摘要
Abstract
The consumer goods industry serves as a strategic industry of the national economy,and its brand building is crucial to corporate benefits and the market landscape.In the past development process,Liaoning Province,by virtue of its outstanding industrial heritage,industrial system,abundant resources,and other advantages,has laid a solid foundation for cultivating high-quality brands in the consumer goods industry.In order to implement the strategic goal of"building a trillion-yuan high-quality and characteristic consumer goods industrial base"proposed at the Sixth Plenary Session of the 13th Liaoning Provincial Committee of the Communist Party of China,this paper,based on the actual industrial development in Liaoning,systematically analyzes the multi-dimensional advantages of the consumer goods industry and further discusses the multiple problems faced in the current development,such as inadequate strategic planning for brand building and limited industrial scale and brand value,severe insufficiency in effective supply of consumer goods industry,a lack of well-known leading brands and weak market expansion capability,and fragmented brand promotion efforts,etc.On this basis,this paper proposes the development strategy of the"Ingenious Liaoning Products"brand and puts forward systematic implementation paths and safeguard measures of brand building in consumer goods industry in Liaoning Province.These include improving the top-level design to optimize the brand building environment,establishing an"Ingenious Liaoning Products"brand catalog to construct"four beams and eight pillars"for high-quality consumer goods,nurturing leading brands through scientific and technological innovation to enhance effective supply in the consumer goods industry,and precisely developing characteristic brands through the"Ingenious Liaoning Products"image project,etc.关键词
高质量发展/消费品工业/品牌价值/品牌建设/龙头品牌/辽宁省Key words
high-quality development/consumer goods industry/brand value/brand building/leading brands/Liaoning Province分类
管理科学
