High-tech industries accounted for the proportion of the value added of the manufacturing industry, is how to calculate?

I. Reflections on the nature of the brand

1. The creation of brand-name products is a means of enterprise development goals

The key to creating brand-name products is to grasp the quality of products, enterprises want to compete in the fierce market, there is a place to stand, you must have their own fist products. In order to realize the development goal of maximizing the value of enterprises, enterprises must strive to create a famous brand, grasp the quality of work throughout the whole process of scientific research and development and production and management. Zhengzhou Nissan has set an example in this aspect, one of the leading products of the enterprise, EQ10603t truck, whose main technical indexes are at the leading level of the same kind of models in China, has been awarded the Gold Prize of "Xingyu Cup" of Henan Province, the Second Prize of Provincial Scientific and Technological Progress, and has been recognized as a new product of the national level and a famous-brand product of Henan Province. Now it has developed into a multi-species, serialized product with strong market competitiveness. Another leading product UD21 light automobile (pickup truck) is the introduction of Japan's Nissan Company with the international advanced level in the 1990s, since the start of production, production and sales continue to grow in parallel with the market outlook. It has received wide attention and favorable comments in the "4th Beijing International Automobile Industry Exhibition". The enterprise through the introduction of technology digestion and absorption, has now achieved a localization rate of 31.5%, plans to meet the "automotive industry industrial policy" in the localization requirements. The enterprise has achieved stage-by-stage results in striving for famous brand products and good product quality, and has made contributions to promoting the economic development of Henan Province and even the central and western regions.

2. Maintaining famous brand products is the center of the enterprise

As the saying goes: it is difficult to start a business and even more difficult to keep it. "Brand" is a dynamic concept, brand-name products are the results of a certain period of time, the product, the enterprise in the achievement at the same time, only continuous innovation, continuous enrichment, and constantly improve the performance and technical content of the product, in order to maintain the vitality of the brand-name products, in order to have the market, win the recognition of customers. Therefore, cherish the famous brand, maintain the famous brand is the central work of the enterprise, should be continuous, in-depth, lasting.

Two, on the implementation of brand-name strategy of thinking

1. play the role of brand-name market, the creation of brand-name enterprises, the rational allocation of resources

Creating a brand-name is to promote the transformation of the mode of economic growth, and promote the construction of spiritual civilization is an important initiative, domestic and foreign brand-name enterprise exchanges and cooperation is to promote the implementation of the strategy of brand-name of an effective measure.

In China's enterprises, there are some enterprises have created famous brands through hard research and development, but due to human, material and financial resources, the development of these enterprises is limited, while other enterprises have a large number of resources idle, but the production of general merchandise, or obviously outdated goods, poor economic efficiency, and some even incur losses. This has led to an imbalance in the optimal allocation of the country's overall resources, and has seriously hampered the improvement of the overall economic efficiency of enterprises. In order to change this situation, in order to meet the social demand for brand-name products, it is necessary to form a number of brand-name enterprise groups, so that brand-name in the market economy to play a greater role. Can be implemented through the implementation of mergers, joint and other ways to make enterprises *** with the production, creation and development of brand-name, improve the efficiency of resource operation, optimize the allocation of resources to provide large quantities of brand-name products to the community.

2. Increase publicity, good product quality, and correctly establish the corporate brand image

Market competition is product competition, product competition is quality competition, and quality competition is realized through brand competition. An enterprise's products can be accepted by the majority of consumers, the image is very important to establish a good image, it is easy to impress consumers. On the contrary, it is easy to be ignored by consumers. Especially in the current increasingly fierce market competition, changed just consumption, cost, quality, price and other hardware aspects of competition, highlighting including brand, service, packaging, style. Marketing strategy, management style and other software competition, and the latter is increasingly important, but also the key to establish a brand image of the enterprise. Enterprises to establish a good public image, the most important thing is to seize the opportunity to expand the brand's publicity.

3. Establish a set of scientific management system and management methods

(1) Enterprises should adapt to their own development and the needs of socialized mass production, in the process of production management, the scientific formulation of labor quotas, the use of advanced scientific management tools, so that the production site is neat and orderly, basically eliminating the ineffective labor and waste.

(2) Strengthening the quality consciousness of the whole staff is a prerequisite for improving product quality, the quality of work should adhere to the people-oriented, firmly grasp the "began in education, finally education, benefit from education" guiding ideology, all-round, multi-level quality education, publicity, implementation of the "Product Quality Law" and "GB / T19000-ISO9000 series". T19000-ISO9000 series of standards" and other relevant regulations and policies and relevant provisions to improve the quality of staff awareness, establish the quality of legal concepts.

(3) Clearly define the responsibilities of each functional department, highlight the position and job focus, strengthen the quality and skills training, to work quality assurance product quality. Strict implementation of process discipline, the implementation of process responsibility, the establishment of a unified and effective process management system, focusing on seizing the weak links process discipline and quality control standardized rectification, regular overhaul and census, the production process according to the rules and regulations of the strict operation, to put an end to the disordered operation, the full implementation of the quality veto system, strict assessment, rewards and penalties to cash in on the product quality of the effective control of the improvement.

(4) Establish the general manager of the quality of regular meetings and regular inspection system, for the main product quality sampling, timely quality rectification.

(5) according to the market feedback quality information, for product design, process, procurement, manufacturing to sales and service of the whole process of quality rectification. Strictly economic responsibility system assessment to achieve each measure responsibility to the person, to stabilize and improve product quality to play a role in promoting.

Zhengzhou Nissan Motor Co., Ltd. in the scientific management system and management methods have a good value of promotion. Its main practice is: due to the EQ10603t car outsourcing supporting products accounted for more than 70% of the car, grasp the outsourcing supporting product quality is to improve the quality of the car is an important guarantee. After several years of practice, the company has established effective management methods for the quality of outsourcing products, and has successively promulgated and implemented a series of systems such as "Management Standards for the Recognition of Quality Assurance Capability of Outsourcing Plants", "Sampling and Inspection System of Outsourcing Products", "Interim Provisions for Product Quality Ratings of Outsourcing Products of EQ1060", and "Principles of Quality Management of Outsourcing Plants", etc. Since 1994, the company has formulated and implemented the "94243 Quality System". Since 1994, the company has formulated and implemented the "94243 Quality Project", and collaborated with the supporting manufacturers *** with the quality problems that have arisen for rectification, so that the three major assemblies, key parts, security parts of the quality of the stable improvement for the substantial improvement in the quality of the whole vehicle has laid a solid foundation. The company also adheres to the people-oriented, strengthen quality management, so that its main product quality indicators steadily improved. 1995, the leading product "Zhengzhou Dongfeng" EQ10603t car in the national automobile product quality inspection was rated as a first-class product, "Zhengzhou Nissan" complete car and domestic production. The quality of the whole car and localized parts and components of "Zhengzhou Nissan" has reached the Japanese technical standards.

4. Cherish the famous brand, love the famous brand, and dare to challenge the existing famous brand

Famous brand-name products are formed after long-term unremitting efforts, the enterprise to develop a long-term development plan, but also one of the important measures to ensure the creation of famous brand. Enterprises have created a famous brand, but also requires entrepreneurs to have no regrets, and business **** fate of the spirit of dedication, a down-to-earth spirit of practicality, with the development of forward-looking and adept at capturing opportunities and adapt to market changes in the ability. It is difficult to create a famous brand, it is even more difficult to keep a famous brand. If you do not cherish the brand name, care for the brand name and protect the brand name. In the end, there is only the downfall of the brand. The world does not exist once and for all brand name, which requires enterprises to create a brand name to keep the brand by all means, there can be the following aspects of practice: First, the traditional production of creation, innovation, endowed with new technologies, new techniques and other content, the creation of the product to keep up with the times, reflecting the times; Second, we must cherish the brand-name products, love the brand name of the use of the relevant legal system to protect their own brand-name products; and the establishment of anti-counterfeiting anti-counterfeiting We will set up an information network to investigate and deal with the case quickly and take legal action if necessary. Thirdly, the relevant provisions of GB/T19000-ISO9000 series of standards should be conscientiously carried out; fourthly, high technology should be adopted and the technology of famous brand should be promoted so as to increase the cost of counterfeiting; fifthly, the management of trademarks should be standardized and institutionalized.

In addition, the national government establishes a sound legal system to protect the famous brand, takes measures to support the famous-brand enterprises and products, cultivates the famous-brand entrepreneurs, and ensures the objectivity, fairness, scientificity and authority of the famous-brand title, so as to guarantee the orderly competition in the market.

Three, on the accounting treatment of brand-name thinking

Brand-name as an intangible asset of the enterprise, to the enterprise brings potential, indeterminate future economic benefits. As an asset of an enterprise, a brand name should be recognized, measured and accounted for.

1. A brand name is a trademark, a purchased intangible asset, the value of which lies in the quality of the goods for which the enterprise has a special name, which is owned by the enterprise to use a specific name on a certain type of designated goods. After the examination of the trademark management authorities, the name brand becomes a registered trademark, protected by law, the trademark has a perpetual legal life. Only by turning the intangible asset of a famous brand into a tangible asset can we maximize the value preservation and appreciation. The value of famous trademarks in the world is very high, in 1994, "Coca-Cola" amounted to 35.95 billion U.S. dollars, "Marlboro" amounted to 33.04 billion U.S. dollars, Shenzhen's "Sanjiu Gastro-Thai "worth 100 million dollars, I am afraid the highest is the Yunnan "Hongtashan" worth 10 billion dollars.

2. As a kind of goodwill, a famous brand is a self-created intangible asset. Once a famous brand is established, the public (or consumers) will have a sense of trust in it, no matter what products the enterprise produces, the public is easy to accept. Therefore, the famous brand often not only represents this brand of a particular product, but also represents the production of this enterprise, the use of the trademark of a large class of goods, and even covers the famous brand enterprise production and operation of all products and services. Generally speaking, products with a famous brand can be sold at a higher price than ordinary or non-famous products. A famous brand as goodwill cannot be accounted for as an intangible asset, and can only be recognized and calculated as the difference between the total price paid by the buyer to the seller and the total net assets of the buying enterprise when the enterprise is merged (in a merger or acquisition).

(Author's unit: Beijing United University College of Business)

Yan Qifa: improve the competitiveness of enterprises to implement the brand strategy is expected to speed up

Published:2005-10-22 | Source:Yan Qifa

Branding is an intangible asset of the enterprise is the core competitiveness of the enterprise and business reputation of the important carrier; the implementation of the" brand strategy" to transform the business of the enterprise. Brand strategy" to change the mode of economic growth, promote the strategic adjustment of economic structure, promote the development of high-tech industries, improve export competitiveness is of strategic significance; "brand strategy" is higher than the level and scope of the four traditional foreign trade strategy, with the conditions to rise to a national strategy; the implementation of the "brand strategy" shall be The implementation of the "brand strategy" as a business and even all the economic work of the new strategic orientation; the implementation of the "brand strategy" need to put forward the near-term, medium-term and long-term goals, the need to learn from international experience, the development of brand cultivation, brand protection, brand promotion of the system of policies and measures. The time has come, the conditions are ripe From the economic point of view, the brand has three major characteristics: First, the brand is an intangible asset. Enterprises can rely on the brand advantage to continuously obtain economic benefits, can be traded in the market, with transaction value. Such as the latest publication of the "Business Week" announced the world's top 100 brands list, the United States Coca-Cola's brand value of 69.64 billion U.S. dollars, and second, the brand to form the core competitiveness of enterprises. The brand has exclusivity, specificity and stability, is an important part of the core competitiveness of enterprises; Third, the brand is an important carrier of business reputation. Brand is the products and services to the market pass, strong brand is the key to business success. The brand is sometimes more valuable and influential than the product or service. The implementation of "brand strategy" means that the government will cultivate independent brands as a strategic choice to improve the country's economic strength and international competitiveness, and formulate policies and measures to this end. In the deepening of economic globalization, international competition is becoming increasingly fierce today, to promote the "brand strategy" has become an important measure for countries to seize the international market, promote the development of their own economies, and become one of the world's economic powers. Research on the implementation of the "brand strategy" ideas and objectives, the development of policies and measures to promote the development of independent brands has become a major initiative related to the competitiveness of China's economy. The implementation of the "brand strategy" is a solid foundation and of great significance The time is ripe for the implementation of the "brand strategy" in China, and the conditions are already in place. Since the reform and opening up, China's economy has maintained an average annual growth rate of 9.4% for 26 consecutive years, and the total economic output has jumped to the 6th place in the world, so the implementation of the "brand strategy" has a strong material foundation; a large number of enterprises in China to participate in the international competition, and continue to develop and grow, has formed a number of independent brands with a certain degree of visibility and influence, and a group of A large number of enterprises in China have been developing and expanding in the international competition, and have formed a number of well-known and influential brands, and a number of multinational corporations with core technologies and strong international competitiveness have emerged, and some of them have entered the top 500 companies in the world, which have the main foundation for the implementation of the "branding strategy"; China's per capita GDP has exceeded 1,200 U.S. dollars, and the living standards of the people have been improving continuously. The implementation of "brand strategy" has a solid market foundation. According to the relevant information, China's branded goods sales growth in 2004, than the increase in retail sales of consumer goods is about 15 percentage points higher than the whole society, showing the brand's strong vitality and competitiveness. For a long time, the central government has attached great importance to the implementation of the "brand strategy", and has made a series of important statements in this regard: In 1992, Deng Xiaoping pointed out that: "We should have our own fist products, and create China's own famous brands, otherwise we will be bullied"; In 2002, the brand issue was first written into the Party Congress documents, the 16th National Congress report clearly put forward: in the process of comprehensively improving the level of opening up to the outside world, to "form a number of powerful multinational enterprises and famous brands"; Recently, the Central Committee of the Party further put forward: "their own brand-name products and intellectual property rights is the key to enhance the competitiveness of enterprises", and "their own brand-name products and intellectual property rights is the key to enhance the competitiveness of enterprises. Recently, the CPC Central Committee further proposed that "our own brand-name products and intellectual property rights are the key to enhance the competitiveness of enterprises", and that we should "actively support and vigorously promote the national brand-name strategy, and endeavor to form a number of world-famous brands in the market competition". The implementation of "brand strategy" is of great significance. First, to promote sustainable economic development China's economic growth mode change is far from successful, basically belongs to the crude growth. In the international industrial division of labor, China's enterprises are mainly in the processing and manufacturing sector to participate in the international division of labor, most of the enterprises to take the processing trade and OEM mode of production, at the lowest end of the global industrial chain. According to estimation, under this international division of labor pattern, our enterprises in the manufacturing sector only gain 5% profit on average, and the remaining 95% is gained by foreign enterprises with brand, design, marketing and other links. According to statistics in the composition of the GDP, the United States 60% of the GDP from the value created by the brand industry, while China's GDP is less than 20% of the value created by the brand industry. In the process of China's economic development, relying on the brand to improve the added value is still at a low level, economic growth mainly rely on high inputs to ensure. China's output efficiency per ton of standard coal is only equivalent to 10.3% of Japan, 16.8% of the European Union and 28.6% of the United States. Due to the unit product energy consumption and resource consumption, much higher than the world average, high growth will inevitably lead to coal, electricity, oil and transportation overall tension. Therefore, in order to promote the transformation of the mode of economic growth and realize the unity of speed, structure, quality and efficiency, it is necessary to implement the "brand strategy" and vigorously cultivate and develop independent brands. Second, promote the development of high-tech industries It is an inevitable requirement for economic and social development to promote the optimization and upgrading of industrial structure, gradually form a new economic pattern with high-tech industries as the forerunner, basic industries and manufacturing industries as the support, and comprehensive development of service industries, and to improve the overall competitiveness of industries. In this process, we should not only pay attention to the economic scale expansion and efficiency improvement, but also pay more attention to the high-tech research and development and the creation of independent brands. Without high-tech and independent brand, even if the industrial system is established, the foundation is difficult to be solid. Only vigorously develop high-tech, in order to provide a strong and sustainable source of power for economic development; vigorously cultivate and develop independent brands, China's enterprises can have lasting international competitiveness, in order to grasp the initiative in the fierce international competition. Promote the optimization and upgrading of economic structure, accelerate the development of high-tech industry, need to cultivate many new economic growth points. From international experience, brand economy is an important new growth point. Therefore, we must be committed to creating brand products, building brand enterprises, cultivating brand industries, the development of brand economy. Through the implementation of the "brand strategy", drive the optimization and upgrading of industrial structure, and promote the continuous development and growth of high-tech industries. Third, to promote China's trade from a big trading country to a strong trading country such as time as the horizontal axis of China's foreign trade will find that in recent years, China's foreign trade scale presents a rapid upward curve, while the conditions of foreign trade presents a continuous downward curve, the two form a stark contrast. Such as between 1991 and 2002, China's leather shoes, rubber and plastic shoes, balls, umbrellas, brushes, hot-water bottles and other six kinds of small commodities export scale growth of 51%, but the comprehensive average price has fallen 21.7%, which means that China's export enterprises with more resources in exchange for less foreign exchange, the loss of a large number of profits. Although there are many reasons for this situation, but one of the important reasons is that China's lack of well-known export brands, export value-added is not high. According to statistics, at present, all kinds of import and export enterprises, has its own trademark less than 20%, own brand exports in the proportion of total exports less than 10%. 2003 national export 500, 34 well-known enterprises exports accounted for only 6% of the international influence of the famous brand is even more few, the lack of independent brands has become one of the weaknesses of China's manufacturing development. Due to the lack of independent brands, China's manufacturing capacity is strong, but the profitability is very weak. This situation and China's big trading country, big exporting country, big manufacturing country status is extremely disproportionate. Currently China's degree of openness and foreign trade dependence further increased, international trade friction tends to intensify, continue to rely on the number of export growth has been unsustainable. A weak brand country, can not be a strong trade country, more likely to be a strong economy. We must vigorously cultivate export brands, improve the added value of export products, enhance export competitiveness, and realize the transformation from a big trading country to a strong trading country. Fourth, to enhance the comprehensive strength of the country The implementation of the "brand strategy", to promote the cultivation and development of enterprises through the brand, at a higher level and level in the allocation of global resources, is the inevitable choice at this stage of China's economic development. Therefore, through the "brand strategy", and constantly improve the value of the brand, take the road of connotative development. Brand strategy" should be combined with other national economic strategies, such as "going out" strategy, "western development strategy", "science and education strategy" and so on. The strategy should be combined with other national economic strategies, such as "going out" strategy, "western development strategy", "science and education strategy", etc., so as to enhance the national comprehensive strength. To some extent, the lack of independent brands has affected the healthy development of China's economy. If foreign brands and foreign-owned brands, occupy a larger market share in China, it may affect the development and security of certain industries and sectors in China. In order to promote the sustained and stable development of the national economy and safeguard national economic security, we should actively develop independent intellectual property rights, cultivate independent brands, and nurture national enterprises and multinational corporations with international influence. Although the foundation for the implementation of the "brand strategy" is already in place, there are still many difficulties and problems. First, China's enterprises in the international market, well-known brands are few, weak influence. China's existing production of more than 150 kinds of products ranked first in the world, but called the world's brands are very few. According to "Fortune" magazine, in 2003, the world's most influential 100 brands, mainland China, only "Haier" a brand selected; Secondly, China's enterprise brand value is relatively low, compared with the value of foreign brands, the difference between the difference. 2002 Haier brand value of 48.900 billion yuan, equivalent to the year, only 8.5% of the brand value of Coca-Cola. Haier brand value of 48.900 billion yuan in 2002, only equivalent to 8.5% of the brand value of Coca-Cola; Third, in the international high-end market, domestic brands almost do not have their own core technology and independent intellectual property rights, resulting in the international competitiveness of domestic brands is weak, which is China's enterprises "to go out" fatal weakness. In order to improve the international competitiveness of products and enterprises, and then enhance the competitiveness of China's economic competitiveness, the implementation of the "brand strategy" is imminent. Implementation of the "brand strategy" guiding ideology and objectives The important premise of the implementation of the "brand strategy" is to clearly put forward the guiding ideology, basic principles and overall objectives, research and formulation of medium- and long-term planning, on the basis of which to put forward specific policies and measures. In terms of the guiding ideology and basic principles, can be considered from the following perspectives: First, from the grasp of the overall situation at home and abroad, the strategic height of the future, recognizing the extreme importance of the brand, the "brand strategy" as the Ministry of Commerce, after the four major foreign trade strategy, one of the orientation of the new strategy, and in due course to rise to the national economic strategy, so as to make it the will of the country; Second, as a national economic strategy. The "brand strategy" should cover all fields of agriculture, industry and service industry, and its level is higher than that of the four traditional foreign trade strategies; thirdly, the implementation of the "brand strategy" will be incorporated into the specific work schedule of the relevant economic management departments, so that it will become an important strategy for transforming the mode of economic growth, adjusting the economic structure and improving the quality of economic growth. Third, the implementation of the "brand strategy" into the specific work agenda of the relevant economic management departments, so that it becomes an important entry point for transforming the mode of economic growth, adjusting the economic structure, and improving the quality of economic growth; Fourth, through the implementation of the "brand strategy", to improve China's capability of independent innovation, and to promote various types of enterprises to develop core technologies, cultivate their own brands, and to improve the international competitiveness of our products and enterprises; Fifth, the implementation of the "brand strategy Fifth, the implementation of the "brand strategy" needs to play a guiding role of the government, establish the main position of enterprises, and create an external environment conducive to the development of independent brands. "Brand strategy" objectives may include the following aspects: short-term objectives (1 ~ 3 years): research and preparation of "brand strategy" development planning, clear development direction, development focus, implementation steps and milestones; respectively, put forward the development direction of agriculture, manufacturing, high-tech industries and services brand; respectively, put forward the development direction of agriculture, manufacturing, high-tech industries and services brand; respectively, put forward the development direction of agriculture, manufacturing, high-tech industries and services brand. Brand development direction of agriculture, manufacturing, high-tech industries and services; study and formulate policies and measures to promote the cultivation and development of brands, the initial formation of the promotion system; and actively develop the export of brand-name series of products, and strive to make the brand merchandise exports, accounting for the proportion of total exports of about 15%; medium-term goals (3 ~ 10 years): the formation of a relatively complete brand promotion, protection, promotion, policy system; the formation of a favorable environment for independent innovation and brand cultivation, brand awareness more y rooted in people's hearts and minds, and a good environment for independent innovation and brand cultivation. Medium-term goals (3 ~ 10 years): the formation of a relatively perfect brand promotion, protection, promotion, policy system; the formation of a favorable environment for independent innovation and brand cultivation, brand awareness is more y rooted in people's hearts; in the household electrical appliances, electronics, apparel, light industry, high-tech and other advantageous areas, the formation of a number of internationally renowned brands and a number of internationally renowned enterprises; branded goods exports accounted for the proportion of total exports of 30% or so; Long-term goals (10 ~ 20 years): the emergence of a number of world-famous transnational corporations with their own brands, independent intellectual property rights and core technologies, economic growth mode basically on the intensive track Long-term goal (10~20 years): a group of world-famous multinational corporations with independent brands, independent intellectual property rights and core technologies will emerge, the economic growth mode will basically embark on the track of intensification, the economic structural adjustment will make significant achievements, the international competitiveness and the comprehensive national strength will be improved, and the ratio of branded commodity exports to the total amount of exports will reach 70%. Policy Options for Implementing "Brand Strategy" Brand cultivation and development can hardly be optimized by enterprises and market forces alone, and it takes a long time. The government should formulate and implement a series of policies and measures to create an institutional and policy environment conducive to brand cultivation. First, promote technological innovation and increase investment in independent innovation and brand cultivation Increasing government investment is the most direct incentive for independent innovation and brand cultivation. In this regard, there are many mature practices and experiences in developed countries. For example, before the 1970s, the U.S. federal government R&D investment had accounted for 65% of the total investment in the U.S. R&D. After the 1970s, under the guidance of the government investment, the enterprise R&D investment continues to increase, and gradually become the main body of the investment. 2000 U.S. enterprise R&D investment proportion of 67.7%, the federal government investment proportion is down to 26.9%. 26.9%. The U.S. federal government also began in 1993, the enterprise R & amp; D investment to give permanent tax breaks. According to OECD statistics in 2000, the amount of government R&D investment, the United States for 265.3 billion U.S. dollars, Japan for 142 billion U.S. dollars, Germany for 46.3 billion U.S. dollars, France for 27.8 billion U.S. dollars, the United Kingdom for 26.6 billion U.S. dollars, the above countries R&D investment accounted for a proportion of the GNP are between 2 ~ 3%. In 2002, China's government R&D investment is estimated at 12 billion U.S. dollars, accounting for the proportion of GNP is only about 1%. Therefore, China can learn from the practice and experience of developed countries, through the establishment of special funds, tax exemptions, etc., to support enterprises to form independent intellectual property rights, support R & D institutions to expand the depth and breadth of R & D, support the relevant national and industry standards, and promote the formation of core technologies and independent brands. Second, promote institutional innovation, the formation of an institutional environment conducive to the development of independent brands Good policies and systems are the catalyst for independent brands, but also the government has a great deal to do in the field. Drawing on the practices of relevant countries, policies and systems to promote the cultivation of independent brands can include the following aspects: First, brand cultivation policies. Relevant government departments coordinate and cooperate to create a competitive environment conducive to brand cultivation by formulating and implementing policies and measures to support innovation, increase investment, and encourage enterprises to create brands, create a fair market environment for the development of brand-name enterprises, and promote enterprises to shape their brand image, develop their own brands, and improve their market competitiveness. Second, brand protection policy. Formulate and improve the legal system of brand protection, and constantly increase the investigation and crackdown on infringement of intellectual property rights such as brand; actively use the international law on brand protection to protect the legitimate rights and interests of local brands in the international market; rectify and standardize the market economic order, focusing on maintaining the order of branded goods business; encourage the production of branded products, and set up a strict and uniform quality supervision and management system, which is strictly enforced. Third, brand promotion policy. The government through exhibitions, seminars, international exchanges and other forms of active promotion of brand-name products, expanding the brand's international influence and competitiveness; strengthen public opinion guidance, so that society as a whole fully recognizes the significance of independent brands and independent innovation, and vigorously cultivate a culture of innovation, so that all the creative aspirations conducive to social progress is respected, creative activities are encouraged for the formation of a good social atmosphere for the development of the brand. Thirdly, we will put the cultivation of high-tech brands and product exports in a prominent position, and strive to seize the high ground of competition in the international market. High-tech has a huge market value, which is related to the quality of national economic growth and economic security, as well as the future competitiveness of a country's economy, and has therefore become an important area of fierce competition among countries. Whoever obtains competitive advantages in the field of high and new technology will have a head start in terms of comprehensive national power and international competitiveness. After more than 20 years of development, China has occupied a place in the field of high and new technology, and has a number of high and new technology enterprises and products with a certain degree of international competitiveness. The next step should be to continue to cultivate and develop the brand in the traditional industry, while focusing on the implementation of the "brand strategy" in the high-tech industry to support a number of high-tech enterprises and develop a number of high-tech brands to improve China's high and new technology. The next step should be to continue to cultivate and develop brands in traditional industries, while focusing on the implementation of the "brand strategy" in high-tech industries, supporting a number of high-tech enterprises, developing a number of high-tech brands, and improving the export competitiveness of China's high-tech brands. At the same time, under the framework of the "science and technology trade" strategy, we will continue to increase the cultivation and support for high-tech brands. One of the successful experiences of South Korea is the development of a large number of high-tech enterprises and brands, so that in the automotive, semiconductor, synthetic fibers, petrochemicals, shipbuilding, iron and steel, home appliances and other industries, the formation of a strong international competitiveness. China should learn from Korea's experience, by increasing support for high-tech enterprises and brands, and strive to seize the high ground of international market competition. Fourth, as soon as possible to guide, cultivate a number of influential brand intermediary institutions Strengthen the evaluation of the brand, the promotion of the relevant intermediary institutions to support and manage the implementation of brand evaluation of intermediary institutions to implement the qualification accreditation, and continue to improve its evaluation of the level of technology and transparency of the market operation, to improve its authority and credibility, in the market competition to form a number of intermediary evaluation of a higher standard, a strong influence of intermediary evaluation institutions. Fifth, strengthen the "brand strategy" basic theory and international experience research Currently, China's "brand strategy" research is not enough, the relative lack of researchers, research field is not broad, the lack of high-level research results, especially the lack of "brand strategy" on the "brand strategy". At present, China's research on "brand strategy" is insufficient, the relative lack of researchers, the research field is not broad, the lack of high-level research results, especially the lack of "brand strategy" of international comparison and reference research. In order to implement the "brand strategy", we need to conduct in-depth research on the "brand strategy", and systematically summarize and learn from the experiences and lessons of brand cultivation at home and abroad. Only in this way, in order to "brand strategy" to implement high-quality and efficient policy measures, in order to promote the continuous development and growth of independent brands, in order to make our country gradually enter the era of independent brand. China apparel franchisee network