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进入2014年,有两则重要的信息加剧了人们对品牌的关注:一是日本NHK电视台1月3日报道,日本贸易振兴机构(JETRO)将为扩大日本农林水产品出口提供援助,以便两个或两个以上的出口产品产地能够联手以“日本品牌”的名义对外推销,改变以往主要使用的各产地单独推销的办法。二是中新网1月3日报道,国资委发布关于印发《关于加强中央企业品牌建设的指导意见》的通知.通知指出,近年来,中央企业虽然进入世界500强企业的数量逐年增多,但“大而不强”的问题一直存在,尤其是缺少在全球叫得响的知名品牌。因此,中央企业要实现“做强做优、世界一流”的目标就必须努力打造世界一流的品牌。
In 2014, two important messages have intensified people’s attention to the brand: First, NHK Japan reported on January 3 that Japan External Trade Organization (JETRO) will provide assistance to expand exports of Japanese agriculture, forestry and fishery products so that two Or two or more export products origin can jointly marketed under the name of “Japanese brand” to change the principle of selling separately in each place of production that was mainly used in the past. Second, Chinanews reported on January 3 that SASAC issued a notice on issuing the “Guiding Opinions on Strengthening the Brand Building of Central Enterprises.” The circular pointed out that in recent years, although the number of central SOEs entering the world’s top 500 enterprises has increased year by year, The problem of “big but not strong” has always existed, especially the lack of well-known brands in the world. Therefore, to achieve the goal of “becoming stronger and better, world-class,” central SOEs must strive to create a world-class brand.