應用專利與商標分析智慧財產權之 經營模式－以P&G為例

Patent and Trademark as Analysis Tools for Intellectual Property Business Model --A Case Study of P&G

賴韻茹(Yun-Ju Lai)

指導教授 ： 陳省三

國立臺北科技大學/管理學院/服務與科技管理研究所/碩士(2012年)

https://doi.org/10.6841/NTUT.2012.00174

摘要

P&G為世上最大的消費用品企業之一，旗下包含23個著名品牌。研究發現P&G的品牌與專利管理制度相互支援，包含構思、技術研發、產品開發、市場研究及行銷規劃。
本研究分析P&G 2001~2010年美國市場專利與商標，發現P&G藉一連串併購案，加強技術互補及新領域的開發。關係企業Gillette與Iams的收購案屬於新產業滲透與開發的一環，補強P&G較少涉獵的面向。P&G最大的專利家族包含1501個專利，市場指向為歐洲、中國大陸、美國與日本，且P&G的專利滲透到西歐與亞洲等開發中國家，與年報揭示的企業目標完全符合。此外，P&G研發的能力在美國專利分類068及424類特別突出，可由Alpha class與Digest分析證實。最後，P&G商標策略最大特色在於早期設計的商標仍維護至今，1980年代商標經過重整，放棄大部分的商標，改在2000年代申請色彩豐富之商標。

關鍵字

專利 ； 商標 ； P&G

並列摘要

P&G is one of the world's largest consumer goods companies and it has 23 well-known brands. Study showed that P&G’s brands and patent management systems had been supporting each other, including R & D, product development, market research and marketing planning.
This case study of P&G analyzed patents and trademarks in U.S. market in the period of 2001 to 2010, and it was found that P & G employed a series of mergers and acquisitions to strengthen the development of complementary techniques and to enter the new product areas. The acquisition of affiliated companies Gillette and Iams were part of new industries’ penetration and development, compensated P & G’s shortage. P & G's largest patent family consisted of 1501 patents, and the niche marke were located in Europe, China, the United States and Japan. P & G's patents also penetrated into Western Europe and some developing countries in Asia, perfectly reaching the targets by the corporation set up in the annual report. Additionally, according to the analysis by Alpha Class and Digest, it was verified that P & G had a higher research and development capability in the U.S. Patent Classification 068 and 424.
Finally, the most significant feature of the P & G trademark strategy was that the early design of the trademark remained sustainably today. The trademark of 1980s underwent the reconstruction and were given up most of them. Instead, colorful trademarks were appealing in 2000s .

並列關鍵字

PATENT ； TRADEMARK ； P&G

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