食品企业商标管理绩效评价研究

发布时间：2018-12-08 07:37

【摘要】：商标管理的绩效评价作为管理工作的一个重要环节,在管理过程中具有举足轻重的作用。但是目前对于食品企业商标管理的研究还处于起步探索阶段,没有形成系统性的研究体系,而针对食品企业商标管理绩效评价的研究更是极少涉及。因此,对于食品企业商标管理及绩效评价的研究具有重要的理论和现实意义。文章在对前人的相关研究进行梳理和总结的基础上,结合食品企业商标现状及存在的问题,详细分析了食品企业商标管理的影响因素,包括战略管理、法律风险管理、经济效益管理、组织管理等四个方面,并提出了提高食品企业商标管理水平的一些建议。然后,根据前述影响因素的分析,对相关专家进行了问卷调查,遵循指标体系的一般构建原则和筛选原则,从战略、法律、经济和组织层面建立了食品企业商标管理评价指标体系。在指标体系的基础上,运用可拓理论,建立了食品企业商标管理的可拓评价模型。最后,以天津一家食品企业为研究对象,采用可拓方法对其商标管理情况进行了案例分析,发现其商标管理中的优势和不足,验证了可拓评价方法应用于食品企业商标管理中的可行性。文章摒弃传统的流程式商标管理研究模式,而是从战略、法律、经济、组织的不同侧面进行商标管理绩效影响因素的探讨,以便发现食品企业商标管理的问题根源所在。文章在进行绩效评价时,不同于以往研究所采用的层次分析法和模糊综合评价法,而是结合食品企业商标管理影响因素的特点,运用可拓理论进行了评价。通过研究,文章发现,目前我国食品企业商标管理缺乏战略管理的思想,法律风险尤为突出,人力资源保障不到位,没有充分发挥商标对食品企业的潜在价值,有待建立一个完善的商标管理体系和评价方法。同时,通过对可拓模型的实证研究,还发现,可拓方法在食品企业商标管理绩效评价中是可应用的和有成效的。
[Abstract]:As an important part of management, the performance evaluation of trademark management plays an important role in the management process. However, the research on trademark management of food enterprises is still in the initial stage of exploration, there is no systematic research system, and the research on trademark management performance evaluation of food enterprises is rarely involved. Therefore, the research on trademark management and performance evaluation of food enterprises has important theoretical and practical significance. On the basis of combing and summarizing the related research of predecessors, combined with the current situation and existing problems of trademark in food enterprises, this paper analyzes in detail the influencing factors of trademark management in food enterprises, including strategic management, legal risk management, and so on. Some suggestions on how to improve the level of trademark management of food enterprises are put forward in four aspects: economic benefit management, organization management and so on. Then, according to the analysis of the factors mentioned above, a questionnaire survey was conducted to the relevant experts, following the general principles of construction and screening of the index system, from the perspective of strategy, law, The evaluation index system of trademark management in food enterprises has been established at the economic and organizational level. On the basis of index system, the extension evaluation model of trademark management in food enterprises is established by using extension theory. Finally, taking a food enterprise in Tianjin as the research object, the case study of trademark management is carried out by extension method, and the advantages and disadvantages of trademark management are found. The feasibility of application of extension evaluation method in trademark management of food enterprises is verified. This paper abandons the traditional research mode of process trademark management, but probes into the influencing factors of trademark management performance from different aspects of strategy, law, economy and organization, in order to find out the root cause of trademark management problems in food enterprises. Different from the analytic hierarchy process (AHP) and the fuzzy comprehensive evaluation method used in the past, the paper makes use of extension theory to evaluate the performance of food enterprises by combining the characteristics of the influencing factors of trademark management in food enterprises. Through the research, it is found that, at present, the trademark management of food enterprises in China lacks the idea of strategic management, the legal risks are particularly prominent, the human resources are not in place, and the potential value of trademarks to food enterprises is not fully brought into play. Need to establish a perfect trademark management system and evaluation method. At the same time, through the empirical study of extension model, it is found that extension method is applicable and effective in the evaluation of trademark management performance of food enterprises.
【学位授予单位】：天津科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：D923.43

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