二十一世纪是商标竞争异常活跃的世纪。以前的商品短缺时代，人们对商标没有给予充分的重视，商标保护的概念也尚未确立；市场经济下，随着商品的日益丰富且同质化，越来越多的消费者开始通过商标传递的信息做出消费决策，商标的作用日益重要，商标保护也逐渐为企业所重视。商标保护策略的成功是企业取得成功的必备条件。企业要真正实现商标的有效保护，必须要对商标进行战略性地管理。商标特别是驰名商标的保护，已不仅仅涉及商标所有人的利益，更成为各国用以争取和维持本国竞争者优势，从而最大程度地占领市场的有效手段之一。商标并不是永续存在的，商标保护也必须与时俱进。在市场竞争日趋激烈的今天，商标面临的侵权威胁可能越来越趋向于全方位，企业的商标保护遇到了一系列新的问题和挑战。一方面，侵犯商标权的行为日益猖獗，且短期内难以遏制；另一方面，由于我国对商标侵权行为的司法打击力度不够，部分商标管理的行政程序拖沓冗长，企业保护商标又有其自身的困境，因此给商标权利人的商标维权带来了一系列的困难。在复杂的国内外形势下，企业应积极探索商标保护的多种渠道，针对企业自身的情况制定和执行相应的商标保护策略，切实提高企业的商标保护水平，实现积极地商标保护。同时，国家立法、执法部门，社会各界都应给予企业的商标保护工作以极大的支持，形成重视商标保护，尊重知识产权的良好社会氛围。市场经济下，我们要推动中国企业商标战略的实施，带动企业实施自主商标保护策略。同时引导企业，全面利用驰名商标保护的法律法规及国际公约等法律武器，加强对驰名商标的建设及保护，以期企业逐渐形成健全的商标管理制度，构建国际通行的商标培育及保护模式，从而真正走上民族商标的振兴之路。

The trademark competition is very fierce in the 21th Century. In the commodity shortage times, the people didn’t pay much attention on the trademark, and the concept of trademark protection was also not formed. In the market economy, with the rich and homogeneous of the commodity, more and more customers begin to make the shopping decision by the information from the trademark. The trademark plays a very important role in the modern life, and the enterprise values it gradually.The successful tactics of trademark protection is the needed condition for a successful enterprise. The enterprise should carry on the strategic management of the trademark to realize the effective trademark protection. The protection of trademark, especially of the well-known trademark already doesn’t refer to the interest of the trademark owner, but also becomes the good tool for many countries to gain and maintain their domestic competitors’ advantage and to occupy the market.The trademark is not eternal, so is the trademark protection. Today, with the fierce competition in the market, the coming attack of the trademark may be comprehensive. The enterprise trademark protection faces many new issues and challenges. On the one side, the infringed trademark behaviors are serious day by day, which still be difficult to control in a short time. And on the other side, due to the weak legal attack to the infringed trademark behaviors, some fussy administrative procedures and the problems from the enterprise, the trademark owners face a lot of difficulties in the process of the protection.In the complicated situation home and abroad, the enterprise should explore many kinds of tunnels for the trademark protection, make and implement the corresponding trademark protection tactics to raise the protection level. At the same time, the justice, the law-enforcing departments and all walks of life should support the trademark protection of the enterprise. And the atmosphere of valuing the trademark protection and intellectual property rights should be formed gradually.In the market economy, we should push forward the implement of the tactics of trademark protection in the Chinese enterprise. We also should guide the enterprise to use the well-known trademark laws, international treaties and other legal weapons comprehensively, reinforce the well-known trademark’s construction and protection. We indeed look forward to the establishment of the sound trademark management system, the international trademark culture and protection mode to walk on the way of prompting the national trademark.