| 企业商标文化与策略研究 |
| |
| 引用本文： | 李玉璧. 企业商标文化与策略研究[J]. 思想战线, 2004, 30(2): 52-56 |
| |
| 作者姓名： | 李玉璧 |
| |
| 作者单位： | 西北师范大学,政法学院,甘肃,兰州,730070 |
| |
| 基金项目： | 甘肃省社科规划项目(2003) |
| |
| 摘 要： | 现代经济是一种注意力经济,在聚集消费者注意力的各种企业标识中,商标居于核心地位。商标策略与管理作为企业实现商标战略目标而采取的具体方法和措施,主要体现在商标的选择、注册、使用、宣传和保护等方面。深入研究这一问题,探寻其中的规律,揭示驰名商标产生的机理,这对企业商标工作具有极其重要的理论指导意义。
|
| 关 键 词： | 商标策略 商标文化 注意力经济 驰名商标 |
| 文章编号： | 1001-778X(2004)02-0052-05 |
| 修稿时间： | 2003-10-29 |
Studies on Trademark Culture and Strategies of the Enterprises |
| |
| LI Yu-bi. Studies on Trademark Culture and Strategies of the Enterprises[J]. The Ideological Front(Yunnan University's Journal of Social Sciences), 2004, 30(2): 52-56 |
| |
| Authors: | LI Yu-bi |
| |
| Abstract: | Modern economy attaches great importance to customers' attention to enterprise signs and especially the trademarks. As the main approach for enterprises to achieve the strategic goals, trademark management refers to the choice, registration, use, propaganda and protection of trademarks. Further studies will help discover the intrinsic laws of trademark management and the reasons why some trademarks become famous. These efforts will be of theoretical significance in the guidance of the practical work. |
| |
| Keywords: | trademark strategy trademark culture economy of attention famous trademark |
| 本文献已被 CNKI 万方数据 等数据库收录！ |
|
