论企业商标管理战略（on enterprise trademark management strategy）.doc

论企业商标管理战略(On enterprise trademark management strategy)
On enterprise trademark management strategy
In today's market economy context, trademark is increasingly showing its important role. How to manage
The value of a good trademark, an intangible asset, creates economic benefits for an enterprise
Important issues. This paper mainly discusses the importance of trademark management in enterprise management, trademark
The main content of management strategy, and aiming at the backwardness of trademark management in China's enterprises, put forward the construction of management strategy
Trademark management strategy suitable for the characteristics of Chinese enterprises.
Key words: trademark management; strategy; economic benefit
First, the importance of trademark management for enterprises
Trademark is an important tool for enterprises to participate petition, it is not only the enterprise goods and other
The mark modity differentiation, and the symbol of enterprise itself. Strengthening enterprise trademark management,
It is of great significance to set up the image of the enterprise and improve the economic benefit of the enterprise.
First of all, trademark management is the fundamental guarantee for modern enterprises in the market development.
In the context of today's market economy, the development modities has changed from "homogeneity" to "present"
In the "diversification"". The purpose of every enterprise is to beat its products
Enter the market, so that consumers accept their products. Trademark as a sign of goods, it is
Help and guide consumers to identify goods, brand purchases. In the fierce petition,
Create their own brand of goods, that is, the reputation of the enterprise's trademark, so as to be in
In petition is in a favorable position, in order to set up its own diversity in one yuan.
Secondly, strengthening enterprise trademark management is conducive to improving the economic efficiency of enterprises. Trademark Act
mercial lo