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近年来,随着经济全球化进程的加速,国内企业越来越多地看好海外市场,希望以其品牌进军国际。然而,由于我国商标权保护相对滞后,致使很多企业在开拓国际市场时遭遇到自己商标被抢注的困境。本文从我国企业的国际战略角度出发,结合商标权和企业战略理论进行分析,论述商标权抢注的三点原因及危害,最后尝试提出应对措施。
In recent years, with the acceleration of economic globalization, domestic enterprises are increasingly optimistic about overseas markets and hope to march into the world with their brands. However, due to the relative lagging protection of trademark rights in our country, many enterprises have encountered the plight that their trademarks are being registered when they open up the international market. Based on the analysis of Chinese enterprises’ international strategy and trademark rights and corporate strategy theory, this article discusses three causes and the harms of trademark registration and attempts to propose countermeasures.