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Nongyou machinery: do the industry leader in the brand

Number of visits: Date:2016-4-5

Abstract:

      Brand is the value concept, cultural heritage, quality, technology, integrated service carrier. Enterprise brand promotion, by sticking to the ideal, the courage to explore and innovate; the rise of China's industrial brand, inseparable from the Government's careful nurturing guide. The Ministry of Industry and Information Technology has always attached great importance to the brand building of industrial enterprises. In order to strengthen the guidance of industrial branding, the Guidelines for the Implementation of Brand Cultivation Management System and the Guide for the Evaluation of Brand Cultivation Management System were launched. Industrial enterprises to cultivate brand pilot work to guide the pilot enterprises to enhance brand management and scientific management level, and explore the establishment of industrial enterprises to cultivate the brand of specific measures, operating methods and work patterns.

  More than 3 years, deepen the branding of experimental work has achieved remarkable results. 403 industrial enterprises participated in the national brand cultivation pilot, the pilot enterprises through the establishment of the implementation of the brand management system, build a brand value and competitiveness continue to enhance the management framework and mechanism. Through the pilot, the brand development ideas and methods are widely recognized by enterprises, and in practice to achieve tangible results, in order to deepen and promote brand development laid the foundation. National pilot work has played a strong demonstration effect, the country more than 20 provinces and cities, machinery, petrochemicals, textiles, light industry and other nine national industry associations organized more than 3,000 enterprises to carry out local and industry brand training pilot. At the same time, through extensive publicity, brand development work has formed a greater social impact, thus driving a large number of enterprises to improve the brand development work enthusiasm.
 To encourage more industrial enterprises to adopt a scientific approach to brand management, from the beginning of 2012, the Ministry of Industry and Information Technology selected each year a number of national industrial brand training demonstration enterprises.
 These national brand training model enterprises in the process of successfully cultivating the distinctive brand, explore and accumulate a wealth of experience, the magazine selected a number of enterprises to cultivate brand cases and readers to share.
  Brand scanning
  Hunan Nongyou Machinery Group Co., Ltd. (hereinafter referred to as Nongyou Machinery) is a professional company engaged in the research and development, manufacture and sales of agricultural machinery products such as cultivating land machinery, breeding machinery, harvesting machinery, agricultural processing machinery and drying machinery. Of the high-tech enterprises. As China's largest hilly and mountainous areas of agricultural machinery manufacturing enterprises, farmers machinery has always been to "liberation" hills and mountains of farmers for the mission, to become the hilly areas of China's agricultural leader.
  Nongyou Machinery has one provincial enterprise technology center, one provincial engineering research center, one state-level SME public service demonstration platform, 106 national patents, including 13 invention patents, taking the lead or participating in the formulation of 9 national , The industry standard, eight leading domestic technological achievements, "southern rice production machinery and equipment research and development and industrial application" project won the provincial science and technology progress prize two, the results included in the province's industrial areas 100 key new product promotion Project, two products identified as the first in Hunan Province (sets) of major technology and equipment, two products in Hunan Province Agricultural Machinery Bureau as "the annual top ten agricultural science and technology innovation products in Hunan Province".
  "Friends of machinery is the focus of the National Torch Plan high-tech enterprises, has won the" China Famous Brand "," Product Quality Award in Hunan Province "," famous brand in Hunan "," famous brand in Hunan Province, "and & Hunan Province, the quality of private enterprises to trust units "," excellent quality management of the machinery industry in Hunan Province "," three rural science and technology services Golden Bridge Award for advanced collective "," China's SME innovation 100 strong "and many other honors.. . The products are listed in more than 20 provinces (municipalities) and more than 10 countries and regions in Southeast Asia and Africa, such as Hunan, Zhejiang, Jiangxi, Guizhou, Yunnan and Chongqing.
  Typical Experience
  Nongyou machinery in 2012 to establish and implement brand management system to determine the content of the brand policy, that is, by continuing to enhance brand awareness and reputation, improve customer awareness of the product groups, enhance market competitiveness; play in the credibility, culture , Management and technology advantages, improve customer loyalty and reputation of the product and create brand premium, enhance organizational profitability, to help companies listed as soon as possible, to create sustainable enterprises.
  In the process of establishing and implementing the brand cultivation management system, Nongyou Machinery set up a brand management leading group, which is composed of chairman, president, chairman of the board of supervisors and vice presidents and relevant department managers, and is responsible for brand management System implementation specific implementation work. And the implementation of multi-sectoral linkage, from strategic innovation, technological innovation, management innovation to promote the brand value of the dimension of the promotion, to focus on (focus on agricultural machinery industry), integrity (corporate reputation fundamental long-term relationship with the customer to establish an important element) Innovation (never meet, and constantly go beyond, continuous improvement), excellence (our goal) for the brand connotation; to focus on hilly and mountainous areas of agricultural machinery (product positioning) for the brand concept to make agricultural production easier, so that farmers a better life Advanced high-quality agricultural suppliers, is the leader in easy agricultural production) for the brand image.
  Adjust the product structure and manufacturing processes, improve product quality
  Change the mode of development, enterprises will be extended from the extension of tapping into the potential, step by step to adjust the product structure, low-level, low-grade products phased out, and by shortening the industrial chain, casting, Association, the company only to retain the core part of the manufacturing process and the whole machine assembly, improve product manufacturing efficiency, to ensure that farmers improve the quality of machinery products.
 Will be regarded as technological innovation brand vitality
  Technological innovation capacity building is the core value of farmers machinery brand value system, only with the continued technological innovation, in order to cultivate a strong competitive brand. In order to speed up the construction of technological innovation capacity, Nongyou Machinery invested a total of 76 million yuan in recent years, set up a special new product research and development trial center, introduced 23 senior engineers, The introduction of engineers, technicians and other senior technical personnel 83 people, formed a "Hunan Farmers modern agricultural technology innovation team", and actively with domestic and foreign agricultural institutions, scientific research institutions, large international agricultural enterprises to cooperate, the introduction of international leading technology and Products, the establishment of a close cooperative relations between production and research to enhance the speed of new product development, improve the product innovation mechanism.
 System Innovation to Ensure Sustainable Development of Brand
  System innovation to ensure sustainable development of brand.
 And set up a special team, the company system to conduct a comprehensive revision to ensure that the brand management system, and selected senior management personnel to Tsinghua University, Beijing University, Lake University and other places to learn brand management, organization of middle management learning brand knowledge, regular brand training and other activities, Improve staff awareness of the brand.
 In the product quality system, from the president to each employee to develop their own quality responsibilities, and into the performance appraisal mechanism, inviting senior experts to start job quality training, send staff to participate in quality supervision departments of agricultural products inspection post training, in strict accordance with standards Organize production, improve the inspection process, and constantly strengthen the quality control, to ensure product quality and protect the brand reputation.
  Brand message
  Hunan Farm Machinery Group is a commitment to "liberation" hills and mountainous areas of agricultural machinery enterprises, "integrity, focus, cooperation and innovation" for the purpose of the global farmers to provide new agricultural products and high-quality technical services, adhere to "To do the hilly areas of China's agricultural leader," and sustained and stable "to provide value for customers to provide a platform for staff to contribute to the country", in order to protect national food security, promote farmers' income, improve technology, improve the level of technology. Product performance, farmers have been efforts!
  ——Liu Ruoqiao (Hunan Agricultural Machinery Group Chairman and President)
  Expert reviews
  Hunan Agricultural Machinery Group Co., Ltd. is a typical B2B industrial manufacturing enterprises, such a not for the end-user manufacturing enterprises how to build brand? Corporate image has become a key element. Nongyou machinery through the establishment of the brand in 2012 to cultivate management system, a good corporate image as the brand strategic focus of planning and management. "Intention, integrity, innovation, excellence," the connotation of the brand is to establish a corporate image means, and through product positioning, product line planning, quality management, technological innovation and other means to be implemented, forming a certain market position of industrial manufacturing Brand
  ——Lin Hai (China Quality Association chief brand strategy consultant)
  Media observation
  Modern agricultural construction, agricultural production mechanization is to strengthen agricultural science and technology, to speed up the agricultural production mode is an important part of the establishment of farmers machinery "advanced quality agricultural suppliers, easy agricultural production leader" brand objectives, and modern Agricultural construction of the "tone" coincide, to establish a resonance of the brand credibility.
  Nongyou machinery brand cultivation integration of the "point to a point, the combination of point and surface" advantage. Not only through training, seminars and other means to carry out management diagnosis, identify outstanding issues, refine to each employee, enhance brand awareness, but also the overall brand positioning, organizational structure and strategy for the implementation of strict planning to establish the "focus, Integrity, innovation, excellence, "the connotation of the brand in line with industry characteristics, to win the recognition of user groups.

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