试论商标在企业营销中的作用

On the Function of Trade Marks in the Enterprise Marketing

本文论述了商标是整体产品的组成部分，具有传递信息的作用；商标是企业形象和信誉的体现，是企业的一种无形资产和重要的知识产权；商标还是企业进行市场竞争的锐利武器。为此，企业应对商标实行系统化管理。

This article states that trade marks which could be usded to transmit information,and stands for the CI and integrity of a company ,is a part of a product .The trade mark is the invisible property and important intellectual property right,and therefore is a powerful weapon used in the market competition .A company should manage the trade mark systimatically in order to make good use of its advantage of value creations.