As is known to all, the name of the private enterprise and private enterprise product is have a direct impact on consumer choose and buy.So every one of the private enterprise operator, without exception the careful design of the private enterprise name, deeply realize that it's role in the competition.SONY business founder akio morita said "a resounding name, in order to cause the customer good lenovo, improve product visibility and competitiveness."This sentence in some way to justifying the importance of the private enterprise name.

Highly recapitulate and strong attraction of the private enterprise name, to the masses of visual stimuli can influence and psychological factors.A unique design, easy to remember, easy to read, and the vivid and rich art private enterprise name, can quickly grasp the public's vision, to induce their interest and rich imagination, can make a profound impression.The private enterprise name to establish a good image of private enterprise has a significant impact.

The establishment of the private enterprise name, and in different countries have different color, different s it with a country's political system, economic system, the development of ideology and culture has much to do.Under the condition of production private ownership, the establishment of the private enterprise name usually is the name of the founder of the private enterprise or auspicious, loud and clear, implicative, interest and so on factors to determine.

Economic planning in our country, after the founding of new China, thus the name of the private enterprise based on the principle of national unity, are determined by the competent department of private enterprise, private enterprise itself the right to establish or change a name.At that time, the composition of the private enterprise name most of the "three-step" or "four stages".The so-called "three", is the place name + name + business private enterprise organization form, such as soda plant in Shanghai.The so-called "four stages", is on the "three-step" plus property liability form, such as state-owned nanjing wireless power plant.With the two methods of zhouyi private enterprise, on the one hand, we can see the private enterprise is owned by the whole people, or belong to the collective ownership, obviously shows the colour of planned economy;On the other hand, it can be seen that the location of the private enterprise and private enterprise production what products, but simply don't see the private enterprise reputation and competitiveness of the product.

The development of market economy, great changes have taken place in the private enterprise name and form, this is the trade name in the private enterprise name.Such as Beijing stone group, of which "cross" is a private enterprise trade name.But as the difference between different private enterprises of the private enterprise name, basic composition into two stages, or place name + firms, such as "xi 'an yeung sum";Or trade name + name of the business, such as "chunlan air-conditioning";Or trade name + private enterprise organization form, such as "haier group".And no matter what kind of "two stages", firms are indispensable.Therefore, under the condition of market economy, as the main style of identification of economic subject, the private enterprise name actually refers to the firm.Only private firms is image of enterprise name, is the exclusive use of a name can be used to protect.

The combination of the shops are only a few Chinese characters, but the performance is not just a few inherent meaning of Chinese characters.Logo as a private enterprise, it is stored with the private enterprise credit information and the market competitiveness of products, etc.Which makes it become the carrier of goodwill and property value, at the same time, in terms of a firm, it also reflects the culture grade of the private enterprise, precipitation with a specific time, specific area, specific groups of cultural mentality and its commercial pursuit, has the potential value of culture.It is obvious that a famous trade name is a very important intangible assets.However, many private enterprises in China, because still ignore the dropping his own firm, in the all-powerful market competition, left many regret.Many Chinese goods in a foreign country is the harsh reality of becoming synonymous with cheap goods, there are many is the trade name not ring goodwill is not high into the bitter.

In foreign countries, firms has been a huge intangible assets."Marlboro" goodwill has as much as $44 billion, equivalent to twice its annual turnover.Household "Coca-Cola", its reputation has value of $33.4 billion.As early as 1967, when he declared that the Coca-Cola business company even commercial company ashes overnight, can still come back to life, because with goodwill, immediately come your way there's big bank loans, this is the famous trade name unique charm.The private enterprise of zhouyi abroad become an industry, foot abroad for Zhou Yizhi attaches great importance to the private enterprise.In 1995 private enterprise of zhouyi, brand of zhouyi business has reached $250 million in the United States.Relying on Zhou Yiye development, has formed many famous foreign institutions, such as the British Znterbrand (international brand group) and Novamance new symbol (commercial company), the United States Namestormers business book (storm), Landor (landau), Lexicon (iciba zhouyi businesses) and Namelab book (laboratory).

China's private sector firms the loss of consciousness, is the drawback of the single for a long time under the planned economy system, the private enterprise is regarded as the government department appendages, usually only in name as provinces, cities and counties to display its properties or level;Sometimes in the same area in several similar private enterprise, is simply tries to distinguish with the serial number, such as the third cotton textile factory, radio components eleven factory;And only in private enterprise name lack their own name, trade name.The good news is that China's private enterprises are awakening now, many private enterprises have their own business.

Now many domestic private enterprises appear more hot, and is also the Chinese private enterprise by inward-looking to export-oriented development demonstration in a signal.That is to say, this is out of the book at the beginning of the development of Chinese regional limitations or other oversight, and international business practices and cultural habits of other countries.Export commodities with alien culture under the background of the consumer, how to avoid the misreading name caused by buying psychological barriers, in today's global economic integration, is a private enterprise operators can take lightly.Entrepreneurship at the beginning of the decision makers in the zhouyi conceptions and preference, under the condition of closed tend to look not to come out, once the private enterprise development to face the global market, then see the cultural vision is narrow, see the name is the deep problems of private enterprise culture.

So the private enterprise name as the embodiment of the overall, the private enterprise has been more and more private enterprises weigh in hand out of the weight.How to cultivate the private enterprise own firm, China's private enterprises is arduous and fruitful exploration.