- Dear Associate Professor, Doctor Doan Minh Huan, Member of the Party Central Committee, Secretary of the Provincial Party Committee!
- Dear Dr. Phan Chi Hieu, President of Vietnam Academy of Social Sciences!
- Dear leaders of ministries, central and local branches!
Dear domestic and international experts, scientists and scholars!
- Dear Conference!
Implementing Plan No. 111 dated July 7, 2023 of the Provincial People's Committee on organizing the Scientific Workshop "Defining Ninh Binh identity associated with building local brands" to evaluate, define, and identify the unique identity values of Ninh Binh province as a basis for selecting and standardizing products, goods, services, and brands with unique and distinct local values that have regional, national, and international influence; at the same time, consulting with experts, scientists, managers, and partners to build local brands, enhance the position and overall value of the land, culture - history, and people of Ninh Binh. Thereby, researching and proposing specific solutions and policy mechanisms, contributing to the implementation of the goal of rapid and sustainable development of Ninh Binh province in the new context.
On behalf of the leaders of Ninh Binh province, I warmly welcome and respectfully wish the leaders of the Central Ministries, Departments and Branches; local leaders; domestic and international experts, scientists and scholars, and all delegates and distinguished guests good health and happiness! Wishing the Conference success and many good results!
Dear delegates!
In the continuation of the issue of identity, "local identity" is the core values, the outstanding and distinctive characteristics of the locality, which can be clearly felt, helping to identify a locality and distinguish it from other places; in which, a part has natural origins, and the majority is created by the people there in the process of living, working and developing. These are characteristics that reflect the spiritual character of the community in a certain region, recognized through the way they organize their lives (residence, living, working and producing) and respond to the specific natural and socio-cultural conditions of the locality.
In the development of the new context, the position of the country and the locality, the factors of cultural values and brand values have become important resources and driving forces for rapid and sustainable development. The strength of cultural roots, together with the cultural factor in the economy, is identified as one of the three pillars of development of the country and the locality. Culture is considered the "soul of the nation, expressing the identity of the nation", and at the same time is the "soft power" that contributes to strengthening the position and capacity of the country and the locality.
In the current process of integration and development, each locality must increasingly increase its interest in competing with other localities in attracting investment, human resources, tourists and reputation... The competitive environment is a reality and the way in which localities strive to create and promote their own distinctive characteristics is the deciding factor in their success or failure. A locality with a brand - clear, attractive and unique - is the foundation for turning a locality into an investment attraction, a tourist destination and an ideal place to live.
Building and developing a local brand is building and developing a unique identity for the locality; it is not simply a communication strategy, a slogan, a few images or a logo for the locality, but includes much, much more than that, which is the intangible value that brings positive perception of a locality. It is a strategic process to develop a long-term vision for a locality, with the goal of engaging and attracting relevant subjects to contribute to influencing and shaping positive perception of a locality.
Local brands are valuable and bring many benefits, not only to the locality and its citizens, but also to all stakeholders. Therefore, local authorities, organizations and people need to be aware of the importance of building destination brands, exploiting strengths and having appropriate development strategies to enhance the position of the locality in the hearts of domestic and foreign audiences. Therefore, building and developing local brands is an inevitable trend and a long-term, persistent, consistent process that requires the highest awareness of local authorities, along with the attention and support of many relevant partners. To initiate the above process, first of all, the locality clearly identifies the following key contents:
- What makes a locality unique, valuable compared to other localities and attractive to investors and customers of different target groups?
- What should and can the locality do in the coming time and how to turn this new positioning into practice?
- What role can stakeholders and target groups in the community play in bringing brands into the socio-economic development process and measuring the effectiveness of branding strategies?
Dear Conference!
Ninh Binh province is about 100km from Hanoi capital, has an important and strategic geographical location, and its own competitive advantages: It is the "Southern Gateway" of the Northern region, also the "Southern Gateway of the Red River Civilization" ; belongs to the North-South national economic corridor; the coastal economic corridor of the Gulf of Tonkin from Mong Cai (Quang Ninh) to Kim Son (Ninh Binh); the connection, intersection, and transition point of 3 economic regions: the Red River Delta, the Northwest mountainous region, and the North Central Coast.
In recent years, the Central Government and Ninh Binh province have been focusing on investing in developing a synchronous transport infrastructure system, serving and promoting regional and inter-regional connectivity, such as: National Highway 1A, the North-South Expressway in the East; the coastal road from Quang Ninh to Nghe An; the Hai Phong - Ninh Binh Expressway; the intra-provincial road system connecting regions within the province with each other and connecting with national roads... The travel time by road from Ninh Binh to Hanoi is about 1 hour; to Hai Phong is only about 2 hours and to Quang Ninh is less than 3 hours. This is also a favorable condition for transportation and trade with provinces in the country and internationally, creating advantages for socio-economic development, especially in the fields of industry, tourism, services, goods circulation, cultural exchange...
- Ninh Binh has a natural area of nearly 1,412 km2 ; with a terrain divided into 3 distinct ecological regions, likened to a miniature Vietnam (including: the western mountainous region; the plains interspersed with limestone mountains; the plains, coastal alluvial plains); has its own values in terms of natural ecology, history and culture, along with a heroic revolutionary tradition.
More than 30 thousand years ago, Ninh Binh was the place where prehistoric people chose to settle and live. In the 10th century, Hoa Lu was chosen as the capital of Dai Co Viet State - the first centralized feudal state in the history of the nation. Up to now, this place still retains a dense historical sediment and unique cultural imprints, along with the unique beauty of natural architecture that has created unique global values. Trang An Scenic Landscape Complex, recognized by UNESCO as a mixed Cultural and Natural World Heritage in 2014, made Ninh Binh one of 3 localities in the Red River Delta, one of 8 provinces and cities in the country with World Heritage and the only dual Heritage of Vietnam and Southeast Asia; recognized by the Director General of UNESCO as an exemplary and typical model in the world in promoting the global values of World Heritage, harmoniously combining environmental preservation, conservation of traditional cultural values with economic development of tourism, ensuring the interests of the people, the State and businesses.
The whole province has nearly 2,000 tangible cultural heritages (with 81 national-level relics, 3 special national-level relics, 5 national treasures and 314 provincial-level relics) and nearly 500 intangible cultural heritages (of which 04 heritages have been included in the list of national intangible cultural heritages), reflecting relatively comprehensively the material and spiritual life of Ninh Binh people in particular and Vietnamese people in general from the past to the present.
In addition, there are many rich and unique natural landscapes and ecological areas, such as: Van Long Wetland Nature Reserve - the largest wetland nature reserve in the Northern Delta; Cuc Phuong National Park, voted and honored by the World Travel Awards as Asia's leading national park for the past 5 consecutive years; Phat Diem Stone Church...
- Currently, there are 77 craft villages in Ninh Binh province. Compared to Hanoi and some provinces in the region, the number and scale of craft villages in Ninh Binh province are still relatively small. However, the traditional craft villages of Ninh Binh province possess a rich history and culture, unique values, hundreds of years of history, converging all tangible and intangible cultural values, imbued with the "breath" of the homeland associated with the life of the community; through many ups and downs, changes, but the beauty of the cultural space in traditional craft villages is still preserved and promoted by generations of people in today's life.
Notable examples include: Bo Bat ceramics is the origin of Bat Trang ceramics - Hanoi; Van Lam - Ninh Hai embroidery has a tradition of over 700 years; Ninh Van - Hoa Lu stone craft village... Traditional craft villages are both places to preserve and honor traditional cultural values and important economic bases that facilitate tourism development, contribute to promoting the quintessence of craft villages, and create additional revenue for the locality.
- Along with cultural and historical values, Ninh Binh residents through many generations have created, passed down and spread many unique cultural values, creating the unique character of the people of the ancient capital Hoa Lu "friendly, gentle, elegant, hospitable" while fully possessing the characteristics of the Vietnamese people as defined in the Resolution of the 9th Conference, the 11th Party Central Committee, which are "patriotic, benevolent, loyal, honest, united, diligent, creative" ; aiming for the standard of civilized, modern, intelligent, brave, confident, innovative, daring to think, daring to do, with a strong will to rise up and quickly adapt to the current conditions of international integration.
Dear comrades!
Dear delegates and guests!
Over the past 30 years of re-establishing the province, the Party Committee, government, army and people of Ninh Binh province, with their will and aspiration to rise up, have always been united, proactive, creative, promoting potentials and advantages, overcoming difficulties and challenges, achieving important and comprehensive achievements in all fields. From a purely agricultural economic province (accounting for nearly 63% of GRDP) , small scale and slow growth rate, unstable and heavily self-sufficient with backward agriculture; small-scale industry and handicrafts, fragmented development; slow development of trade and services.
- With the right steps, Ninh Binh province has taken advantage of effectively exploiting its potential and strengths; especially identifying and determined to implement important steps to transform the growth model, shift the internal economic structure towards green, apply science and technology and create great value; focus on investing in infrastructure construction and solutions to attract and promote investment to attract strategic investors, large projects that have made great contributions to the growth and economic development of the locality. The economy has continuously maintained a relatively high growth rate over the periods, the period 2016-2020 reached nearly 8.9%/year; in the period 2020-2022, despite being heavily affected by the Covid-19 pandemic, Ninh Binh is still in the group of provinces achieving positive growth; In the first 6 months of 2023, GRDP growth rate reached 7.56%, ranking 12th nationwide and 6th in the Red River Delta.
The scale of the province's economy is constantly expanding. By the end of 2022, the province's GRDP will reach nearly 3.5 billion USD, ranking 37th out of 63 provinces and cities nationwide, nearly 120 times higher than in 1992, and GRDP per capita will be 110 times higher than in 1992.
The economic structure has shifted positively towards increasing the industrial and service structure and reducing the agricultural - forestry - fishery structure but still increasing in terms of value scale; by the end of 2022, industry, construction and services accounted for nearly 90% of GRDP. In 2022, the province became self-balancing with revenue reaching over 24,301 billion VND, nearly 611 times higher than in 1992.
- The province's economy has formed a number of key industries and products with brands and great contributions to economic growth, development and budget revenue, notably:
+ Automobile assembly industry, automobile supporting industry with the joint venture between Hyundai Group and Thanh Cong Group, making Ninh Binh, Quang Nam province and Hai Phong city become the three largest automobile manufacturing centers in the country.
+ Tourism has identified its own outstanding potential and strengths, especially in the fields of cultural, spiritual and ecological resort tourism; gradually building policies and mechanisms to develop tourism quickly and effectively associated with the World Cultural and Natural Heritage of Trang An Scenic Landscape Complex, the culture and people of the ancient capital Hoa Lu... Ninh Binh has become a bright spot on the tourism map of Vietnam and the world, in the group of 15 leading destinations in the world, among the 10 provinces and cities with the highest number of visitors in the country associated with unique landmarks and tourism products. Notably, at the annual travel award of Booking.com, Ninh Binh is the only locality in Asia to be present and ranked 7th in the list of 10 friendliest lands in the world in 2023; thereby, contributing to promoting the image and cultural identity of the land and people of the ancient capital to domestic and international friends.
+ Agriculture has built and developed 101 OCOP products, of which 68 products are 4-star or higher, 33 products are 3-star; these are products with their own identity, characteristics, and endemicity, creating highlights and separate brands for each region of the province, notably: Bodhi leaf paintings; Bo Bat ceramics; Van Lam embroidery; processed products from agricultural, forestry, aquatic products, etc. Dong Giao Food Export Joint Stock Company, an enterprise associated with the historic land of Tam Diep - Bien Son, has built, developed and become the leading supplier of agricultural and processed products in Vietnam, with products exported to 50 leading countries and territories in the world such as: USA, Japan, EU, Israel, ... successfully implementing the strategy of "bringing Vietnamese agricultural products to the world market", helping the Company become a leading brand in the field of production and export of vegetables and fruits not only in the domestic market but also in the international market.
- In addition to outstanding achievements in the economic field, social security work is focused on, people's material and spiritual life is improved, average income per capita in 2022 is higher than the national average, 19 times higher than in 2002; the rate of poor and near-poor households (according to multidimensional poverty standards) by the end of 2022 is 2.36% and 2.81% respectively.
The health sector has focused on investing in facilities to meet the requirements of protecting and taking care of people's health. Education and training have been given attention, focusing on comprehensive development in both scale and quality; Ninh Binh has been in the group of leading provinces in the country for many consecutive years in terms of average scores in high school graduation exams. Administrative reform and digital transformation have been focused on and achieved many results, the province's administrative reform indicators are among the top in the country. Local defense and military have been strengthened; political security, social order and safety have been maintained; foreign affairs activities have been expanded...
However, besides the achievements, in the process of socio-economic development and local brand building in Ninh Binh province, there are still some limitations as follows:
Firstly, the economic scale is quite small, ranking 37th out of 63 provinces and cities; growth quality is not yet uniform and still depends on a few key industries; attracting investment in high-tech and clean technology fields that create high added value is still limited; attracting workers with high scientific and technical expertise is still difficult.
Second, the spatial structure of the territory is not balanced, the central urban area does not have a highlight in landscape architecture and the Northwest and Southeast regions are not yet developed; in addition, regional connectivity, especially inter-regional connectivity and participation in value chains are still limited; digital infrastructure creates the foundation for the development of digital economy, digital government, digital society, and smart cities, which have only received initial investment.
Third , tourism is identified as a key economic sector, however, its contribution to GRDP is still low, and there are not many unique and diverse tourism products to increase the number of visitors and tourism revenue.
Fourth, there is no strategic policy mechanism with a consistent and scientific nature to position and develop local brands; the process of building brands and evaluating the effectiveness and spillover effects of building product brands associated with local brands is not specific and clear; many specialty product brands have been invested in thoroughly from the production process to registering rights, intellectual property rights for trademarks, certification marks, associated marks, geographical indications and trade promotion, but still have difficulty in finding output markets for their products.
Fifth, Ninh Binh province has a small natural area, but the scope and area of heritage areas, conservation areas and biosphere reserves account for a relatively large proportion, spread across many localities, with a fairly large population. Currently, there are no specific and exclusive policies and mechanisms of the Central and local governments to resolve the contradictions and conflicts between conservation, restoration and promotion of heritage values with urban development, solving the livelihoods of people in heritage areas, and developing the local socio-economy such as:
- Specific mechanisms and policies for selecting an economic structure model suitable for the Heritage Urban function are capable of eliminating the classical industrialization model that damages cultural heritage and conflicts with the protection of the living environment; standard frameworks, legal frameworks and policies suitable for the characteristics, roles and practices of localities owning both the Ancient Capital and heritage, serving as the basis for planning strategies for management, conservation and promotion of heritage values, becoming a strong driving force for rapid and sustainable development, while developing suitable urban areas.
- Specific mechanisms and policies ensure sustainable livelihood transformation for people in heritage areas, ensuring both labor structure transformation and preservation of heritage spaces, especially core areas of world cultural and natural heritage.
- Specific mechanisms and policies in mobilizing and allocating investment resources for sustainable development of heritage cities, from mechanisms and policies to liberate land, financial, natural resources to human resources, cultural resources, promote the connection of resources for development, overcome contradictions and conflicts between conservation and development requirements.
Dear scientists and delegates!
The socio-economic development orientation of the province in the period is determined as "Fast and sustainable development, economic development goes hand in hand with equity and social progress; on the basis of maximizing the outstanding potential, unique values and advantages of the locality, the core is to preserve and promote the value of cultural and historical heritage, natural landscapes and fine traditions of the people, the land of Hoa Lu Ancient Capital as the resource and driving force for development" . For sectors and fields, industry is determined as the driving force, the foundation for fast and sustainable socio-economic development; creating a foundation for effective exploitation and protection of the cultural and historical values of the land of Hoa Lu Ancient Capital - the place that preserves the original values in the journey of national revival; the outstanding global value of Trang An World Cultural and Natural Heritage, gradually developing tourism into a spearhead economic sector, striving to become a major tourist center of the country and the region.
Accordingly, the three aspirations and general goals of Ninh Binh province by 2030, with a vision to 2050, are identified as follows: (1) To be one of the fairly developed, comprehensively, rapidly and sustainably developed provinces in the Red River Delta; (2) To be one of the national and international tourism centers; (3) To be a livable, safe and friendly land.
Dear delegates and guests!
Based on the unique outstanding values of geography, natural ecology, tradition and practical results of socio-economic development of the province in the recent past; in the coming time, what should Ninh Binh do and how to do it to realize its development aspirations? This is a big question, the thoughts of the Party Committee, government and people of Ninh Binh province.
At today's important scientific conference, I would like to suggest and present some of the following contents for the Central Ministries, branches, managers, scientists, scholars at home and abroad, along with businesses and all delegates to discuss, agree and propose specific solutions and policy mechanisms, contributing to the implementation of the goal of rapid and sustainable development of Ninh Binh province in the new context, as follows:
Firstly, it is necessary to clearly identify the problem and innovate the way of thinking about preserving and developing local heritage.
To solve the above content, we need to study and answer some key, cross-cutting questions in preserving and promoting local heritage values such as: How to preserve and promote heritage so that heritage values truly live in the material and spiritual lives of the people? Become a resource and driving force for local socio-economic development, bringing a better life to people around the heritage and prosperity to the locality? Models and pillars in managing World Cultural and Natural Heritage create momentum for sustainable development? Specific mechanisms and policies are needed in preserving and promoting heritage, especially in the construction and development of "Ancient Capital - Heritage Urban Area"? Resources for heritage conservation are approached from which perspective, in a diverse direction, including financial, social and other issues? Mechanism for harmonious distribution of benefits of subjects holding different stages in the process of preserving and developing heritage?
Second, build a local marketing strategy associated with a new positioning of Ninh Binh.
To effectively increase investment attraction, localities must have methods and solutions to promote, advertise, promote and attract investors; therefore, building a local marketing strategy is an extremely necessary factor.
To solve the above problem, at today's Scientific Workshop, Ninh Binh province really hopes that the Central Ministries, branches, managers, experts and scientists will clarify the concepts, point out the models, processes and scales to build a local marketing strategy associated with building a local brand, determining a new positioning for Ninh Binh province; in which, it is necessary to clarify some core contents such as: Identifying the current brand image and determining the goals and orientations for developing brand positioning in the coming time; solutions to implement the strategic orientation of brand positioning; Measuring and evaluating the implementation results...
Thirdly, building a heritage urban area with urban 4.0
In the context of the impact of the Industrial Revolution 4.0, countries and localities need to improve their competitiveness by forming modern urban areas in an appropriate direction. From all over the world ; 3 ) with the support of technology of urban areas associated with circulating economy, sustainable development; (4) allows piloting modern urban government model; Therefore, it is expected that the seminar on research and discussions for ideas and selection of models for planning and building "Urban Capital - Heritage" associated with urban 4.0 in Ninh Binh province.
Fourth, develop a cultural industry development strategy
In economic sectors, cultural industry is a young economic sector and is only known in the past few years since this concept has been mentioned in the Resolution of the 9th conference, the Central Committee of the 11th Party Central Committee.
Currently, in the process of building and developing the cultural industry, Ninh Binh province needs to have the right direction to develop the cultural industries with focus and focus, with a professional and modern roadmap, promoting local advantages, in accordance with the basic laws of the market economy;
At the same time, the development of cultural industry must be associated with the promotion of the image of the land and people of Ninh Binh, contributing to the protection and promotion of national cultural identity in the process of exchanges, integration and international cooperation.
With the point of view, making points, must create some key cultural industrial products to identify and develop the brand, contribute to growth and increase the budget of the local budget. Human resources in cultural industries (3) promote local brands for the province's cultural industries; (4) to strengthen communication, raise social awareness and public development for cultural industries;
Fifth, renewing the mode of mobilization and allocation of resources
From the view of mobilizing the overall resources, not only from the perspective of financial resources, Ninh Binh province needs to have solutions and policies how to mobilize the overall resources (the state budget, people and businesses) to effectively use the above resources; with the following focus:
- Enhance the sustainability of resources for the state budget both in size and structure through continuing to implement restructuring solutions, so the economy is associated with the change of growth model and overall solutions on tax and fees as prescribed.
- Enhancing the effectiveness of mobilization, allocation and use of public financial resources; ensuring "public investment in leading investment", "Public investment draws social investment", directing public resources to the addresses that the private sector cannot participate or also contribute to the formation of "stimulating " the participation Economic treatment associated with employment and budget revenue of the province.
- Promote solutions to improve the business investment environment, clear resources and promote the development of the private sector, in the direction of attracting investment and socio -economic development of the locality, thereby contributing to promoting economic growth, creating jobs, increasing income for people and creating more room for the state budget revenue collection.
Once again, would like to wish all comrades, delegates, guests health, happiness and success!
* Opening of the Workshop "Defining Ninh Binh identity associated with local branding"
* Scientific seminar "Ninh Binh identity format associated with local brand building": First session, the general report and the thematic report
Source
Comment (0)