The Development Experience Study Of Brand-name Enterprises In Qingdao

Under the condition of market economy, the competition among enterprises or even regions is the economical competition by nature, ultimately represented as the economical competition among brand-name enterprises. They make great contribution to the prosperity of the region they attach to. Enterprises play the major roles in market competition with their famous brand-name product as core competitive capacity. Brand is nicknamed the pass card to the market. A well-known enterprise with good reputation shall make more profits in the fierce market competition. Market competition shall inevitably evolve into the state in which brand-name enterprises make big shares. A national industry, lack of brand-name product, is hard to embark on the world economic stage. Faced with the wave of economic globalization, China must set up brand-name enterprises as soon as possible. Only by doing so, different regions can boom. So does national industry as a whole. Brand is a commercial name, which is named by its manufacturers or vendors, and usually includes letters or marks, symbols, figures, colors or a combination of the above-mentioned elements. It is used as a logo of the manufacturer or vendor, in order to distinguish its product from that of its competitors. When a brand has been approved in the market, it shall become a famous brand, and the enterprises with famous brands are inclined to be well known and acquire good reputation. Then the enterprises shall be able to make use of their famous brand effect to expand the production scale, speed up the pace of brand construction, improve the quality of brand building, and ultimately turn into brand-name enterprises. The enterprises with famous brand in Qingdao have been following that way of development.The theme of this paper is the development experience of famous brand enterprises in Qingdao. The thesis can be divided into four major sections. In the first section, the practical background and the theoretical foundation are analyzed: Qingdao as a common coastal city, going through the development of reform and opening up for 30 years, has brought up a number of famous brand enterprises and entrepreneurs and formed a large-scale of famous brand enterprise groups in primitive form, as provide a practical background for this paper. The research about famous brand should be based on the investigation of brand firstly. A lot of foreign scholars had a wide range of in-depth research on brand and formed a relatively complete system while national scholars applied the theory of brand to analyze the famous brands in Qingdao and made much discovery. Theoretical Study of foreign scholars and empirical research of national scholars provided a good foundation for this paper.In the second part, the author generally describes the current state of brand-name enterprises in Qingdao and analyzes their achievements, defects and their great contribution.In the third part, the author analyzes the development experience of famous enterprises in Qingdao from the aspects of geography, business, industry framework and government management, striving to sum up the experience comprehensively, systematically and deeply in order to expose the reason why brand-name enterprises have make great success, and provide a mirror of development for other enterprises in other regions.In the fourth Part, the author analyzes the problem which should be focused from the aspects of business, government and historical backgrounds, aimed to help promote the development of brand-name enterprises and further more, to guide accelerating the upgrading of structure.Regarding the problem of operation and development of brand-name enterprises, it is approved that they should be based on the region and industry they attach to, and follow economic laws while making great effort on their own. The enterprises, which aim to build brand-names, should focus on scientific innovation, the development of famous brand products, good service, cultural construction, and the reputation while expanding and uplifting their brands at the proper pace. The government should not only respect the economic lawss but seize the opportunity to guide, support the better enterprises and make a good environment for the enterprises in their administrative region.Faced with the big gap between the brand-name enterprises in Qingdao and the world top 500 enterprises, the thesis strives to investigate the operation of famous multinational enterprises so as to point out the defect of national enterprises and further more, to give the strategic suggestion as to upgrading their structures. The enterprises should pay attention to the construction of their own culture, especially the construction of creative ideal, which shall underlie the spirit of long-term development. They should also open their mind and erect the right idea about competition and cooperation to arrive at the"win-win"purpose. As to government, it should firstly guide brand-name enterprises on different levels separately and practically, aimed to better effect; secondly set up relevant policy concerned with different industries and enterprises and take actual measures to help national enterprises step into world market; thirdly strengthen constructing its own culture and improve its capability of service and innovation. The brand-name enterprises groups in Qingdao has evolved up to current state, ascribed to different reasons, including historical elements, practical conditions, technical advantages, and elements of institution and culture. It is strived to find the key point of the experience mentioned above, which should be stated as follow: Both the government and the enterprises place the ideal of innovation in the center. The enterprises develop and keep the spirit of innovation, which can be summarized as"We are always on the way to a better tomorrow"in the process of their operation and expansion, and it is the very ideal that enables them progress in the right direction continuously.