The Local Government’s Implementation Of Trademark And Brand Strategy Studies

In the background of economic globalization and information technology," knowledge economy" or "information economy " has replaced " industrial economy", became the main feature of current world economy. Economic globalization is a profound change in the competitive era, market competitive position has shifted from traditional product competition, price competition to brand as the core of the famous brand battle. Review domestic and international economic development, owning a famous brand, will have higher market share, and strong core competitiveness. In the intellectual property system, the trademarks, trade names, proprietary technology, management methods and the experience, formed the huge commercial value.The21st Century is the century of knowledge economy, and the century of deepening developt market economy and brand economy. Brand is the symbol of a country, a region, and a enterprise’s economic strength and competitiveness. Brand strategy’s direct goal is to creat, develop and protect enterprise’s trademark. Since the Party’s Seventeenth Congress, Our country has gradually taken the intellectual property seriously, brand strategy has become to create intellectual property the important part of the core competitiveness, to national and local government have issued a series of brand strategy documents and program, in order to encourage, guide, support and help area businesses and farmers to strive for well-known trademark, and create local brand, So that it can enhance the core competitiveness of enterprises, raise the social awareness of intellectual property rights, and promote the local economic to develop quickly.Ji’an city is located in the center of Jiangxi Province, belonging to the owe developed area. By the end of2005, the number of registered trademark is less than500, without a well-known trademark in China and Chinese famous brand. There are only7pieces of famous brand in Jiangxi. In order to promote the brand strategy, and make the local brand be famous in Jiangxi and well-known in china. In August2010, the people’s Government of Ji’an Municipality took the leading place of Jiangxi province in introducing " Ji’an city to promote brand executive opinion ",which puts forward the overall objectives and requirements of promoting brand strategy in Ji’an, and establishes and perfects the brand strategy work pattern of the government and the enterprise, with advantage industry, superior products and large enterprise groups as the focus, the comprehensive use of economic, legal, administrative and other means, We should concentrate on nurturing, supporting and expanding the number of known, famous, well-known trademark, and effort to build the structure of trademark development pattern. What’s more, we also should strive for china’s well-known make full use of brand, promote the transformation of economic development and, improve the comprehensive economic strength of Ji’an city.In this thesis, I make an in-depth analysis of the implementation of trademark and brand strategy of Ji’an city in recent three years, and study some main practice, work experience, achievements and the current deficiencies and areas for improvement. In addition, I give my comments and suggestions on how to solve these problems, I hope it can be better to promote the brand strategy.