Report on brand competitiveness of Cixi companies published
- Details
- Category: Ningbo News
- Published: Tuesday, 31 July 2012 08:30
The first report on assessing city and county level brand competitiveness was made known in Cixi, which provides samples for raising soft power of Cixi economy in the new era.
The year of 2012 is the first year of the 12th five -year plan, and Cixi is now amidst the integration process of new industrialization and new urbanization, as its modern service industry is accelerating its development. Therefore, brand strategy is crucial to the transformation and upgrading of the regional economy. Yet how to make use of the brand strategy to serve such purposes as promoting brand name products, brand enterprises and even the brand of a city remains a question.
From July, 2010 to the end of 2011, the Industrial and Commercial Administration Bureau Cixi Branch has entrusted Shanghai Jiao Tong University and Shanghai Brand Promotion Center to form a team to assess and promote the brands in Cixi, evaluating the competitiveness, finding out their strong points so as to gain more confidence in revitalizing Cixi's economy, said Hu Xiaofeng, director general of the Industrial and Commercial Branch in Cixi.
The Brand Research Center of Shanghai Jiao Tong University is one of the earliest and the most authoritative institutions that conduct researches on brand strategy and public relation. Its present director, Professor Yu Mingyang, is the executive vice president and the director of the Academic Committee of China Public Relations Association. Besides, he is also the secretary-general of Shanghai Brand Promotion Center. Being the first person in China who got his doctor's degree as well as finished his post-doctor research by studying brands and also the first head of a brand research institute and the first director of a brand research center, he participated in the development of the first university-level public relation major. The brand research center he worked for had successfully planned out regional brands in Jiaxing and Shaoxing, and this was the first time that the center helped to evaluate and upgrade the brand competitiveness of a county-level city.
The evaluation centered on enterprises in Cixi and the regional economic brand as well as the city brand came as the second place. The evaluated enterprises were mainly in the manufacturing field, including eleven influential leading companies such as Fotile, Haitong Food Group, Cixing, Bull, Three A Group and so on. The adopted marking criterion was the specific evaluation index system for brand competitiveness.
In Cixi, there are still not enough big brands and its regional influences are still relatively weak, so it is very crucial to improve its brand structure so as to help the transformation and upgrading of its economy. Centered on these problems, the evaluation team put forward targeted suggestions after scientific and reasonable evaluations. These suggestions are as follows: first is to give full play to the functions of brands to improve brand competitiveness; second is to carry out differentiated competing strategy and develop a new brand model; third is to seize the opportunities brought by the 12th Five-Year Plan and plan its own developing mode.
