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宏祥集团,现有职工2400人,固定资产2.53亿元,主要生产液化石油气钢瓶、冰箱冰柜、空调器、热水器、农用汽车等12个系列、40多个品种的产品。近年来,我们通过实施名牌带动战略,争创驰名商标,促进了企业管理、科技水平、外向经济以及企业整体素质的提高,加速了向国际工贸型企业集团发展的步伐。1994年,集团实现工业产值6.72亿元,实现工业利税6824万元。1994年,被列为全国500家最大乡镇企业13位。冰柜、钢瓶、热水器、空调器四种产品被认定为“中国名牌产品”。1994年12月被国家经贸委和国家工商局批准为国家级企业集团,宏祥工业园区被国家农业部批准为全国50家乡镇企业经济技术示范区之一。 一、强化品牌意识,精心进行商标定位 宏祥集团始建于1982年,以较快的发展速度,顺利完成了一次创业,建立了一个以生产家用电器为主,融科、工、贸为一体的综合型企业集团。但改革开放的不断深入,却向我们提出了严峻的挑战。如何加速实施“二次创业”,构筑“大、高、外”格局已经追在眉睫。我们认为:乡镇企业单靠机制优势来完成“二次创业”已不能适应变化了的新情况,90年代市场经济的一个突出特点,就是品牌意识已成为风靡时尚。谁占领了品牌的“制高点”,谁就有了市场。培植驰名商标,
Hongxiang Group has 2,400 employees and 253 million yuan in fixed assets. It mainly produces 12 series and more than 40 varieties of products such as liquefied petroleum gas cylinders, refrigerator freezers, air conditioners, water heaters and agricultural vehicles. In recent years, through the implementation of brand-name strategy, we have been striving for a well-known trademark, which has promoted the improvement of enterprise management, technology level, outward economy and overall quality of enterprises, and accelerated the pace of development towards international industrial and trade enterprise groups. In 1994, the Group achieved an industrial output value of 672 million yuan and realized 68.24 million yuan in industrial profits and taxes. In 1994, it was listed as the 13th largest 500 township enterprises in the country. The four products of freezers, cylinders, water heaters, and air conditioners have been identified as “China Top Brand Products.” In December 1994, it was approved by the State Economic and Trade Commission and the State Administration for Industry and Commerce as a state-level enterprise group. Hongxiang Industrial Park was approved by the Ministry of Agriculture as one of the 50 economic and technological demonstration zones for township enterprises in the country. I. Strengthen brand awareness and meticulously conduct brand positioning The Hongxiang Group was founded in 1982. With a rapid development speed, it successfully completed a business and established a production-oriented household electrical appliance, which integrates science, industry and trade. Comprehensive business group. However, the continuous deepening of reform and opening up has brought us serious challenges. How to speed up the implementation of the “second venture” and build a “big, high, and foreign” pattern has already caught on. We believe that: Township and village enterprises can no longer adapt to changing new circumstances by relying solely on the advantages of the mechanism to achieve “second entrepreneurial”. The prominent feature of the market economy in the 1990s was that brand awareness has become fashionable. Whoever has occupied the “commanding heights” of the brand will have a market. Cultivate well-known trademarks,