Exploration on the optimization reform of operation process in the sunshine of window service

The trademark registration service hall (hereinafter referred to as the "service hall") is an important window department of the State Administration for Industry and Commerce, which undertakes important functions such as trademark application acceptance, financial charges, consultation and inquiry, evaluation service, trademark registration certificate issuance and trademark pledge registration. In recent years, the number of trademark registrations has been increasing year by year, and the service hall has been working closely around the center, aiming at standardizing the performance of the window, optimizing the window service and enhancing the image of the window, and taking "post civilization, post dedication, post success and post achievement" as the requirements, constantly condensing the motivation, vitality and creativity of all cadres and workers, and striving to build the service hall into a first-class demonstration window.

First, highlight service, emphasize word of mouth, and gradually improve the window service ability.

Since its establishment, the service hall has always adhered to the service concept of "people-oriented, efficient and convenient", constantly strengthened the construction of service windows, actively explored a new mode of trademark service with the satisfaction of the masses as the standard, timely and accurately understood the thoughts, expectations, worries and anxieties of the clients, strived to make the service solid, thorough, meticulous and thorough, and resolutely put an end to "difficult to get in, ugly face, ugly words, etc." The first is to strictly standardize the window service standards. The service hall strictly abides by the window service standard of the industrial and commercial administration system (Trial), reflects the quality and accomplishment of the staff of state organs with high-quality services, and shapes the good image of the window staff. In addition, the service hall formulates a series of rules and regulations, such as service standards and service guidelines for window staff, to ensure that each post is fixed and responsibility is fixed, and the daily service work has rules to follow and evidence to follow. In the daily reception work, the staff strictly follow the requirements of "Three Ones" to standardize the window service, that is, they are as patient as when they are busy, as kind as strangers and acquaintances, and as early as when they arrive, and they have won the recognition and affirmation of trademark applicants and agencies with warm and thoughtful service. The second is to continuously improve the hardware facilities. The service hall is equipped with a touch-type multimedia inquiry machine, which publicly accepts matters, specific legal documents and the latest policies, so that the parties can know the new regulations and policies at the first time; Equipped with a number-taking machine, the business handled by the parties is sorted by category, which greatly saves the waiting time of the parties in line; Set up a consultation desk, a work guide display desk and a convenience desk.Set up a variety of book-style filling templates at the writing desk, equipped with reading glasses and magnifying glasses to facilitate the parties to handle relevant procedures quickly; Office facilities, such as printers and photocopiers, are provided for the people to use for free. These convenience facilities simplify the work flow and improve the work efficiency, making the registration hall truly a civilized window with complete service functions and elegant facilities and environment. The third is to improve the quality of window service. The duty officer post was added in the service hall, and the staff came out of the counter to provide the applicants with services such as taking the number, filling out the application form and pouring water, which filled the blank service area in the service hall. For the elderly, the disabled and other people who come to the service hall to handle affairs, the staff of the service hall take the way of special personnel to provide them with all-round services, accompanied by special personnel from taking numbers, filling out forms and going through formalities to ensure that they can handle related matters smoothly and efficiently. For applicants who are caught in an emergency such as catching a train or plane, the service hall will open a green channel to provide convenient, efficient and fast services as much as possible. Gold Cup and Silver Cup are not as good as the reputation of the masses. With warm and thoughtful service, the service hall has been widely recognized by people from all walks of life. Since 2016, the service hall has received two banners presented by Lunan Pharmaceutical Group Co., Ltd., as well as dozens of letters of commendation from enterprises and individuals. On December 13, 2011, the experience and practice of improving service and efficiency in the service hall was broadcast on CCTV, which was widely concerned and warmly praised by the people. In 2013-2014,The Service Section of Trademark Registration Hall was awarded the title of "Youth Civilization of Central State Organs" and the title of "National Women’s Civilized Post" by the All-China Women’s Federation in 2016.

Second, simplify the process, expand channels, and facilitate the reform of service trademark registration

The service hall further optimizes the service level and improves the service quality in accordance with the State Council’s requirements on decentralization, combination of decentralization and management, and optimization of service deployment, and the State Administration for Industry and Commerce’s further deepening the reform of the commercial system and vigorously promoting the facilitation of trademark registration. The first is to optimize the trademark registration process. By adjusting the internal procedures, the time for issuing the notice of acceptance of trademark registration application will be shortened from about 6 months to 3 months, some trademark registration application materials and procedures will be simplified, trademark books will be cleared and trademark documents will be streamlined. These measures have shortened the processing time, simplified the procedures and further facilitated the parties. The second is to change the way of issuing trademark registration certificates. The applicant can apply for the trademark registration certificate directly in the registration hall, without paying any fees, and it is desirable to wait immediately, or it can be handled by mail, and the Trademark Office will complete and send it within 5 working days. If it is necessary to prove the status of a registered trademark in writing, it can be handled by stamping the "Special Seal for Trademark Registration Certificate" on the printed trademark file, and the "Trademark Registration Certificate" will no longer be issued. In addition, the procedures for receiving and returning letters are reduced, and the applicant does not need to issue a letter of introduction when receiving and returning letters. Third, vigorously promote online application. From March 10, 2017, the online application will be expanded from being open only to trademark agencies to all applicants, and the online application will only accept trademark registration applications and gradually expand to trademark business applications such as trademark renewal, transfer, cancellation and change. The rooting of online application indicates that China’s trademark registration application has achieved "four online applications".That is, online application, online inquiry, online announcement and online payment can all be realized in China Trademark Network. At present, applicants can apply for trademark registration through the Internet, at the local trademark acceptance office or at the registration hall, and the applicants can enjoy more convenient and efficient services. The fourth is to guide local governments to accept trademark registration applications. The local industrial and commercial and market supervision departments set up trademark acceptance offices to handle trademark registration applications and other businesses on their behalf. In 2016, they launched pilot projects in Ya ‘an, Sichuan and Taizhou, Zhejiang. The service hall undertook the task of helping them with formal review, adding new tasks on the basis of the original heavy workload. Everyone did not complain, and made every effort to ensure the quality and quantity of formal review work to be completed on time.

Three, than dedication, pragmatic, steadily refresh the window business records.

By the end of March 2017, the cumulative number of trademark applications in China was 22.931 million, the cumulative number of registered trademarks was 15.145 million, and the number of effectively registered trademarks was 12.937 million. China is a veritable trademark country. As the frontier of trademark registration application, the service hall aims to enhance the actual effect of work, constantly enhance the sense of purpose, strengthen the concept of service, and be willing to contribute, which fully reflects the dedication of window service staff based on their duties, love their jobs and dedication with practical actions. First, advance all work in an orderly manner. In their daily work, the staff in the service hall worked hard to stick to the front line of their posts, and served the parties in obscurity, and achieved remarkable results. In 2017, as of May, 59,829 direct applications were accepted, 15,419 letters were returned, 8,698 letters were returned, 16,993 people inquired after reception, 26,830 books were printed, copied and faxed, about 42,202 people were consulted at the window, about 8,840 people were consulted by telephone, 5,024 registration certificates were received and 58,800 registration certificates were issued. A string of vivid figures is inseparable from the efforts of every service hall staff, who have made extraordinary achievements in ordinary jobs. The second is to show dedication at critical moments. The service hall is a group that is particularly capable of fighting, tackling key problems and having fearless dedication. In 2016, there was a backlog of trademark registration certificates.The staff in the service hall actively devoted themselves to solving the backlog of trademark registration certificates with full enthusiasm. All members took the initiative to sacrifice their weekend breaks and work overtime to catch up with the progress. Pregnant comrades also offered to work with everyone in the front line without special care. With the joint efforts of all of us, in a short period of one and a half months, 1.8 million trademark registration certificates were made and distributed by surprise, and the tasks assigned by the party group of the General Administration of Taxation were completed 18 days ahead of schedule, which was fully affirmed by the party group of the General Administration of Taxation and the people.

Four, pay attention to clean government, supervision, and strictly strengthen the construction of party style and clean government.

The service hall aims to strengthen the awareness of clean government, pay attention to strengthening clean government education, carry out the construction of clean government culture in depth, consciously accept the supervision of the masses, and consolidate the awareness of clean government service of window staff. The first is to strengthen the education of clean government. The service hall take improving that overall quality of the window service team as the direction, strengthen the study of political theory by weekly regular meetings and morning meetings, conscientiously study and implement the Party’s principle and policies, enrich the learning methods, and constantly improve the political quality, professional quality and work style quality of the cadres. Regularly organize special topics to study the Party’s internal laws and regulations such as the Communist Party of China (CPC)’s Code of Integrity and Self-discipline, the Communist Party of China (CPC)’s Regulations on Disciplinary Actions and the Communist Party of China (CPC)’s Regulations on Accountability, and organize cadres and workers to visit Beijing’s anti-corruption warning education base to deepen the achievements of study and education. The second is to improve the system of clean government. Revise the Code of Conduct for Service of Window Staff, Standard Service Guidelines for Trademark Registration Hall, Provisions on Management of Service Assessment of Registration Hall, Measures for Management of Duty Officer in Registration Hall, etc., take system construction as the starting point to do a good job in preventing and controlling the risks of clean government, adhere to the principle of promoting norms by system and managing the long term by system, establish a relatively perfect system, form a working pattern of managing affairs and people by system, and really put power into the cage of system. The third is to sign letters of responsibility at different levels. All the staff in the service hall signed letters of responsibility for building a clean and honest government at different levels, promising to perform their duties according to law, not to seek benefits by taking advantage of their positions and work, and not to engage in trademark agency business, so as to further strengthen their sense of responsibility and form a good situation of grasping the first level and implementing it at different levels.Fourth, it is clear that the identity is widely supervised. The staff in the service hall widely accept social supervision by highlighting their identities, wear work cards uniformly during working hours, set up "party member Demonstration Post" and "League Member Demonstration Post" in dressing the according to regulations, actively "highlight their identities", openly accept social supervision, and establish a good image. Fifth, broaden the channels of supervision and management. An electronic monitoring system was established in the service hall to monitor the work dynamics in the hall immediately and in the whole process, thus preventing illegal operation and corruption. The telephone number for reporting complaints was announced to the public, and a suggestion box, a service evaluator and a complaint mailbox were set up. Through both internal supervision and social supervision, the supervision channels were further broadened and good results were achieved.

Five, learn theory and practice, and comprehensively improve the overall quality of the team.

In the daily work, the service hall constantly broadens the channels for the staff to grow into talents, comprehensively cultivates the talent team according to the idea of "learning theory, emphasizing practice and grasping application", promotes the continuous improvement of the staff’s political theory level and professional ability level, regulates their words and deeds with noble moral standards and strict work requirements, and promotes the comprehensive quality of the staff team. First, we should pay equal attention to political theory study and professional study. Take the way of combining centralized learning with autonomous learning, and conscientiously study and implement the Party’s innovation theory and business knowledge of industrial and commercial administration. The staff in the service hall firmly establish the "four consciousnesses" in the study and education of "two studies and one doing" and strive to be the practitioners of "four stresses and four haves". At the same time, we should accurately grasp the new requirements of the Trademark Law, exchange and learn from each other, constantly improve our professional quality, adopt the method of mentoring, teach experience from the old to the new, and apply the learned theory to reform and innovate the workflow to make it more operational. The second is to strengthen trademark business training. In order to provide more professional, efficient and high-quality services to the people, the service hall adheres to the demand orientation, conducts intensive training on trademark business for window staff, strictly implements the training system, and greatly improves the training quality, effectively improving the professional quality of window staff and better meeting the consultation and business needs of the parties. The third is to carry out the "one study and four comparisons" activity. By carrying out "one study and four comparisons", we actively practice the fundamental purpose of serving the people. "One study" means organizing regular study exchanges and formulating study plans with party branches and league branches as units.Set the learning content, and strive to learn the code of conduct, civilized language, service commitment, etc., and constantly improve the working ability and service level. "Four comparisons" means based on the post, comparing ability, style, image and service. Through the implementation of "one study and four comparisons", the work efficiency of all staff and the satisfaction of the masses have been effectively improved. The fourth is to encourage staff to actively participate in reading exchange activities. The service hall pays attention to improving the overall quality of staff. In addition to political theory study and professional study, it also encourages everyone to carry out more reading activities. Through study exchange and reading sharing, they have accumulated more knowledge, absorbed more nutrition and gained more energy, further broadened their knowledge and enhanced their cohesion, centripetal force and combat effectiveness. Through unremitting efforts, many comrades in the service hall won the titles of outstanding party member, outstanding league members and outstanding youth in various evaluation activities.

The service hall firmly grasps the opportunity of commercial system reform, actively explores, strengthens business learning, raises working standards, improves service level, innovates working methods, gives full play to the role of a front-line window, provides intimate services for market economic entities, promotes the reform of trademark registration facilitation with a more positive attitude and a more pioneering thinking, and makes new and greater contributions to the reform and development of industrial and commercial administration.