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两个“第五”提醒中国制造业尽快补上品牌短板

2017-05-03 13:38:41   新华社

在联合国工业发展组织2016年的报告中,中国工业竞争力仅排名第五;在世界品牌实验室发布的2016年世界品牌500强中,我国以36个席位居第五,其中只有9个是工业品牌。

“两个‘第五’说明同一个道理,即中国制造业从大到强依然任重道远,迫切需要创建以质量品牌为标志的竞争新优势。”工业和信息化部科技司副司长沙南生近日在上海举行的首届中国工业品牌之旅启航仪式上表示。

统计显示,在全球500余种主要工业产品中,我国有220多种产量位居世界第一,稳居世界第一制造大国。但我国制造业仍然大而不强,品牌的缺失是主要短板之一。

制造业品牌如何创建?品质是第一位的,这需要企业内修实力,尤其要弘扬“工匠精神”。

“消费者买东西,首先在意使用价值。现在的中国经济,品质还是软肋。需要在制造业启动一场品质革命,这样中国的产品才能在全球立足。”经济学家周其仁说。

通过高科技在制造业的运用,可以让企业实现“快功也能出细活”。中昊针织有限公司电商事业部负责人慎杰说,虽然企业只做袜子这个单品,但2016年全球销售额近3亿美元。北美市场每卖出100双袜子,就有6双是中昊的。这背后的关键之一,就是企业引进的700台智能织袜机器人,相较此前可替代2000名工人。不仅品质稳定,还提升了生产效率。

除了内修实力,打造品牌还需要外修形象,讲好“品牌故事”。讲“品牌故事”不仅是企业的事情,也是产业、地区乃至国家的事情。山东省的“好品山东”,四川省的“名酒名茶”,都是在讲述地区和产业的“品牌故事”。

沙南生说,企业讲“品牌故事”不是专指做广告,更不是“虚假宣传”,而是要用顾客乐于接受的方式,潜移默化地打动顾客。

作为我国近代制造业的发祥地,上海曾经是我国制造业品牌数量最多的城市之一,“上海制造”也一度是优质产品的代名词。近些年来,上海的品牌发展遇到了很多新的挑战,这引起了地方政府的高度重视。

在本届中国工业品牌之旅上,“上海品牌发展基金”宣告成立。这是国内首家以品牌发展为主导的基金,首期规模为人民币20亿元。上海市政协副主席徐逸波说,上海要营造适宜资本、技术、人才等要素流动的制度,为品牌发展创造良好的生态环境。

沙南生表示,围绕企业品牌培育,工信部将试点推广品牌培育管理体系的方法,围绕区域品牌建设,已在75个产业集群开展试点。(新华社上海5月2日电)

(责编:庄红韬、赵爽)

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