Problems with Jinan’s time-honored brands

Suggestions on implementing the revitalization project of time-honored brands to promote sound and rapid economic development in Quancheng

——He Chengzhe[1210218]2008-05-12 14:48:09

Jinan has developed commerce and handicraft industries since ancient times. Time-honored brands are an important symbol of Jinan, a famous historical and cultural city in Quancheng. They are treasures of the traditional culture of the Chinese nation, with profound historical charm and rich cultural connotations. All time-honored brands have had a glorious history, but in recent years, as market competition has become increasingly fierce, many time-honored brands are facing a crisis of survival and development, and some have even disappeared. There are also some time-honored brands that have regained their vitality after being baptized by the market economy. Therefore, time-honored brands are facing two futures and two fates, presenting a situation where crisis and vitality coexist.

How to take advantage of the opportunity of hosting the National Games and building a modern international Jinan to revitalize Jinan’s time-honored brands and use the brand resources of time-honored brands to develop traditional industry, commerce and cultural tourism. This is not only an effective way to promote Jinan’s economic development, but also to protect the Spring City Jinan’s traditional features, expanding the influence of Jinan’s cultural heritage, and enhancing the city’s comprehensive competition will bring new opportunities.

1. Current development status and problems faced by time-honored brands

According to data survey, there are about 50 time-honored brands in Jinan City since the brand was founded before 1956, including Ruifuxiang, "Time-honored brands" such as Daguanyuan, Yanxitang Restaurant, Baomingzhai Glasses, and Straw Bun Shop are famous and have a long history. However, except for a few companies that have stimulated corporate vitality and maintained a strong development momentum through joint-stock reform, about one-third have gone out of business. Most of the time-honored brands that are still operating are in a difficult situation. There are many reasons for the decline of time-honored brands, including There are objective factors such as the social and political environment and the constraints of the old economic system, as well as subjective factors such as the inability of time-honored brands to keep up with the new situation and the lack of self-regulatory mechanisms. But overall, the unclear property rights system of time-honored brands and the internal defects and mechanisms of the state-owned economic management system Rigidity is the fundamental reason why time-honored brands are in trouble.

(1) System constraints limit the operational vitality and self-development capabilities of time-honored brands

For decades, all the shortcomings of the state-owned economic management system under the planned economy have had a negative impact on time-honored brands , such as the lack of separation between government and enterprises, the lack of separation between government and capital, and the excessive interference of administrative departments in economic activities such as production, operation, investment, and distribution of enterprises, causing time-honored brands to lose the conditions for self-survival and development. On the one hand, the ownership of state-owned assets of time-honored brands (including the property rights of intangible assets of time-honored brands) is not clear, and the owners have been idle for a long time, and no one cares about the future and destiny of time-honored brands; on the other hand, the management rights of state-owned assets of time-honored brands are not in place, and the business operators are in name only or have no real identity. Real legal person property rights, no one is responsible for the survival and development of time-honored brands. This system flaw not only causes time-honored brands to lose the motivation and vitality for development, but also causes enterprises to lose their ability to transform and develop themselves, and fall into a predicament that they cannot extricate themselves from.

(2) The mechanism is rigid and incompatible with the market economy

After the reform and opening up, with the rapid advancement of science and technology and the accelerated development of the market economy, a large number of new enterprises have adopted modern scientific and technological means and Advanced marketing models have grown rapidly, while time-honored enterprises have rigid mechanisms, outdated concepts, lack the internal motivation for self-innovation and development, and cannot adapt to the requirements of the market economy. Faced with fierce competition from new domestic brands and world-renowned brands, time-honored brands are also facing severe challenges. In terms of intellectual property protection, some time-honored companies also have little awareness of intellectual property protection and fail to register their brands in time. As a result, their trademarks are repeatedly registered, and they either lose the brand or have to spend huge transfer fees to buy back the brand.

2. Countermeasures and suggestions to promote the development of Jinan’s time-honored brands

Time-honored brands are an important cultural heritage of Jinan, the spring city, and a valuable asset. As cultural heritage, time-honored brands should be valued and protected by the whole society; as social wealth, they should be fully developed and utilized so that time-honored brands can play an important role in carrying forward fine traditions, cultivating national spirit, prospering the provincial capital economy, and enriching people's lives.

In order to promote Jinan's time-honored brands to enter the track of standardized, orderly and healthy development, the following suggestions are recommended:

(1) Deeply explore and enhance the value of time-honored brands

It is necessary to fully explore the potential in the value of time-honored brands factor. For example, some traditional products and services of time-honored brands no longer meet the requirements of modern life. However, if their products and services are improved and innovated to meet the needs of modern people's lives, they may regain their vitality and vitality, releasing huge potential. economic energy. Second, by fully integrating the cultural resources of time-honored brands, we can establish a time-honored brand museum or a time-honored street (such as Furong Street), develop cultural tourism projects, and enhance the city's heritage and image.

(2) Deepen the reform of state-owned time-honored enterprises

The state-owned system is the biggest obstacle to the development of time-honored brands. Reforms centered on the property rights system should be accelerated, and state-owned time-honored enterprises should be transformed into shareholding systems to make them true market entities. Clear property rights are an inevitable requirement for modern enterprises and a guarantee for the sustainable development of time-honored enterprises.

First, the heirs of the original family or the main operators (those who master traditional skills or special techniques) of time-honored enterprises are allowed to hold large shares, and stock options can also be implemented to facilitate the long-term development of the enterprise and fully mobilize the interests of the operators. Positivity. The second is to support the listing of qualified time-honored enterprises and use the capital market to promote the development of time-honored brands. For example, the listing of "Tongrentang" not only enhances brand awareness, but also ensures the company's development of new products and expanded reproduction, and enhances its competitiveness. Third, all state-owned capital in most small and medium-sized time-honored enterprises should be withdrawn and transformed into joint-stock enterprises with private capital structures, so that time-honored enterprises can return to the path of private ownership. Fourth, for time-honored enterprises that have gone bankrupt, closed down, or been acquired or merged, their brands should be publicly auctioned, transferred, or used for a fee by relevant government departments, and all the proceeds should be used to support the development of time-honored brands. Encourage foreign capital and private capital to purchase, participate in, and control time-honored enterprises through auction bidding.

(3) Optimize the development environment of time-honored brands