Study on Strategy and Application for Enterprises’ Intellectual Property Based on Brand Innovation
|School||Wuhan University of Technology|
|Course||Technology Economics and Management|
|Keywords||Brand innovation Independent brands Independent IP rights Enterprise IP strategy IP advantage|
Considering the formulation and implementation of national intellectual property(IP) strategy, the first chapter holds that enterprise-oriented technologic innovation model should combine their actual conditions with formulation and implementation of IP strategy for enterprises. Beginning with the brand innovation and ending with market share instead of the old research emphasis as well as research direction, the dissertation aims to provide a set of valuable decision-making scheme for enterprises to change technological advantage and knowledge advantage into the brand and market advantage, which will contribute to the building of theories about independent brand and independent IP. After introducing a series of theories at home and abroad including the brand innovation theory, the theory on IP strategy for enterprises, the dissertation points out that few articles try to combine IP with brands. The integrated study on brand innovation and IP strategy for the enterprise is still zero in present research materials. Adopting the use of qualitative and quantitative methods, the application of comparative study with the comprehensive analysis methods as well as the combination of empirical and theoretical research methods, the dissertation seeks to make the model of IP strategy for the enterprise based on the brand innovation so as to implement IP strategy for the brand, the market and the benefit, and transform the "OEM" and "processing economy" into "brand production" and "innovation economy" with a view to enabling more Chinese enterprises to obtain the space of the survival and development.In the theoretical analysis of IP strategy for the enterprise based on the brand innovation, the second chapter introduces emphatically the independent IP theory, the enterprise brand innovation theory and IP strategy theory for enterprises. What’s more, the dissertation probles into the intrinsic relations between the enterprise brand innovation and the enterprise IP strategy and puts forward the brand evaluation model. Finally the dissertation studies connotation, the characteristic, the goal, the essential factor, key and the strategic step of IP strategy for enterprises based on the brand innovation.The third chapter elaborates specific use of strategy of brand innovation and IP for enterprises concerning the United States, Japan and South Korea. As far as America’ brand innovation and IP strategies for enterprises are concerned, they includ such ten strategies as de facto standard strategy, the same race patent strategy, invalid patent strategy, etc. As for Japan’s brand innovation and enterprise IP strategies, they includ the technology-patent strategy, the strategy of patent arrangement in advance, etc. As far as South Korea’s brand innovation and enterprise IP strategy are concerned, they includ importing technologic strategy, the patent strategy, etc. The difference between the United States, Japan and South Korea on enterprise IP strategy is: the different modes on the enterprise IP strategy, the different focus of the patent strategy, etc. The dissertation introduces national IP strategies made by the above nations. In the following research, the five proposals are given. The dissertation holds that the creation, protection and application of intellectual products in combination with the brand, market as well as efficiency should be made in enterprises nowadays. The dissertation tries to formulate the specific coordination mechanism and interactive mode between technology, brand and market in enterprises in order to turn the enterprise technologic advantage and knowledge advantage into brand and market advantage. The dissertation makes the comparative study of the national IP strategy and enterprise IP strategy among these three countries, which is the focus and the innovation of this dissertation.The fourth chanpter analyzes the major external environment and internal conditions relative to brand innovation and IP strategy for enterprises. The main external environments includ the population environment and the natural environment, the market demand and market competition,etc. Major internal conditions include the profitability, the investment and enterprise IP, etc.The fifth chapter is an important part of this dissertation. The seven patent-related strategies and the three trademark-related strategies are given. In the parts of stanndard-related strategy the dissertation introduces the concept and the classification on standards as well as the standard features, analyzes the effect of property rights and puts forward a five-step strategy-related enterprise standard.The sixth chapter is also an important part of this dissertation. Presenting the factor analysis model of the enterprise IP strategy, the dissertation analyzes the function or mechanism in six fields such as the role of trademarks in the growth of enterprise economic efficiency, the role of well-known trademarks in the growth of enterprise economic efficiency, etc. With the help of Solomon production function, the dissertation proposes the mathematical model of the contribution degree to the economic growth from the enterprise IP. Based on the 5 first-level indexes and the 14 second-level ones, the comprehensive evaluation model on management performance of enterprise IP is established. Based on the scientific analysis, the dissertation holds that the level of IP management performance of Dongfeng Motor Co.,LTD belongs to the secondary one.By the combination of theory and practice the senenth chapter makes the empirical analysis of the Haier Group’s IP strategies such as the brand innovation strategy, the patent strategy, the standard strategy, the early-warning mechanism relation to both the patent and standard as well as the internationalization strategy.The eighth chapter makes a summary of the dissertation and points out new ideas and the future direction for research.