Study On Enterprise Trademark Management And Its Performance Evaluation

Trademark, as an main Intellectual Property, not only can identify the source of goods or services, but also is one of enterprise's valuable intangible assets as well as an vital competitive weapon. With the development of the market economy and the enhancement of the trademark status in enterprise development, trademark management has become a significant component of the enterprise management. In this regard, many foreign enterprises have accumulated a lot of successful experience. Currently, the problems in the enterprises in our country stand out in two aspects: lacking of systematic trademark management theoretical system and scientific index system of its performance evaluation.Specifically says, domestic enterprises' trademark management capacity remains on an extensive level, which made trademark infringement affairs frequently occur. Moreover, the current studies have many shortcomings, for example, studies mostly carry out from the legal point not enterprise management perspective. Even though those studies from the management perspective only superficial explore trademark management which is viewed as a part of intellectual property management, or just research parts of trademark management issues. In addition, enterprises generally are short of scientific quantitative evaluation. In this situation, there is an urgent need to establish a set of enterprise trademark...