The Analysis of Influencing Factors of Trademark Strategy Implementation in Chinese Small and Middle Enterprises

Chunya NI, Xiyang ZHENG


It is an era of knowledge economy and globalization nowadays. Intellectual property has increasingly become a competitive weapon and strategic wealth of the company. Market competition has risen to brand competition. The well-known trademarks became the most valuable infinite asset of the enterprise. However, there is a widespread phenomenon that small and middle enterprises (SMEs) do
not have their own trademark, which causes they just get a small part of the profits as well as low competitiveness. Through the SWOT analysis the article discusses important factors that influence the effectiveness of the implementation of the trademark strategy of SMEs, supporting SMEs to cultivate their own trademarks, building well-known trademarks and enhancing the core competitiveness of enterprises.


SMEs; Trademark strategy; SWOT analysis; Small and middle enterprises

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