企业商标文化与策略研究

Studies on Trademark Culture and Strategies of the Enterprises

现代经济是一种注意力经济,在聚集消费者注意力的各种企业标识中,商标居于核心地位。商标策略与管理作为企业实现商标战略目标而采取的具体方法和措施,主要体现在商标的选择、注册、使用、宣传和保护等方面。深入研究这一问题,探寻其中的规律,揭示驰名商标产生的机理,这对企业商标工作具有极其重要的理论指导意义。

Modern economy attaches great importance to customers' attention to enterprise signs and especially the trademarks. As the main approach for enterprises to achieve the strategic goals, trademark management refers to the choice, registration, use, propaganda and protection of trademarks. Further studies will help discover the intrinsic laws of trademark management and the reasons why some trademarks become famous. These efforts will be of theoretical significance in the guidance of the practical work.