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商标是企业的无形资产,代表着企业的形象,对企业的作用巨大。随着经济的快速发展,中国已告别短缺经济状态,企业之间的竞争已经从价格竞争演变为对品牌的竞争。据统计,中国商标累计申请量达1400多万件,已连续12年成为世界第一商标大国,但与世界发达国家相比,中国的商标品牌竞争力差距明显。例如,中国拥有自主品牌的外贸企业约占外贸企业总数的20%,自有品牌产品出口额约占出口总额
Trademarks are the intangible assets of an enterprise, representing the image of the enterprise and having a huge impact on the enterprise. With the rapid economic development, China has bid farewell to the state of shortage economy, the competition among enterprises has evolved from price competition to brand competition. According to statistics, there are more than 14 million trademark applications in China, ranking the first in the world for 12 consecutive years. However, compared with the developed countries in the world, the gap in the competitiveness of China’s trademark brands is obvious. For example, China’s foreign trade enterprises with their own brands account for about 20% of the total number of foreign trade enterprises. The export of self-owned brand products accounts for about the total exports