Characteristics
Location Brand is often an embodiment of regional industrial competitive advantage, and there is a regional brand industry is often a local dominant industry and leading industry, in competition Having high market share is important for promoting regional economic development. If the corporate brand is the source of corporate value, then the location brand is the source of a certain industry in the region. Therefore, many areas have an important goal of creating location brands as an industrial development, and creating location brands has become a powerful driving force for regional economic development.
Forming
Generally speaking, the formation of location brands has their specific history, culture, geographic or industrial background.
Historic
Some location brands are formed by historic, such as Jingdezhen ceramics, Suzhou embroidery, etc. This type of location brand is mainly because the product has a long production history in these areas, which belongs to a hundred years old product products. After a long time, it has a high visibility, reputation and loyalty. Take Jingde Town Ceramics as an example, there is a long history of two dry years. In the Northern Song Dynasty, Jingdezhen became the Burn Center of China Porcelain, the largest production base and ceramics research center in the world porcelain market. After long-term accumulation, it has formed a superb life The production skills and unique product style are known as "white as jade, bright as mirrors, thin as paper, sound,".
Geographical advantages
The formation of some location brands is its unique geographic or climate advantage, such location brands are large, such as Xinjiang, Hamana, Hangzhou Longjing Tea, Zhejiang Longyan Honey Orange, Yantai Apple, etc. Take the Xinjiang Hamana as an example, which has a prestigious, mainly in Hami unique climatic conditions, long domestic sunshine, low climate, low water content, easy to heat and heat dissipation, large day temperature, high temperature, crop assimilation The effect is accelerated, the night temperature is low, the crop breathing is slow, which is beneficial to the growth of melon and sugar accumulation, so Xinjiang cantaloupe is more sweet, contains rich vitamins and calcium, phosphorus, iron and other trace elements, and love.
Industrial cluster
With the fierce market competition, the advancement of science and technology, long history, geographical advantages are no longer the necessary conditions for location brands. According to reports, scientists use hybrids, radiation, and transgenic and other breeding methods. After years of research, scored a new variety of cantaloupes that can be planted in the southeast coast of China and southern China, maybe a few years later, the cantaloupe is no longer the specialty of Xinjiang, South It is also possible to produce sweet and delicious cantaloupe. Jingdezhen ceramics also gradually lost competitive advantage due to the operation of the non-bodhi and production of raw plasma, and the share of domestic market has been shrub. The export growth rate is significantly behind in China, especially the daily use. Porcelain, building sanitary porcelain and industrial porcelain, etc. are far behind Foshan, Tangshan and other places, and its "porcelain" is gradually become a history. More location brands are formed by industrial clusters, such as Wenzhou, Zhejiang, footwear, lighters, low voltage electrical appliances, and Zhangzhou's medium and high-end tie. Industrial clusters refer to a collection of companies and institutions in a certain set of companies and agencies in a particular area. A group area includes a group of industries and other entities that are interactive to competition. The reason why industrial clusters helps to district brands, mainly in the professional division of labor, and allocated industrial cost advantages and linkage effects of overall propaganda in regional enterprises.
First, in the process of expanding the scale of industrial clusters, various relevant production factors at home and abroad will flow into the region, and the industrialization system such as R & D, production, sales, service and other industrialization systems is constantly developed and improved. Thereby achieving more effective resource allocation, providing a regional economy and scale economic effects, reducing the operational costs of enterprises within the cluster, and enhance the market competitiveness of enterprises. Taking the Wenzhou lighter area brand as an example, local lighter production is particularly high, with at least 28 parts of the ordinary lighter, each component is produced by professional factory, with electronic igniter, sealing ring, microporous sheet For enterprises such as injection molding parts, there are also plastic markets and steel markets that provide raw materials. In this way, the production cost is very low, in the lighter accessories, an electronic ignator, a single enterprise production is 1 to 2 yuan, while the professional factory production is only 0.2 to 0.3 yuan, each Only a lighter is 5 ~ 8 seals, and a single company will produce one to 0.05 yuan, while the professional chemical plant is only 0.005 yuan. In this way, Wenzhou lighter has a strong price advantage in the international market, and export prices are between 1 to 2 euros, while European produce similar lighters at least 10 euros or even more.
Secondly, the production enterprises in the cluster can also carry out the overall planning, conduct a centralized location brand image, through the collective debut, can form a strong publicity offensive, and reduce the publicity cost of a single company. For example, Zhejiang Province has organized "China Tie Festival and International Tie Clothing Expo", through newspapers, television and other media, show the overall image of Zhangzhou Tie, to promote the "International Tie City".
In addition, the industrial cluster has also promoted the competition between enterprises in the region, realizing the joint evolution of enterprise groups, which in turn makes the overall quality of the region higher than foreign companies.
Of course, the formation of the location brand may also be the result of the comprehensive role of historic, geographical advantages and industrial cluster. Since the geographical climate environment in a certain region is suitable for producing a product, the product has a long production history in the region. With the expansion of production scale, it is easy to form a industrial collaboration pattern of production and sales integrated, and in order to improve product competitiveness. Research and development institutions have also begun to establish, and the effect of industrial clusters also appeared. Regional industries have further enhanced, and the advantages of location brands are increasingly obvious.
Development trend
Analysis
The formation of location brands is not one, it takes decades or even hundred years of time, the common government and enterprises need effort. However, due to the location of all kinds of products that are not part of the region, or those that are all kinds of products that are involved, it is inevitable that there is more companies involved, so the location brand is more fragile, and it is more vulnerable to corporate brands. The image is more susceptible to damage. In recent years, there have been enemy enemies and immersed Jinhua ham, Chongqing hot pot bottom material to form a shadow of the scandal of the pilot beef horses, giving a closing brand image. Although only a few enterprises in the region, the objective communication caused by the media exposure is that all the objective communication of consumers have problems, causing the "dominoes" trust crisis, after decades or even The location brand established in hundreds of years, sweeping the floor overnight, did not pay, greatly affected the development of the local industry.
This phenomenon is economically called the land of the land, and Professor Galete Hardin is proposed in 1968: It is envisaged with a piece of grass, which is produced. Under the premise of any institutional constraints, all shepherds tend to overgraz over to expand their own benefits, regardless of others and collective interests, and the ranch will degrade, destroy, and the flocks can be eaten due to excessive grazing. Starry, all the shepherds do nothing. Economists believe that there is not only natural resources to become a "land", and the nature of the land is characterized by the property rights structure of the asset usage. If a certain asset's property rights determines that many people can use this asset varying degrees Then, this asset has the property of the land. It can be seen that the location brand has obvious land-oriented characteristics, and its ownership is not as clear as the corporate brand, and local companies can rely on the development of the brand. This brand parasitic phenomenon makes corporate fish dragons, some manufacturers have serious opportunistic behavior, in order to economic interests, seeing benefits, there is no shortage of counterfeit goods, not only harm the interests of consumers, but also harm the image of the entire location brand. And the interests of other companies in the region.
Maintenance
Economist believes that the root of the land of the land is that the property rights are unclear, and the key to solving the land of the land is to clarify the right to establish a constraint mechanism. However, the property rights of location brands with community characteristics are not very easy. Taking Jinhua Ham as an example, the brand of "Jinhua Ham" has been conducted for many years. First in 1979, Pujiang County Food Co., Ltd. subordinated by Jinhua City applied for registration to the State Administration for Industry and Commerce, and obtained the trademark of "Jinhua ham". However, in 1983, the superiors of Pujiang County Food Company shot "Jinhua Ham" trademark from "three unity", from now on, since then, "Jinhua Ham" is returned Not in Jinhua, the provincial food company in Hangzhou, the relevant departments of Jinhua City have been worrying about it. In this way, Zhejiang Province includes the ham production enterprises in Jinhua City, to use the "Jinhua" trademark, must be authorized by Zhejiang Food Co., Ltd. and pays about 2 yuan per ham. However, Jinhua Ham has passed the review of the protected land of origin in August 2002, which means that Jinhua ham manufacturers have approved the local origin product protection committee to meet the requirements of production standards, and accept corresponding management, and can use "Jinhua ham" "This title. Then, in February 2003, Zhejiang Food Co., Ltd. used the ham production enterprise that did not have the use of "Jinhua" in the product sales marking in the product sales mark, and reported to be serious to the industry and commerce departments. Investigate. As a result, Jinhua's local ham enterprises and Zhejiang Food Co., Ltd. are not allowed to use in the name of "Jinhua Ham" and "Jinhua Ham".
It can be seen that through clarity of property rights to solve the "land tragedy" of the location brand is a long and difficult process. Regional brand maintenance, more requires local governments and related departments to solve them by establishing a constraint mechanism for actors. From a government point of view, it is necessary to eliminate local protectionist ideas, establish a strong sense of crisis and responsibility, put the maintenance of the location brand in an important position, and implement a strict market and brand access system, business, quality Inspection, judicial and other departments should work together, combat counterfeiting and shoddy products, and will not be able to rape, resolutely do the hidden dangers, and eliminate hidden dangers in germination. Maintain the zone brand, but also give full play to the role of the industry association, strengthen the supervision and control of the enterprise production process through the industry association, strengthen the company's brand awareness, integrity and self-disciplinement, improve product quality, and consumers
The interest is centered, and the counterfeit and shoddy goods will be reported and hit. Fundamentally, enterprises have to go out of the "land of land", they have to rely on themselves. Because, as long as the company does not give up the living standard, there is a big pre-influence of the "land of land". That is, when the location of the brand image is damaged, it is the key to the crowded boundary and the illegal enterprise, which is the key to the "land of land". In order to get out of the "land of land", enterprises should be based on the long-term, abandon the attachment of the location brand, and strive to build their own brands. Such a brand has trademark protection, which will not be affected by other companies in the same industry. On the other hand, it can also rely on the zone brand, implement the main sub-brand strategy, but more highlights from the brand, such as "a certain brand Jinhua ham, a certain brand of hot pot", etc., it can use the influence of location brands, Improve the improvement of corporate visibility and market expansion as soon as possible, and at the same time, enterprises can take timely communication methods to classify the boundaries between unscrupulous companies.
Development
Under the increasingly competitive, the market has expanded, so that the development of agriculture is the growth process of brand agriculture. In recent years, Shaanxi rural have appeared some brands in China, such as Liquan Apple, Linyi Pomegranate, Northern Shaanxi, San Shaanxi Chinese Medicine. These brands have played a role in the development of Shaanxi agriculture. However, in general, brand agriculture is slow, mainly performance is small, small variety, more concentrated, well-known, low comprehensive, low competitiveness, low brand value, is serious, affected by new brands challenge.
Brand agriculture is slow, and the main reasons are four: 1 system backward. In the past 30 years since the implementation of the joint contract responsibility system, there is no significant change in the basic pattern of a one-family unit; this pattern is difficult to enable family management to enterprise management, so that agriculture marketization, Industrialization and modernization have been at a lower level. 2 Management backward. From micro-viewing, farmers are mainly manual labor, lack of modern marketing concept. From macro look, mainly the requirements of government market management, brand management, market service; market order is not standardized, short-term behavior is serious; policy is not in place; the quality of cadres is not high, mechanism rigid. 3 The structure is unreasonable. Variety is single, such as too much apple growing. 4 Technical progress is slow. The technical progress cannot be kept, the quality is unstable, the impact of climatic and pests and diseases is high, and when the time is bad; the excessive technological progress of pesticides is slow, and the farmers lack technical transformation funds.