Analysis Of The Status Quo Of Local Government Trademark And Brand Management And Research On Its Improvement Ideas

Nowadays,with the increasingly fierce market competition,trademark brand can more and more represent the comprehensive strength and economic development level of an enterprise,a region and even a country.In recent years,with the gradual expansion of global economic integration,the continuous development of China's market economy and the vigorous development of China's trademark brand cause,compared with other developed countries,the domestic awareness of trademark protection is weak and the strategic vision of trademark brand is lacking,which results in trademark being preempted and infringed.The current situation of China's trademark brand is not optimistic.How to effectively promote the brand management of local governments and promote the healthy and orderly development of brand undertakings has become an urgent problem for local governments in China.This paper takes the current situation of trademark brand management as the research object,takes local government as the focus,proceeds from the relevant concepts of trademark brand,combines the current new situation,new changes and new challenges,discusses the functions and characteristics of local government trademark brand management,summarizes the main practices and achievements of local government trademark brand management,and analyzes the current trademark brand construction in China.The basic situation,combed the achievements of brand development in recent years.However,the following problems still exist in the brand management of local governments:inadequate guidance service publicity,excessive administrative intervention,low degree of information sharing and insufficient protection of exclusive rights,which have become obstacles to the development of brand.How to solve the existing problems is not only the need to improve the level of brand management,but also the need to promote the development of brand economy.To improve the brand management of local government trademarks,it is suggested that rationalization suggestions be put forward from the following four aspects:firstly,aiming at the problem of inadequate brand guidance service and publicity education,it is suggested to improve the competence and quality of managers,establish advanced guiding ideology and service concept,and enrich the professional talents of local government brand management;secondly,it is suggested to solve the problem of excessive administrative intervention.It is suggested that management and service should cooperate in order to realize the organic combination of management and service through the support of trademark brands and the cultivation of trademark brands in characteristic industries;thirdly,due to the low degree of information sharing in trademark brand management of local governments,it is necessary to establish a comprehensive,multi-level and informationized anti-counterfeiting mechanism system;lastly,it is necessary to effectively protect the exclusive right of trademarks and strengthen the help.Support efforts to establish brand guidance stations,establish liaison system,and strengthen publicity and protection.Through improving the management of localgovernment trademark brand,we gradually attach importance to the importance of trademark brand protection,so as to more actively participate in the work of trademark brand protection,promote the sustainable development of trademark brand cause,and boost the brand economy to take off.