Formulation And Implementation Of Enterprise Trademark Strategy

At present, is still in the initial stage of the implementation of brand strategy of enterprises in our country, compared with the trademark strategy of well-known foreign enterprises there is a certain gap, there is a certain relationship between the degree of marketization and the economic development of our country. However, accompanied by the relevant state laws and policies introduced gradually, marks the development of our country is entering the era of brand strategy of enterprises. Apple Corp and Proview dispute about the iPad trademark is concerned, the economists have called on enterprises shall trademark strategy concerns, however, interpretation of iPad trademark dispute shall start from a legal point of view, through the understanding and interpretation of the background, the judgment of the court, as a result, analysis the enterprise in existence and implementation problems of developing trademark strategy, the enterprise is particularly important for famous enterprises with well-known trademark.How to make the enterprise trademark strategy, how to implement the brand strategy of enterprises, how to build the enterprise well-known trademark, how to realize the evergreen and maintain the core competitiveness of enterprises, a test of enterprise managers. The effective implementation and operation of enterprise trademark strategy is an important part of the implementation of the national intellectual property strategy, the significance of the changes in China’s economic development, enterprise development major. Only the active implementation of the enterprise trademark strategy, using the system of intellectual property related to keep the enterprise brand value, the formulation and implementation of enterprise trademark strategy to seek the best economic benefit, in order to enable enterprises to obtain and maintain competitive advantage in the market, ability can make the enterprise obtain sustainable development.This article through to "iPad trademark dispute" perspective, leads to our country enterprises in the trademark strategy formulation and implementation process exists the question and the insufficiency, study on the problem of trademark strategy significance, and domestic and foreign enterprises trademark strategy formulation and implementation of the status quo, then the strategy formulation and strategy implementation of two Research on enterprise trademark strategy, finally summarizes the trademark strategy formulation and implementation of the need to improve and perfect aspects.The whole structure is divided into introduction, body and conclusion of three parts. The text is divided into three parts:the first part:analysis of the case presentation and a focus of controversy. Mainly introduces iPad trademark dispute through legal analysis, and the focus of controversy of the case. The second part:the domestic and foreign enterprises trademark strategy formulation and implementation of the status quo. Mainly introduced the United States and Japan and South Korea and the domestic enterprise trademark strategy formulation and implementation of the status quo. The third part:with the implementation of the measures and suggestions to develop the enterprise trademark strategy. Mainly for domestic enterprises in the trademark strategy formulation and implementation process exists the question and the insufficiency, proposed the corresponding measures and recommendations.