Research On Brand Expansion And Renewal Strategy Of WTOIP

With China's entry into WTO,the market of intellectual property rights is vast.The Nineteenth National Congress of the Communist Party of China(CPC)proposed that innovative culture should be advocated and the creation,protection and application of intellectual property rights should be strengthened.Chairman Xi Jinping emphasized that to protect intellectual property rights is to protect innovation and optimize the legal environment for scientific and technological innovation.It is obvious that the development of intellectual property rights has been attached great importance from the central to local governments.How to provide convenient,efficient and useful intellectual property products and services for government institutions,universities,sci-tech companies,and create a well-known brand in the blue sea market of intellectual property rights,has become the goal that many companies strive to achieve.Through consulting a large number of literature and data information,this paper aims to analyze WTOIP`s service marketing,brand marketing strategy,finding out problems through SWOT,and giving suggestions according to different problems.Combining theory with practice,this paper draws the conclusion of the whole paper and puts forward some suggestions.At the same time,it summarizes the shortcomings of the research and looks forward to the future research directions.In the process of intellectual property development,WTOIP has been crossing the river by touching the stones and assuming the important functions of actively promoting the development of intellectual property in China.However,under the influence of various policies,due to the limitations of China's intellectual property market and the weak awareness of intellectual property rights of sci-tech companies,WTOIP's brand marketing still needs to be strengthened under the environment of more and more competitors,lacking brand personality,equating brand communication with advertising,neglecting brand management and brand management.There are some problems such as insufficient talents and lack of brand marketing management mechanism.By broadening the channels of brand promotion,establishing the awareness of brand marketing management,insisting on accurate brand positioning,defining the core value of the brand,doing well in brand design,perfecting the functions and responsibilities of brand marketing management departments,and strengthening their guidance work in enterprise brand marketing,we can further improve our brand marketing ability,and increase the profits of enterprises at the same time.Avoiding tremendous changes in business models due to policy changes,and finding differences between WTOIP and other companies is inevitable for WTOIP's sustainable development.Only in this way can WTOIP continuously improve its core competitiveness,occupy the huge market in the field of intellectual property rights in China and become the leader of intellectual property rights in China.