商标战略是指企业利用商标这一武器去开拓和占领市场的目标,而商标策略则是指为实现上述战略目标而采取的具体方法、步骤和手段。就制定商标战略的主体而言,可以分为国家、地区、行业和企业四个层次,而企业的商标战略是整体商标战略的基础。 现状和问题 The trademark strategy refers to the goal that companies use the trademark as a weapon to develop and occupy the market, while the trademark strategy refers to the specific methods, steps and means adopted to achieve the above strategic goals. As far as the formulation of the trademark strategy is concerned, it can be divided into four levels: country, region, industry and enterprise, and the company’s trademark strategy is the basis of the overall trademark strategy. Status and issues