A Research Into The Administrative Instruction Conduct In The Development Of Jinjiang’s Branding Strategy

Trademark strategy is not only an important role in corporate plans fordevelopment, but also an important government practice, especially for SAIC’sadministrative instructions. The thesis of this dissertation is to address theadministrative instruction practice in trademark strategy.The literature about the government practice in trademark strategy rely heavilyon official reports and related working documents composed by SAIC staff, whichlack the comprehension of data and theories. This paper focuses on the administrativeinstruction practice in trademark strategy in Jinjiang County, and utilizes literaturereview method, statistical analysis method, case study method and interview method.After reviewing for trademark strategy development and SAIC administrativeinstruction practice from home and abroad, based on branding strategy managementtheory, I gather the specific practice of administrative instruction with respect to allstages of trademark development in Jinjiang County, point out the existing experienceand problems, and then give the relevant suggestions.After thorough research, I point out that Jinjiang’s trademark strategy hasdeveloped from branding as foundation of county to county honored by brands, andthe corresponding administrative instruction has come into some effective results,such as brand registration volume, number of honored brands, etc. Corporates arebecoming aware of setting up their own distinctive trademarks, which has aprominent promotion for the economy. Furthermore, trademarks are becoming moreand more professional and international. There are some basic experience fromadministrative instructions, including reasonable policies, multivariate service,strategic transformation, etc., as well as some problems, such as insufficient capablestaff, lacking leading branding strategy management ideology, which leads to lessattention to the connotation of trademarks and brands, and less flexible in executingthe strategy, and less attention to the internationalizing the existing trademarks. As forthese, I bring up three suggestions from intention, methodology and relation, based on branding strategy management theory.