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Hardware brand evolution history hardware enterprise development brand two key
The hardware industry has always been called "small hardware", not only because hardware products are generally small, but also because the scale of China's hardware companies has been relatively small, most of them are private small enterprises, and the registered capital is generally only about one million yuan. Moreover, most of China's hardware companies are engaged in export processing or OEM business, and there are very few independent brands that can be used. It has always been the dream of China's hardware industry to achieve its own brand, and it is also the focus of Chinese hardware companies and entrepreneurs. However, in contrast to the current situation of China's hardware industry, we often find such a problem, that is, the president of many hardware companies, his factory may be very big, but when it comes to building a brand, always feels sorrowful, "doing hardware hard, doing hardware branding." Harder". Since the competitiveness of a brand determines the competitiveness of a company in the market. In this regard, we have to go deep into the entire hardware industry under the background of globalization, and seek a better development path for the brand building of China's hardware industry. So for small and medium-sized hardware companies, what are the key factors for developing independent brands? Giving play to the role of government and industry organizations Although enterprises are the mainstay of building their own brands, the main role of the government is to create a good policy environment for independent brand enterprises. Some successful cases and the guidance and support of the government and hardware industry organizations at that time were inseparable. While successfully implementing the regional brand of hardware city and introducing internationally renowned hardware brands, the government and organizations have actively agreed to gradually shift local SMEs from OEM production to independent brand export, from domestic famous brands to international famous brands. 1. The government provides various support The government can create sufficient conditions for cultivating hardware independent brands from policy support, financial support, and legal support. The government can first encourage some enterprises that are willing to conduct independent R&D and design and build their own brand strength, encourage them to enter the international market, and use incentives and guiding functions to provide independent brand capital investment and policy support for enterprises' independent brand production and export. On the other hand, the government can also provide various financial subsidies. In the independent research and development of some large projects of the enterprise, the government can cooperate with the enterprise and jointly invest together to solve the shortage of funds for independent research and development. 2. Set up hardware industry organizations to improve the acquisition of corporate information. With the development of economic globalization, the formation of industry organizations or chambers of commerce can focus on the strength of hardware SMEs and promote the construction of independent brands; in turn, industry organizations can also give opinions of enterprises. Timely report to the government and relevant departments. Since the reform and opening up, the hardware industry has developed rapidly, and the importance of information cannot be ignored. However, for a single enterprise, the channel for obtaining information is single and the means are single, and the enterprise has to bear high information acquisition costs every year. The establishment of industry organizations mobilizes all social forces to collect and delete all kinds of information through various channels and means, and provide them to enterprises, so that enterprises can recognize their own development, accurately locate the market, and help enterprises to enter their own brands into the international market.