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央广网丹东9月7日消息(记者徐志强)品牌是一个产品的外延与形象,是质量的保证,更是企业文化的结晶。近年来,随着经济发展进入新常态,品牌效应逐渐发酵,丹东市各企业基本上都意识到了品牌塑造的重要性,因而申报“名牌”的积极性也逐年增强。
日前,辽宁省名牌战略推进委员会公示了377个辽宁名牌产品,其中我市有27个产品被认定为辽宁名牌产品。在本次被认定为辽宁名牌的产品中,有16个为有效期满再次复评的产品,剩下的11个为新评产品。据市质监局质量处工作人员介绍,从2015年开始,丹东市参评辽宁名牌和丹东名牌的企业越来越多。以前需要工作人员再三动员和宣传,如今企业主动递交材料。有的企业一次没评上,就反复准备材料,请教差距所在,来确定今后的努力方向。
名牌的诞生需要相当一段时间的培育过程。近几年来,一批又一批的企业开始进行品牌培育,随着营商环境的优化和政府扶持力度的加强,不少以前与“名牌”相差甚远的企业也步入了名牌培育的行列。
近年来,一些服务型企业为了营销,选择了网站、微信等网上宣传方式。而这样的方式离不开商标的注册,因而从前积极性不高的服务型企业也开始意识到品牌建设的重要性,申请著名商标的企业有了较大幅度的增加。
目前,虽然大多企业认识到了品牌建设的重要性,但仍然有一些企业对于“名牌”和“著名商标”的申请,是“可望而不可即”的。采访中,一家服装厂的负责人说,由于名牌的申请有硬性指标,例如2016年生产型企业产品销售额不得少于1亿元。而该厂受市场趋势影响,无法定位产品未来发展方向,因此申请名牌还存在一定差距。无独有偶,一家食品加工厂的负责人也表示,该厂申请“名牌”的困惑也是无法短时间内达到评价标准。而多数企业则认为,正是因为评价标准严格,“名牌”对他们来说才更具吸引力,进军“名牌”可以推动企业不断创新发展。
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