In May 2010, Shenzhen was listed by SAIC into the first group of model cities for the implementation of the trademark strategy in China. In order to intensify the implementation of the trademark strategy and build a “city of brands”, Shenzhen formulated the Work Program for Creating a National Model City for the Implementation of the Trademark Strategy and distributed it in form of a document from the General Office of Shenzhen Municipal Government in accordance with the Opinions on Carrying out the ‘National Intellectual Property Strategy Outline’ and Vigorously Pushing Forward the Implementation of the Trademark Strategy in February issued by SAIC in February 2011.
　　The Program puts forth clear work objectives and concrete goals. Work objectives: through three years’ effort, a scientific and efficient work mechanism for trademark management and a public service platform for trademarks is preliminary established in Shenzhen, enterprises obviously raise their overall capacity in trademark registration, application, protection and management, the public remarkably raises their awareness of trademarks, an obvious effect is achieved in the implementation of the trademark strategy, and trademarks become an important factor and a reliable driving force for the change of economic development mode and the realization of better and faster economic development in Shenzhen.
　　Concrete goals: Firstly, the total number of registered trademarks increases continuously and the number of the trademarks registered abroad increases significantly. By June 2013, the total number of registered trademark will reach 140,000; the trademark registration rate in the pillar industries and strategic emerging industries will increase obviously and the international trademark registrations of the export-oriented enterprises will rise quickly. Secondly, the total number of the recognized well-known and famous trademarks maintains steady growth, and well-known trademark groups and famous trademark groups are formed in dominant industries. Some famous trademarks and well-known trademarks emerge in strategic emerging industries. Thirdly, enterprises obviously enhance their capacity in trademark management and application. Enterprise’s trademark management systems are further optimized. Their ability in applying trademarks to participate in market competition is boosted apparently. A brand development system with trademarks as the core takes shape. Fourthly, the trademark protection system becomes even better, the protection mechanism becomes even smoother, and a trademark protection system combining enterprises’ self-protection, administrative protection, judicial protection and social protection is basically formed. Fifthly, the social environment for trademark development is further optimized, the consciousness of market players and citizens on trademark intellectual property is continuously enhanced and the policy system and service system for promoting trademark development are improved.
　　The Program points out that Shenzhen should regard the municipal joint conference for intellectual property as a platform and Shenzhen Municipal Market Administration as the leader of the implementation, plan as a whole, coordinate all parties and push on the implementation. The Program requires related departments to earnestly organize the implementation based on strict work division. The Market Administration is responsible to coordinate the problems encountered during implementation. If necessary, a municipal joint conference for intellectual property may be held to coordinate the solution of the problems. Major problems shall be reported to the municipal government.
　　The Program also put forth the following work goals:
　　I. Improve the legal and policy environment
　　We should formulate the Several Regulations of Shenzhen City for Promoting Development of Intellectual Property and the Shenzhen Outline for Intellectual Property and Standardization Strategy (2011－2015) to promote the sustainable development of trademarks and other intellectual properties. We should revise the Measures for the Administration of Intellectual Property Fund in Shenzhen to bring trademarks into the supporting range of the fund. We should study and work out measures for the administration of online trademark intellectual property to guarantee the development of e-commerce.
　　II. Create a public service platform
　　We should establish a trademark transaction platform to promote the reasonable flow and optimized allocation of trademark assets. We should improve trademark early-warning service and provide more trademark service for the enterprises with well-known or famous trademarks, the enterprises entitled to green-channel government service and the newly establish enterprises in Shenzhen.
　　III. Raise ability in trademark creation
　　We should combine popularization and publicity with special-topic training to creatively publicize trademark knowledge. We should make use of newspaper, magazines, radio, television and other traditional media, and Internet, e-newspaper, e-magazines and other emerging media to popularize the legal knowledge of trademarks, raise the consciousness of the whole society on trademarks and create a social atmosphere of respect for intellectual property. We should render more financial support to trademarks. We should bring the overseas trademark registration and trademark publicity and training into the range of support by the intellectual property fund to raise enterprises’ overseas trademark registration rate and help them to “Go Global”. We should make more effort to cultivate trademark specialists. We should train the urgently needed trademark and intellectual property specialists through technical title evaluation of intellectual property researchers and cooperation with institutions of higher education.
　　IV. Raise trademark application and management level
　　We should encourage and help enterprises to enhance trademark popularity through independent innovation and improvement of product service quality. We should actively recommend the Shenzhen famous trademarks to apply for recognition as Guangdong famous trademarks and China well-known trademarks. We should support and fund the brand cultivation of the enterprises with recognized China well-known trademarks and Guangdong famous trademarks. We should support enterprises to develop proprietary brands. We should continue to promote local brands, make the dominant industries bigger and stronger and foster the image of Shenzhen industrial brands in foreign and domestic markets. We should explore a way to establish a trademark-pledged financing system and earnestly solve the financing problems of SMEs. We should promote trademark gridding and specialization by means of refined administrative management of trademarks based on information and flow. We should focus on the recognition of well-known and famous trademarks, standardize trademark use, strengthen trademark management and guide enterprises to implement the trademark strategy. We should guide enterprises to establish a brand management system with trademarks as the core.
　　V. Strengthen trademark protection
　　We should combine routine supervision with special action, increase efforts in the investigation and punishment of major cases and form powerful deterrence to trademark infringements. We should intensify protection of well-known trademarks, famous trademarks, agricultural product trademarks and geographical indications. We should earnestly rectify and regulate market competition order and form a fair and orderly market environment. We should establish a contact mechanism and a periodic communication system of related departments during law enforcement on intellectual property and perfect the case transfer mechanism and information communication mechanism between administrative law enforcement and criminal justice. We should support industrial associations, chambers of commerce and various kinds of industrial and commercial organizations to integrate the intellectual property resources in the related industries, formulate industrial conventions for trademark protection, properly solve the trademark disputes in the industries and protect the overall interests of the members according to the law. We should intensify the enforcement of related custom laws and regulations and severely crack down on the infringements on intellectual property during import and export. We should establish a liaison man system for trademark protection of key enterprises. We should assign specific persons to specific posts and realize connection with the trademark administrators in each enterprise. We should provide a green channel for trademark protection of key enterprises, coordinate related departments in time and help and guide them to solve problems. We should guide and encourage enterprises to implement the “Go Global” strategy and support enterprises to open wider to the outside world and actively participate in international competition.