In the context of globalized economic development, how can Chinese enterprises seek development in the fierce market competition, fully adapt to the brutal competitive environment, avoid risks and avoid detours, and smoothly promote the rapid development of enterprises? Development is a practical problem that every enterprise must face. The following is an analysis paper on international market competition that I recommend to you. I hope you like it!
Analysis paper on international market competition Part 1
"Strengthening Trademark Protection Awareness and Participating in the International Market" Competition》
[Abstract] As an important commercial weapon for enterprises to participate in market competition, trademarks are a symbol of product taste and quality, and a symbol of corporate image and credibility. Only by strengthening awareness of trademark protection and actively participating in international market competition can we create more world-famous brands.
[Keywords] Trademark and famous brand trademark protection
In today's society, trademarks are no longer marks of goods in the original sense, but an important commercial weapon for enterprises to participate in market competition. A sign of product taste and quality, a symbol of corporate image and credibility. Our country is a consumer market with 1.3 billion people, but we rarely have internationally famous brands like "Coca-Cola" and "Mercedes-Benz". China has a world-famous "food culture", but it has There is a lack of "McDonald's", "KFC" and other restaurants all over the world. There is not a single Chinese brand among the world's top ten well-known trademarks. Why is it so difficult for Chinese famous brands to go global?
1. Problems in implementing famous brand strategy
1. Weak awareness of trademark law
The basic condition of famous brand strategy is product and trademarks. Internationally, trademarks are recognized as the most important intellectual property rights, especially famous brand trademarks. Multinational companies and many well-known enterprises regard famous brands and trademarks as national treasures and take all possible means to protect them. What is disturbing is that some Chinese companies do not pay high enough attention to famous brand trademarks. They only focus on profits and are busy with production and business activities all day long. They ignore or even ignore the importance of trademarks. When the products they produce and sell become popular, they find that the brand they have worked so hard to create has been registered by others, and they have already developed a good brand. The market was ceded to others. Over the years, there have been shocking examples of well-known trademarks of domestic companies being registered: "Dabao" was registered by a Dutchman in the United States, the United Kingdom, the Netherlands, Belgium, and Luxembourg; "Dukang" wine and "Longjing" tea were robbed in Japan Note: "Changhong" TV has been registered in Thailand... According to incomplete statistics, more than 80 trademarks in my country have been registered in Indonesia, and nearly 100 trademarks have been registered in Japan. A businessman in Australia actually registered one in one year. 180 famous trademarks in my country have been preemptively registered! Faced with the embarrassment and helplessness of having their trademarks preemptively registered, Chinese companies have to spend a lot of money to win back the right to use their trademarks, or change their appearance and create a new reputation, or give up their products in that country or regional sales. No matter what choice they make, companies will have to pay a high price and cause irreparable losses.
2. Expansion of famous brands
Some companies blindly expand the scope of trademark use without considering product quality, or license multiple companies to use it, resulting in damage to the trademark. credibility, resulting in the devaluation of well-known trademarks. For example, famous brand products such as "Zhenjiang Balsamic Vinegar" and "Dezhou Braised Chicken" can easily obtain considerable trademark licensing fees by selling "time-honored brands" through joint ventures and allowing other companies to put local place names on them; Tianjin Goubuli, President The store once put forward the slogan of developing 100 branches every year. The uncontrolled development of branches resulted in irregular products. It appeared that as long as the license fee of 10,000 yuan can be paid, no matter what kind of restaurant or restaurant, you can buy "Gou Bu". "Reason" the strange phenomenon of the signboard.
3. Infringement of trademarks by counterfeit and shoddy products
According to estimates from the State Administration for Industry and Commerce, the annual market circulation of counterfeit and shoddy products produced in my country is 300 billion yuan. Counterfeit famous brands are constantly coming, impacting authentic products, causing famous brand companies to complain endlessly.
According to relevant information, no less than 1,200 tons of fake Maotai flow into the market every year, worth 400 million yuan; counterfeit "Hongtashan" cigarettes on the market account for 30 to 50% of sales. In the main sales place of "Hongtashan", fake The products have accounted for 70% of Hongtashan’s total sales. Surrounded by counterfeit products, some companies have spent the funds to improve product quality on how to improve anti-counterfeiting signs, or even invest in fighting counterfeiting themselves. This has seriously restricted the development of my country's famous brand products and damaged the image and reputation of famous brand products. Some companies have not been defeated in the fierce competition, but have been defeated by counterfeit and shoddy products.
4. Foreign businessmen’s misappropriation of Chinese famous brands
Many well-known brands in my country have either gone into the sunset or been relegated to the cold palace because they did not pay attention to protecting the exclusive rights of trademarks in joint ventures. . For example, the "Maximum" brand cosmetics was once a popular brand across the country, but after investing 12 million yuan in a joint venture at a discount, it was immediately relegated to the sidelines and replaced by "Lumei SC Johnson". The advertisements that catch our eyes every day include "Rejoice", "Head and Shoulders", "Safeguard", "Amini", etc., all of which are joint ventures with foreign brands, but the names and products that Chinese people are familiar with and like are competing with are decreasing day by day, or even disappearing.
The above-mentioned shortcomings have, to a large extent, hindered the development of China’s trademark industry. As the process of economic globalization continues to accelerate, our country will face more fierce market competition challenges. So, how our companies should improve their trademark self-protection awareness and create Chinese brands has once again become a hot topic, which is also what our country is facing. urgent practical tasks.
2. Ways to implement famous brand strategy
1. Strengthen awareness of trademark protection and be familiar with trademark protection rules
A country does not have a group of internationally renowned enterprises. Enterprises without a well-known brand in the international and domestic markets can only be in a passive position in the increasingly fierce market competition, always falling behind others. Therefore, a correct awareness of trademark protection can guide enterprises to implement effective trademark strategies, formulate correct trademark development plans, and produce truly marketable brand-name products, thereby seizing the market and gaining benefits. Whether trademarks can be effectively protected in a certain way In a sense, it determines the success or failure of an enterprise's production and operation. To strengthen trademark protection, you must first be familiar with trademark protection rules. Not only must you be familiar with my country’s trademark protection rules, but you must also be familiar with the international rules for trademark protection. Because only if you are familiar with the trademark protection rules, can you consciously abide by the trademark protection rules, so as to avoid intentionally or unintentionally infringing the trademark rights of others and causing unnecessary losses to yourself because you do not understand the rules. Only by being familiar with the trademark protection rules can you proactively use the trademark protection rules to combat trademark infringement and fully safeguard your legitimate trademark rights and interests.
2. Pay great attention to trademark strategy and improve the quality and reputation of products
(1) Adhere to the strategy of registering goods first and then using them. If a company's trademark is used first and then registered, it is easy to be registered by others; if the trademark is registered and used simultaneously, there is a possibility of rejection and objection, and there is a risk of being counterfeited by others. Only when a trademark is registered first and then used can it be beneficial for enterprises to carry out effective advertising and protect the exclusive rights of the trademark.
(2) Strengthen product quality and improve trademark credibility. The reputation of well-known trademarks is based on perfect quality. Product quality is the life of an enterprise and the basis for winning consumers. Enterprises should establish a complete quality system and achieve integration with international quality standards as soon as possible; they should pay attention to the feedback of quality information and produce high-quality products that meet consumer needs; they should be equipped with good after-sales service to ensure that product quality reaches the highest level and on-grade. level.
(3) It is necessary to implement famous brand promotion strategies to increase the market share of famous brand products. The market economy does not recognize unsung heroes. This "name" comes from extensive publicity activities and in-depth product promotion, and an effective way to promote products is advertising. To create a famous brand, we must change the traditional concept of "the fragrance of wine is not afraid of the depth of the alley" in the past, and we must be willing to invest. The brand of a company is like a savings account. If you continue to accumulate its value through advertising, you can enjoy its high interest.
3. Raise awareness of trademark registration and strengthen trademark registration work
Behind the repeated setbacks in the international trademark war and the increasing wave of squatting, A painful lesson has been left to our entrepreneurs: Trademarks must be registered in time. We must follow the important principle of "brand marketing, trademark registration first" to develop internationally. This requires that the trademark in use must be applied for registration immediately to avoid being registered by others; and it generally takes 3 months or even longer from trademark application to approval of registration, so it is very necessary to apply in advance. Defensive registration of important trademarks and well-known trademarks of enterprises, that is, defensive registration of similar goods or services and other non-similar goods, thus establishing a complete trademark protection network and maintaining the integrity of the brand. For example: the "Liangmianzhen" toothpaste produced by Liuzhou Toothpaste Factory, after registering "Liangmianzhen", added the trademarks "Zhenliangmian", "Liangliangzhen", "Mianmianzhen", "Liangmianzhen" and other trademarks , these unused trademarks are called joint trademarks. They form a protection network for "double-faced needles" and prevent infringers from taking advantage of them. Guangdong Jianlibao Group is one step ahead. It has effectively registered 60 trademarks domestically and 90 trademarks internationally. Its purpose is to better protect the brand it painstakingly created - Jianlibao.
4. Strengthen the awareness of trademark rights protection
Rights protection refers to how to protect one's legitimate rights and interests after obtaining the rights so that they will not be infringed or lost. First of all, in order for the acquired rights to continue to be valid, corresponding obligations must be fulfilled. For example, the use of the trademark must comply with the provisions of the law, otherwise it will be revoked according to law; the trademark is valid for 10 years, and it must be expired 6 months before expiration or within 6 months. You must apply for renewal during the extension period. You must not register once and everything will be fine. You must renew in time. Secondly, rights holders should stop others' infringement in production and business activities in accordance with the law, safeguard their legitimate rights and interests, and have the right to obtain compensation in accordance with the law.
5. Make full use of the exclusive rights of trademarks and actively participate in international market competition
After China’s accession to the WTO, Chinese enterprises have inevitably integrated into the world economic trend. To compete in the global economy To occupy a place in the market, you must have your own brand. As an important commercial weapon for enterprises to participate in domestic and international market competition, trademarks must obtain exclusive trademark rights in relevant countries or regions as much as possible, otherwise it will be difficult to obtain legal protection in that country or region. In recent years, Haier Group has applied for thousands of registered trademarks in more than 100 countries and regions, thus laying the foundation for legal protection for its products to enter the international market. At the same time, it should also be noted that there are more and more opportunities for foreign businessmen to enter into joint ventures and cooperation with domestic enterprises in China. When cooperating with foreign businessmen to invest, on the one hand, they must weigh the pros and cons of pricing and selling their own trademarks, so as not to do it for temporary gain. Lost its own brand. On the other hand, you should also pay attention to whether the other party's intellectual property rights are legal and valid, and do not pay unjust transfer fees or license fees.
In short, opportunities and challenges coexist in the trademark field after joining the WTO. Only by seizing the opportunities, meeting the challenges, and facing reality can our country's trademark protection work enter a new stage and create our country's More world famous brands.
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