The implementation of brand strategy in the non-ferrous metals industry is of great significance. The non-ferrous metal industry is a basic raw material industry. Most products do not directly target the general consumer but enter the finished goods as raw materials for other industries. The quality of its products directly affects the quality of various industrial products. Vigorously promote brand strategy, develop varieties, improve quality, and provide more excellent non-ferrous metal materials to various industrial industries to meet the needs of industries in various industries to upgrade, has become an important policy for the development of non-ferrous metal industry. With the continuous deepening of world economic integration and China's entry into the mid-industrialization stage, higher requirements have been set for non-ferrous metal materials. With the continuous development of science and technology, the economic development of various countries in the world is gradually merging, and the integration trend has emerged. China has also entered the middle stage of industrialization, making China an increasingly important manufacturing base in the international market. The fierce competition in the world market puts forward higher requirements for China's non-ferrous metal materials. After basically getting rid of the shortage economy, branded products will play a leading role in the commodity market. An important reason why many non-ferrous companies lack brand products is that many non-ferrous products do not sell for a long time and can be sold out after they are produced. But now, the situation has changed. Although the low-end products are still sold, the benefits are getting worse and the competitiveness is getting worse. Competition among enterprises is gradually shifting from lower-level price competition to non-price competition. Enterprise competition is divided into price competition and non-price competition. Although price competition is important, the role of product innovation and product quality in competition is even more important. Price competition is low-level competition, and product differentiation is high-level competition. Non-price competition mainly includes intellectual property and brands. Brands are intangible assets, which are the concrete and visualized corporate long-term reputation. Famous brands are monopolistic, just as the price of branded products is higher than that of non-branded products. This is a monopoly profit from the brand, while the company's intangible assets have doubled substantially, such as the value of Coca-Cola, Sony, Mercedes-Benz and other brands. China's non-ferrous enterprises have already had a number of brands that are well known in the domestic and international markets, especially those registered on the London Metal Exchange. However, the total number of such brands is still small. The reasons are as follows: First, poor brand awareness, and some The enterprise has not registered in the London market for decades; the second is unstable quality. Non-ferrous products must shift from price competition mode to brand competition mode. Have more intellectual property rights, have their own well-known brands, become the company's core competitiveness. The creation of a brand is not easy. It cannot be done overnight. The brand must be based on a stable and excellent product quality. Consistent quality and excellent service is a more fundamental element of a trustworthy brand product. The international and domestic markets need non-ferrous products to change from production-oriented to both high-quality and high-quality. With the development of automobiles, electric power, computers, communications, aerospace, architecture, light industry, printing, food, medicine packaging, decoration and decoration, petroleum exploration, and transportation, the demand for non-ferrous products has been greatly increased. There are higher requirements for variety and quality. Implementing brand strategy and strengthening the non-ferrous metal industry Although China's non-ferrous metal industry is already a major producer in terms of output, it is not yet a powerful country. It must not only increase its volume, but also emphasize quality improvement and brand cultivation. Therefore, vigorously promote the brand strategy, through the establishment of the brand, the creation of brand activities, to promote the various work in the enterprise, effectively transform the mode of economic growth, establish a scientific concept of development, take the road of quality and efficiency development, after China's accession to the WTO, non-ferrous enterprises The inevitable requirements for meeting the requirements of the development of the market economy are also fundamental to the survival and development of the company. Today, the market has no borders, and the domestic market and the international market are being further integrated. This raises higher standards and requirements for the operation and operation of the company. Therefore, we must participate in international competition in accordance with WTO rules. To create a brand, an enterprise must aim at the world's advanced level to formulate its own product standards. The product quality standards must meet the advanced standards of international counterparts, and the market objectives must focus on the international market. And the root of all this is innovation. The brand creation work is not isolated. It must be combined with the reform of enterprises, institutional innovation, and the conversion of mechanisms. Combining product structure adjustment, combining technological transformation and strengthening of scientific management, combining human resources development and talent strategy, combining protection of intellectual property rights and environmental protection . In short, the process of building brands and creating brands is a systematic project. The growth process of brands and brands is a process in which the company's strength is growing, and it is also a process in which social awareness gradually increases. It is a process that requires long-term efforts to persevere and accumulates. Therefore, companies must strive to create a brand, focus should be done in the following work: 1, firmly establish the correct brand concept, adhere to the road to create a brand. The activities to promote the creation of "Chinese brand" products have been deeply rooted in people's minds. The role of branded products is self-evident. Companies participating in this conference are all enterprises with strong brand awareness and striving for brands. For a brand-building company, it is necessary to continuously understand the brand and brand theory, enhance the understanding of the brand strategy, formulate specific implementation plans, and take concrete steps in building the brand. 2. Continuously promote technological progress and increase the core competitiveness of enterprises. Innovation is the source of economic development, and it is also the fundamental guarantee for the implementation of brand strategy. In recent years, non-ferrous metals industry companies have introduced many advanced foreign equipment technologies. First of all, they use these equipment technologies to make full use of their proper performance, achieve the required product output and quality requirements, and at the same time make innovations. Have some development. It is necessary to firmly grasp the core content of technological innovation, and constantly create independent intellectual property rights for enterprises to enhance their core competitiveness. 3. Strengthen quality management, realize management innovation and further improve product quality. Enterprises and products that lack reliable quality management guarantees will not have long-term competitiveness in the market, and must extend the concept of quality to every link in the production process. Product quality is a comprehensive reflection of process quality and work quality. Quality management must be extended to the entire process of production and operation of enterprises. From production to distribution, a sound quality management system must be established, not only the management of the manufacturing process, but also the design and development. And the management of marketing services ensures that the products delivered to the users are stable and high-quality products that meet their needs. 4. To cultivate innovative talents and implement the combination of production, education and research. Talent is the foundation of all business. Training a large number of innovative talents and implementing the combination of production, education and research are very important in the creation of brand activities. It not only proactively selects products, but also brings forward a series of management innovations. New management innovations and technological innovations must have corresponding talents. The role of talents as a high-level production factor is increasingly important. Enterprises must not only train their own talents, but also must establish long-term technical and managerial cooperation relationships with institutions and institutes. This is very important. Adhere to self-development, integrate domestic and foreign advanced technology, integrate technological innovation, and establish a scientific and technological innovation process management system from project selection to achievement conversion, from system management to motivating assessment, and promote high-tech transformation to the market as soon as possible. The brand's quality management and market innovation are a whole. The ultimate goal of brand management is to allow the brand to gain market recognition. 5. The establishment of a credit system is a guarantee for the sustainable development of the company. It is also a characteristic performance of brand enterprises. Integrity is not only to ensure that users get good quality products, get excellent service and guarantee of timely delivery and payment, but the performance is many, in the past work, we found that some companies' data such as production capacity, product output, Sales, output value, profits and taxation, profits, technical personnel, testing and development capabilities, etc., can have several sets of data, and the gap is still very large. Different data are issued according to different needs. This issue must be given serious attention. We must consider and correct it. What needs to be done to implement the brand strategy at present? 1. Promote brand strategy to develop in depth. There are more than 3,000 non-ferrous metal production enterprises in the country and thousands of non-ferrous product varieties. A number of products with good reputation at home and abroad have also emerged, which lays the foundation for companies to participate in the evaluation of Chinese brand products. We must increase our efforts to promote the further development of the brand strategy. 2, for more non-ferrous metal products into the 2005 brand evaluation directory. Only the product types listed in the catalog are eligible for participation. In 2004, China Nonferrous Metals Industry Association and the majority of companies work together, nonferrous metals industry has aluminum alloy building profiles, carbide, high-purity cathode copper three products included in the catalog, in the future continue to fight for a new directory. Not only in the field of materials, but also in the field of raw materials. In addition to the existing aluminum, hard alloy, cathode copper, but also in the copper tube, aluminum foil, water tank strip, tin phosphor bronze strip, frame material, nickel, electrolytic aluminum, PS plate, electrolytic copper foil, magnesium alloy material, Create brands in many industrially demanding products such as silicon, lead, zinc metal, cans, and semiconductor materials. 3, in-depth and meticulous work of brand cultivation. The brand cultivation, the enterprise is the main body, must long-term effort, meticulously nurture. The association also has a lot of work to do. China Nonferrous Metals Industry Association, based on the needs of a large number of companies striving for brand work, has listed the cultivation of non-ferrous metal brand products as an important part of the association's work. The specific tasks include: assisting government departments and enterprises in formulating plans and implementation plans for brand strategy; Invite national brand experts to teach brand theory and practice, enhance brand awareness and brand awareness. Based on the cultivation, select good targets, recommend non-ferrous metal brand products to the name recommendation committee, and formulate revisions of national and industry product standards to make it meet international advanced standards. Integrate and promote the standardization of enterprises; assist in the declaration and protection of intellectual property of enterprises; provide domestic and foreign brand strategy and brand information; help enterprises combat counterfeit and shoddy products. Last year, through joint efforts with a large number of companies, three non-ferrous metal products were listed in the 2004 China Brand Product Catalog: cathode copper, carbide and aluminum alloy building profiles. Several issues arising from this year’s corporate application deserve our attention. First, the basic data of the company is not true, and some enterprises’ sales volume, sales, export volume, and export value are reported to the National Bureau of Statistics. Very small, avoiding tax, and reporting to the big ones when applying for the brand, the general rules of evaluation stipulate that if the difference exceeds ±20%, they are disqualified. Some companies have thus been disqualified from participating in the evaluation, and others have produced different values ​​of various products. Under the item added to the catalog product, a joke was made and it was disqualified. Regardless of state-owned or non-state-owned enterprises, the data reported to the national statistics department must be true. To abide by the law of statistics, we must do a good job from now on. We must take it seriously. The second is the various types of awards, honors, certifications, and patents submitted by companies. In the absence of a copy of the documents, the lack of supporting materials seems to have been canceled. This year, under the guidance of the China Brand Strategy Promotion Committee, the Nonferrous Metals Association has closely cooperated with enterprises and nurtured a batch of products to enter the “China Brand Products†directory. Regardless of which type of product enters the evaluation list this year, it is hoped that all companies will make solid foundation work. Promote the brand strategy in the non-ferrous industry to develop in depth, and accelerate the pace of China's non-ferrous brands to the world. Promote the transformation of China's non-ferrous metal industry from a big producer to a strong producer. (Wang Gongmin, Vice President of China Nonferrous Metals Industry Association)
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