A Study On Strategy Of Internationalizing Enterprise's Trademark

In the 90s of last century, the whole world has come into a new epoch in trademark with fierce international competition. The trademark has come across the gap between different countries and culture, being a new international language integrating the enterprises of the whole world. As China's entry of WTO, Chinese enterprises are also pushed into the endless competition without country boundaries. Facing to such an embarrassment that China is a big manufacture country with the total quantity of production top 1 in some fields, while at the other hand, China is not a strong country in trademark field. It is not coincident with China's position in the global economy. It is urgent that we Chinese enterprises have to find a good way to deal with the subject of internationalizing the trademark and to solve the difficult problem.Aiming at solving the problem, this thesis points out that some of the existing problems in the process of internationalizing the trademarks of their enterprises'on the basis of analyzing the trademark strategy of foreign companies in China and puts forward the approaches to international Trademark Strategy as well as the countermeasures against it according to the sequence of design, registration and operation for internationalizing the trademarks of Chinese enterprises at different phases.It firstly puts forward the purpose, significance and approaches of this thesis. The thesis also analyzes the status quo of this field both in China and oversea countries and makes definition of some related concepts. The second part points out the shortage of Chinese enterprises in internationalizing the trademarks as well as analyzes the possibility and necessity of internationalizing trademark of Chinese companies by introducing the trademark strategy of foreign companies. The key part of this thesis demonstrates the development strategy of internationalizing trademark for enterprises including the design strategy and the registration strategy of internationalizing trademark. The last part of the paper contains four different contents which involves discussing the trademark strategy in merging companies belong to different countries, introducing the meanings and the forms in merging companies, analyzing different types of trademark strategies and explaining the factors which influent the choice of trademark strategy after merging companies.