烟草商标防范抢注与国际布局研究

烟草企业的商标是品牌战略的核心要素之一,具有宣传上的巨大经济价值.由于常规宣传途径的受限,烟草企业难以拓展自己的企业形象.更严重的是,商标抢注已经成为一些国外企业的所谓"反倾销"手段,某些国外企业通过在其境内注册中国品牌的商标来制造贸易壁垒,以此阻挡中国企业进军国际市场.其应对措施包括:继续巩固我国烟草企业在国内的优势地位,加强国际注册,实现全球布局,多渠道联动解决商标被恶意抢注问题,开展防御注册,打造监测体系.

Study on Preventing Trademark Registered and the International Distribution of Tobacco

The tobacco company's trademark is one of the core elements to the brand strategy,and has an enormous economic value in its' propaganda activities.Because of the limited conventional means of publicity,the tobacco companies are difficult to expand its corporate image.More seriously,trademarks which belong to Chinese brands registered by foreign enterprises have become some of the so-called "anti-dumping" measures adopted by some foreign enterprises,so they can create trade barriers to stop the Chinese enterprises enter into the international market.Our measures responding to this phenomenon include: continue to consolidate tobacco companies' dominant position in our country and strengthen the international registration;reach to global distribution and multi-channel interaction to solute malicious registered trademarks;develop defended register,create monitoring system.