The Present Situation And Solutions Of Chinese Enterprises' Trademark Integration

With the change of history and the development of economy, especially the whole world economy integration, after having experienced the price competition and the quality one, now the market has entered the trademark competition. Nowadays more and more foreign companies constantly enter China, and attempt to divide Chinese markets. Based on this background ,most Chinese enterprises have to emphasize on the establishment maintenance and development of trademark, and actively pursue the trademark integration. However, on the whole, the good, famous trademarks take the lead. In competition between Chinese trademarks and foreign ones, the former is experiencing severe ordeal. Therefore, how to integrate trademarks and build a strong set of trademark system is increasingly important.In the trademark competition, the lack of the integration of Chinese enterprises' trademark has influenced the development of enterprises, which make them be short of not only the strategic concept but also the tactic means. In this way, the primary image, the value, and the ability of the competition of trademark are damaged, too. Meanwhile, incorrect comprehension and usage of marketing can not impulse enterprises to develop enough. At last, the lack of legal consciousness not only weakens the affection of the trademark but also damages the benefit of them. In conclusion, all problems above discussed are the biggest obstacle in the trademark integration of Chinese enterprises.Bases on the present situation, through the collection, analysis and cataloguing of information, the article discusses the main problems of Chinese enterprises' trademark integration. This research thesis takes one company as the study case and extends the present situation of Chinese enterprises and analyzes their troubles and puts forward relevant situations. These situations are listed as follows. First of all, the trademark of Chinese enterprises should build the strategic consciousness of trademark integration and the legal consciousness to establish the harmonious and united system of trademark management. Secondly, Chinese enterprises should efficiently apply marketing communication and emphasize the culture difference among the second-degree trademarks. At last, through correctly apply tactics of trademark, Chinese enterprises should establish the harmonious and united system of trademark management.When we step into 21st century, the whole word economy integration turns the competition among international enterprises into the competition among trademarks. So facing this situation, Chinese enterprises should build cultural and particular trademark. From the view of trademark integration, the article discusses the problems faced by Chinese enterprises, and hopes to provide some suggestions to enhance the ability of competition of Chinese enterprises' trademark and shorten the distance between Chinese trademarks and foreign ones.