Enterprise Trademark Strategy Research

Trademark is a sign or mark that distinguishes the products and services of an enterprise from those of another. It is the golden business card for an enterprise to enter the international market. Trademark is also an important intellectual property of an enterprise and it determines the survival and development of a company. The property value of a trademark has long been a shared vision of enterprises in the western developed countries and now more and more enterprises and entrepreneurs come to realize that its function can not be replaced. Rules and regulations on trademark is the beginning for intellectual property in China and it has important position in the rule and regulation system of intellectual property. Rules and regulations on trademark provide necessary protection for enterprise trademarks and enterprise trademark strategies. Modern management theory advocates scientific, legal and democratic requirement for enterprise management while trademark is the overall scientific design to promote products or services to occupy the market so as to acquire and maintain competition advantage at the market on the base of democratic management.This paper starts with the comparison and analysis of relevant conceptions including trademark, strategy, enterprise, and trademark strategy. It makes an overall process analysis of the establishment, performance and management of enterprise trademark strategy from different angles, such as law, management and economics. Environmental analysis is the first step of the author to study the enterprise trademark strategy. Environmental elements that have impact on enterprise strategy are divided into outer environment and inner environment. The outer environment is further divided into ordinary environment element and industry environment element. Detailed explanations are provided respectively and the meaning and components of inner environment is explained. On the base of environmental analysis, the author puts forward that the trademark strategic target of an enterprise is the integration of the inner and outer environmental conditions, the strategic intention of trademark and the mission of the enterprise. Detailed illustration is given on the principles of the establishment of the enterprise's trademark strategic target including concentration, continuousness, applicability and innovation. Problems for attention are also put forward in establishing enterprise's...