商标仿冒行为成本收益经济学分析

发布时间：2018-03-31 07:05

本文选题：商标仿冒　切入点：成本收益　出处：《江南大学》2015年硕士论文

【摘要】：中国经济发展迈入新常态,消费已成为经济增长的重要驱动力。近年来“海外抢购”引发国人“制造大国”与“品牌小国”的反思。商标是品牌的一部分,是品牌法律化保护的体现。品牌代表着品质与服务理念,品牌输出成为新的竞争力,作为品牌重要载体的商标显得格外重要,而国内具有国际知名度的商标并不多且仿冒商标现象严重。改革开放三十多年来国内企业主要走的是贴牌生产的路线,商标意识淡薄,仿冒商标是一些中小企业求的生存发展的惯用方式。尽管有法律的规范和政府的严厉打击,但现实中诸多的中小企业仍积重难返地徘徊在仿冒商标与创立自主商标之间。企业从贴牌生产到自主品牌的转变必然要经历一些阵痛。论文着重分析那些愿做高性价比商品“仿而不劣”的商标仿冒行为。论文分为六部分：第一部分是绪论,主要介绍我国商标仿冒行为研究选题背景、研究目的及意义,国内外研究现状,选题基本内容,研究思路与方法；第二部分是商标与相关概念,分析商标的本质与功能、商誉与品牌、商标战略的重要性；第三部分是商标仿冒及我国商标仿冒行为现状；第四部分商标仿冒成本收益经济学分析是论文的重要内容,主要从商标仿冒行为的经济动因、市场基础、打击商标仿冒行为成本收益经济学分析三个方面进行论述；第五部分是阿迪达斯诉阿迪王案成本收益经济学分析,首先案情回顾,然后对“两阿之诉”进行成本收益经济学分析；第六部分是研究结论及政策建议。论文利用经济学中的成本收益分析方法,结合国内新形势下商标仿冒情况,着重剖析商标仿冒的经济动因和市场基础,强调打击商标仿冒行为应突出市场的作用,并且打击商标仿冒存在着最优打击边界。激励商标仿冒者创立自主商标品牌,增加居民可支配收入并结合宣传教育引导其购买正牌商品,才是遏制商标仿冒行为的关键措施。商标的价值完全依附于市场,商标权是一种民事权利,根据交易费用内部化理论,以社会成本最小化来解决侵权问题应是最优选择,应建立和完善多元化商标仿冒侵权纠纷解决机制。当前国内消费水平的提高及消费者整体向质量需求的转变,为企业创立自主商标提供良好契机。国货当自强,企业要有全局性和应变性的商标战略意识,注重企业商誉,以商品的品质赢得市场竞争,提高商标知名度,才是长久之策。最后希望本文能为应对新形势下商标仿冒行为提供一些思路。
[Abstract]:China's economic development has entered a new normal, consumption has become an important driving force of economic growth.In recent years, oversea buying has caused the reflection of "big manufacturing country" and "small brand country".Trademark is a part of brand and the embodiment of legal protection of brand.Brand represents the concept of quality and service, and brand export becomes a new competitive power. As an important carrier of brand, trademark is especially important, but there are not many trademarks with international popularity and the phenomenon of counterfeiting trademark is serious.Since the reform and opening up more than 30 years ago, the domestic enterprises have mainly followed the line of label production, the consciousness of trademark is weak, and counterfeiting trademark is the usual way of survival and development of some small and medium-sized enterprises.Although there are legal norms and severe crackdown by the government, in reality, many small and medium-sized enterprises still linger between counterfeiting trademark and creating their own trademark for a long time.Enterprises from brand production to the transition to the brand must experience some pain.This paper focuses on the trademark counterfeiting behavior which is willing to make high-price goods "copy but not inferior".The thesis is divided into six parts: the first part is the introduction, mainly introduces the background, purpose and significance of the research on trademark counterfeiting behavior in China, the current research situation at home and abroad, the basic content of the topic, the research ideas and methods;The second part is the trademark and related concepts, analyzes the essence and function of trademark, goodwill and brand, the importance of trademark strategy, the third part is trademark counterfeiting and the current situation of trademark counterfeiting in China.The fourth part is the economic analysis of the cost and income of trademark counterfeiting, which is mainly discussed from three aspects: the economic motivation of trademark counterfeiting, the market basis, and the economic analysis of cost and income against trademark counterfeiting.The fifth part is the cost-benefit economics analysis of Adidas v. Adi King. Firstly, the case is reviewed, then the cost-benefit economics analysis of "two A's suit" is carried out; the sixth part is the conclusion of the research and policy recommendations.Using the cost-benefit analysis method in economics, combined with the situation of trademark counterfeiting in China, this paper analyzes the economic motivation and market basis of trademark counterfeiting, and emphasizes that the action of combating trademark counterfeiting should be emphasized on the role of the market.And there is an optimal strike boundary in the fight against trademark counterfeiting.Encouraging trademark counterfeiters to create their own trademark brands, increasing the disposable income of residents and guiding them to purchase genuine goods in combination with publicity and education are the key measures to curb trademark counterfeiting.The value of trademark is completely dependent on the market, and trademark right is a kind of civil right. According to the theory of internalization of transaction costs, it is the best choice to solve the infringement problem by minimizing the social cost.It is necessary to establish and perfect the multi-dimensional dispute settlement mechanism of trademark counterfeiting.At present, the improvement of domestic consumption level and the change of consumers' overall quality demand provide a good opportunity for enterprises to create their own trademarks.Domestic products should be self-strengthening, enterprises should have overall and changeable trademark strategic consciousness, pay attention to the goodwill of enterprises, win the market competition by the quality of goods, and improve the popularity of trademarks, which is the long-term strategy.Finally, I hope this paper can provide some ideas for dealing with trademark counterfeiting under the new situation.
【学位授予单位】：江南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：D923.43

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