在经济全球化的大趋势下,中国企业面临的课题已经不是如何将产品生产出来,而是如何将品牌创造出来。企业与企业之间的竞争,特别是跨国企业之间的竞争,说到底就是品牌与品牌的抗衡。据国家知识产权局统计,我国商标注册年申请量已连续3年居世界前列。而据国家质检总局披露,我国有 Under the general trend of economic globalization, the problems Chinese enterprises are facing are not how to produce their products but how to create them. The competition between enterprises and enterprises, especially the competition among multinational corporations, is the contend between brand and brand in the final analysis. According to the statistics of the State Intellectual Property Office, the number of applications for trademark registration in China has been among the highest in the world for three consecutive years. According to AQSIQ disclosure, China has