北新建材商标战略问题研究

发布时间：2018-03-05 20:20

本文选题：企业商标战略　切入点：北新建材　出处：《武汉理工大学》2013年硕士论文　论文类型：学位论文

【摘要】：知识创造财富,知识创造未来。市场经济高速发展的今天,知识产权的价值日益突现。世界未来的竞争,就是知识产权的竞争。知识产权中的商标是企业珍贵的无形资产,可以起到识别商品或服务来源的作用,并且还是获取竞争优势的核心武器。自“入世”以来我国企业面临的国内外市场竞争环境十分严峻,国外跨国公司和企业从战略目标考虑,通过技术创新、专利申请、技术标准化、商标注册等手段在我国已经构筑了严密的知识产权封锁,对我国企业生存和发展构成了严重挑战。为解决这些问题,我国企业要通过实施知识产权战略不断培育和发展自主知识产权,提高企业的核心竞争力,并求得其生存与发展。商标战略是指企业为获取与保持市场竞争优势,以运用商标制度提供的保护手段,达到树立企业形象、促成产品占领市场的总体性谋划。①北新建材公司作为我国新型建材行业的领跑者,需要制定正确的商标战略和建立完备的商标管理体系,这样才能在知识经济时代在市场中立于不败之地。本文将以北新建材公司为视角研究企业商标战略,探讨如何以企业的各方面条件作为参考,在企业总战略的指导下,去研究、确定如何开发商标、使用商标、保护商标以及如何树立品牌形象和增加市场占有率。
[Abstract]:Knowledge creates wealth, knowledge creates the future. Today with the rapid development of market economy, the value of intellectual property becomes increasingly apparent. The future competition in the world is the competition for intellectual property. The trademark in intellectual property is a precious intangible asset of an enterprise. It can be used to identify the source of goods or services, and it is also the core weapon to gain competitive advantage. Since China's entry into WTO, the domestic and foreign market competition environment faced by Chinese enterprises is very severe. Foreign multinational corporations and enterprises have established a tight intellectual property blockade in China through means of technological innovation, patent application, technology standardization, trademark registration, and so on, in view of their strategic objectives. It poses a serious challenge to the survival and development of Chinese enterprises. In order to solve these problems, Chinese enterprises should continuously cultivate and develop independent intellectual property rights through the implementation of intellectual property strategy, so as to improve the core competitiveness of enterprises. In order to obtain and maintain the competitive advantage of the market, the trademark strategy is to use the protective means provided by the trademark system to establish the image of the enterprise. Bei Xin Building Materials Company, as the leader in China's new-type building materials industry, needs to formulate a correct trademark strategy and establish a complete trademark management system. In this way, we can be in an invincible position in the market in the era of knowledge economy. This paper will study the trademark strategy of the enterprise from the perspective of Beixin Building Materials Company, and discuss how to study the trademark strategy under the guidance of the general strategy of the enterprise, taking the various conditions of the enterprise as a reference and under the guidance of the general strategy of the enterprise. Determine how to develop trademarks, use trademarks, protect trademarks, and build brand image and increase market share.
【学位授予单位】：武汉理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：D923.43

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