Research On The Implementation Of Trademark Strategy

Promoting the full implementation of trademark strategy is conducive to promoting innovation and business model changes of enterprises, enhancing regional and national core competitiveness and improving the country’s comprehensive national strength. It is a crucial stage for our country to adjust the industrial structure, to change the mode of economic development, to accelerate the innovation of business and to let the merchandise of our country going to the world at the time of deepening the implementation of trademark strategy. So its implementation success will affect the economic and social development trend of the21st century of China.Since the implementation of trademark strategy, the number of trademark registrations of our country raises sharply, the work to combat Intellectual Property Rights infringement and counterfeit and shoddy goods has made significant achievements. The ability of using, protecting and managing trade mark of market entities and the trademark awareness of community public have greatly improved. However, great achievement has received in the implementation of trademark strategy, it can not be ignored that there are mangy problems during the trademark strategy implementation. Such as:the policy itself is vague, trademark strategy execution resources are not sufficient, the corresponding supporting mechanism is not perfect; Trademark strategy implementation process is prone to bias, trademark strategy target group are arising resentment and resistance to trademark strategy due to the bias of implementation. This paper takes the implementation of trademark strategy in Hanjiang district of Yangzhou for example, and intends to using the implementation of the policy theory of Smith model, literature, comparative analysis, case analysis and statistical analysis, combined with the theory of public administration for the study of ways, from the trademark strategy itself, trademark strategy implementation body, the trademark strategy target groups and trademark strategy execution environment four aspects to analyze the reasons of trademark strategy implementation problems.Through analysis of the problem, it is proposed that the ways to solve the problem of trademark strategy implementation are to improving and enriching the trademark strategy of policy system, formulating scientific micro goals and optimizing the organization structure, strengthening the contribution of implementers, smoothing channels for trademark strategy, managing the target groups of trademark strategy by different group, optimizing trademark strategy implementation environment, establishing a sound legal system and other aspects related mechanism. The innovation of this paper is that the target groups of trademark strategy are divided into different levels to manage and target groups are proposed to introduce to assessment mechanisms of trademark strategy. Through these ways, the problem of trademark strategy implementation can be settled, and the goals of trademark strategy can be realized at last.