Vigorously Implementing The Brand Strategy To Enhance The Core Competitiveness Of Enterprises Valve

Today's society, China's commercial sea can be described as Baxianguohai

, recount. Homogeneous product competition, market competition heating up, China has become the world's manufacturing facility has become an indisputable fact. Many businesses fail for different reasons, but the winner of the magic are strikingly similar, that is, without exception, with their brand strength. Haier home appliances kingdom, Mengniu speed of the myth ... ... name brand and business in the hands of the most sharp sword. Economic globalization is the globalization of competition, globalization for China, for Chinese brand, is an opportunity, but also a challenge.

Group in Shandong Province, Central Japan business bigger and stronger, while Duocuobingju, grasp this opportunity to vigorously implement the brand strategy, speed up technological innovation, and effectively improve product quality and enhance the core competitiveness of the market. 84 years from the factory at the beginning of a few million yuan, dozens of village workers in small factories, to the current total assets of 870 million yuan, the staff more than 4,000 people to liquefied petroleum gas cylinder as the leading industry, involving valves, pipe parts, brakes, rubber tires, woodworking machinery six categories of products, has nine subsidiaries comprehensive enterprise group. In 2009 total output value was 1.92 billion yuan, sales income of 1.7 billion profit and tax of 110 million yuan and exports worth 45 million U.S. dollars. "Ring Day" brand LPG cylinders by the State Ministry of Construction, as recommended products, in 2009 by the State General Administration of Business Administration, named as "China Famous Trademark" to achieve such a success, thanks to the implementation of the company to go trademark brand strategy, build the road of independent innovation and competitive industries.

1, focusing on branding, vigorously implement the Brand Strategy

Production products or trade mark is not only the quality of services provided a symbol, but also the intangible assets for enterprises to create wealth. Implementation of the trademark strategy of products and services beneficial to establish a good reputation and credibility and improve value-added products and services, enhance product and service development, occupation, the ability to consolidate the market. Central Japan Group Chairman Pan Shu-chang's "focus on the implementation of trade mark brand strategy" is to enhance the core competitiveness of enterprises an important measure.

Brand is the company's image, trademark is the productivity of enterprise development. Since the company was founded, in the 20 years of the development process, vigorously implement trademark strategy, adhere to the "Ring Day" trademark long-term stability of the publicity, the use of more than 20 cities across the country set up sales offices, in order to strengthen the international between cooperation and exchanges set up branch offices in Dubai, with the sales of group changes, timely adjustment of marketing strategies, improve product sales network, and gradually the country 27 provinces, autonomous regions and municipalities, especially the western rural areas to build sales network, established by the spots and the face, from the inside out marketing network. To face the general characteristics of the rural consumer groups, make full use of Fair, International Fair, various forms of outdoor advertising, brochures and TV, newspapers and other media, to increase the "Ring Day" brand publicity.

2003, the company used in the LPG cylinder on the "Ring Day" trademark is Business Administration, Shandong Province, assessed as "Shandong Famous Brand" in 2006, was renewed as "Shandong Famous Brand." In 2009 by the State General Administration of Business Administration, named as "China Well-known Trademark."

The implementation of brand strategy, brand image enhancement for the product to expand the market, providing a strong support. At present, the "Ring Day" brand cylinders sold in 27 provinces, autonomous regions and municipalities, and exported to the United States, Canada, Australia, Cameroon, etc. more than 20 countries and the Middle East. In 2009 more than 60 models of "Ring Day" brand LPG cylinders to reach 3.6 million sales, sales of more than 500 million yuan, profits and taxes over billion domestic market share reached 25%, and export volume ranking first in the country the same trade comprehensive economic indicators is also the same industry across the country topped the list.

Second, relying on technological innovation and enhance their motivation

"No is always the peak, and only forever beyond" to get "Ring Day" brand has vigor and vitality, the company must continue to expand space for new growth, through continuous technical innovation, promoting product updates, upgrades, thereby fostering The new growth point.

At present, the ring-Japanese group is the largest liquefied petroleum gas cylinder production and export base, with the United States Lincoln automatic welding machine, X-ray real-time imaging systems, advanced production and testing equipment more than 380 pieces (sets), more than 420 researchers. Over the years, the company attaches great importance to technological innovation and putting in a lot of special funds each year for new product development and production technology improved, forming a liquefied petroleum gas cylinders five series, more than 30 kinds of specifications models of product system. Establishment of nine high-efficiency, modern automatic production lines, cylinder capacity and production techniques have always maintained a leading position of domestic industry, which had annual production capacity of 3.5 million cylinders. Company's own research and development of the cylinder automatic welding technology, automated assembly line, three sets of cut blanking technology and many other advanced technologies were pioneered in the same industry. The company has the State General Administration of Quality Supervision, Inspection and Quarantine issued the "The People's Republic of China special equipment manufacturing license" (pressure vessel), in strict accordance with national standard GB5842-2006 to organize production strictly enforce the ISO9001: 2000 quality management system standard, the implementation of the whole process of quality monitoring , and has passed the DOT, UL, TC, BAM and other international quality certification, obtained export permits. From 1984 to produce only the first "Ring Day" brand cylinders so far, at the national quality inspection department of the organization's previous sampling in both the test pass, the market has won recognition and praise

Third, strengthening quality management advocacy services

Ring Japanese know: brand building must be based on high-quality product quality and sincere customer service basis. Quality is the brand's life, is the product of the soul. There is no quality, brand as "a river without water" and has lost a fundamental foothold. "Quality First" and "quality service" is a ring on every employee group can not have the slightest slack priority.

2009 "Ring Day" trademark was awarded "China Well-known Trademark", and the National cylinders industry alone the only one mark. This honor is part-Japanese group to obtain the quality of products the biggest positive. Also reinforces the ring on the brand's market recognition as well as in cylinder industry leading position. Interview, Group Chairman, Central Japan Pan Shu-chang said: "The acquisition of well-known trademarks in China is that we have accumulated 20 years of hard work the results of a quality foundation. The quality and brand is the relationship between birth, there is a good quality of products will have a good product brands, so quality control certain strict requirements, there is no best, only better! "

Ring-Japanese group in accordance with relying on "quality to open up the market, driven by the market enterprise" development ideas, pay attention to product quality, promote quality service, credit management, business from top to bottom these concerted efforts, concerted efforts for development, to ensure the quality of decision-making to ensure the quality and efficiency of operations, so that enterprises have maintained healthy and rapid development momentum continue to grow and develop.

At present, the Central Group with liquefied petroleum gas cylinders on the brand strengths and giant tire project in international market advantage in the international market to obtain a good value for money. In Laizhou Development Zone has invested 500 million yuan of the Hawk-steel radial tire project, has achieved annual production value of one billion yuan, profits and taxes 200 million yuan and profits 120 million yuan of the size of the next five years, sales revenue is expected to reach 5 billion yuan , along with the existing enterprise product sales, five years later, the ring on the Group's annual sales will exceed 10.0 billion to form a true "10 billion industry."

The most direct measure of business services is represented by excellent product quality, product quality is the fundamental core. Ring Day Group will continue to firmly establish the grasp quality, grasping brand, grasping services, grasping the concept of development. Strengthen the sense of the consolidation of massive, solid strategy to deepen the quality of promoting enterprise, in enhancing enterprise quality management, improve product quality level, to make new breakthroughs, and strengthen employee firmly establish the "quality first" concept, a sound quality management regulations and management institutions to "quality upgrading" of the total handle, a comprehensive quality monitoring system to promote all the work for the company's next major development solidify a solid foundation.

by: gaga

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