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The first Chinese topic in Davos in 37 years:Build a strong brand

date:2020-09-18 18:53:47 read：51

The first Chinese topic in Davos in 37 years:

Build a strong brand

Xinhua, Dalian, September 7 (Wang Youling, Ming Jinwei, Fu Xingyu) A seminar on "Building a Strong Brand" was held at the World Economic Forum on the morning of September 7. Zeng Zimo, the moderator of the meeting, said that this is the first time that the World Economic Forum has conducted discussions in Chinese since its establishment 37 years ago. This seminar with the theme of "building a strong brand" attracted many well-known Chinese and foreign entrepreneurs and scholars. They believe that brand strategy is the internal requirement of global economic development, and enterprises must build strong brands to enter the international market.

Wang Jianzhou, chairman of China Mobile Communications Corporation, said that brand is not a noun, it represents a story and consumers' recognition of products, and it is the product of enterprise connotation and competition.

"It is attractive to choose a good name for a product, but it is impossible to do without it." He said that an enterprise must have a global perspective in the process of creating a global brand.

He Zhiyi, assistant dean of Guanghua School of Management, Peking University, said that the brand is "face", reputation and taste, and contains corporate culture and character. Developing and changing brands are of great significance to economic development.

Entrepreneurs and experts from China believe that over the years, Chinese enterprises have made great progress by taking advantage of low cost, but with the growth of enterprises, this development model with low cost as the main means of competition is increasingly limited. At the same time, the development of China's economy also expects more Chinese brands to participate in global competition, which is the internal requirement for improving China's economic influence in the world.

At present, China is entering a new stage of opening up. In order to realize the transformation from "Made in China" to "Created in China", and realize the leap of domestic manufacturing industry from low-end manufacturing to the mid-high end of the industrial chain of independent research and development, we must pay attention to brand building, and use reputation, trademark, intellectual property and management to expand the international market.

"If there is no brand, the product can only be sold at the lowest price, and there is not much market." Zhang Xin, CEO of SOHO China, said that brand means profit. Enterprises without brands can survive in the era of economic backwardness, but they cannot survive in the era of market economy development.

Participants in the discussion believed that the upcoming 2008 Beijing Olympic Games provided a great opportunity for Chinese enterprises to build brands. Historically, with South Korea hosting the Olympic Games in 1988, a large number of South Korean enterprises have grown into internationally influential brands, and Chinese enterprises have much to learn from.

"The world welcomes China to become a brand, because only the enterprises that make brands will care about intellectual property rights and the reputation of enterprises," said Feng Jun, president of Beijing Huaqi Information Technology Development Co., Ltd. Huaqi Information released its new international brand "aigo" to the world in 2003. When the McLaren F1 team wore the new team uniform with the "aigo" brand, the Chinese brand also undoubtedly entered the British and Spanish markets.

达沃斯37年首个中文话题：

打造强势品牌

新华网大连９月７日电（王优玲、明金维、傅兴宇）世界经济论坛７日上午举行一场“打造强势品牌”研讨会。会议主持人曾子墨说，这是世界经济论坛成立37年以来，首次用中文进行研讨。这场以“打造强势品牌”为主题的研讨会吸引了众多中外知名企业家和学者参与。他们认为，品牌战略是全球经济发展的内在要求，企业走向国际市场必须打造强势品牌。

中国移动通信公司董事长王建宙说，品牌不是一个名词，它代表一个故事和消费者对产品的认可，是企业内涵的展现和竞争的产物。

“产品取一个好名字是吸引人的，但没有是不行的。”他说，一个企业在创建全球性品牌的过程中必须具备全球视野。

北京大学光华管理学院院长助理何志毅说，品牌是“脸”，是信誉和品位，蕴含企业文化品格。发展变化的品牌对经济发展有重要意义。

来自中国的企业家和专家认为，多年来，中国企业发挥低成本优势取得了较大发展，但随着企业的成长，这种以低成本为主要竞争手段的发展模式越来越受到局限。同时，中国经济的发展，也期待更多的中国品牌参与全球竞争，这是提高中国经济在全球影响力的内在要求。

目前，中国正进入开放的新阶段，产品要实现“中国制造”到“中国创造”的转变，实现国内制造业从低端制造到自主研发的产业链中高端的飞跃，必须注重品牌建设，重视用信誉、商标、知识产权和管理开拓国际市场。

“如果没有品牌，产品只能以最低廉的价格卖出，而且没有多少市场。”SOHO中国公司首席执行官张欣说，品牌意味着利润。没有品牌的企业在经济落后的时代可以生存，但在市场经济发展的时代是不可能生存的。

参与讨论的人士认为，即将到来的２００８年北京奥运会为中国企业提供了一个打造品牌的绝佳机会。从历史上看，伴随着１９８８年韩国举办奥运会，一大批韩国企业成长为具有国际影响力的品牌，中国企业在这方面有很多可以学习的地方。

“世界都欢迎中国做品牌，因为只有做品牌的企业才会关心知识产权，才会关心企业的信誉。”北京华旗资讯科技发展有限公司总裁冯军说。华旗资讯２００３年向全球发布了其全新国际品牌“aigo”（爱国者）。当迈凯轮Ｆ１车队穿着印有“aigo”品牌的新队服时，这个中国品牌也毫无疑问地打进了英国和西班牙市场。

(This article is an original article by Zhuge Changqing, and the pictures are selected from the Internet. Welcome to forward it, and please indicate the source for forwarding)

Introduction to Zhuge Changqing: Zhuge Changqing, the inheritor and promoter of traditional Chinese culture, is willing to "learn from sages, promote virtue, revitalize China and benefit the world" together with people with the same ideals in the world.

(Zhuge Changqing: zhuge8031@163.com ）

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Learn from sages and carry forward virtue

Revitalizing China for the benefit of the world

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诸葛长青简介：诸葛长青，中国国学传统文化传承弘扬者，愿与天下志同道合者一起“学习圣贤、弘扬善德、振兴中华、造福世界”。

（诸葛长青：zhuge8031@163.com）

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