play a weak role. There are 1 national leading enterprises and 2 provincial leading enterprises in our county. "Gulin" of Gulin Wood Industry and "Hua Shan" of Hua Shan Group were named as "Anhui Famous Trademarks", but there is still a certain gap between the application standards of enterprises and "China Famous Trademarks".

As an export-oriented national agricultural industrialization leading enterprise with self-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 Tenth Five-Year Plan period, Hua Shan Group took the lead in formulating the standards for mushrooms and auricularia auricula, which were determined as provincial edible fungi standards by the Provincial Bureau of Technical Supervision in 200 1 year, but the company only had 1 brand-name products of China Agricultural Expo ("Hua Shan brand" Huangshan emblem).

Fourth, enterprises have a weak sense of striving for famous brands. Most enterprises do not fully realize the status and role of trademarks in economic development and social progress. As the first brand in our county, Qimen black tea was registered by Shanghai first, which was really embarrassing. In the declaration of famous and well-known trademarks in provinces and cities, the enthusiasm of enterprises to participate in the evaluation is not high (in 2004, 43 enterprises in the whole city participated in the declaration of well-known trademarks in Huangshan City, while only 5 enterprises in our county participated in the declaration). Enterprises with trademarks have insufficient investment in trademark advertising (the "Kuolin" brand trademark of Kuolin Company, a leading enterprise in the province, was rated as "Anhui Famous Trademark"). In 2003, the output value reached 26 million yuan, and the tax paid reached 2.6 million yuan, but the investment in advertising was only 200,000 yuan, accounting for only 7.69‰ of the output value.

Fifth, the government's impetus is not enough. 200165438+February, after strict and careful examination by the expert group of AQSIQ, the origin mark of "Qishan brand" Qimen black tea was officially approved and registered on 65438+February 26th. This registration number "0000005" has also become the fifth registration of the national origin mark and the first registration of the tea industry, and has been selected as the top ten news of the year. But we didn't use this successful registration to make a big splash. Chizhou City, which is adjacent to our county, focuses on the brand of "Jiuhua Buddha Tea" and insists on investing 500,000 yuan in advertising every year, which has produced strong influence and radiation and explored an effective way to expand the tea industry.

Sixth, the awareness of self-protection of corporate trademarks is not strong. The "Wei Chao" brand series products produced by Chaoyang Factory have a high market share and a certain brand awareness. Two products have won famous brands in Anhui Province ("Wei Chao" split horsepower asynchronous motor and "Wei Chao" Y series three-phase asynchronous motor, which are the only two industrial famous brands in Anhui Province), but when they joined Jinma Group (Chaoyang Factory 1997 joined Jinma, later,

Second, the reasons for the delay in applying for registration of trademarks (brands)

From the perspective of enterprises: First, due to the reasons of industry and industrial structure, the economic development of our county is relatively backward, the industrial economy is in the recovery stage, the business and service industries are relatively underdeveloped, the original accumulation of enterprises or owners is not completed, and there is a lack of sustained efforts to cultivate brands. Second, some restructured state-owned enterprises and foreign enterprises are in the initial stage, and their products are in the exploratory stage, so their desire to apply for registered trademarks is not strong enough, such as Aoli Electric and Walter Electric. Third, the scale of the enterprise is small, there is no more surplus funds, and the investment funds for product promotion are insufficient; In addition, the trademark application process is complicated and takes a long time (trademark inquiry takes 1-2 days, formal examination takes 7- 14 days, substantive examination takes 9- 15 months, and preliminary announcement takes 3 months). If it goes well, it will take at least one and a half years, which objectively leads enterprises to have neither energy nor financial resources to create brands, and even less ability to implement brand-name strategies.

From the product point of view: first, our county is the main production base of primary agricultural products and raw materials, and there are not many products exported by enterprises. Even if it is exported, it is also a semi-finished product for processing. These products can be sold without brand names. 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, but few famous products; There are many traditional products, but few high-tech and high value-added products. Even for superior products like black tea, the production scale of enterprises is still small, the production and sales of products are not large, the market share is low, and the influence of products or brands is not great. Third, the advantages of regional products are obvious, the brand advantages of enterprises are relatively weak, and the economic and social benefits of products themselves are not fully exerted, resulting in insufficient local economic growth, such as "Qishan" brand black tea and "Hua Shan" brand edible fungi; For various reasons, some enterprises pay insufficient attention to and use registered trademarks, and lack strategic vision and practical actions in brand management.

Third, some thoughts on developing brand economy.

Brand is the symbol of a country's economic strength, the embodiment of a nation's overall quality, the crystallization of industrial progress and the soul of enterprise development. Whether an enterprise can develop and grow in the fierce market competition depends on whether it has famous brand products with high market awareness and large market share; The key to a local economic prosperity is whether it has a number of brand-name products and enterprises. The economic strength of world powers is supported by a large number of world famous brands, and the economic take-off of developed regions is also supported by a number of famous brands. Therefore, a profound understanding of the significance of implementing brand strategy, mobilizing all forces, attaching importance to brand strategy, giving full play to brand benefits and expanding brand undertakings are indispensable major measures to revitalize Qimen economy.

Specifically, we should do the following:

1, publicize and popularize, and strengthen the trademark awareness of the whole society. At this stage, we have bid farewell to the era of commodity shortage economy, and we can no longer sell whatever we produce. We must fully understand the connotation of the comprehensive advantage strategy of famous brands. Because trademarks belong to the category of knowledge economy, they are abstract. In order to make enterprises fully understand and accept, it is necessary to incorporate the publicity of trademark legal knowledge into the important content of legal education, start our county's "brand-driven strategic plan" as soon as possible, vigorously implement the "trademark culture promotion action", organize relevant departments, mobilize the whole society to carry out colorful publicity activities, pay attention to practical results, avoid formalization, and create a good public opinion atmosphere for the implementation of trademark strategy.

It is necessary to organize all social forces to serve the implementation of brand-driven strategy. Trade associations should play a bridge role between the government and enterprises, and gradually play an important role in organizing enterprises to create famous brands, evaluate and recommend famous brands. News media should play the role of public opinion propaganda, widely publicize relevant policies and information, promote the implementation of brand-driven strategy, guide and help enterprises to do brand publicity planning, expand the visibility and influence of Qimen brand, and guide the masses to identify and resist counterfeit and shoddy products.

It is necessary to increase policy support and publicity for well-known brands. The establishment of special funds for brand-driven strategic incentives, financial arrangements for special funds in the budget every year, earmarked for "China famous brand products", "China well-known trademarks" and famous and well-known trademarks of provinces and cities, as well as subsidies for centralized promotion and publicity funds.

2. Guide, promote and encourage enterprises to enhance their motivation to enter the role. Brand strategy is a huge systematic project, which is comprehensive and involves a wide range, and no department or unit can undertake it independently. In accordance with the brand strategy promotion policy of "government guidance, departmental coordination, enterprise striving for success, and social support", we will unswervingly adhere to "government promotion", create conditions for enterprises to strive for brand names in policies, publicity, services, etc., actively urge enterprises to enhance brand awareness, do a good job in basic quality, further cultivate leading enterprises, and guide brand-name products enterprises to take the road of scale development.

The government should take the lead and set up a leading group to implement the brand-driven strategy, which is specifically responsible for the organization and leadership of this work in the county. At the same time, coordinate all departments to have a clear division of labor, perform their duties, and improve services. It is necessary to widely publicize the significance of implementing the brand-driven strategy, vigorously publicize Qimen brand-name products and trademarks, and enhance the brand awareness of enterprises and society. It is necessary to guide enterprises to fully realize the promotion of brand strategy to improve their own taste, expand market share and improve economic benefits, and incorporate brand strategy into the key development goals of enterprises. It is necessary to widely mobilize enterprises to participate in the brand creation work, so that the brand creation work will form a craze in the county. Continue to carry out the "trademark assistance project" in depth, give strong support to enterprises in striving for well-known trademarks and famous trademarks in terms of policies, funds, projects and technologies, and actively help enterprises cultivate, declare and identify 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 carry out total quality management at the same time, focus on strengthening quality monitoring of enterprises with outstanding quality problems, put an end to the manufacture and sale of counterfeit and shoddy products, crack down on counterfeiting and selling fakes, and safeguard the legitimate rights and interests of brand-name enterprises.

3. Vigorously promote, and turn characteristic advantages into brand victory.

First, vigorously carry out the activities of striving for famous brand products. Focusing on the traditional products, leading industries and advantageous projects in our county, and taking the existing well-known brands as the leader, we will focus on guiding, supporting and cultivating a number of brand-name products, brand-name industries, brand-name enterprises and brand-name bases, and recommend a number of products with good quality, high market share and satisfactory consumers to strive for national and provincial brand-name products, so as to drive the local economy to develop in the direction of branding, marketization and regionalization. The second is to actively strive for brands with the help of industry associations. It is suggested to establish tea production and marketing enterprise associations and electronic industry enterprise associations, give full play to the roles of black tea associations, edible fungi associations, forest products industry enterprise associations and goat and native chicken breeding associations, and effectively achieve unified processing technical regulations, unified quality standards, unified packaging design, unified market prices and unified external image publicity. At the same time, with the help of trade associations, we actively recommend to the State Administration for Industry and Commerce the enterprise products with long-term stable quality, sound testing institutions, standardized systems and measurement systems in our county as national inspection-free products. The third is to establish an incentive mechanism to encourage enterprises to innovate their brands. Strengthen the guidance and cultivation of key enterprises in the three major industries of forest, tea and fungus, select enterprises with certain conditions and development potential as the key targets for implementing the brand-driven strategy, implement dynamic management and update them year by year. For enterprises listed in the list, all relevant departments should guide them to strengthen the creation of famous brands, provide business guidance to enterprises, assist enterprises to formulate plans for the creation of famous brands, increase brand publicity and investment, and further consolidate and enhance brand status. To meet the requirements of famous brands, it is necessary to recommend them to the national or provincial authorities in a timely manner, help enterprises to go through the declaration procedures, and reward enterprises that innovate brands and create famous trademarks and well-known trademarks. Fourth, actively promote the protection of the origin of products. Screening the key products of a number of key enterprises and striving for geographical protection (up to now, 90 kinds of agricultural products in China have entered the geographical protection list, including 7 kinds of tea such as Longjing, Huangshan Mao Feng and Taiping Monkey Kui). At present, the most important thing is to integrate Qimen black tea enterprises and declare the "geographical indication" certification trademark or collective certification trademark as soon as possible (as of mid-April this year, China has registered nearly 300 products for the protection of geographical indications, and has approved the registration of "geographical indication", certification trademark and collective trademark 10, including four kinds of tea10, such as Anxi Tieguanyin and Wuyishan Dahong.

4. Relying on resources, let eco-industry become the leader of brand creation.

The mountainous area of our county is large, with abundant resources such as trees, camellia oleifera, Phyllostachys pubescens, Chinese herbal medicines, minerals, water and electricity, and a wide variety of animals and plants. Qimen has three advantages: ecological resources, industrial base and labor cost, which provides a good foundation for enterprises to build famous brands. There is no doubt that Qimen's greatest brand potential comes from forest products industry, tea industry and agricultural and sideline products processing industry. We should take this as a foothold and carry out various forms of foreign cooperation.

First, make use of the rich mountain resources in this area and vigorously develop eco-efficient agriculture. Cultivate brand-name agricultural products such as tea, silkworm, edible fungi, alpine vegetables, Chinese herbal medicines, livestock and poultry, encourage and support the declaration of "green brands", "organic brands" and "pollution-free brands", and develop and process new products of mushroom and bamboo shoots with rich nutrition and convenient eating. Guide the selection of Qi Hong, Hua Shan, Huangshan Cuilan, Hualv and other famous teas, and actively apply for the registration of origin protection marks (at present, China's tea products with geographical indications include Qishan brand Qimen black tea, Jacky brand Wuyishan Zhengshan small black tea, Fengshan brand, Bama brand Anxi Tieguanyin, Gepai, Doushan brand Taihu Cuizhu tea, Caoxi brand Huangshan Mao Feng and so on. ; Products protected by origin include Longjing Tea, Sichuan Mengshan Tea, Wuyi Rock Tea and Dongting Biluochun. And our county only has "Qishan" brand black tea) and green food certification trademark.

Second, make full use of the advantages of water resources and actively cultivate water resources brands. Our county is rich in water resources, and water bodies and rivers are widely distributed. The main rivers are four water systems, namely, Changhe River, Qiupu River, Xin 'anjiang River and Qingyi River. Mineral water is rich in resources, pure in water quality, good in taste, rich in trace elements beneficial to human body, and has broad development prospects. The successful application of the trademark "The World is All Bright" shows that the trademark awareness of enterprises has been obviously enhanced, which brings new hope for the development of drinking water in our county ("The World is All Bright" was named when Deng Xiaoping visited Huangshan Mountain). According to the requirements of standardized production, we will vigorously develop local water resources enterprises to produce series products such as drinking water, purified water and tea drinks, 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 and small hydropower, intensify the grafting and transformation of high and new technologies, introduce transformed products, and enhance market competitiveness.

Third, make full use of ecological advantages and strive to form an eco-tourism brand. Ecology is the biggest brand and advantage of our county. Give full play to the greatest advantage of the continuous appreciation of ecological resources, scientifically integrate resources, rationally plan layout, strengthen landscape design and space-time design, vigorously develop "deep eco-tourism" and establish a "big leisure market", so that Qimen eco-tourism will become a new element and an important part of Huangshan tourism pattern and become an "eco-tourism demonstration area" in East China and even the whole country. It is necessary to combine the activities of establishing a national ecological demonstration zone, increase the intensity of development and protection, strive to develop "mountain leisure and holiday tour" and "green mountains and green waters ecological tour", and strive to create an eco-tourism brand with unique mountain characteristics and a beautiful landscape tourism brand in East China. According to the requirements of "beautiful ecological environment, developed ecological economy, prosperous ecological culture and harmonious ecological home", we will actively build "Qimen Landscape Garden".

It is necessary to further explore the connotation of Guniujiang tourism brand, focus on developing characteristic tourism projects such as landscape tourism, eco-agricultural tourism, sports tourism, cultural tourism and leisure tourism, improve supporting facilities, optimize the tourism environment, and accelerate the transformation of Guniujiang tourism from eco-tourism to leisure and entertainment, and from quantitative expansion to quality and efficiency. On this basis, it will become a characteristic tourism brand with the theme of "primitive, green, simple and ecological" and win tourists with its unique ecological advantages, natural advantages and unique tourism resources.

Characteristics are the soul of tourism, and culture is the foundation of tourism. To develop tourism industry, we must dig deep into the cultural connotation of tourism resources, fully apply them to all aspects of eating, living, traveling, shopping and entertainment, take the market as the guide, and integrate tourism and culture from scenic spot construction, project development, route planning, product packaging and other aspects to achieve the purpose of improving taste and enhancing competitiveness. According to the reality of tourism resources in Qimen, we should focus on developing and excavating the following cultural connotations: first, the ecological culture represented by Guniujiang National Nature Reserve; The second is the Mulian Opera culture represented by Maopengdian and Huansha Village. Thirdly, Xin 'an traditional Chinese medicine culture represented by Zhukou and Xin 'an; Fourthly, the poetry culture of Qiupu Garden represented by the construction of Chiling small market town and the development of Qiupu River.

5. Coordinate and actively create a good brand development environment.

Brand strategy is a systematic project of the whole society, and the participation of government, scholars, enterprises and consumers is a necessary condition for its smooth development. It is not easy for enterprises to implement and promote brand strategy. In addition to the internal environment of the enterprise, there must be an excellent external environment. Especially in the late-developing areas like Qimen, enterprises need government policy support to implement and promote brand strategy. First, strive for the optimal allocation of resources for brand development. Enterprises should declare the developed brands to the relevant government departments, strive for the relevant government departments to match the bridge, optimize the allocation of basic resources such as people, finance and materials, and lay a resource foundation for brand development. The second is to strive for a good market environment. Through the coordination of relevant government departments, win the support of relevant government departments, break the existing "barriers" of local protection, monopoly and separatism, and effectively solve the environmental problems of development. The third is to strive for legal protection of the environment. Brand development is real intellectual property and knowledge economy. Without legal protection, the knowledge economy will either be aborted or lost. Finally, I worked hard for nothing. 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, China has entered the era of regional brands, and the market competition has extended from the enterprise level to the regional level. Brand is not only needed for enterprise competition, but also for regional competition. Brand strategy is not an expedient measure. In order to realize the goal of "establishing a county by quality and prospering the county by brand", revitalizing traditional industries, expanding the county economy and realizing the goal of "strengthening the county by ecological economy in the whole province", we must consider from a strategic perspective, vigorously implement the brand revitalization strategy, strive to build the brand system of Qimen industry, establish goals based on the long-term, go beyond convention, accelerate development and constantly promote the leap-forward development of the county economy.

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