Original Title: Notice from the Shandong Provincial Department of Industry and Information Technology on Issuing the “Action Plan for Enhancing the ‘Made in Shandong’ Brand”
A brand is a key symbol of high-quality development, embodies the core value of a company’s products, and serves as a guarantee of quality and credibility; strengthening brand development is an important means of meeting the people’s needs for a better life.To advance the development of a manufacturing powerhouse and a digital powerhouse, implement the strategies for a quality-driven province and brand development, build the “Made in Shandong” brand into a leading brand, accelerate the enhancement of the “Made in Shandong” brand’s influence and high-end positioning, and strengthen the brand’s core competitiveness and capacity for sustainable development, this Action Plan has been formulated in accordance with the actual conditions of our province.
I. General Requirements
Guided by Xi Jinping Thought on Socialism with Chinese Characteristics for a New Era, we will fully implement the spirit of the 19th National Congress of the Communist Party of China and all plenary sessions of the 19th Central Committee, thoroughly implement General Secretary Xi Jinping’s important directives on brand development, ground our efforts in the new stage of development, fully, accurately, and comprehensively implement the new development philosophy, build a new development paradigm, adhere to the principle of “quality first” and “innovation-led development,” and build the “Made in Shandong” brand into a leading brand.Adapting to the new requirements of the new era, we will further guide enterprises to strengthen brand development, expand brands in key sectors, continuously broaden brand consumption, foster a favorable environment for brand development, promote quality transformation and improvement, advance the high-end positioning of the “Made in Shandong” brand, and, through sustained and persistent efforts, promote the high-quality and sustainable development of the “Made in Shandong” brand.
II. Action Plan
(1) Launch the “Made in Shandong · Qilu Excellence” Promotion Campaign. Establish the “Shandong Provincial Modern Manufacturing Brand Development Promotion Center” as the third-party organizing body for the “Made in Shandong · Qilu Excellence” promotion campaign. Focusing on the province’s flagship industrial chains, research and formulate group standards and management regulations; select a batch of “Made in Shandong · Qilu Excellence” products; and carry out brand promotion and product marketing activities.Organize a series of “Made in Shandong · Qilu Excellence” promotional events to establish a dedicated promotional platform, broaden marketing channels for Qilu Excellence products, and support enterprises in brand development and product marketing.
(2) Launch the “Shandong Manufacturing · Brand Stories” Exhibition and Broadcast Initiative. Focusing on key enterprises under the Century-Old Brand Enterprise Cultivation Project and key enterprises in various cities, fully explore classic stories and case studies from the enterprises’ development histories. These stories should demonstrate the enterprises’ commitment to pursuing a path of high-quality and sustainable development, and reflect their distinctive brand narratives regarding quality culture, quality management, quality innovation, brand creation, and brand promotion.Experts in brand development, quality management, and media communications will be invited to review and evaluate submitted stories. Dedicated sections will be established on official websites, WeChat official accounts, and short-video platforms to centrally showcase stories that meet the requirements and demonstrate strong public appeal, viral potential, and exemplary value. This initiative aims to fully showcase corporate brand narratives and corporate culture, thereby fostering the “Made in Shandong” brand image.
(3) Launch the “Made in Shandong · Quality Enhancement” Initiative. Promote the upgrading of enterprise quality management systems, accelerate the development of comprehensive quality management systems, and ensure enterprises fulfill their primary responsibility for quality. Encourage enterprises to appoint Chief Quality Officers and Chief Brand Officers to embed quality integrity throughout the entire production and operation process. Support key industrial chain alliances in strengthening collaborative innovation and coordinated quality management across the upstream and downstream sectors of the industrial chain to elevate the quality standards of industrial and supply chains. Support relevant associations in organizing various quality management activities, such as “Quality Control Circles,” “Trusted Quality Teams,” ““Market Quality Credit Rating Evaluations,” and “On-site Management Maturity Assessments,” to enhance quality awareness and competence among all employees throughout the entire production process. We will thoroughly carry out national and provincial “Quality Benchmark” selection campaigns, identify and distill exemplary practices, and select and recommend a group of national quality benchmarks while establishing a group of provincial quality benchmarks. In collaboration with relevant associations, we will organize provincial-level quality benchmark experience-sharing events to publicize and promote best practices, creating a positive demonstration effect that drives breakthrough improvements in the quality management capabilities of a group of enterprises.
(4) Launch the “Shandong Manufacturing · Standards-Led” Initiative. Deepen the coordination and integration of standards across the entire industrial chain, encouraging leading enterprises to drive upstream and downstream suppliers in developing standards, thereby fostering a unified and coordinated standards system.Advance the development of local standard systems by organizing the formulation of relevant standards in fields such as the digital economy, smart manufacturing, green manufacturing, and the industrial internet. Promote the high-quality development of group standards by encouraging relevant associations, industry alliances, and other social organizations to research and formulate advanced group standards; recommend applications for the Ministry of Industry and Information Technology’s “Top 100 Group Standard Application Demonstration Projects”; and increase enterprises’ adoption rates of group standards. Strengthen the promotion and implementation of standards by supporting relevant associations and professional institutions in carrying out standardization work for national, industry, and local standards.
(5) Launch the “Shandong Manufacturing · Technological Innovation” Initiative. Relying on leading enterprises in industrial chains and universities and research institutes, accelerate the planning and construction of a number of manufacturing innovation centers. Actively leverage their roles in integrating innovation resources, developing generic technologies, and providing innovation service platforms to effectively enhance the competitiveness of “Shandong Manufacturing.” Strengthen the development of enterprise R&D institutions, enhance corporate technological innovation capabilities, and cultivate and designate a batch of provincial “One Enterprise, One Technology” R&D centers and technological innovation demonstration enterprises.Implement enterprise technological innovation project plans to elevate the level of industrial R&D and the commercialization of innovation outcomes. Organize targeted industry-academia-research matching activities, facilitating specialized collaborations between leading enterprises in key industrial chains and renowned universities and research institutes both within and outside the province to accelerate the transformation and implementation of scientific and technological achievements. Fully leverage the role of industrial product quality control and technical evaluation laboratories to provide technical support—including problem diagnosis, analytical testing, and improvement verification—for the development of key core technologies and the transformation and industrialization of scientific and technological achievements.
(6) Launch the “Shandong Manufacturing · Brand Exchange” Initiative. Regularly convene the “‘Shandong Manufacturing’ Brand Innovation and Development Conference” for key brand-cultivating enterprises and enterprises with outstanding brand innovation achievements. Focusing on brand publicity, promotion, and system development, we will strive to create a high-level exchange platform for the innovative development of the “Shandong Manufacturing” brand. We will systematically showcase the achievements and experiences of our province’s enterprises in brand development, exchange and publish lists of enterprises with outstanding brand innovation achievements and their specific innovations, and foster a positive atmosphere for the publicity and exchange of the “Shandong Manufacturing” brand.
III. Support Measures
(1) Strengthen Organizational Coordination. Thoroughly implement the decisions and deployments of the Provincial Party Committee and Provincial Government, fully recognize the significant importance of brand development, strengthen organizational implementation, improve the provincial-municipal coordination mechanism, and steadily advance brand development efforts.
(2) Cultivate Brand Benchmarks. Encourage enterprises in key industries and sectors to launch brand-building initiatives, foster a group of premium brands in these sectors, and create world-renowned brand enterprises and products. Leverage the exemplary role of brand benchmarks to guide regions, industries, and enterprises in conducting benchmarking and improvement initiatives, thereby enhancing brand cultivation and management capabilities. Timely summarize and promote typical experiences and practices in brand development across the province.
(3) Strengthen Publicity and Guidance. All departments and localities must enhance the publicity and interpretation of this action plan and relevant enterprise policies. Support various news media in establishing columns and special programs dedicated to brand promotion, and summarize and promote a selection of exemplary experiences and case studies in enterprise brand enhancement. Intensify positive publicity and public opinion guidance to boost enterprise confidence in development and foster a favorable social atmosphere for the innovative development of the “Made in Shandong” brand.
