As an important part of industrial property rights, trademarks’ intrinsic value is increasingly valued by people. Compared with large and medium-sized enterprises, small and medium-sized enterprises still have far less understanding of how to use trademarks as a commercial weapon. 1. Current situation and existing problems: First, the awareness of trademarks is weak and the acquisition of exclusive rights to trademarks is not taken seriously. Thinking that trademarks are dispensable. Many companies do not have their own trademarks at all, and some do not actively apply for registration even if they use trademarks on their products. As a result, they often cannot be protected when others use their own trademarks, and ultimately their rights are lost. Second, the use of trademarks is inappropriate and the role of trademarks is weakened. This manifests in the lack of caution in choosing trademarks, too narrow scope, and serious blind following and imitation; idleness of one's own intangible assets, but keen on using other people's registered trademarks for a fee; keen on promoting common names, factory names, and factory addresses in product packaging and advertising. ; For the sake of temporary benefits, when jointly operating with other units, they neither signed a trademark licensing contract nor monitored the quality of the goods, which seriously affected the reputation of the trademark. Third, the trademark management work is chaotic and the loss of trademark rights is serious. Most of them do not have a trademark management department or are not equipped with trademark management personnel. Some of them are just a formality. There are no clear provisions on the subsequent management of registered trademarks and there are no rules to follow. When conflicts of rights are involved, no effective evidence can be produced, resulting in Loss of trademark rights. Fourth, there is a lack of trademark legal knowledge and poor trademark self-protection capabilities. When faced with a trademark being counterfeited by others, they will not consciously use legal weapons to protect their trademark rights. They even think that others using their trademarks can expand the popularity of their trademarks. Fifth, there are misunderstandings about well-known trademarks. Either blindly follow the trend, or overestimate the threshold for well-known trademark recognition. 2. Countermeasures One is to provide government support and cultivate famous brands. Vigorously support and actively guide enterprises to use trademarks as assets to create more wealth. Through the use of various means, we will continue to optimize the atmosphere for trademark growth, improve trademark legal awareness and name brand protection measures. The second is to improve corporate trademark awareness and enhance trademark legal knowledge. The industrial and commercial departments should enhance the trademark knowledge of enterprises through training, lectures, competitions, seminars, consulting services and other forms and channels. He often goes deep into enterprises to guide trademark work and solve trademark problems encountered by enterprises. The third is to strengthen supervision and standardize management. While creating a good market environment and legal environment for small and medium-sized enterprises, the industrial and commercial departments should provide guidance to enterprises from the aspects of policy, business and law, encourage enterprises to establish trademark studios, staff trademark administrators, and establish and improve trademark file management systems. The fourth is to increase law enforcement and improve the self-protection capabilities of enterprises. On the one hand, the industrial and commercial departments should guide small and medium-sized enterprises to enhance their awareness of self-protection of trademarks and strengthen the management of trademark design, registration, printing and use. On the other hand, by promoting enterprises to establish a good trademark protection system and improving a complete trademark protection system, we can maintain and increase the value of trademarks. The fifth is to implement trademark strategy and promote corporate leapfrogging. The industrial and commercial departments should help enterprises rely on their own products and services to make clever use of trademark strategies and tactics, making it an important part of the enterprise's development strategy. In the process of formulating and implementing trademark strategies, you should create your own well-known trademarks based on your own reality.