The Analysis Of Influencing Factors Of Trademark Strategy Implementation In Chinese Small And Middle Enterprises

Nowadays it is an era of pursuit of knowledge and innovation. The nature of Competition between countries is the competition of comprehensive national strength,scientific and technological innovation and intellectual property rights. Knowledge is increasingly becoming the first resource element of economic growth and social development, and trademark strategy is an important part of intellectual property strategy. 21 st century is the era of brand competition. As the carrier of brand,trademark determines the economic strength of a company, a region, even the nation.In recent years, small and medium-sized enterprises developed rapidly, and the scale was gradually expanding, which have played a pivotal role in the national economy in our country, and made a great contribution to the economic development of our country. In June 2008, Chinese government promulgated the outline of the national intellectual property strategy. In June 2009, brand strategy was formally introduced. At present, in the middle of the brand strategy implementation, positive results have already appeared. But due to the small and medium-sized business owners lack of consciousness of trademark strategy, there were some problems in the trademark strategy itself and the implementation process. Even part of enterprises did not own trademarks. Under the environment of knowledge economy, the backward of trademark consciousness and behavior directly affect their development speed.At present the relevant literature about trademark strategy at home and abroad almost focused on the impact of implementation of trademark strategy on economic growth, foreign investment introduction, innovation promotion and so on. But it rarely considered what factors would affect the results of trademark strategy implementation of SEMs.(small and medium-sized enterprises) In this paper, the author first analyzed the related concepts of SMEs, trademarks, the trademark strategy, brand and trademark, and then combined with the current condition of the implementation and problems of trademark strategy, and coupled with large amounts of domestic and foreign literature about implementation of trademark strategy by companies. So the author summarized the five factors and their measured dimensions which influenced the implementation of trademark strategy of SMEs from the internal and external aspects. Based on this, the author put forward relevant hypothesis and built factor model of trademark strategy implementation for SMEs. And then the author designeda questionnaire about factors of trademark strategy implementation in SMEs according to the analysis. The author used data obtained by questionnaire to establish structural equation modeling and analyzed. Through adjustment and amendment, the author got the key factors that affecting the trademark strategy implementation of SMEs. According to these key factors the author proposed the countermeasures of effective trademark strategy implementation for SMEs.