The Research On The Implementation Of Trademark Strategy By Local Government

Along with the speeding up of economic globalization and under the impact of knowledge economy,self-innovation ability and intellectual property's application ability directly determines one country or one region's comprehensive competitiveness. For intellectual property, trademark is an important composition. Trademark is the core of core competitiveness, so the implementation of brand strategy directly affects the improvement of core competitiveness. No matter for which country or which region,trademark is the symbol of power. With more well-known trademarks,the economy power is much stronger. In China, if one province or city has more well-known trademarks, it tells that this province or city is one developed or strong economy province or city.Since the 17th CPC National Congress, intellectual property got more and more attention in China. As the important composition of intellectual property, trademark got strong support from government. Under the supporting of series polices, trademark has been put on the agenda of local governments and they want to build and create strong local brand, with which to improve local economy ability.In 2011, Hangzhou first introduced government policy toward trademark strategy in Zhejiang Province. The guiding thought of this policy can be described as: under the guidance of Scientific Outlook on Development, fully upgrade the self-innovation ability of companies located in Guangzhou, reaching the core competitiveness' improvement,perfecting the registration, application and management system of trademark; Along with building good environment, boosting companies (located in Hangzhou) develop their own trademark strategy from the aspect of legal, market and culture. Under the contribution of companies, market, government and society, trademark strategy can develop and implement very well. Economy got the new growth point and Hangzhou will be built into a new urban. In the development process of Hangzhou,trademark strategy contributes a lot.This thesis deeply analyzed the specific Hangzhou economic evolution after implementing brand strategy. It also focuses on discussing about the main approaches,achievements and shortages. Toward the shortages, this paper also gives out some advice and hope it can help to improve the trademark strategy's implementation.