我国汽车行业商标战略及其实施措施研究

发布时间：2018-04-28 18:30

本文选题：企业 + 商标　；参考：《武汉理工大学》2012年硕士论文

【摘要】：21世纪是品牌竞争的时代,作为品牌载体的商标决定着一个企业,一个地区,乃至一个民族的经济实力。对于企业来说,拥有国际国内知名的商标是提高企业效益的决定因素,对于国家来讲,拥有国内知名企业和知名商标的是推动整个国民经济向高水平发展的有利条件。在我国市场上,在激烈的品牌竞争中,虽然涌现出一些知名的商标,但是国际著名商标仍把持着中国高端消费市场。在差距面前,反映出我国企业在对商标权的保护与运用中存在诸多问题,也凸显出我国企业对商标战略的忽视。事实上,企业在竞争中,实施商标战略有利于树立产品和服务的良好信誉；有利于开拓、占领、巩固市场；有利于自身向名牌产品、名牌企业聚集；有利于提高其核心竞争力。本文通过研究中国汽车商标战略以及现在我国汽车行业发展过程中存在的问题,结合汽车商标战略的理论知识,并从美国、日本、德国和韩国等国外主要发达国家汽车行业的崛起与兴衰中借鉴经验与教训,对我国现阶段汽车行业的发展提出建议和对策。
[Abstract]:The 21st century is the era of brand competition. Trademark, as a brand carrier, determines the economic strength of an enterprise, a region, and even a nation. For enterprises, the ownership of international and domestic well-known trademarks is the decisive factor to improve the efficiency of enterprises. For the country, owning domestic well-known enterprises and well-known trademarks is the favorable condition to promote the development of the whole national economy to a high level. In the market of our country, in the fierce brand competition, although there are some well-known trademarks, the international famous trademarks still hold the high-end consumer market in China. In front of the gap, it reflects the existence of many problems in the protection and application of trademark rights in Chinese enterprises, and also highlights the neglect of trademark strategy in Chinese enterprises. In fact, in the competition, the implementation of trademark strategy is conducive to the establishment of good reputation of products and services; is conducive to the development, occupation and consolidation of the market; it is conducive to its own brand products, brand enterprises gather; it is conducive to improving its core competitiveness. In this paper, through the study of China's automobile trademark strategy and the existing problems in the development of China's automobile industry, combined with the theoretical knowledge of automobile trademark strategy, and from the United States, Japan, In the process of the rise, rise and fall of automobile industry in Germany and South Korea and other major developed countries, some suggestions and countermeasures are put forward for the development of automobile industry in our country.
【学位授予单位】：武汉理工大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：D997.1;D923.4;F426.471;F203

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