本文選題：企業(yè)商標戰(zhàn)略　切入點：北新建材　出處：《武漢理工大學》2013年碩士論文　論文類型：學位論文

【摘要】：知識創(chuàng)造財富,知識創(chuàng)造未來。市場經濟高速發(fā)展的今天,知識產權的價值日益突現。世界未來的競爭,就是知識產權的競爭。知識產權中的商標是企業(yè)珍貴的無形資產,可以起到識別商品或服務來源的作用,并且還是獲取競爭優(yōu)勢的核心武器。自“入世”以來我國企業(yè)面臨的國內外市場競爭環(huán)境十分嚴峻,國外跨國公司和企業(yè)從戰(zhàn)略目標考慮,通過技術創(chuàng)新、專利申請、技術標準化、商標注冊等手段在我國已經構筑了嚴密的知識產權封鎖,對我國企業(yè)生存和發(fā)展構成了嚴重挑戰(zhàn)。為解決這些問題,我國企業(yè)要通過實施知識產權戰(zhàn)略不斷培育和發(fā)展自主知識產權,提高企業(yè)的核心競爭力,并求得其生存與發(fā)展。商標戰(zhàn)略是指企業(yè)為獲取與保持市場競爭優(yōu)勢,以運用商標制度提供的保護手段,達到樹立企業(yè)形象、促成產品占領市場的總體性謀劃。①北新建材公司作為我國新型建材行業(yè)的領跑者,需要制定正確的商標戰(zhàn)略和建立完備的商標管理體系,這樣才能在知識經濟時代在市場中立于不敗之地。本文將以北新建材公司為視角研究企業(yè)商標戰(zhàn)略,探討如何以企業(yè)的各方面條件作為參考,在企業(yè)總戰(zhàn)略的指導下,去研究、確定如何開發(fā)商標、使用商標、保護商標以及如何樹立品牌形象和增加市場占有率。
[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.
【學位授予單位】：武漢理工大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：D923.43

【參考文獻】

相關期刊論文 前10條

1 李順德;中國企業(yè)的知識產權戰(zhàn)略[J];安徽科技;2005年Z1期

2 李雷;企業(yè)內部的商標管理[J];中華商標;2004年06期

3 吳漢東;;中國企業(yè)知識產權的戰(zhàn)略框架[J];法人雜志;2008年Z1期

4 袁俊;企業(yè)知識產權戰(zhàn)略設計與核心競爭力[J];中國工程科學;2004年11期

5 楊志祥;;品牌的效用及其與其他知識產權的互動與統(tǒng)攝——以創(chuàng)新型企業(yè)的知識產權戰(zhàn)略為視角[J];改革與戰(zhàn)略;2008年11期

6 孫玉紅;;技術創(chuàng)新中的企業(yè)知識產權戰(zhàn)略論[J];河北法學;2008年06期

7 馮瑞琳;;企業(yè)知識產權戰(zhàn)略芻論[J];河北工程大學學報(社會科學版);2008年03期

8 王可達;;企業(yè)知識產權戰(zhàn)略研究[J];廣西社會科學;2008年05期

9 王巖云;企業(yè)知識產權戰(zhàn)略系統(tǒng)論[J];經濟與管理;2005年10期

10 李培林;;企業(yè)知識產權戰(zhàn)略研究綜述[J];經濟經緯;2006年06期

相關博士學位論文 前1條

1 李明星;基于品牌創(chuàng)新的企業(yè)知識產權戰(zhàn)略及其運用研究[D];武漢理工大學;2008年

相關碩士學位論文 前3條

1 王超;我國企業(yè)知識產權法律風險管理體系研究[D];中國政法大學;2011年

2 魏芳;企業(yè)知識產權戰(zhàn)略研究[D];武漢理工大學;2006年

3 于君偉;論我國知識產權戰(zhàn)略的制定與實施[D];中國政法大學;2009年

，

本文編號：1571729