According to the document, brand is a comprehensive embodiment of the competitiveness of enterprises and even countries, and represents the upgrading direction of supply structure and demand structure. At present, China's brand development is seriously lagging behind economic development, and the problems such as low product quality, weak innovation ability and weak sense of corporate integrity are more prominent. In order to give full play to the leading role of brands and promote the upgrading of supply structure and demand structure, the State Council agreed to put forward the following opinions.
I. Significance
With the development of China's economy, the income of residents has increased rapidly, the middle-income groups have been expanding and the consumption structure has been upgrading. Consumers put forward higher requirements for the consumption of products and services, paying more attention to quality and brand consumption, showing the characteristics of personalization, diversification, high-end and experiential consumption. Giving full play to the leading role of brand and promoting the upgrading of supply structure and demand structure is an inevitable requirement for thoroughly implementing the development concept of innovation, coordination, green, openness and * * *, and is an important measure to accelerate the transformation of economic development mode from extension expansion to connotation intensive and from scale speed to quality and efficiency in the future. Giving full play to the leading role of brands and promoting the upgrading of supply structure and demand structure are conducive to stimulating enterprises' innovation and creativity, promoting the rational allocation of production factors, improving total factor productivity, improving product quality, upgrading value chain, increasing effective supply and improving the quality and efficiency of supply system; It is conducive to leading consumption, creating new demand, establishing self-owned brand consumption confidence, tapping consumption potential, giving full play to the pulling effect of demand on economic growth and meeting people's higher-level material and cultural needs; It is conducive to promoting the honesty and trustworthiness of enterprises, strengthening corporate social responsibilities such as environmental protection, resource conservation and charity, and achieving more harmonious, fairer and sustainable development.
Second, the basic idea
In accordance with the general requirements of the CPC Central Committee and the State Council on promoting supply-side structural reform, we should actively explore effective paths and methods, give full play to the leading role of brands, accelerate the optimization and upgrading of supply structure, adapt to the optimization and upgrading of leading demand structure, and provide sustained impetus for economic development. Taking the leading role of brand as the breakthrough point, give full play to the decisive role of market, the main role of enterprises, the role of government promotion and social participation, focus on optimizing the policy and regulatory environment, improving the comprehensive competitiveness of enterprises and creating a good social atmosphere, vigorously implement the brand infrastructure construction project, the supply structure upgrading project and the demand structure upgrading project, increase varieties, improve quality and create brands, improve the quality and efficiency of the supply system, meet the needs of residents' consumption upgrading, expand domestic consumption demand, and guide consumption abroad to return and promote.
Three. primary mission
Give full play to the role of the government, enterprises and society, base on the present, focus on the long term, persevere, overcome difficulties, focus on solving outstanding problems that restrict brand development, and upgrade the supply and demand structure.
(1) Further optimize the policy and regulatory environment. Accelerate the transformation of government functions, innovate management and service methods, and escort the upgrading of supply structure and demand structure to play the leading role of brands. Improve the standard system, improve the measurement ability, inspection and testing ability, certification and accreditation service ability, quality control and technical evaluation ability, and constantly consolidate the quality and technical foundation. Strengthen the support of scientific and technological innovation to provide sustained impetus for brand development. Improve brand development laws and regulations, improve support policies and purify the market environment. Strengthen the publicity and display of independent brands and advocate the consumption of independent brands.
(2) Effectively improve the comprehensive competitiveness of enterprises. Give full play to the main role of enterprises, effectively enhance brand awareness, practice internal strength, improve supply, adapt to demand, and make brands bigger and stronger. Support enterprises to increase investment in brand building, enhance independent innovation ability, pursue excellent quality, continuously enrich product varieties, improve product quality, establish brand management system and improve brand cultivation ability. Guide enterprises to operate in good faith, keep their promises, actively fulfill their social responsibilities, and constantly enhance their brand image. Strengthen the construction of talent team, give full play to the leading role of entrepreneurs, cultivate and introduce brand management professionals, and create a large number of skilled talents with exquisite skills and superb technology.
(3) Vigorously create a good social atmosphere. Gather social knowledge, actively support the development of independent brands and help upgrade the supply structure and demand structure. Cultivate consumers' independent brand emotion, establish consumer confidence and expand independent brand consumption. Give full play to the bridge role of trade associations, strengthen the capacity building of intermediary institutions, and provide professional and effective services for brand building and industrial upgrading. Adhere to the correct direction of public opinion, pay attention to the growth of independent brands, and tell the story of China brand well.
Fourth, major projects
According to the main tasks and the principles of operability, implementability and landing, we will pay close attention to the implementation of the following major projects.
(1) Brand infrastructure projects. Focusing on the influencing factors of the brand, we should consolidate the foundation of brand development and create conditions for giving play to the leading role of the brand.
1. Promote higher quality standards. Strengthen the revision of standards, improve the standard level of related products and services, and promote the integration of international and domestic standards. Encourage enterprises to formulate enterprise standards higher than national standards or industry standards, support the transformation of patented technologies with core competitiveness into standards, and enhance the market competitiveness of enterprises. Accelerate the pilot work such as the formulation of group standards to meet the needs of innovation and development for diversified standards. Implement the self-declaration and supervision system of enterprise product and service standards, accept social supervision, and improve the endogenous motivation and external pressure of enterprises to improve quality.
2. Improve inspection and testing capabilities. Strengthen the construction of inspection and testing capabilities and improve the level of inspection and testing technology and equipment. Accelerate the transformation of qualified business inspection, testing and certification institutions into enterprises and promote the marketization of inspection, testing and certification services. Encourage private enterprises and other social capital to invest in inspection and testing services, support qualified manufacturing enterprises to apply for relevant qualifications, and provide inspection and testing services to the society. Break departmental monopoly and industry barriers, create a good environment for inspection and testing institutions to participate in competition on an equal footing, and form an authoritative and credible third-party inspection and testing institution as soon as possible. Strengthen the construction of national measurement standards and the research of reference materials, and promote the wide application of advanced measurement technologies and methods in enterprises.
3. Build a platform for continuous innovation. Strengthen the construction of R&D institutions, support powerful enterprises to take the lead in tackling key technical problems in the industry, accelerate the breakthrough of technical bottlenecks that restrict the development of the industry, and promote the innovation and development of the industry. Encourage qualified enterprises to build product design innovation centers, improve product design capabilities, and continuously develop new products according to consumption trends and characteristics. Support backbone enterprises to use Internet technology to establish a big data platform, dynamically analyze market changes, accurately locate consumer demand, and provide support for service innovation and business model innovation. Accelerate the transformation of innovation achievements into real productive forces and give birth to new kinetic energy for economic development.
4. Enhance the soft power of brand building. Cultivate a number of internationally influential brand evaluation theory research institutions and brand evaluation institutions, carry out research on brand basic theory, value evaluation and development index, improve the level of brand research, publish objective and fair brand value evaluation results and brand development index, and gradually improve credibility. Carry out the construction of brand evaluation standards, improve the relevant national standards for brand evaluation, formulate operational norms, and improve the operability of standards; Actively participate in the formulation of international standards related to brand evaluation, promote the establishment of a global unified brand evaluation system, and enhance China's international voice in brand evaluation. Encourage the development of a number of brand building intermediary service enterprises, build a number of brand professional service platforms, and provide professional services such as design, marketing and consulting.
(2) Supply structure upgrading project. Focusing on increasing varieties, improving quality and creating brands, we will take effective measures from the primary, secondary and tertiary industries to promote the upgrading of supply structure.
1. Enrich the variety of products and services. Support leading food enterprises to improve their technological research and development and deep processing capabilities, and produce marketable functional foods according to the needs of special people. Encourage powerful enterprises to speed up research, development, design and manufacturing in view of the hot spots in the industrial consumer goods market, and launch a number of new products in time. Support enterprises to use modern information technology to promote personalized customization and flexible production to meet the differentiated needs of consumers. Develop a number of potential tourism resources, form a modern tourism brand system supported by tourist attractions, tourist resorts, tourist leisure areas and tourist destinations with international characteristics, increase the supply of tourism products, enrich the tourism experience and meet the public's tourism needs.
2. Increase the supply of high-quality agricultural products. Strengthen environmental protection and source control of agricultural products, implement strict management system for the use of agricultural inputs, speed up the improvement of agricultural product quality supervision system, and gradually realize the traceability of agricultural product quality and safety. Comprehensively improve the quality and safety level of agricultural products, and vigorously develop pollution-free agricultural products, green food, organic agricultural products and geographical indication agricultural products. According to the production standards of export agricultural products, we will build a number of high-quality agricultural products planting and production bases to improve the quality and added value of agricultural products and meet high-end demand. Vigorously develop high-quality characteristic agricultural products, support rural areas to create online sales channels, expand the sales scope of high-quality characteristic agricultural products, build agricultural products brands and geographical indication brands, and meet the needs of more consumers.
3. Launch a batch of high-quality manufacturing products. Support enterprises to carry out research and development, production and application demonstration of strategic new materials, improve the quality of new materials, enhance self-sufficiency and support the production of fine products. Select a group of parts manufacturers to carry out independent research and development, testing and manufacturing of key parts, improve product performance and stability, and provide reliability guarantee for high-quality products. Encourage enterprises to adopt advanced quality management methods to improve online quality monitoring and product life cycle quality traceability. Support key enterprises to aim at international benchmark enterprises, innovate product design, optimize process flow, strengthen cooperation between upstream and downstream enterprises, launch a number of high-quality and high value-added products as soon as possible, and promote the upgrading of manufacturing industry.
4. Improve the quality of life service. Support the dominant enterprises in the field of life service to integrate existing resources, form a chain organization with professional service, wide coverage, great influence and safety, improve service quality and efficiency, and build a brand of life service enterprises. Encourage social capital to invest in community pension construction, adopt market-oriented operation mode, and provide high-quality pension service supply. Encourage qualified urban and rural communities to build life service centers based on community comprehensive service facilities, and provide convenient and reliable services such as housekeeping, child care and home care.
(3) Demand structure upgrading project. Give full play to brand influence, take practical measures to expand the consumption of independent brand products, and adapt to the upgrading of consumption structure.
1. Strive to boost consumer confidence. Make overall use of existing resources, build a credible product quality information platform, release product quality information comprehensively, timely and accurately, provide services for the government, enterprises and educational and scientific research institutions, provide real basis for consumers to judge product quality, facilitate the purchase of high-quality products, and realize the survival of the fittest through the market. Combined with the construction of social credit system, establish enterprise credit management system, standardize enterprise data collection, integrate existing information resources, establish enterprise credit files, and gradually increase information development and utilization. Encourage intermediaries to carry out corporate credit and social responsibility evaluation, publish corporate credit reports, urge enterprises to adhere to the bottom line of integrity, improve credit level, and establish a good corporate image in the minds of consumers.
2. Publicize and display independent brands. Set up China Brand Day? , vigorously promote well-known independent brands, tell the story of China brand, and improve the influence and awareness of independent brands. Encourage TV stations, radio stations, print media, Internet media and other media at all levels to arrange their own brand public welfare publicity in important time periods and layouts. China Independent Brand Exposition will be held regularly, exhibition halls of independent brand products will be set up at key entry and exit ports, and China Independent Brand Exhibition and Promotion Conference will be held in important global markets to expand the visibility and influence of independent brands.
3. Promote the upgrading of rural consumption. Strengthen the publicity and popularization of rural product quality and safety and consumption knowledge, improve rural residents' awareness of quality and safety, establish a scientific consumption concept, and consciously resist counterfeit and shoddy products. Carry out special rectification and clean-up of rural markets? Three no? Products, expand the market space of rural brand product consumption. Accelerate the construction of optical fiber network in rural areas where conditions permit, support e-commerce and chain commercial enterprises to build a business logistics system integrating urban and rural areas, ensure the smooth channels of brand products, facilitate the consumption of brand products in rural areas, and let rural residents enjoy digital life. Deepen the construction of new urbanization and release potential consumer demand.
4. Continue to expand urban consumption. Encourage the upgrading of household appliances, furniture, automobiles, electronics and other durable consumer goods to meet the needs of green, environmentally friendly, convenient and fast life. Encourage traditional publishing enterprises, radio, film and television and Internet enterprises to cooperate, accelerate the development of emerging cultural industries such as digital publishing and network audio-visual, expand consumer groups and increase interactive experience. Conditional areas can build leisure tourism bases to provide services such as pension, health care, tourism and vacation to meet the demand of high-quality healthy leisure consumption. Rational development and utilization of ice and snow, low-altitude airspace and other resources, development of ice and snow sports and air sports industry, support the construction of ice and snow sports camps and aviation flight camps, and expand sports and leisure consumption. Promote the consumption of high-end products such as RVs, cruise ships and yachts to meet the consumption upgrading needs of high-income groups.
Verb (abbreviation for verb) protection
(1) Purify the market environment. Establish a stricter market supervision system, intensify joint law enforcement for special rectification, normalize joint law enforcement, improve law enforcement efficiency, and investigate the responsibility for poor law enforcement. Severely crack down on the infringement of intellectual property rights and the manufacture and sale of counterfeit and shoddy goods, and punish criminals according to law. Break down local protection and trade barriers, effectively prevent and stop all kinds of monopolistic behaviors and unfair competition behaviors, and maintain fair competition market order.
(2) Eliminate the restrictive factors. Clean up and abolish various regulations or practices that restrict the consumption of independent brand products, and form an institutional mechanism that is conducive to giving play to the leading role of brands and promoting the upgrading of supply structure and demand structure. Establish a joint disciplinary mechanism for dishonesty in areas such as product quality and intellectual property rights, improve the blacklist system, and greatly increase the cost of dishonesty. Study and improve the sentencing standards for criminal acts such as violating the product quality law and laws and regulations related to intellectual property protection, establish a punitive compensation system for commodity quality, and prohibit relevant enterprises and responsible persons from entering the market according to law. Improve the inverted burden of proof system for durable consumer goods such as automobiles, computers and household appliances, and reduce the cost of consumer rights protection. Support colleges and universities to offer brand-related courses and cultivate professionals in brand creation, promotion and maintenance.
(3) Formulate incentive policies. Actively play the guiding role of financial funds, drive more social capital investment, and support the development of independent brands. Encourage banking financial institutions to provide enterprises with brand pledge loans such as trademark rights and patent rights. Give play to the role of national awards, encourage product innovation, and promote the spirit of artisans.
(4) Do a good job in organization and implementation. All regions and departments should unify their thinking, raise their awareness, deeply understand the significance of playing the leading role of brands and promoting the upgrading of supply structure and demand structure under the new economic normal, conscientiously implement work tasks, solidly promote major projects, and strive to achieve practical results as soon as possible. Relevant departments of the State Council should formulate specific policies and measures according to their responsibilities. The provincial people's government should formulate specific implementation plans in light of local conditions.
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