(1) Striving to create well-known trademarks is an objective need to adapt to the development of market economy. The essence of market economy is to adjust all economic relations through the law of value. It is to allocate resources through the invisible hand of the market to filter any products or companies entering the market. Therefore, in a market economy, survival of the fittest is its objective law and is not subject to the will of any business operator. To gain a firm foothold in the market economy, any business operator can only seek its own survival and development by studying how to adapt to the laws. Striving to create a well-known trademark means improving product quality, market share, market coverage, corporate culture, corporate image, corporate reputation, after-sales service, etc. in all aspects. The process of striving for innovation is a process of improvement, and it is also a process of optimization. It is also a process of defeating other opponents and standing out in the same industry. In this sense, striving for a well-known trademark is the only way to adapt to the development laws of the market economy and achieve the survival and development of enterprises.

We know that economic globalization is another objective law of economic development. With China's accession to the WTO, the WTO will connect China more closely with the world, and the Chinese market will become a global market. Chinese companies must face this reality and formulate their own survival and development strategies from a global strategic perspective. The 1999 World Economic Forum in Davos pointed out: The world economy in the 21st century will be a century in which the world economic map is divided by famous brands. According to data, although the proportion of famous brands in the international market is less than 3%, they have a market share of up to 40%. Sales exceeded 50%. If any Chinese business operator wants to occupy a place in today's market or seek greater development, he must strategically use trademarks to become bigger and stronger. If a trademark is a business card for an enterprise or product to enter the market, then a famous trademark or a well-known trademark is equivalent to the title added to the business card. In corporate business cards in today's market, the title of famous trademark or well-known trademark is not optional, but a must-have.

(2) Striving for a well-known trademark is an important way to expand the visibility of an enterprise. In a market economy, there are many factors that affect corporate visibility. There are the quality of the company's products, the company's social reputation, etc., but it must be admitted that building a brand and cultivating a trademark are important ways to expand the company's visibility. Judging from the current situation in our country, the group effect of well-known trademarks and famous trademarks is obvious and generally recognized. The well-known trademarks and products with famous trademarks not only represent the quality of the product, the sales volume of the product, and the credibility of the product, but also reflect the industry leading position and scale of the company that produces the product. With the help of famous trademarks and the title of well-known trademark, the social influence and credibility of the enterprise can be expanded, thereby enhancing the market competitiveness of the enterprise. Throughout the history of the development of enterprises in our country, there are countless examples of the rise and fall of enterprises that have repeatedly proved this truth: there is an inherent and inevitable connection between trademarks, corporate reputation, market competitiveness, corporate scale, and corporate efficiency, and the relationship between them is mutually reinforcing. Cultivating a good trademark expands the company's visibility and improves its market competitiveness. The company scales and its benefits continue to increase. This is a virtuous cycle of development chain. For example, Chengde Qianlong Wine Industry Co., Ltd. registered the "Bancheng" trademark in 1995 and was recognized as a famous trademark in Hebei Province in 1999. In recent years, the "Bancheng" brand series liquor has been selling well in major markets such as Beijing, Tianjin, Shanghai, Hebei, Shandong, and Shanxi. The brand brings benefits, and the company relies on the Bancheng trademark to continue to grow bigger and stronger. In 1999, the sales revenue was 65.17 million yuan, with profits and taxes of 15.09 million yuan; in 2005, it achieved sales revenue of 250 million yuan, with profits and taxes of 85 million yuan.

(3) Striving to create a well-known trademark can bring intangible assets to the enterprise or increase the added value of the product. Since the reform and opening up for many years, many various selection activities have been carried out in enterprises. These selection activities have played a certain role in the development of enterprises at different times and to varying degrees. However, no matter how high the level of selection is, the time of selection No matter how long it continues, it can only represent the honor of the enterprise, but it will not constitute intellectual property rights or intangible assets. This is not the case with the cultivation of trademarks. Trademarks are intellectual property rights and are valuable. Cultivating a good trademark can not only prove the company's status in the same industry, but also increase the added value of the product. At the same time, it can become a corporate asset.

Therefore, although the cultivation of trademarks requires a large amount of economic investment, once the trademark is well-known, it will give investors high returns, become intangible assets, and be the permanent wealth of the enterprise. The "Lulu" trademark owned by Lulu Group was recognized as a famous trademark in Hebei Province in 1992 and a well-known trademark in China in 1999. The output has grown from a few hundred tons in the early 1990s to 400,000 tons. In 2005, the sales revenue reached 1.2 billion yuan, and the profit and tax realized was 146.28 million yuan, an increase of 30% over 1999. The "Lulu" trademark was evaluated by relevant authoritative departments in 2002 and was worth RMB 2.605 billion. In 2004 and 2005, it entered the list of "China's 500 Most Valuable Brands" released by the World Brand Laboratory.

On the contrary, without our own brand, good products cannot be sold at good prices. Things are all around us. For example, Erdaohezi Village, Xinbo Township, Weichang County grows carrots, which are three red inside and outside. They taste good and are favored by foreign businessmen. They have been growing and exporting them for ten years. The products are mainly sold to Japan and Southeast Asia. However, due to various reasons, there has been no Form your own brand. After carrots are harvested, processed, and packaged, they are affixed with the brands of dealers in Shandong Shouguang, Heze, Gansu, Beijing and other places for export. Local farmers sell them to dealers at a price of 0.2-0.9 yuan/jin. The dealers It can be sold at an average price of 3 to 4 yuan per catty.

(4) Striving to create a well-known trademark is an important part of building corporate culture. During the development process of any enterprise, it is bound to form a corporate culture that represents the spirit of the enterprise. In other words, corporate culture is the external expression of the corporate spirit and corporate soul, and trademarks are one of the carriers of corporate culture. The brand reflects the strength of the company, represents product quality, and is also the concentration of corporate culture. Enterprises select trademarks, cultivate trademarks, and implement trademark strategies, which naturally form a unique corporate culture centered on trademarks. As a result, the enterprise not only strengthens its economic strength during development, but also continuously demonstrates its cultural charm. If we are careful, it is not difficult to find that anyone who successfully uses trademark strategy will not only reap rich economic returns, but also expand the social influence of the company through corporate culture, and thus attract more and more consumers. who.