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1994年,世界权威杂志《财经世界》1997年全球最有价值品牌“固特异”(GOODYEAR)欲进入中国市场之时,其轮胎品牌为“鹰”,这个品牌已在除了中国以外的50个国家进行过商标注册,但中国有“鹰”在先。早在1985年呼和浩特橡胶厂就为其轮胎产品注册了“鹰”商标,并一直在使用该商标。为使产品能够进入中国市场,固特异以215万美元收购了呼和浩特橡胶厂的“鹰”牌商标,为什么固特异会如此的不惜代价?在中国加入WTO以后,世界各大汽车集团和汽车零部件公司纷纷争相进入中国市场时,任何人都不会否认固特异当年作出的选择是多么的有预见性。
In 1994, when the World’s Most Valuable Brand “Goodyear”, the world’s authoritative magazine, “Financial World” wanted to enter the Chinese market in 1997, its tire brand was “Eagle,” and the brand was already operating in 50 countries except China Trademark registration, but China has “Eagle” in the first. As early as 1985, Hohhot Rubber Factory registered the “Eagle” trademark for its tire products and has been using the trademark. In order to enable the products to enter the Chinese market, Goodyear acquired the “Eagle” brand trademark of Hohhot Rubber Factory for USD2.15 million. Why did Goodyear pay such a price? After China’s accession to the WTO, the world’s major automobile groups and auto parts When companies rush to enter the Chinese market, no one will deny the predictability of Goodyear’s choices made during the year.