关键词: 商标运用策略, 企业价值, 国有控股企业, 非国有控股企业

Abstract: With the development of social economy, the source range of corporate value is expanding. Customer oriented, and striving for customer satisfaction and loyalty are the main ways for enterprises to gain competitive advantage and enhance enterprise value. Based on the samples of A-share listed companies from 2004 to 2015, this paper analyses the relationship between trademark utilization strategy and enterprise value, and the relationship between trademark utilization and enterprise value is further tested in different nature of enterprise ownership. The empirical study shows enterprise value is significantly improved after China′s listed companies being recognized as well-known trademarks; there is significant positive correlation between enterprise value and the number of registered trademark，which has the same goods (services) category as well-known trademark; compared with the state-owned holding enterprises, non-state-owned holding enterprises can bring more financial performance through the use of trademark positioning strategy and brand extension strategy. Therefore, enterprises should pay attention to the utilization of trademark resources, strengthen the cultivation of dominant brands, play the value driving role of famous trademarks, optimize and integrate the trademark resources of enterprises, and establish the market competition mechanism of brand development to improve the efficiency of enterprise brand management.

Key words: trademark utilization strategy, enterprise value, state-owned holding enterprises, non-state-owned holding enterprises