Research On Well-known Trademark Strategy Of Chongqing Famous Brand Export Enterprise

Drived by the reform and opening-up, the foreign trade and economy in Chongqing has enjoyed high speed development, and enterprises are more active in foreign trade. At the same time, the competition and challenges in the international market is increasingly fierce. The government and the enterprises have been aware that to achieve sustainable development, they must give priority to creating one’s own brand. Here comes the Chongqing Famous Brand of Export Enterprise. Trademarks in recent years have developed fast in Chongqing. Chongqing has the second largest number of well-known trademarks in western China. Well-known trademarks mean much to the brand strategy and the core competitiveness of an enterprise. In the economic globalization, export enterprises will meet more severe market challenges. It needs to make full use of trademarks, which is helpful to the competition and the sale of goods, to go abroad and participate in international market competition. Well-known trademark strategy is an important part of enterprise brand strategy, and an important asset for enterprises. It not only contributes to the formation of enterprise core competitiveness, but also strives for preferential treatment for the enterprises, effectively prevent various unfair competition acts. However, the situation of Chongqing famous brand export enterprises is not optimistic. For example, the enterprise trademark strategy consciousness is quite weak, the use and management of the well-known trademark has many problems, and the lack of scientific planning to the well-known trademark internationalization strategy, or there is no general system planning of well-known trademarks in the trademark design and registration stage. This paper focuses on characteristics of famous export brands, by the analysis of famous export enterprise brand, trademark, well-known trademark status, trying to find out the problems. On this basis, It analyze factors affecting Chongqing famous brand export enterprise trademark strategy, including which relating to laws and not relating to laws, and puts forward the strategic planning of the well-known trademark for Chongqing famous brand export enterprises, in order to promote the development of Chongqing export famous brand.This paper includes five chapters. The first chapter is the introduction part to introduce background, content and significance of this research. The second chapter, the status and problems of the well-known trademark strategy in Chongqing famous brand export enterprises. At first, it defines and analyses the concept of Chongqing famous brand export enterprises. Then it summarizes the characteristics of well-known trademark strategy or brand strategy of Chongqing famous brand export enterprises, including the commonness and differences of them. And by the way of questionnaires and interviews, it analyses the status and various objective problems in well-known trademark strategies of Chongqing famous brand export enterprises, according to the analysis comparison of data and cases of them. The third chapter, analysis of well-known trademark strategy in Chongqing famous brand export enterprises:factors relating to laws, which analyses the factors relating to laws from the level of international treaties, domestic laws and the national and local policies. The fourth chapter, analysis of well-known trademark strategy in Chongqing famous brand export enterprises:factors not relating to laws, which selects the main factors which not relating to laws to analyse how they effect the well-known trademark strategy of Chongqing famous brand export enterprises, including economic factors, industry factors, factors of historical and cultural traditions, quality of products and internal environment of enterprises. The fifth chapter is the planning of well-known trademark strategy in Chongqing famous brand export enterprises. This chapter is the key chapter which proposes the well-known trademark strategies in registration and development stages, the management strategy, the internationalization strategy and strategy to parallel import.This research combines methods of comparative analysis, theory analysis, data comparison, case analysis, which specificly includes the combination of theory and practice, combination of the international research and the domestic practice, combination of static analysis and dynamic analysis, and combination of law, management as well as statistics.