企業集團智慧財產權分析－以Unilever與P&G在美國地區為例

Unilever與P&G是世界最成功的兩大消費品供應商，這兩家彼此為競爭對手的公司都擁有數十樣明星商品與上百樣產品品牌。本研究以專利做為探討競爭企業IP策略，透過專利之原創性與普遍性資訊之統整，分析專利品質。 Unilever為英國-荷蘭跨國家用品公司，總部設在倫敦和鹿特丹，從2000年後，將近九年的時間裡沒有任何併購案的活動，直到2009年Paul Polman上任後，Unilever再次啟動了併購動作；P&G在西元1837年於美國俄亥俄州辛辛那提以生產蠟燭與肥皂起家，產業合併拓大市場規模，P&G持續追求優勢與對市場、產業的領導地位，關鍵就在於善用資源，建立品牌。兩公司在各方面都非常競爭，前十名國際專利分類有六項重疊，有四項不同。研究發現P&G在最大家族方面在美國的優先權專利很少，但是往後延伸的專利僅只在美國地區，保護其本土專利；而Unilever在美國地區最大專利家族相對較多，但最後延伸到日本、韓國、加拿大等國家，兩家公司的智財佈局並不相同， Unilever與P&G的智財經營模式值得台灣廠商借鏡，作為學習參考之對象。

關鍵字

Unilever ； P&G ；專利；商標

並列摘要

Unilever and P & G are two of the largest consumer goods companies in the world .These two competing companies have hundreds of star products and brands, respectively. In this study, we explored the patent quality of the competitive enterprise through patent originality index and patent generality index. Unilever is an English-Dutch cross-country goods company which headquarters located in London and Rotterdam.Since 2000,it didn't work any merger activity until Paul Poleman who taking his office in 2009.Unilever works the merger movement again,P&G started the production of candles and soaps in Cincinnati and Ohio at AD 1837,they make a industry consolidation for expanding the size of the market. P&G continued to pursue advantages and the leadership on the market,the keys are using of resources and building brands. These two companies are competitors in consumer goods. Among top ten IPC ranking, six of them are the same. The research showed that the biggest patent family of P&G just focused on United States. But the biggest patent family of Unilever is larger than that of P&G. This family expanded to Japan, Korea, Canada, etc. The IP policy of Unilever and P&G are different. IP policy of Unilever and P&G can be a benchmark for Taiwan’s companies

並列關鍵字

Unilever ； P&G ； Patent ； Trademark

參考文獻

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[16]黃詩婷，2012，應用專利及商標分析特定公司之智慧財產權策略-以Wacoal

國際替代計量

企業集團智慧財產權分析－以Unilever與P&G在美國地區為例

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