驰名商标既具有一般商标的区别作用,又有很强的竞争力,知名度高,影响范围广,已经被消费者、经营者所熟知和信赖,具有巨大的商业价值。其作为企业的一个品牌,一个无形资产,其保护已不仅仅涉及到商标所有人的利益,更成为各国用以争取和维持本国竞争者在国际市场上的竞争优势,最大限度地占领市场的有效手段。本文对驰名商标的保护现状及加强保护措施方面提出了相关见解,以期在理论上和实践中对驰名商标的认识有所突破。 Well-known trademarks not only have the distinctive function of common marks, but also have strong competitiveness, high visibility and wide influence. They have been well known and trusted by consumers and operators and have great commercial value. As a brand and an intangible asset of an enterprise, its protection has not only concerned the interests of trademark owners, but also has become an effective way for all countries to win and maintain the competitive advantages of their competitors in the international market and to maximize the market occupation means. This article puts forward some relevant opinions on the status quo of the protection of well-known trademarks and the measures to strengthen protection measures, with a view to making a breakthrough in the understanding of well-known trademarks in theory and in practice.