專利商品的策略分析

Strategy Analysis of Patented Product

鄧志堅(Jyhjeng Deng) ； 林永禎(Youn-Jan Lin)

《International Journal of Systematic Innovation》 5卷4期 (2019/09) Pp. 40-51

https://doi.org/10.6977/IJoSI.201909_5(4).0005

摘要

本文想藉著專利檢索來找出大賣商品的相關專利，並藉由專利的資訊和網路的資訊分析生意人如何結合專利包裝產品，使其成功登陸市場，獲取許多商品利潤的策略。本文舉例兩個網路行銷商品HD Vision Visor和BOA Versa Saw說明這個宣稱有專利的商品如何使用專利來行銷商品，並說明產品的功能性，及說明該專利的技術特徵。由於在網路上並沒有公開專利號碼，本文也闡明如何使用國際專利分類碼IPC來搜索這兩個專利。這兩個專利號碼各為專利公開號CN202138195（多功能遮陽板）和NZ337663（Improvements in and relating to a Tool）。在CN202138195中指出這個多功能遮陽板由兩片板子和轉接夾子組成。一個遮陽板用於白天遮陽，另一個遮陽板用於黑夜擋燈光。此設計解決了市面上單一遮陽板只能在白天遮陽光，但在晚上卻不夠擋住燈光的問題。由於本設計結構簡單，因此實用性強。在NZ337663中該弓鋸主體分為三部分：鋸子、握把和調整柄。鋸子固設於握把，握把方便手握持，而調整柄可以調整鋸子移動的相對位移。這樣的結構使得調整柄與握把所形成的弓鋸框架是動態的，且鋸子在被鋸物的切割點在框架外邊和框架與鋸子的支撐點非常接近，解決傳統弓鋸無法切割厚度高過框架高度的問題，切割時非常省力。在行銷策略上HD Vision Visor採用創新的方法，發明人僅在中國申請專利並與廠商合作開發產品，然後廠商與美國行銷公司Idea Village合作推廣其商品，形成三方皆贏的局面，這使得發明人節省專利申請和維護開銷，並讓行銷公司凸顯該專利產品特色，增加產品價值，使消費者願意出錢購買該商品；而BOA Versa Saw採用傳統的策略，發明人申請多國專利，然後找BOA生產製造、行銷。但龐大的專利費用使得發明人陸續停止維護專利。2015年在英國的NZ337663專利家族GB2353756終止，造成2016年BOA終止生產BOA Versa Saw，使BOA無利可圖而不製造，消費者想買商品也買不到。這種模式下，僅有BOA獲得少許利益，發明人沒賺到錢。兩個專利商品的價值網模型說明各項玩家的角色並說明互補者在創造價值的重要要性。

關鍵字

遮陽板 ； 弓鋸 ； 價值網模型 ； 互補者 ； 行銷

並列摘要

This paper presents two internet market products, HD Vision Visor and BOA Versa Saw, to demonstrate how a patent can be used to promote a commodity and explaining the product functionality and its patent technical features. Since the fact that there is no information on the internet of their patent number, the paper also explains how to use IPC to search the patent documents. The patent numbers are CN202138195 (multiple function visor) and NZ337663 (improvements in and relating to a tool). In the CN202138195 document, it shows that multiple function visor is made of two plates and a clipper. One visor is used in day time to shield the sunlight while the other is used during the night time to dim the headlight from the coming vehicles. This design solves the problem of ordinary visor that only has one visor to cover the sunlight during the day time, yet cannot dim the headlight during the night time. The design is simple yet elegant, thus it is practical. In the 202138195 document, the saw is composed of three parts: saw blade, handle and adjustable frame. The saw blade is fixed to the handle, the handle can be held by hand, and the adjustable frame can adjust the movement of the saw blade. This structure makes the hack saw frame formed by handle and adjustable frame more dynamic. The cutting point on the object is close to the supported point of the frame, thus solves the problem of cutting object thickness cannot be longer than the frame height. Moreover, it is more energy conservative. In marketing strategy, the HD Vision Visor adopts a more innovative method by getting the marketing company, Idea Village, involved to promote its product, thus makes a win-win situation for innovator, manufacturer and the marketing company. Whereas the BOA Versa Saw uses a traditional strategy by applying many patents in various regions, causing large patent maintenance fees, resulting failure to keep paying the maintenance fees. In 2015 the British patent ceased to be valid, making the BOA stopped producing the BOA Versa Saw. Under this model, the BOA only made little profit and the innovator had none. Two value net models are built to illustrate the importance of complimentor to create value.

並列關鍵字

Visor ； Hack saw ； Value net model ； Complimentor ； Marketing