跨国化妆品公司在华的专利布局分析及本土企业对策

发布时间：2018-01-12 00:00

本文关键词：跨国化妆品公司在华的专利布局分析及本土企业对策　出处：《西南科技大学》2017年硕士论文　论文类型：学位论文

【摘要】：近年来,我国经济文化的快速发展催生了化妆品生产和消费的急剧增长,中国化妆品市场已成为世界最大的新兴市场。与此同时,化妆品法规调整举措频繁,行业监管力度日益加大,如何有效快速地抢占市场份额提高企业竞争力,决定着企业今后的发展。增强竞争力的一个有效途径是激励企业科技创新和知识产权保护。专利作为企业无形资产的主要表达形式,又是合法转化知识与财富的经济手段和资源,其作用至关重要。大型跨国化妆品公司不仅拥有一百多年的技术发展历程,形成了技术垄断优势,还极其重视在目标市场国家进行专利布局,长期积累了大量的知识产权部署经验。因此充分了解跨国化妆品公司的专利布局情况,研究采取何种积极、切实有效的措施破局是我国本土化妆品企业亟待解决的问题。本文数据来源是上海知识产权信息平台2016年9月前的专利文献,以宝洁、欧莱雅、资生堂三家跨国化妆品公司为研究对象,利用专利计量方法绘制全面而系统的专利地图,详细分析这些公司在我国营造的技术竞争格局。主要从专利管理和技术面进行定性、定量的分析,全面、深入地挖掘有关的技术情报。最后以上海家化为例,在专利信息分析的基础上运用SWOT法,分析其在化妆品行业竞争中的优劣势,市场发展中的威胁与挑战,为家化制定专利战略提出相关建议。
[Abstract]:In recent years, the rapid development of China's economy and culture has led to the rapid growth of cosmetics production and consumption. The cosmetics market in China has become the largest emerging market in the world. At the same time, the cosmetic laws and regulations adjust frequently. Industry supervision is increasing day by day, how to seize the market share effectively and quickly to improve the competitiveness of enterprises. An effective way to enhance competitiveness is to encourage enterprises to innovate in science and technology and protect intellectual property. Patent is the main expression form of intangible assets of enterprises. It is also the economic means and resources to transform knowledge and wealth legally. The large multinational cosmetics companies not only have more than 100 years of technological development process, but also form the technology monopoly advantage. It also attaches great importance to the patent distribution in the target market countries and has accumulated a large number of intellectual property rights deployment experience for a long time. Effective measures to break the situation is an urgent problem for local cosmetics enterprises in China. This data source is the patent documents of Shanghai intellectual property Information platform before September 2016 to Procter & Gamble L'Oreal. Shiseido three multinational cosmetics companies as the research object, the use of patent measurement method to draw a comprehensive and systematic patent map. Detailed analysis of these companies in China to create a technological competition pattern. Mainly from the patent management and technical aspects of qualitative and quantitative analysis, comprehensive, in-depth mining of relevant technical information. Finally, take Shanghai Jiahua as an example. Based on the analysis of patent information, SWOT method is used to analyze its advantages and disadvantages in the competition of cosmetics industry, the threats and challenges in the development of the market.
【学位授予单位】：西南科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.72;F125;G306

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