Focus On China's Brand And Innovation Brand Cultivation Forum

What is Zhongguancun? As our country innovate There are many famous brands in Zhongguancun. The Forum on brand cultivation of the 2011 Zhongguancun Forum Annual Conference was held in Beijing. As for the establishment, maintenance and development of independent brands, the participants gave a tit for tat discussion.

Wang Zhile, a researcher at the Ministry of Commerce and international trade and Economic Cooperation Research Institute, believes that the independent brand of Chinese enterprises is not equal to China's own brand. Because if the independent brand of an enterprise is the same as that of China's own brand, the biggest problem is that it often leads to ideology and politicization in the process of brand cultivation, and deviates from the law of enterprise development, which is a major enemy of China's development of its own brand. He pointed out that the brand belongs to the enterprise, does not belong to the country, must develop the brand according to the enterprise development rule. Brand is the intangible asset of an enterprise. The owner is not a country but an enterprise. The ownership of a brand can be changed. Foreign enterprises can buy brands of Chinese enterprises, and Chinese local enterprises can also buy and sell brands of foreign enterprises. The flow and change of ownership is not a change in nationality, but a change in the ownership of a business.

At the same time, the brand belongs to the market and does not belong to the ideological media. Clamour 。 Brand belongs to the market means consumers. The choice of consumers is the key to determining the survival of the brand. Cultivating and developing famous brands is not based on the clamour of ideology, nor by the administrative intervention of government agencies, nor by the voting of the so-called selection bodies, but by the competition in the domestic and foreign market. In his view, the global brand belongs to the global market, and it should create a world-renowned brand in opening up and cooperation.

Wang Yong, Secretary of the brand China industry alliance, immediately carried out the rebuttal of the tip to wheat. He believed that in the WTO era, the market was without borders, but the brand belonged to it. Why is the United States respected? Just because the United States has a large number of brands, why did Japan and South Korea take the lead in China? It is precisely because there are a large number of domestic brands. In his view, globalization is just a nonsense of foreign heads used to fudge the Chinese government and Chinese consumers. Americans tell us that global integration is because China has a huge market and China has huge consumption power.

He even Sharp It is pointed out that Chinese people despise Chinese brands. From the government to the consumers, they discriminate against themselves and despise themselves. In the United States, Japan, Germany, France, Italy, and India, which country's head of state sits on a car not a domestic car? "Our brand China Industry Alliance puts forward" brand makes China more respected ", brand is a core strategic resource.

In fact, the differences between the two people reflect the different attitudes of the Chinese to the development of their own brands to a certain extent: the former thinks the latter is a narrow nationalism while the latter thinks that the former is full of preaching and deception. In the collision of this concept, the development of China's own brand is wandering.

In contrast to the debate on the two kings, Tom Howard put forward more pertinent opinions from the perspective of foreigners. He believes that Zhongguancun is often compared with Silicon Valley, but if it is always compared with others, it can not be in the forefront. Zhongguancun should jump out of the vicious circle of comparison with Silicon Valley to form its status and brand effect as soon as possible. One of his suggestions is that Zhongguancun should invest more capital and resources to promote its international image with professional brand strategy. He said that for foreigners, the name of Zhongguancun is not very good, and its popularity is not very high. Second, in terms of international image and international recognition, Zhongguancun should talk about the support of the government, rather than the control of the government. Third, Zhongguancun should increase communication and liaison between the international and domestic industries so as to play a greater role in the international arena. In addition, we can further enhance Zhongguancun's reputation in the world through successful story telling and promotion.