当前,越来越多的中国企业在做大做强中国本土市场的同时,正积极考虑着海外市场的谋篇布局。在海外市场中,美国市场因其容量大、接纳性强、法治完善,一直深受中国企业的青睐。在进军美国市场的征程中,如何有效保护商标的区分商品、服务来源的基本功能,逐步建立品牌形象并累积声誉,是中国企业面对的首要问题, At present, more and more Chinese enterprises are making greater efforts to strengthen their domestic markets in China while actively considering the layout of overseas markets. In overseas markets, the U.S. market has long been favored by Chinese companies because of its large capacity, strong acceptance and sound rule of law. In the journey to enter the American market, how to effectively protect the basic functions of trademarks in differentiating the sources of goods and service, and gradually establishing the brand image and accumulating the reputation, are the primary problems facing Chinese enterprises.