The Research On The Construction Of Risk Assessment Framework Of Enterprise Trademark Operation

Under the background that the knowledge economy has become an important core competitiveness of the country and the enterprise,the enterprise is the most active subject in the market competition,and it is imperative to regard the intangible assets owned by the enterprise as an important cornerstone for the development of the enterprise.Trademarks are the most important one in this cornerstone.An important part is that the ability to operate a trademark has also become an important embodiment of the company's ability to innovate and develop.However,in practice,many companies stay at the level of registered trademarks for trademark operations,fail to form an effective operating mechanism,and lack a reasonable assessment and effective prevention and control of risk factors in the process of trademark operation and management,thereby responding passively,and even some well-known enterprises.It also did not effectively manage the risk of the company's trademark operations,but instead dealt with it passively after the risk broke out,and eventually suffered heavy losses in trademark rights.Therefore,at the height of the trademark strategy,it is very necessary to construct the risk assessment system for the company's trademark operation against the elements of the company's trademark operation process.This article mainly combines trademark-related theories and risk management theories,using qualitative and quantitative analysis methods to build a corporate brand operation risk assessment system that is suitable for most companies,to help companies better identify the key factors of risk prevention and control.Through the riskassessment and comparative analysis of Nestlé Group and Yili Group,the actual operation test found that the trademark operation risk assessment system achieved the expected results and could play an assessment role in the risk level of the company's trademark operations.