第三方电子商务平台知识产权管理生态系统研究

发布时间：2018-01-16 16:11

本文关键词：第三方电子商务平台知识产权管理生态系统研究　出处：《南京理工大学》2017年硕士论文　论文类型：学位论文

【摘要】：以第三方平台为核心的电子商务交易模式的产生与发展改变了消费者选购产品与服务的方式。这种交易模式集成交易信息,提供配套服务,提高了社会经济活动的效率,促进了我国经济的繁荣发展。但与此同时,网络交易中知识产权侵权的屡禁不止让平台内交易主体处于不健康的竞争环境中,制约了平台的发展,影响平台内交易活动的正常进行。目前,我国第三方电子商务平台已形成各自知识产权管理体制,但缺乏产业战略管理意识,不同利益相关者在知识产权管理中的定位不明晰,同时存在知识产权侵权行为隐蔽且复杂等现实问题。在此背景下,商业生态系统理论可以有效帮助知识产权管理者厘清平台型电子商务活动中各主体的作用和地位、责任与义务,分析不同主体在知识产权管理过程中的不同行为对系统演化路径的影响,为解决第三方电子商务平台知识产权管理的理论问题与现实困境提供了思路。本文以第三方电子商务平台知识产权管理生态系统为研究对象,分析其构成要素、运行机制,并使用演化博弈模型分析生态系统中主要种群行为选择,对系统演化趋势进行了动态分析,结合阿里巴巴集团知识产权管理生态系统实例,提出针对平台知识产权管理生态系统优化的具体建议。第三方电子商务平台知识产权管理生态系统中,平台商作为主导种群起协同监管作用,关键种群(站内经营者与消费者)与支撑种群(政府机构、行业协会等)起协同作用。通过演化博弈模型的分析可知,为引导经营者减少知识产权侵权行为进行适度竞争,促成该系统向稳定路径演化,应通过流程化的知识产权管理降低监管成本,增加侵权成本、减少消费者投诉成本。阿里巴巴集团在知识产权管理实践中注重了自身管理体系建设以及与其余种群的协同管理,但仍存在与支撑种群合作不畅、关键种群侵权方式多样使监管成本较高等现实问题。在商业生态系统理论指导下,第三方电子商务平台应坚持种群协同管理的基本原则,适应平台不同发展阶段,规划知识产权管理策略,建立多层次知识产权管理合作模式,构建行业协会知识产权管理体系,推动第三方电子商务平台知识产权管理生态系统的良性发展。
[Abstract]:The emergence and development of e-commerce transaction model with third-party platform as the core has changed the way that consumers choose and purchase products and services. This transaction model integrates transaction information and provides supporting services. It improves the efficiency of social and economic activities and promotes the economic prosperity of our country. But at the same time, the repeated prohibition of intellectual property rights infringement in network transactions not only makes the trading subjects in the platform in an unhealthy competitive environment. Restricted the development of the platform, affecting the normal conduct of the platform transactions. At present, the third-party e-commerce platforms in China have formed their respective intellectual property management system, but the lack of industrial strategic management awareness. The location of different stakeholders in intellectual property management is not clear, while there are hidden and complex intellectual property rights violations and other practical problems. In this context. Business ecosystem theory can effectively help intellectual property managers to clarify the role and status, responsibilities and obligations of various subjects in platform e-commerce activities. This paper analyzes the influence of different behaviors of different agents in the process of intellectual property management on the evolution path of the system. In order to solve the theoretical problems and practical difficulties of intellectual property management of third-party e-commerce platform, this paper takes the intellectual property management ecosystem of third-party e-commerce platform as the research object, and analyzes its constituent elements. Operating mechanism, and using evolutionary game model to analyze the main population behavior in the ecosystem, dynamic analysis of the system evolution trend, combined with the Alibaba Group intellectual property management ecosystem example. In the third party e-commerce platform intellectual property management ecosystem, platform vendors as the dominant species play a role in collaborative supervision. Key populations (operators and consumers in stations) and supporting populations (government agencies, industry associations, etc.) play a synergistic role. In order to guide the operators to reduce the intellectual property infringement for moderate competition and promote the evolution of the system to a stable path, we should reduce the supervision cost and increase the tort cost through the process of intellectual property management. To reduce the cost of consumer complaints. Alibaba Group pays attention to the construction of its own management system and cooperative management with the other stocks in the practice of intellectual property management, but there is still a lack of cooperation with the supporting stocks. Under the guidance of the commercial ecosystem theory, the third-party e-commerce platform should adhere to the basic principle of cooperative management of stocks. Adapt to the different stages of development of the platform, plan the intellectual property management strategy, establish multi-level cooperation model of intellectual property management, and construct the intellectual property management system of industry association. Promote the healthy development of intellectual property management ecosystem of third-party e-commerce platform.
【学位授予单位】：南京理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F204

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