[Keywords:] Chenghai toy regional brand industrial cluster
Industrial cluster refers to the spatial agglomeration of a large number of interrelated enterprises and supporting institutions in specific industrial fields. The spatial agglomeration of industrial clusters makes cluster enterprises have advantages in production cost, marketing cost, transportation cost, transaction cost, information cost and learning cost. The added value of cluster enterprises is fully reflected by the division of labor to improve efficiency, competition to promote innovation, joint promotion and expansion of influence.
However, the development of industrial clusters also faces some bottleneck problems to be solved urgently, such as the lack of internal coordination mechanism and external platform, the lack of cluster identity awareness and innovation motivation. This not only restricts the healthy development of industrial clusters, but also greatly shortens their life cycle. Creating regional brands with theoretical and practical significance is an effective way to break through these bottlenecks.
First, the regional brand strategy of industrial clusters
1. The growth path of regional brands
Many enterprises have experienced the growth process from OEM to corporate brand. Brand clusters in the region reveal the good development trend of industrial clusters, which is more conducive to the market's preference and recognition of clustered enterprises than a single brand and has a positive role in promoting the development of regional and industrial clusters. On this basis, with the promotion of local government or industry organizations and the participation of most enterprises in industrial clusters, a brand with unified legal status, form and content-regional brand has been formed through relevant legal procedures.
2. The connotation and characteristics of regional brands
Regional brand is a kind of public resource. Its establishment is based on industrial clusters as the carrier, regional history and culture as the background, international registered trademarks as the mode of existence, market-oriented operation as the basic mode, and integration and optimization of resources and unified standards and norms as the means to promote the international comprehensive competitiveness of industrial clusters. Regional brands have the following characteristics:
(1) has legal status. It is a legally registered trademark of products with regional or local names and characteristics, and it is an intellectual property protected by law.
(2) Openness and complexity in use. It is a public resource in a certain range, owned by organizations authorized by the government or industry management institutions, and enjoyed by recognized users. When used, it is more manifested as a combination of regional brands, corporate brands and product brands.
(3) Carrying rich regional information. It takes regional culture as its soul, and through the inheritance and excavation of regional culture, history and tradition, it extracts the cultural value of industrial clusters, which has been recognized and publicized by the society.
Cooperative marketing requires enterprises in industrial clusters to realize complementary resource advantages, enhance market development, penetration and competitiveness, share marketing expenses, and cooperate in marketing communication, brand building and product promotion.
Second, the identification and operation of regional brands.
1. Regional brand evaluation system
As an important symbol of the development level of a regional industrial cluster, regional brands need to be evaluated by certain indicators and set certain entry thresholds to maintain the authority and credibility of regional brands. According to the construction goal of regional brands and the importance of existing economic indicators, the following indicators should be used as evaluation indicators of regional brands of industrial clusters (taking industrial clusters as accounting units):
(1) The contribution rate index of related industries of industrial clusters, that is, the proportion and growth rate of the output value of industries and services that constitute the cluster in the regional economic aggregate, and the proportion and growth rate of industrial taxes and employees in the corresponding regional aggregate.
(2) Market share index of industrial cluster-related products, that is, the proportion and growth rate of industrial cluster-related products in the domestic market share and export volume in the total export volume of similar products.
(3) The evaluation of scientific and technological innovation ability of industrial clusters, including the composition of scientific and technological personnel in the cluster, the amount of patent applications and authorizations, and the scientific and technological investment of enterprises and governments.
(4) Evaluation of sustainable development ability of industrial clusters, including land consumption and energy consumption of industrial unit output.
(5) Evaluation of brand-driven strategy development of industrial clusters, including the number of national and provincial famous brand products, the number of well-known trademarks in China and the province, the number of national inspection-free products, the total number of registered trademarks and the number of foreign registered trademarks.
2. Operation and management of regional brands
(1) Nature of regional brand management organization. Brand management organization is an independent legal person organization, with independent civil rights, independent civil liabilities and subject to government supervision. Brand management agencies can be intermediaries with certain authority and credibility, such as trade associations or chambers of commerce.
(2) The basic functions of brand management institutions. Brand management institutions determine brand positioning, scope of application, cooperation planning, image design and access conditions according to regional economic development planning and industrial policies, and are responsible for creating, maintaining and managing brands, examining and approving brand use qualifications, safeguarding the legitimate rights and interests of brand enterprises in the cluster, assisting in cracking down on counterfeiting and infringement of brands, promoting and disseminating regional brands and developing brand value.
(3) Regional brand management. The management of regional international brands includes daily management and strategic management. Daily management mainly includes the normative supervision of trademark use of member enterprises, the implementation of various standards of industrial clusters, and the guarantee of service platforms. Strategic management is mainly manifested in the construction of core products, core technologies, core businesses and core operational capabilities of industrial clusters, and the cultivation and promotion of regional international brand competitiveness.
(4) The role and function of the government. As an important model of regional economic development, local government plays a very important role in the process of building regional brands, which is mainly reflected in formulating industrial development plans, introducing industrial development support policies, establishing market competition mechanisms and institutional systems that conform to the laws of market economy, and providing basic and guaranteed public facilities and platforms such as information, research and development, standards, logistics and talents for industrial clusters.
Third, Chenghai toy industry cluster regional brand building practice
Michael Porter, a famous American management scientist, pointed out that the success of a country does not come from the success of a certain industry, but from criss-crossing industrial clusters. As an effective development strategy model to improve regional competitiveness, industrial cluster has attracted more and more attention at home and abroad. The development of industrial clusters is bound to be related to the construction of regional brands.
1. Development Path of Chenghai Toy Industry Cluster
Chenghai toy and gift industry accounts for more than half of the regional total industrial output value, reaching nearly 654.38+0.5 billion yuan in 2006. There are more than 3,000 enterprises engaged in toy and gift production in the whole region, which is the most important toy and gift production and export base in China. It has formed a production system with a certain scale and mutual cooperation in raw material supply, modeling design, mold processing, parts manufacturing, assembly molding, packaging and decoration, product sales and transportation.
The development of Chenghai toy industry stems from two factors in terms of regional characteristics: First, profound cultural accumulation. The second is rich human resources.
2. Chenghai toy regional brand building
Chenghai District builds a regional brand of toy industry cluster through various measures. Chenghai International Toys & Gifts Expo has been held for nine consecutive years and has become a business card and window for the development of industrial clusters. It has cultivated a number of leading enterprises such as "Audi" and "Huawei", as well as national well-known trademarks and national famous brand products. The output value of more than a dozen enterprises has exceeded 100 million, and the industrial scale has been expanding. Attaching importance to scientific and technological innovation and intellectual property protection has become one of the national patent work pilots. Strengthen cooperation with scientific research institutes in universities. Establish industrial public service platform, set up toy technology engineering technology research and development center, toy testing center, patent technology market and other service institutions. Establish industry associations, formulate industry rights protection conventions, and promote industry self-discipline and self-discipline. With the joint efforts of the government, industry and enterprises for many years, this district has been awarded the title of "China Toys and Gifts City" and has been identified as one of the pilot projects to establish a regional international brand in Guangdong Province.
3. Some inspirations
The regional brand construction of industrial clusters is very important to the development of industrial clusters. The development of Chenghai toy industry cluster and the bottleneck problem of upgrading at present have enlightenment significance for us to think about further standardizing regional brand construction.
(1) We should actively use the agglomeration effect of industrial clusters. It takes decades or even hundreds of years for a single enterprise brand to build an influential international brand, and the economic scale must reach several billion dollars. And an industrial cluster, the output value of tens of billions of enterprises, is equivalent to an international multinational enterprise. By binding the enterprises in the cluster together through the regional brand ties and re-integrating the industrial clusters with special functions, the gap with international brands can be greatly narrowed.
(2) The legal status of regional brands should be implemented. According to China's original relevant laws, trademarks cannot contain place names. After China's entry into WTO, the Trademark Law should be amended to realize the integration with relevant international laws, so that collective regional brands can be widely registered at home and abroad and protected by national laws.
(3) Certain access conditions should be set for the registration and approval of regional brands. Generally, the registration of enterprise trademarks is orderly. As long as it meets the relevant requirements, it will be approved without repetition or innuendo. However, in addition to regional uniqueness, regional brands should also be awarded to industrial clusters, owned by an intermediary or industry organization or leading enterprises, and set certain access standards, especially the access threshold of economic indicators, to ensure the authority and credibility of regional brands.
(4) Strengthen the maintenance and management of regional brands. In particular, it is necessary to seriously investigate and deal with the illegal and infringing acts of "hitchhiking" through the law enforcement of relevant departments. Due to the legal status of regional brands, enterprises in the same region but not affiliated with brand organizations cannot use regional brands, in order to prevent some malicious competitive enterprises or substandard products from counterfeiting and lemon effect and damage the reputation of regional brands.
The regional brand building of industrial clusters is a new economic development measure and a professional, technical and systematic work. We must adhere to the principle of government's guidance and promotion and enterprises' leading participation, and promote regional development by integrating regional economic, cultural and historical resources, supported by relevant standardization strategies, intellectual property strategies and technological innovation strategies, with long-term planning and clear and standardized operation channels.
References:
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