The tide of reform and opening up has pushed state-owned enterprises into the ocean of market economy, and they have honed their survival and development skills in the fierce market competition. Economic globalization broadens the horizons of state-owned enterprises and provides a path for learning and drawing lessons from the outstanding achievements of human civilization. China's national brand-"Shanbao" brand crusher was born, grew and became famous in the reform and opening up. It turns out that enterprises have no brand awareness, no corporate trademarks and no corporate culture theory in the planned economy era. During the period of reform and opening-up, Shanbao Crusher applied for trademark registration at 1984, and the sales income in that year was only 30 million yuan. This enterprise is a small and medium-sized professional factory that produces and operates crushers. Now it has developed into a "Shanbao" brand which combines "China well-known trademark" and "China famous brand product". The company has been ranked among the top 500 mechanical industries in China, the top 500 industrial enterprises in Shanghai and the top 500 information enterprises in China for many years. In 2008, the sales revenue exceeded 654.38+06 billion yuan, and the export amount reached 35 million dollars, making it the largest crusher production and export base in China. The growth process of "Shanbao" famous brand is the process that "builders" bravely use advanced corporate culture to build brands in the market competition under the background of reform and opening up. "Shanbao" brand is another successful masterpiece of corporate culture in market competition. Without reform and opening up and advanced corporate culture, it is impossible to have today's "Shanbao" brand. "Shanbao" brand is another crystallization of corporate culture construction in the reform and opening up, and has become a landmark achievement.
First, build a brand based on corporate values.
Corporate values are the soul and pillar of a brand. Brand embodies the enterprise's values and marketing ideas. In 1950s, the company's predecessor, Shanghai Construction Machinery Factory, made great contributions to the national steel industry through self-reliance and hard struggle, and was called "an ant gnawing at a bone" by Vice Premier Chen Yi, and was highly praised. From this way of dealing with small attacks, it embodies the corporate culture of not being afraid of difficulties, Qi Xin working together, uniting and cooperating, and overcoming difficulties. In the past 50 years, the enduring spirit of "ant tribe" is that "creating people" has given it new connotation with the spirit of keeping pace with the times. In today's market economy, we use the concept of harmonious development to establish corporate values. The practice of enterprises tells us that enterprises without harmonious development cannot succeed, let alone develop scientifically, comprehensively, harmoniously and sustainably. On the basis of summing up practical experience, the company has established the company's values-achieving your achievements through generalization and refinement. Interpretation: It embodies the intimate and harmonious relationship between the company and employees, customers, suppliers and the public, and highlights the company's purpose of serving them faithfully and meeting their needs enthusiastically. It shows the strength of the company, shows that employees, customers and suppliers can surpass others in the competition on the platform of "Shanbao", and embodies the added value of the brand of "Shanbao"; It shows that the company pays attention to every climber who is eager to achieve, and the company pays attention to every winner who achieves the peak. Enterprise values embody three people-oriented principles, that is, the value of people is higher than the value of things; * * * Equal value is higher than personal value; User value is higher than production value, and social value is higher than profit value. Within the enterprise, form a harmonious family atmosphere with the overall situation, equal treatment, mutual respect, mutual help, unity and cooperation; Between enterprises and employees, employees constantly meet the growing scientific development needs of the company, and the company constantly meets the growing material and cultural needs of employees; Enterprises adhere to "people-oriented" and "harmonious development", and enjoy the development results with employees to satisfy them. Outside the enterprise, actively create value for users, satisfy users, pay attention to the profits of customers and suppliers, and achieve the goal of mutual benefit; Take social responsibility, be willing to contribute and repay the society. Strengthen enterprise values with the concept of harmonious development, unify employees' thoughts, words and deeds, guide all the work of enterprises, and handle all aspects of internal and external relations well. In the fierce market competition, the enterprise has developed from a small and medium-sized enterprise with weak strength to a leading enterprise in the industry and a top 500 enterprise in China, striving to participate in the international competition.
Second, develop new products and fill brands with the concept of technological innovation.
Constantly owning new products recognized by the market is the success of corporate brands. Only by enhancing the ability of original innovation, integrated innovation, introduction, digestion, absorption and re-innovation, can an enterprise truly grasp its own development destiny, fundamentally grasp the initiative of technological development, and have the stamina for sustainable development and market competitiveness, otherwise the enterprise brand will have no exuberant vitality and can only become a "passerby" in the market. "Shanbao" carries out the strategy of "developing the company through science and education", takes the market as the guide, focuses on users' demand points, captures the dynamic information of demand, studies the market development trend, adheres to the development direction of complete sets of products, large-scale, electromechanical integration, internationalization and diversification, combines with Industry-University-Research, and actively uses new technologies, new standards and new materials to improve traditional equipment products through introduction, cooperation and self-research. Actively develop new products with high technology content, so that people have me, people have me, people have me new, and become the vanguard of the industry. Shanghai Shanbao Company was recognized as a high-tech enterprise and a technology-intensive enterprise in Shanghai, and its technology center became a nationally recognized enterprise technology center and a Shanghai enterprise technology center. The company adheres to the principle of "people-oriented" in the development of new products, and pays attention to the technological innovation of product humanization and environmental protection, which is well received by the market. Machine-made sand equipment developed to protect river sand and river sand from indiscriminate exploitation is listed as the key recommended product of sand industry by China Sand Industry Association. The organic waste processor developed to solve the problem of urban solid waste treatment won the first prize of the fifth national scientific and technological achievements progress award; Many products such as drying hammer crusher developed for energy saving were rated as energy-saving products in Shanghai; In order to strengthen the construction of coal mine safety facilities, a large shield hydraulic support was successfully developed and won the "Special Gold Award of China International Patent and Famous Brand Expo". Independent intellectual property rights are very important core competitiveness of enterprises. Shanghai Shanbao strengthens intellectual property protection of independent innovation, and insists on "product achievements and property rights achievements", "technical research and supporting projects" and "new product development and market performance". More than 50 patents have been applied for/kloc-0, and more than half of them have been authorized. Among them, the organic waste processor won the Fifth National Patent Technology Invention Award, and the hammer crusher won the Shanghai Invention and Utility Model Patent Award. The company is. The company actively develops new products with strong comprehensive technology, intensive knowledge and good market prospects, so that grinding machinery and equipment stand at the forefront of this field. Among more than 40 new products developed at or above the municipal level, 6 are classified as national new products, and the annual sales of new products account for one third of the company's total annual sales. At present, the variety of crusher has developed from single jaw crusher before joint venture to more than 50 varieties and more than 500 specifications, which embodies the advantages of multi-variety, multi-style, multi-function, high grade and high standard, forming a diversified pattern of products changing from single machine to complete sets of equipment, single machine series to multi-machine series, simple production to turnkey project, and the products involve mining, building materials, metallurgy, environmental protection, energy, chemical industry, water conservancy and other industries.
Thirdly, it is an important content of corporate culture to lay a solid foundation with the concept of independent innovation and enhance brand awareness. With the development of market economy, the competition among enterprises has developed from the previous price competition, quality competition and service competition to the present brand competition. Brand culture has become an important part of enterprise culture, and famous brand has become the simplest external expression of enterprise's core competitiveness, which embodies enterprise's quality, product quality, responsibility and reputation to consumers, and is one of the intangible assets reflecting enterprise value. For a long time, enterprises have attached great importance to the "Shanbao" brand, insisted on honesty and trustworthiness, and cherished independent brands and national brands. Before the joint venture, the company actively cultivated the "Shanbao" brand, not only from scratch, but also to the height of the national quality silver award. After the joint venture, the enterprise not only retains the national brand, but also further enhances the brand, pays attention to the appreciation of intangible assets while grasping the appreciation of tangible assets, and supports the "Shanbao" brand with high quality, high technology and high market share. The company carries out the quality policy of "continuously satisfying customers' needs is the only pursuit of Shanbao", covering the whole process of pre-sale, sale and after-sale. On the basis of obtaining ISO9000 quality certification, the company carries out excellent performance management, strengthens management activities in the process of production and operation with higher standards, stricter requirements and finer style, and ensures quality more comprehensively. The company won the title of "Shanghai Quality Management Award" and "Shanghai Advanced Enterprise Implementing Excellent Performance Management". The company applies advanced technology and standards to build the brand of "Shanbao", constantly improves the technical level of the original products around the goal of ensuring customer satisfaction, and constantly develops new products with strong comprehensive technology, high cost performance and good market prospects. The technical indicators of products rank first in the industry, and more than 70% of the performance and quality standards have reached the international level. The company implements the marketing concept of "unique order, quality first, customer first and service leading", pays attention to the market to accept orders and provide high-quality pre-sale, mid-sale and after-sales services, and pays attention to the scene to ensure timely delivery with good quality and quantity; Build a network, build a "Shanbao" marketing network covering all parts of the country, and expand the domestic and foreign markets. The company's production and sales are booming. The annual sales have exceeded1.60 million yuan from 30 million yuan before the joint venture, and the company has exported 35 million dollars. China is the largest crusher production and export base. "Shanbao" went from "Shanghai famous brand product" to "China famous brand product of machinery industry" and then to "China famous brand product"; From "Shanghai Famous Trademark" to "China Most Competitive Brand" and then to "China Famous Trademark". "Shanbao" is a combination of "China famous brand product" and "China famous trademark", which is another shining milestone in the corporate culture history of "Shanbao" and will inspire us to forge ahead towards a world-class brand.