商标被提到资产的角度来认识是现代营销观念的产物在工商业发展史上，企业营销管理指导思想经历了从生产观念、产品观念、推销观念到市场营销观念、社会市场营销观念的漫长演变过程。最前面的三种观念被称为传统的营销观念或传统营销指导思想，后两种观念则被称为现代的营销观 Trademarks are referred to from the perspective of assets to be a product of modern marketing concepts. In the history of industrial and commercial development, corporate marketing management guidelines have experienced a long process of evolution from production concepts, product concepts, marketing concepts, to marketing concepts, and social marketing concepts. The first three concepts are called traditional marketing concepts or traditional marketing guidelines. The latter two concepts are called modern marketing concepts.