Enterprise Trademark Strategy Research

The 21 st century is the era of knowledge economy competition, brand has become one of the important resources in the enterprise competition in the market. As the brand is not only a symbol of the carrier’s trademark quality operators produce products or provide services, but also on behalf of the operators unique personality and business reputation. Trademarks, especially well-known trademarks reflect an enterprise, a region and even a nation’s level of economic development and the comprehensive strength. For an enterprise, with the domestic and international well-known brand is to expand enterprise effect and increase the benefit of the enterprise, the key influence factor for a country, with the amount of domestic famous enterprises and well-known trademark is important to promote the development of the whole national economy to the higher level. Thus, if a country does not number of international and domestic famous enterprises, a business if there is no play in the international and domestic markets loud trademarks, in today’s highly competitive market, it is only in a passive position. With the rapid development of China’s economy, the increasing degree of globalization, Chinese trademark not only in the domestic market to compete with multinational trademark, but also to compete in the international market.H is a transformer manufacturer in Liaoning, after eight years of OEM production, H company registered its trademark in 2000, in the past thurteen years,the company’s trademark H has been awarded as the "China Famous Trademark relaxation", its production are widely recognized by the market, but with domestic enterprises, like other independent trademark, H company trademark registration, use and protection there are various problems. The research goal of this paper is to introduce domestic and foreign enterprises by status quo comparison trademark strategy, combining the theory of corporate trademark strategy to H’s case analysis of business problems of trademark strategy, according to China’s own characteristics, to find our brand competition trademark strategy implementation methods, and expect to build our business in order to promote the trademark strategy to promote Chinese enterprises to highlight the strong competition at home and abroad.