The Ministry of Industry and Information Technology focused on the “Industrial Quality Brand Construction Year†activity, actively promoted the industrial product quality and brand building, accelerated the cultivation of industrial brands, launched the “thousands of enterprise learning benchmarking, and improved the quality of transformation†activities, and achieved remarkable results. For the electronic industry how to strengthen the quality of brand building, promote the industry from big to strong and other topics, "China Electronics News" specially invited relevant industry associations to express their views.
Electronic measuring instruments belong to the high-tech field and are one of the fastest and newest types of new technologies used in modern industrial products. The most advanced electronic measurement technologies are basically controlled by developed countries such as Europe, USA and Japan. In the 1950s and 1960s, the overall technical level of electronic measurement instruments in China was not far behind the advanced level in foreign countries, but the current gap was increasing, and most high-end products depended on imports. At present, the MTBF (mean time between failures) of electronic measuring instruments in China can generally reach 3,000 hours, which initially meets the military and civil quality requirements, but the technical level and quality of products still need to be further improved.
Quality gap affects market share
There is a gap between high-end electronic measuring instruments and foreign technologies, which affects the market share of products.
A few domestic enterprises can produce some high-end electronic measuring instruments. However, due to the lack of a comprehensive grasp of key technologies, and the gap between the technological level and raw materials, etc., compared with foreign advanced levels, the products have a certain level of technology and quality and foreign advanced level. The gap has affected the market share of products.
Some low-end electronic measurement instrument products (such as digital storage oscilloscopes with a sampling rate of no more than 5 Gbit/s) produced by some domestic companies have better quality and cost-effectiveness, not only occupying most of the domestic market, but also A considerable amount of exports. After years of efforts, these manufacturers have established their own brand image of the oscilloscope, and radiated the brand image of the oscilloscope to other products, playing a good role in promoting the development of the company.
Strengthen training and improve quality
The association organized quality-related training and received good results.
China's electronic measuring instrument companies are generally not large scale, and companies with annual sales of more than 100 million yuan are even larger enterprises. Because electronic measuring instruments involve a wide range of fields and product types, products of different companies often have large differences and the key technologies involved are not the same.
China Electronic Instrument Industry Association regards strengthening the common technical training in the electronic measuring instrument industry as one of the priorities in recent years. In recent years, the association has cooperated with 41 directors of the China Electronics Technology Group and organized 3 special topics and 6 training sessions on quality-related electromagnetic compatibility, anti-static and manufacturability design technologies. There are a total of dozens of units and nearly 1,000 employees. Technical personnel participated and received good results.
The main body of brand building work is the enterprise, and the association can play a supporting role in this work. Due to historical reasons, the Association has not conducted any work related to appraisal or award. The association hopes to organize the most authoritative evaluation and award evaluation activities in the electronic measurement instrument industry. Of course, these tasks need to be carried out on the basis of government support, the association's own efforts and accumulation over a period of time.
Many measures to speed up the quality of brand building
Brand building is a systematic project, and companies must do long-term and meticulous work.
Brand building is a systematic project. Enterprises should do long-term and meticulous work in many aspects such as product quality, technical level, and services.
(1) Strengthen publicity and training and optimize the living environment. For enterprises, education on integrity, quality and other aspects is needed. One of the most important is to make our company believe in making a century-old store, and the government must provide a better environment for the company to grow into a century-old shop. Give entrepreneurs confidence, otherwise entrepreneurs will not focus on corporate integrity, product quality and brand building work.
(II) Establish authoritative evaluation and award mechanism. In recent years, there have been too many domestic appraisals, awards, overuses, and lack of authority. Awards don't endorse users and companies don't pay attention. They haven't really played an effective role in promoting corporate branding and propaganda work. In this case, first of all, we need to clear up too many current evaluations and awards, and reduce the number and variety of awards on a large scale; secondly, establish and maintain authoritative evaluations so that these evaluation awards are recognized by enterprises and users. And can play an important role in promoting corporate branding.
(C) substantially improve the support for quality products. Different incentive mechanisms can guide companies to adopt different operating strategies. In order to strengthen the quality brand construction of Chinese enterprises, we can consider offering preferential policies to greatly reduce the tax revenue for products that receive authoritative assessments and awards. I believe that under the guidance of similar incentive mechanisms, we will be able to change the operating model of enterprises and encourage them to regard more quality products as An important task to grasp, so that companies can produce more high-quality products.
(D) increase the subsidy for overseas market development efforts. Opening up overseas markets can reduce the fierce competition of enterprises in the domestic market and benefit the development of the industry. Therefore, the promotion of domestic well-known enterprises to go abroad is an important task for the development of the industry and needs strong support. Specifically, we can consider increasing export tax rebates and increasing subsidies for companies to participate in overseas exhibitions and other related work.
Quality Brand Building Company Case
41st Institute of China Electronics Technology Group Corporation The Institute is a domestic electronic measuring instrument product involving a wide range of companies, of which microwave millimeter wave instrument is the most prominent. 41 There is a relatively complete approach to improving product quality. The first is the optimization process. Through the transformation of conditions such as temperature, humidity, dust, and static electricity, the production environment is strictly in line with the requirements of military test instruments. The second is quality management innovation. The director personally leads the charge, the deputy director-in-charge acts as the general commander, establishes and implements the responsibility system at each level, and launches quality projects to improve the quality of products. The third is the construction of quality culture. 41 The concept of product quality was extended to the concept of generalized quality, extending from production and processing to the entire process of scientific research, production, use, and service management. It changed from being inspection-oriented to being prevention-oriented, and from being responsible for quality departments to being Each functional department divides its work according to quality and functions. The fourth is the construction of a quality team. For key projects, 41 established “three divisions†systems with quality ministers as project quality supervisors, forming an incentive-type quality assessment mechanism. Fifth, improve the after-sales service mechanism. 41 well-established customer experience centers and maintenance support systems, 800 freephones and e-mails to provide technical support to customers, and offices in five major cities including Beijing, Shanghai, Xi’an, Chengdu, and Shenzhen. Technical staff are always available to users. Conduct home visits.
Tianjin Deli Electronic Instrument Co., Ltd. The company's electronic measurement instrument products account for 70% of the market share in the field of domestic radio and television. Since 1994, Deli has established four on-site tour calibration service teams with an annual journey of more than 120,000 kilometers to provide customers with free calibration services. The annual calibration of measuring instruments is necessary to ensure the normal application of the instrument. Deli carries out on-site free calibration services for domestic key customers every year, and replaces consumables such as batteries for users to ensure normal application of the instrument and provides users with great convenience. According to the calculation of the minimum fee of 500 yuan for each instrument, only one of Deli can directly save more than 50 million yuan per year for users.
Jiangsu Green Yang Electronic Instrument Group Co., Ltd. The company's oscilloscope products occupy a considerable market share in the country. The company attaches great importance to the brand's publicity and promotion work, and promotes products in various media such as television, newspapers, online, and outdoor, and has participated in China Electronics Fair, National Higher Education Equipment Exhibition, Munich Electronics Fair, Hong Kong Electronics Fair, etc. Well-known exhibitions promote green Yang products in all directions and from multiple angles, while establishing a good brand image.
Shijiazhuang Digital Equipment Co., Ltd. The company's time frequency measurement and test equipment in the domestic leading technology in similar products. In the quality brand building work, the company insists on organizing a national time-frequency professional and technical exchange meeting on a regular basis, inviting authoritative lectures in domestic time-frequency field technology, promoting technical exchanges within the industry, promoting new company products, and establishing a corporate brand image. The company regularly visits users to solve difficult problems in the use of users, provide professional and technical guidance, and provide users with a package of system solutions.
Electronic measuring instruments belong to the high-tech field and are one of the fastest and newest types of new technologies used in modern industrial products. The most advanced electronic measurement technologies are basically controlled by developed countries such as Europe, USA and Japan. In the 1950s and 1960s, the overall technical level of electronic measurement instruments in China was not far behind the advanced level in foreign countries, but the current gap was increasing, and most high-end products depended on imports. At present, the MTBF (mean time between failures) of electronic measuring instruments in China can generally reach 3,000 hours, which initially meets the military and civil quality requirements, but the technical level and quality of products still need to be further improved.
Quality gap affects market share
There is a gap between high-end electronic measuring instruments and foreign technologies, which affects the market share of products.
A few domestic enterprises can produce some high-end electronic measuring instruments. However, due to the lack of a comprehensive grasp of key technologies, and the gap between the technological level and raw materials, etc., compared with foreign advanced levels, the products have a certain level of technology and quality and foreign advanced level. The gap has affected the market share of products.
Some low-end electronic measurement instrument products (such as digital storage oscilloscopes with a sampling rate of no more than 5 Gbit/s) produced by some domestic companies have better quality and cost-effectiveness, not only occupying most of the domestic market, but also A considerable amount of exports. After years of efforts, these manufacturers have established their own brand image of the oscilloscope, and radiated the brand image of the oscilloscope to other products, playing a good role in promoting the development of the company.
Strengthen training and improve quality
The association organized quality-related training and received good results.
China's electronic measuring instrument companies are generally not large scale, and companies with annual sales of more than 100 million yuan are even larger enterprises. Because electronic measuring instruments involve a wide range of fields and product types, products of different companies often have large differences and the key technologies involved are not the same.
China Electronic Instrument Industry Association regards strengthening the common technical training in the electronic measuring instrument industry as one of the priorities in recent years. In recent years, the association has cooperated with 41 directors of the China Electronics Technology Group and organized 3 special topics and 6 training sessions on quality-related electromagnetic compatibility, anti-static and manufacturability design technologies. There are a total of dozens of units and nearly 1,000 employees. Technical personnel participated and received good results.
The main body of brand building work is the enterprise, and the association can play a supporting role in this work. Due to historical reasons, the Association has not conducted any work related to appraisal or award. The association hopes to organize the most authoritative evaluation and award evaluation activities in the electronic measurement instrument industry. Of course, these tasks need to be carried out on the basis of government support, the association's own efforts and accumulation over a period of time.
Many measures to speed up the quality of brand building
Brand building is a systematic project, and companies must do long-term and meticulous work.
Brand building is a systematic project. Enterprises should do long-term and meticulous work in many aspects such as product quality, technical level, and services.
(1) Strengthen publicity and training and optimize the living environment. For enterprises, education on integrity, quality and other aspects is needed. One of the most important is to make our company believe in making a century-old store, and the government must provide a better environment for the company to grow into a century-old shop. Give entrepreneurs confidence, otherwise entrepreneurs will not focus on corporate integrity, product quality and brand building work.
(II) Establish authoritative evaluation and award mechanism. In recent years, there have been too many domestic appraisals, awards, overuses, and lack of authority. Awards don't endorse users and companies don't pay attention. They haven't really played an effective role in promoting corporate branding and propaganda work. In this case, first of all, we need to clear up too many current evaluations and awards, and reduce the number and variety of awards on a large scale; secondly, establish and maintain authoritative evaluations so that these evaluation awards are recognized by enterprises and users. And can play an important role in promoting corporate branding.
(C) substantially improve the support for quality products. Different incentive mechanisms can guide companies to adopt different operating strategies. In order to strengthen the quality brand construction of Chinese enterprises, we can consider offering preferential policies to greatly reduce the tax revenue for products that receive authoritative assessments and awards. I believe that under the guidance of similar incentive mechanisms, we will be able to change the operating model of enterprises and encourage them to regard more quality products as An important task to grasp, so that companies can produce more high-quality products.
(D) increase the subsidy for overseas market development efforts. Opening up overseas markets can reduce the fierce competition of enterprises in the domestic market and benefit the development of the industry. Therefore, the promotion of domestic well-known enterprises to go abroad is an important task for the development of the industry and needs strong support. Specifically, we can consider increasing export tax rebates and increasing subsidies for companies to participate in overseas exhibitions and other related work.
Quality Brand Building Company Case
41st Institute of China Electronics Technology Group Corporation The Institute is a domestic electronic measuring instrument product involving a wide range of companies, of which microwave millimeter wave instrument is the most prominent. 41 There is a relatively complete approach to improving product quality. The first is the optimization process. Through the transformation of conditions such as temperature, humidity, dust, and static electricity, the production environment is strictly in line with the requirements of military test instruments. The second is quality management innovation. The director personally leads the charge, the deputy director-in-charge acts as the general commander, establishes and implements the responsibility system at each level, and launches quality projects to improve the quality of products. The third is the construction of quality culture. 41 The concept of product quality was extended to the concept of generalized quality, extending from production and processing to the entire process of scientific research, production, use, and service management. It changed from being inspection-oriented to being prevention-oriented, and from being responsible for quality departments to being Each functional department divides its work according to quality and functions. The fourth is the construction of a quality team. For key projects, 41 established “three divisions†systems with quality ministers as project quality supervisors, forming an incentive-type quality assessment mechanism. Fifth, improve the after-sales service mechanism. 41 well-established customer experience centers and maintenance support systems, 800 freephones and e-mails to provide technical support to customers, and offices in five major cities including Beijing, Shanghai, Xi’an, Chengdu, and Shenzhen. Technical staff are always available to users. Conduct home visits.
Tianjin Deli Electronic Instrument Co., Ltd. The company's electronic measurement instrument products account for 70% of the market share in the field of domestic radio and television. Since 1994, Deli has established four on-site tour calibration service teams with an annual journey of more than 120,000 kilometers to provide customers with free calibration services. The annual calibration of measuring instruments is necessary to ensure the normal application of the instrument. Deli carries out on-site free calibration services for domestic key customers every year, and replaces consumables such as batteries for users to ensure normal application of the instrument and provides users with great convenience. According to the calculation of the minimum fee of 500 yuan for each instrument, only one of Deli can directly save more than 50 million yuan per year for users.
Jiangsu Green Yang Electronic Instrument Group Co., Ltd. The company's oscilloscope products occupy a considerable market share in the country. The company attaches great importance to the brand's publicity and promotion work, and promotes products in various media such as television, newspapers, online, and outdoor, and has participated in China Electronics Fair, National Higher Education Equipment Exhibition, Munich Electronics Fair, Hong Kong Electronics Fair, etc. Well-known exhibitions promote green Yang products in all directions and from multiple angles, while establishing a good brand image.
Shijiazhuang Digital Equipment Co., Ltd. The company's time frequency measurement and test equipment in the domestic leading technology in similar products. In the quality brand building work, the company insists on organizing a national time-frequency professional and technical exchange meeting on a regular basis, inviting authoritative lectures in domestic time-frequency field technology, promoting technical exchanges within the industry, promoting new company products, and establishing a corporate brand image. The company regularly visits users to solve difficult problems in the use of users, provide professional and technical guidance, and provide users with a package of system solutions.
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