Seek foreign papers on China's foreign trade export brand strategy ~ preferably with translation.

Actively implement the export brand strategy and strive to promote the transformation of foreign trade growth mode.

-investigation report on accelerating the implementation of our province's export brand strategy

For a long time, the development of China's foreign trade has been dependent on the growth of quantity. The proportion of export commodities with high technology content, high added value and high exchange rate is small; The product quality is unstable, the packaging is not standardized, and the complaint rate of foreign merchants is high; Some fake and shoddy goods have flooded into the markets of neighboring countries, causing adverse effects. In order to improve the quality of export commodities, optimize the structure of export commodities, strengthen quality management, reduce export costs and improve economic benefits, the Ministry of Commerce began to implement the strategy of "winning by quality" for export commodities throughout the country in the early 1990s. In the mid-1990s, it was clearly put forward to implement the export brand strategy, and in accordance with the requirements of WTO rules, the subsidy policy for export commodities was gradually shifted to the protection and support of brand-name commodities. Especially in the past two years, the Ministry of Commerce has set up a brand exhibition area through the reform of the Canton Fair, which has highlighted the status of brand enterprises and brand goods and caused great shock among foreign trade and economic enterprises.

In order to further study the implementation of export brand strategy in our province, on the occasion of attending the 97th Canton Fair, Deputy Director Zhang Lin led the Canton Fair Working Group of our office to visit the trade delegations of Zhejiang Province and Ningbo City respectively to learn from their successful experience in implementing export brand strategy. Two symposiums of participating brand enterprises were held in our province, and the opinions and suggestions of brand enterprises on promoting brand strategy were listened to, and the following research report was formed.

First, the policy adjustment from the strategy of "winning by quality" to the strategy of "exporting brands"

199 1 In order to implement the "Year of Quality, Variety and Benefit" in the State Council, the Ministry of Foreign Trade and Economic Cooperation put forward the foreign trade development strategy of "winning by quality", the main purpose of which is to improve the quality of China's export commodities, enhance international competitiveness, and safeguard national interests and foreign trade reputation; Handle the relationship between quality and quantity, benefit and speed in foreign trade and economic cooperation; Promote the transformation of China's foreign trade growth mode from extensive management to intensive management. The policy measures of "winning by quality" strategy mainly include four aspects: first, the universal implementation of ISO9000 series international quality system and certification; Second, take policy measures to increase the export proportion of mechanical and electrical products and complete sets of equipment; The third is to cultivate brand-name goods and well-known enterprises in the international market; Fourth, enhance quality awareness, improve the quality assurance system, and crack down on counterfeiting.

In the middle and late 1990s, with the sudden emergence of processing trade, China's foreign trade entered a period of rapid growth. Especially since the beginning of the new century, the total foreign trade has maintained a rapid growth of more than 20% for many years. By the end of last year, China's total import and export trade reached 85 12 billion US dollars, ranking fourth in the world, and its status as a major trading country was basically established. According to the report of WTO, for such a country with a trade scale, the growth rate of China's import and export is "unprecedented". But in the huge trade volume, there are not many independent brands and marketing networks. Among the global 100 most influential well-known brands, only "Haier" has entered China; Judging from the trade mode of China's export commodities, processing trade accounts for more than 50%, and more than half of general trade is brand-name production. All these have become the "soft rib" of China's trade growth.

In order to speed up the transformation from a foreign trade power to a foreign trade power, the Ministry of Commerce started to create brand-name export commodities nationwide from 1998, and accelerated the cultivation and creation of a series of influential and competitive brand-name export commodities in the international market. Since1April, 1999, the Ministry of Commerce has determined and published nine categories of "famous brand export commodities to be supported and developed", including household appliances, bicycles, motorcycles, textiles and garments, light industrial consumer goods, information products, machinery, food and medicines, and published a series of support policies. Including: giving priority to supporting enterprises to carry out overseas processing business with materials and setting up corresponding production, operation and after-sales service projects; Give priority to participating in the Canton Fair and provide conditions for its participation in internationally renowned fairs; Give priority to enterprises to use the central foreign trade development fund, and enterprises can also apply for using the central foreign trade development fund for advertising promotion and establishing foreign sales centers; For the export of commodities subject to quota management, the quantity allocated shall be tilted, and for commodities subject to quota bidding management, the qualification of enterprises to participate in bidding shall be relaxed; For the electromechanical products enterprises whose exports are listed in the list, priority shall be given to discount loans specially used by the state for technological transformation of electromechanical export enterprises; For projects that drive the export of listed commodities under the contract, priority shall be given to handling relevant procedures and borrowing cooperation funds; Use export credit insurance to support the export of these commodities and so on.

Especially in the spring of 2004, the Ministry of Commerce reformed the booth distribution mode of the 95th Canton Fair, set up a brand exhibition area for the first time, and increased the booth support for brand enterprises, which caused great shock among foreign trade and economic enterprises. Canton Fair is an export commodity negotiation activity with the longest holding time, the greatest influence, the largest number of customers and the most prominent trading effect in China. For a long time, the booth of the Canton Fair has been the focus of all kinds of foreign trade and economic enterprises. Since the 95th Canton Fair, the Ministry of Commerce has given priority to brand enterprises in all exhibition areas, which has benefited the selected brand enterprises greatly. The turnover of * * * brand enterprises in the 95th Canton Fair was USD 4.44 billion, accounting for 18 1% of the total turnover. The 96th Canton Fair further expanded the brand exhibition area, and 320 enterprises set up 2047 brand booths in 24 brand exhibition areas, including clothing, household textiles and household appliances. Although the number of booths in the brand exhibition area only accounts for 7.4% of the total number of booths, the total turnover is 5.25 billion US dollars, accounting for 65,438+09.3% of the total turnover. On the basis of the previous two sessions of the 97th Canton Fair, the brand exhibition area increased by 64%, accounting for 12% of the total number of booths, and the export turnover reached 7.42 billion US dollars, accounting for 25.4% of the total turnover.

The number of brand-name export commodities reflects a country's comprehensive strength, economic competitiveness and scientific and technological development level. Creating famous brands is an important part of implementing the strategy of "winning by quality" and an important way to improve export competitiveness. The establishment of famous brands is more conducive to promoting enterprises to establish a mechanism to improve quality and efficiency, and to promote the transformation of export growth mode from extensive to intensive. The process of creating famous brands is also a process of optimizing the allocation of social resources, accelerating the survival of the fittest, promoting enterprise restructuring and forming scale operation. Therefore, the implementation of the "export brand" strategy proposed by the Ministry of Commerce is a further deepening and improvement of the strategy of "winning by quality", highlighting the policy orientation of guiding and promoting enterprises to establish brands with independent intellectual property rights, changing the OEM production status and creating a number of export brand-name goods. Judging from the recent Guangzhou Fair, the implementation of export brand strategy has played a very significant role in promoting enterprises to cultivate independent intellectual property brands, and brand enterprises have benefited a lot from entering the brand exhibition area, further strengthening their confidence and determination to make quality products and strengthen superior brands; Under the guidance of policies, non-brand enterprises have also begun to study and formulate their own brand development plans and brand innovation measures.

Second, the status quo and existing problems of implementing export brand strategy in our province

The implementation of our province's export brand strategy began in the late 1990s. Among the first batch of 59 kinds of "famous brand export commodities with key support and development" announced by the Ministry of Commerce, 6 kinds of them were selected in our province. Subsequently, with the gradual expansion of the export scale of our province and the continuous improvement of the quality of export commodities, a number of enterprises were selected into the list of "famous brand export commodities with key support and development" by the Ministry of Commerce. But generally speaking, compared with the advanced provinces and cities in the south, there is still a considerable gap. In the list of190 "Famous brand export commodities to be cultivated and developed in 2005-2006" published by the Ministry of Commerce last year, 5/kloc-0 enterprises in Zhejiang were selected, including 20 enterprises in Ningbo. There are 29 in Guangdong, 25 in Jiangsu and only 23 in our province. Judging from the export situation of brand enterprises, according to the estimation of the Ministry of Commerce, the national brand enterprises' own brand exports account for about10% of their total exports; The export ratio of private brands of enterprises in Zhejiang Province is about 15%, while the export of private brands of enterprises in our province is estimated to be less than 5%. From the environmental point of view, although our province has also given preferential support to brand enterprises in terms of trademark protection, technological transformation discount, booth distribution, etc., there is still a big gap compared with the policies promulgated by the state and advanced provinces and cities in the south, mainly as follows: the social atmosphere of encouraging brands to become bigger and stronger is not strong, and the consciousness of enterprises to innovate brands is not strong; The implementation of various support policies is not in place, and the integration advantages of support measures are not fully exerted; Intellectual property protection needs to be further strengthened, and relevant punishment measures must be more severe.

The actual situation of implementing brand strategy in enterprises in our province can be roughly divided into three categories. The first category: having fully realized the great significance of implementing brand strategy, trying to build brands and trying international strategies, such as Haier and Jin Wang. These enterprises go abroad, enter the international market, establish R&D, production and marketing institutions overseas, recruit international talents, and aspire to become global brands. The number of such enterprises in the province is very small, accounting for less than 1% of export enterprises. The second category: intentionally building a brand, but still can't do it. Such enterprises have registered trademarks for their products and intend to build brands. However, due to its outstanding product quality and brand characteristics, as well as the limitation of funds, it has not been fully publicized, and its brand influence is still relatively limited. The proportion of such enterprises in the whole province is about 10%. The third category: no brand awareness, only the concept of production and sales. This kind of enterprises think that the current brand development is a retreat, which lacks practical significance. The urgent task is to accumulate capital, increase sales and make brands later. Therefore, they are satisfied with sample processing and brand production, and are always at the level of followers in product quality, style and service. This kind of enterprise occupies a considerable proportion in the foreign trade system of our province, and the estimated number is close to 90%.

On the whole, most enterprises in our province lack long-term vision, do not fully realize the strategic significance of creating brands, and have not yet formulated and implemented effective brand strategies. Although a few advanced enterprises have implemented brand strategy, the results are rare, most of them are not obvious, and they are facing many difficulties at present. Due to the weak brand concept and insufficient investment in brand creation, the brand building of export commodities in our province inevitably has congenital defects, which are concentrated in the following four aspects: First, a large number of export commodities are branded. Weihai xintaige toy co., ltd is a professional manufacturer of toy tigers. In recent years, it has become a little famous in the international market. Many professional buyers know that they should go to Xintaige Company to buy tiger toys, but because they don't have their own trademarks, they have been OEM for major toy manufacturers in the world for many years. In fact, after years of experience accumulated for foreign OEM production, many products in our province are not far behind the international advanced level in terms of quality, performance and processing technology, and some even lead the international level, but the brand gap makes the added value of our products far from that of foreign products. Take Tiger Toys of New Tiger Company as an example. The unit price of the 97th Canton Fair was only $2.9, but the unit price in foreign retail market rose to $29 after OEM. Second, enterprises' awareness of self-protection is weak, and foreign companies frequently register trademarks. The most typical example is that Hisense was registered as a "Hisense" trademark by Siemens, which triggered a series of legal disputes. Later, although the two sides reached a settlement, Hisense also paid a heavy price for it. In addition, the trademarks of copy paper and writing paper of Linqing Yinhe Paper were also registered by foreign investors, and the trademark of "Little President" of Yantai Hongchang Pencil was registered by customers in the UK, and was later forced to spend 200,000 yuan (the registration fee was less than 1000 US dollars) to buy back the trademark. Third, the vicious competition among enterprises in the province has led to the loss of a number of traditional brand advantages. "Sanhuansuo", "Sanbianjiu" and "Longkou vermicelli" were once famous brand products in the international market of our province. However, for a long time, due to the neglect of intellectual property rights and brand-name trademark protection, even several enterprises were instructed to enjoy a brand by administrative intervention, which led to fierce competition and the decline of traditional brand names. Fourth, the new brand has low added value and weak competitiveness. Because the enterprises in our province started to implement the brand strategy late and lacked investment, it is difficult for most new brands to have a great impact on the international market and to compete with internationally renowned brands. For example, Vosges Home Textiles is a home textile manufacturer that mainly exports to Japan, and its products account for nearly 70% of the Japanese market. However, due to the small influence of its own brand, no one cares. At present, the export to Japan is mainly OEM, and the independent brands are mainly exported to emerging markets such as Russia and the Middle East.

Thirdly, the successful experience of Zhejiang province in implementing brand strategy in recent years.

Zhejiang is a coastal foreign trade province with the highest proportion of general trade exports in China, with the proportion of general trade exports as high as 80%; At the same time, it is also one of the provinces with the largest export of brand products. Among the 190 export brands supported by the Ministry of Commerce, Zhejiang Province has 5 1 brand, accounting for 26.8%.

The work of establishing export brands in Zhejiang Province has been carried out very well, thanks to the rapid economic growth in Zhejiang in recent years, the huge export of general trade, the subjective initiative of enterprises to create their own brands and the strong support of governments at all levels to create export brands. Objectively speaking, the unique advantages of Zhejiang economic development provide many favorable conditions for Zhejiang enterprises to create export brands. First of all, Zhejiang, as a major foreign trade province, has a large volume of foreign trade, with an export dependence of 40% and a high degree of economic internationalization. "Made in Zhejiang" brand enjoys a certain degree of international recognition. Secondly, Zhejiang has a number of powerful and basic corporate brands. Among 362 well-known trademarks in China, Zhejiang accounted for 36, ranking first in the country. Third, Zhejiang's unique lumpy economic form makes some industries and products have considerable comparative advantages in the world. Among the 500 major industrial products, 160 products account for more than 40% of the national market, and many products also have a certain share in the international market, so it is very possible to form a number of international brands in some market segments. Fourth, a large number of enterprises in Zhejiang have long-term OEM production for international brands, have sufficient experience in product production technology and quality control, and have the ability to build international brands.

Based on its own advantages, Zhejiang Province has further strengthened the promotion of export brand strategy in recent years, and some of their practices are worth learning.

First, attach great importance to brand strategy and list it as the focus of foreign trade and economic cooperation. Fully understand the significance of implementing brand strategy in promoting economic restructuring and industrial upgrading, and take promoting foreign trade enterprises to build export brands as an important starting point for further implementing the strategy of "winning by quality" and changing the growth mode of foreign trade as a long-term key work in the future.

The second is to establish and improve the working mechanism of implementing brand strategy. ① The organizational system for brand promotion of export commodities in the province has been established and improved, and the municipal foreign trade and economic cooperation bureaus, import and export enterprises and key enterprises in the province have all implemented the leaders in charge and the special person in charge of this work. (2) Establish an information communication mechanism for brand creation of export commodities, track and understand the dynamic situation of the implementation of corporate brand strategy in time, and pass on new initiatives and successful experiences in the process of brand re-creation of enterprises, so as to achieve the purpose of mutual exchange and improvement. (3) Establish a reserve and counseling mechanism for key export brands, carry out some mapping work, and send the list of enterprises that meet the selection criteria of the Ministry of Commerce to key counseling. At the same time, the selection of "Brand-name Export Commodities Focused on Cultivation and Development in Zhejiang Province" was carried out, and the financial department also clearly gave support to brand-name enterprises, striving to maintain a good connection with the work of the Ministry of Commerce.

The third is to do a solid job in the basic work of implementing brand strategy. ① Conduct a general survey of trademark registration. Last year, a trademark survey was carried out in the whole province, and the registration of trademarks at home and abroad in Zhejiang Province was initially found out. As of the first half of last year, there were 55 registered trademarks19 at home and abroad for Zhejiang's export commodities, of which 1308 were registered overseas. In the future, it is planned to register 25 17 domestic and foreign trademarks, including overseas registration 1305. (2) Actively create an atmosphere in which the whole society agrees with the "brand". At the beginning of last year, the proposition of "promoting overseas brand marketing of Zhejiang enterprises and enhancing export competitiveness" was listed as the key proposal of the provincial CPPCC, which attracted great attention from all aspects in the province. The research on "promoting brand internationalization and building a new round of competitive advantage" is carried out, the brand status, brand internationalization path selection and policy incentive effect of Zhejiang Province are analyzed, and practical countermeasures and suggestions are put forward. At the same time, the "Interim Measures for the Evaluation of Famous Brand Export Commodities in Zhejiang Province" was studied and promulgated, and the provincial export brands were selected, giving a one-time reward (200,000 yuan) to the selected enterprises.

Fourth, give necessary financial support to enterprises to implement brand strategy. At the beginning of 2004, Ningbo Foreign Trade and Economic Cooperation Bureau and Finance Bureau jointly issued "Several Measures to Continue to Promote the Development of Open Economy", which clearly stipulated that: ① Advanced foreign trade and economic enterprises that passed the ISO9000 quality system certification and obtained overseas trademark registration will be given a certain amount of one-time reward. (2) trademarks registered in foreign countries, Hong Kong, Macao and Taiwan in that year, with a subsidy of 3,000 yuan per trademark; According to the registration procedure of the Madrid Agreement, those who register in more than five countries at one time will receive a subsidy of 5,000 yuan. (3) The circulating foreign trade enterprises whose annual export volume reaches150,000 US dollars, which passed the ISO9000 quality management system certification that year, will be subsidized by 20,000 yuan; Those who have passed the ISO 14000 environmental management system certification will receive a subsidy of 30,000 yuan; Those who pass the certification of other management systems will be given a subsidy of 20,000 yuan.

The fifth is to give public welfare promotion support to brand enterprises. In order to promote the overall promotion of Zhejiang's brand-name export commodities, Zhejiang Province has also set up a "public * * * project fund" under the provincial foreign trade development fund, and enterprises with "brand-name export commodities cultivated and developed by the Ministry of Commerce" and "brand-name export commodities cultivated and developed by Zhejiang Province" automatically obtain the qualifications for using public * * * projects. * * * Project Use The contents and use direction of public * * * projects proposed by the Provincial Department of Foreign Trade and Economic Cooperation every year are mainly used for: making and distributing the publicity album and CD-ROM of "Famous Brand Export Commodities Focused on Cultivation and Development in Zhejiang Province"; Well-known media at home and abroad promote Zhejiang famous brand export commodities as a whole; Organize export famous brand enterprises to carry out special promotion in key markets, including overseas exhibitions and setting up Zhejiang famous brand distribution windows abroad; Hold seminars, forums, trainings and lectures on export brand building. Invite well-known consulting companies at home and abroad to provide brand development strategy consulting reports for brand-name export commodity enterprises through bidding and other forms. At the same time, it is stipulated that 5% of the total amount of public * * * projects will be used as daily management expenses, which will be used for the organization and management of the evaluation of "famous brand export commodities cultivated and developed in Zhejiang Province", the development of management program software, bidding management and so on.

The basic experience of successful practice in Zhejiang and Ningbo lies in that by formulating specific policies, the macro strategy of "winning by quality" is implemented in specific measures to support the development of export brands, which enhances operability and further highlights the guidance of macro policies.

Fourth, accelerate the export brand strategy of our province.

In view of the present situation and existing problems of export brand construction in our province, and drawing lessons from the successful experience of advanced provinces and cities in the south, we should focus on speeding up the export brand strategy in our province from three aspects in the coming period: first, strengthen the macro-planning of building export brands, do a good job in planning and demonstrating the export brand strategy in combination with the research and formulation of the foreign trade development plan during the Eleventh Five-Year Plan period, and take the implementation of brand strategy as a breakthrough in transforming the foreign trade growth mode during the Eleventh Five-Year Plan period; Second, strengthen public opinion propaganda, policy guidance and intellectual property protection, and actively create a good atmosphere for brand creation in the whole society; The third is to further enhance the awareness of brand building, update ideas, improve planning, increase investment, and enhance the internal motivation of brand building enterprises. As an industry department in charge of foreign trade, its work should focus on creating a social atmosphere, creating a fair environment, building an exchange platform and strengthening policy support. To this end, we suggest:

(1) Strengthen public opinion propaganda and strive to create a good social environment for striving for export brands. We should further improve our understanding of the significance of implementing export brand strategy. First of all, the implementation of export brand strategy is conducive to opening up the international market and promoting the export growth of our province to a new level. For a long time, most export enterprises in our province rely on reducing costs and selling prices to maintain export growth. With the increase of export cost and the rise of trade protectionism, many enterprises in our province obviously lack the stamina for export development in recent years. There is little potential to occupy the market and increase exports by price competition, which is easy to attract foreign anti-dumping retaliation. We must completely renew our ideas and change our thinking, from traditional price competition to non-price competition with brands as the core, and rely on brands to compete for the market. Secondly, vigorously promoting the export brand strategy is conducive to improving export economic benefits and promoting the transformation of foreign trade growth mode from extensive to intensive. In the process of changing the development mode of foreign trade from extensive growth centered on earning foreign exchange to intensive growth centered on benefit, export enterprises often fall into a dilemma of earning foreign exchange or benefiting. In this transformation of business model, we also need to have new business ideas. Reducing the cost and selling price and implementing small profits but quick turnover is an idea, while shaping famous brands and raising selling price is an important strategy. Implementing the famous brand strategy and improving the quality and grade of goods can not only occupy the market, but also bring rich profits to export enterprises and realize the double growth of foreign exchange earning and efficiency. Third, promoting the export brand strategy can increase intangible assets for enterprises, which is conducive to the capital accumulation, scale and group development of export enterprises. The brand itself is valuable, a valuable intangible asset and a symbol of good reputation. Brand export enterprises can accumulate more capital through merger, holding, acquisition and credit sale, which is of great significance for changing the pattern of miniaturization and decentralized operation of export enterprises in our province, realizing large-scale and group operation and improving export competitiveness. In order to further strengthen the publicity of brand enterprises and brand products, it is suggested to learn from the practice of Zhejiang Province, carry out the selection activity of "brand-name export commodities cultivated and developed in Shandong Province", give priority to recommending "brand-name export commodities cultivated and developed by the Ministry of Commerce" to the selected enterprises, and enjoy the brand support policies formulated by the province. It is necessary to seriously study and formulate the selection methods and procedures for "famous brand export commodities cultivated and developed in Shandong Province", implement dynamic management, establish the elimination mechanism, and enhance the fairness, authority and credibility of the selection.

(2) Further strengthen the protection of intellectual property rights and severely crack down on unfair competition. At present, imperfect market rules, nonstandard operation, ineffective supervision, and ineffective sanctions against violations and infringement of intellectual property rights have become outstanding problems that restrict the implementation of export brand strategy, which not only increases the operating costs of brand enterprises, but also affects the enthusiasm of enterprises to implement brand strategy. Conscientiously implement the Trademark Law, the Patent Law and the Anti-unfair Competition Law, severely investigate and punish acts of infringement and unfair competition, and earnestly safeguard the fair foreign trade operation order. Actively cooperate with the relevant departments of industry and commerce, quality inspection, customs, inspection and quarantine in the province to carry out law enforcement inspection once a year. At the same time, it is suggested that provincial people's congress representatives inspect, strengthen supervision over local administrative law enforcement, and effectively put an end to local protectionism. In addition, more severe punishment measures should be introduced for suspected infringement in large-scale foreign-related economic and trade activities such as the Canton Fair.

(3) Strengthen financial support for the implementation of export brand strategy. It is suggested that a special account for brand strategy support funds should be set up in the provincial foreign trade development funds, and the special arrangement of100000 yuan should be used to support the creation of export famous brands. First, increase the incentives for brand enterprises, and give one-time rewards to enterprises selected as "brand-name export commodities cultivated and developed by the Ministry of Commerce" and "brand-name export commodities cultivated and developed by Shandong Province". Every year, enterprises selected as "famous brand export commodities cultivated and developed by the Ministry of Commerce" are rewarded with 654.38 million yuan, and enterprises selected as "famous brand export commodities cultivated and developed by Shandong Province" are rewarded with 50,000 yuan, which is about 4.5 million yuan. The second is to encourage enterprises to carry out technological innovation, and give matching loan discount support to those who enjoy the loan discount for technological transformation of national brand enterprises. The policy implements a fixed discount, with a total capital of 6,543,800 yuan. The third is to encourage enterprises to develop their own brands and provide financial support for overseas trademark registration, overseas patent application and quality system certification. For trademarks registered in foreign countries, Hong Kong, Macao and Taiwan, the subsidy for each trademark is 3000 yuan; According to the registration procedure of the Madrid Agreement, those who register in more than five countries at one time will receive a subsidy of 5,000 yuan. It costs about 6.5438+0 million yuan. Fourth, support brand enterprises to explore the international market, and subsidize booth fees and exhibits transportation fees for enterprises to participate in international professional exhibitions recommended by the province and self-run overseas exhibitions. The quota subsidy booth fee for overseas trade promotion activities organized by our province is 6.5438+0.5 million yuan; For the internationally renowned 10 Expo recommended by the whole province, the booth fee is fixed at RMB10.5 million per event, totaling RMB10.5 million. Fifth, actively carry out public welfare publicity of brand goods and information exchange of brand enterprises. For the selected "brand-name export commodities cultivated and developed by the Ministry of Commerce" and "brand-name export commodities cultivated and developed by Shandong Province", our province will make a unified publicity album and CD-ROM of "brand-name export commodities in Shandong Province" every year, and promote it in well-known media at home and abroad as a whole; Establish a dynamic management and information exchange network platform for "Shandong Province's export famous brand goods" and strengthen information services for brand enterprises. The policy has a fixed subsidy of 500,000 yuan.

(4) Further improve the construction of service system for implementing export brand strategy. First, actively explore the establishment of a public information service platform for the implementation of the province's export brand strategy, further enhance the service awareness of governments at all levels, and provide information services for enterprises to implement brand strategy, especially industry development information services, in order to reduce enterprise decision-making mistakes. The second is to establish and improve the information contact and feedback system between the provincial foreign trade and economic cooperation department and brand export enterprises, and keep abreast of the dynamic situation in the process of brand creation. The third is to strengthen the construction of intermediary organizations such as industry associations and professional associations, and further strengthen industry self-discipline.