Service Trade Blue Book: Building a Multilevel "China Service" Brand System
The 2023 China International Fair for Trade in Services, with the theme of "openness leading development and win-win cooperation for the future", opened in Beijing on the 2nd. The Blue Book of Service Trade: China International Service Trade Development Report, released in the afternoon of the same day, pointed out that China currently lacks large service trade enterprises with global competitiveness. It is necessary to build a multi-level "China Service" brand system through coordinated efforts of various departments, and form a brand effect of China's characteristic service trade.
The Blue Book points out that the main competitiveness of multinational companies in China's service industry is insufficient. For example, in the consulting services industry, representative consulting firms include McKinsey, Bain, Accenture, KPMG, Ernst&Young, etc., all of which are multinational corporations. However, Chinese service trade enterprises can play a demonstrative and leading role in product innovation, trade market development, and international marketing network creation. It is recommended to cultivate leading service trade enterprises with international competitiveness, enhance the international brand recognition and brand value of "Chinese services", and thus enhance the international competitiveness of China's service trade.
In terms of various sectors of service trade, China's service trade deficit mainly comes from tourism service trade. The Blue Book suggests that in order to further expand the scale of tourism service trade, the characteristics of Chinese culture should be highlighted, the quality of tourism products and services should be improved, and more foreign tourists should be attracted to China for tourism.
For the emerging service trade industry of intellectual property services, the Blue Book suggests accelerating the construction of high-end, internationalization, branding, and standardization, cultivating representative intellectual property service brand institutions, and improving the supply level of intellectual property service trade.
The Blue Book is jointly published by Beijing Second Foreign Languages Institute and Social Science Literature Publishing House.