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題名 以行銷理論探究專利非實體營運商商業模式
Research on Business Model of Patent Non-Practicing Entities with Marketing Theory作者 林志光
Lin, Chih-Kuang貢獻者 邱志聖
JYH-SHEN CHIOU
林志光
Lin, Chih-Kuang關鍵詞 專利非實體營運商
專利蟑螂
商業模式
策略行銷4C理論
Patent Non-Practicing Entities
NPEs
Business Model Canvas日期 2021 上傳時間 10-Feb-2022 13:00:24 (UTC+8) 摘要 近年來，因智慧財產權的蓬勃發展，無形資產價值已經成為企業營運的主要獲利來源，尤其是在高度競爭的高科技產業中，高科技產業各企業利用具有獨占及排除他人競爭的智慧財產權，以增加營收並降低競爭者的競爭能力，使得智慧財產相關的營運活動成為企業經營成敗的重要因素。而臺灣的高科技產業為確保其產品具有競爭力，已申請的專利數已高居世界前六大國家/地區，但依中央銀行年報卻發現臺灣的智慧財產權使用費竟為淨支出且每年不斷的擴大淨支出金額。雖然經濟部曾於2011年起委託工研院成立創智智權管理股份有限公司，並委由工研院技轉法律中心執行成立臺灣技術交易平台等進行多項智慧資產的推展，但仍然無法挽回此劣勢。而反觀全球創造智慧資產價值最高的美國，與創造智慧資產最有關的專利訴訟中一半以上的原告竟是不從事產品生產或提供服務的專利非實體營運商(Non-Practicing Entities；NPEs)。而此專利非實體營運商的生存之道為何?為何台灣高科技廠商投入在專利努力在專利獲得數量上名列世界前茅，且經濟部及工研院亦努力將專利資產化，但卻無法如同專利非實體營運商一樣創造相當的智慧資產收入，專利非實體營運商的經營模式中應存在一定的競爭優勢值得我們探討。故本文研究目的為，利用文獻探討定義並分析專利非實體營運商的種類後，探討專利非實體營運商的營運發展模式及成功因素，以找出臺灣廠商應如何防禦或避免NPEs的侵擾而影響產品或服務銷售；並進而探尋臺灣建立相似新的智慧資產交易模式的可能，以協助臺灣企業防禦或預防NPEs，並進而創造智慧資產。
In recent years, the value of intangible assets has become the major source of profit for business operations, especially in highly competitive high-tech industries, where companies in high-tech industries use intellectual property rights that have exclusive rights and exclude others from competition. In order to increase revenue and reduce the competitiveness of competitors, companies’ activities related to intellectual property have become an important factor in the success or failure of business operations. For ensuring the competitiveness of its products, Taiwan’s high-tech industry has already acquired huge number of patents which is rating as the world’s top six countries/regions. However, according to the annual report of the Taiwan Central Bank, it is found that Taiwan’s intellectual property rights license fees are actually net expenditures and continue to expand the net expenditures from year to year.Although the Ministry of Economic Affairs assigned the Industrial Technology Research Institute to establish Intellectual Property Management Co. Ltd. and Taiwan Technology Trading Platform in 2011for creating the intellectual assets, but did not get better results. On the other hand, in the United States, where the value of creating intellectual assets is the highest in the world, more than half of the plaintiffs in patent litigation related to the creation of intellectual assets are patent non-practicing entities (“NPEs”) that do not engage in product production or provide services. What is the way for the NPEs to survive? Why are Taiwan’s high-tech companies investing in patents to rank high in the world in terms of the number of patents obtained, and the Ministry of Economic Affairs and the Industrial Technology Research Institute are also working hard to capitalize their patents, but they cannot create considerable income from intellectual assets such as NPEs. There should be certain competitive advantages in the business model of NPEs that are worthy of our discussion.Therefore, the purpose of this Thesis is to use literature to define and analyze the types of NPEs, and then discuss the operation and development models and success factors of patent NPEs, so as to find out how Taiwanese manufacturers should defend or avoid to the intrusion of NPEs or affects the sales of products or services. This Thesis also explores the possibility of establishing similar new smart asset trading models in Taiwan to help Taiwanese companies defend or prevent NPEs, and then create smart assets.參考文獻 一、 專書及專文(一) 中文專書及專文1. 邱志聖(2021), 策略行銷分析應用：企業診斷, 政治大學2021春季班經營管理碩士學程。2. 邱志聖(2020), 策略行銷分析：架構與實務應用第五版, 智勝出版社, 台北。(二) 英文專書及專文1. Bessen, J. and Meurer. M. J. (2008), PATENT FAILURE: HOW JUDGES, BUREAUCRATS, AND LAWYERS PUT INNOVATORS AT RISK, Princeton University Press.2. Coleen V. Chien (2010), From Arms Race to Marketplace: The Complex Patent Ecosystem and Its Implications for the Patent System, Hastings LJ 62: 297 at page 32-37.3. Justin, R. Orr. (2013), Patent Aggregation: Models, Harms, and the Limited Role of Antitrust, Vol. 28, ANNUAL REVIEW OF LAW AND TECHNOLOGY (2013), pp. 525-568 (44 pages).4. McGeehan, C. (2013) “Defining Patent Trolls: A Pejorative or a Problem?, Government Accountability Office 2014 Report.5. Osterwalder, A. & Pigneur, Y. (2010), Business model generation: A handbook forvisionaries, game changers, and challengers. Wiley, New Jersey.二、 網路及期刊(二) 中文網路及期刊1. DIGITIMES中文網(2012), RPX網路：有效解決日益嚴重的專利風險問題, 2012/10/11, last visited on Oct. 8, 2021, available at https://www.digitimes.com.tw/tech/dt/n/shwnws.asp?cnlid=14&id=0000306709_PB963SIK1PHW6Q83GSFRG。2. Gloria (2021), 搶奪6G標準的制定權各國展開合縱連橫戰略, 市場報導, 產業資訊室, 科技策略研究與資訊中心, last visited on Nov 21, 2021，available at https://iknow.stpi.narl.org.tw/Post/Read.aspx?PostID=17943。3. May & Harry (2017), Apple iPad被控侵權專利來自工研院, 科技產業資訊室, 科技策略研究與資訊中心, last visited on Oct 23, 2021, available at https://iknow.stpi.narl.org.tw/Post/Read.aspx?PostID=13820。4. May (2021), 全球6G通信四大關鍵技術專利佈局, 專利情報-科技產業資訊室,產業資訊室, 科技策略研究與資訊中心, last visited on Nov 21, 2021, available at https://iknow.stpi.narl.org.tw/post/Read.aspx?PostID=17752。5. 中央銀行(2021), 2020年中華民國服務貿易收出表, 2020中央銀行年年報。6. 創智智權管理公司, last visited on Nov 1, 2021, available at http://www.ipic.tw/。7. 楊晴安(2021), 6G 爭霸戰中國大幅領先，工商時報2021/11/19，last visited on Nov 21,2021，available at https://www.chinatimes.com/newspapers/20211119000155-260203?chdtv。8. 臺灣技術交易平台, last visited on Nov 2, 2021, available at https://www.twtm.com.tw/。(三) 英文網路及期刊1. Allied Security Trust, last visited on Dec, 1 2021, available at https://www.ast.com/.2. American Intellectual Property Law Association (2019), 2019 Report of the Economic Survey, last visited on Nov. 2, 2021, available at https://www.aipla.org/detail/journal-issue/2019-report-of-the-economic-survey.3. Cohen, W. M., Goto A., Nagata, A., Nelson, R. R. and Walsh J. P. (2002), R&D spillovers, patents and the incentives to innovate in Japan and the United States, 31 Research Policy 1349, last visited on May 1, 2021, available at https://www.sciencedirect.com/science/article/abs/pii/S00487333020006894. Cosandier, C., Delcamp, H., Leiponen, A., and M´eni"ere, Y. (2014), Defensive and Offensive Acquisition Services in the Market for Patents, 2014, p 3-7, last visited on Oct 26,2021, available at https://wwws.law.northwestern.edu/research-faculty/clbe/events/roundtable/documents/m%C3%A9ni%C3%A8re_cdlm_npes.pdf.5. IFI CLAIMS Patent Services (2020), 2020 Trends and Insights, last visited on Oct 24, 2021, available at https://www.ificlaims.com/rankings-trends-2020.htm。6. Ocean Tomo, LLC (2021), Intangible Asset Market Value Study, last visited on Octo 24, 2021, available at https://www.oceantomo.com/intangible-asset-market-value-study/.7. RPX Corporation (2014), RPX 2013 NPEs activity Report at page 6, last visited on Oct 25, 2021, available at https://www.rpxcorp.com/wp-content/uploads/2014/01/RPX-2013-NPE-Litigation-Report.pdf .8. RPX Corporation (2016), 2016 ANNUAL REPORT, FORM 10-K, last visited on Oct 25, 2021, available at http://ir.rpxcorp.com/node/11636/html.9. RPX Corporation, last visited March 16, 2021, available at http://www.rpxcorp.com/10. RPX Insight (2021), What 15 Years of US Patent Litigation Data Reveal About the IP Market, RPX Corporation, last visited on Oct. 25, 2021, available at https://insight.rpxcorp.com/news/65081-what-15-years-of-us-patent-litigation-data-reveal-about-the-ip-market.11. Sisvel S.p.A, last visited on Nov. 1, 2021, available at https://www.sisvel.com/12. The staff writer of Taiwan News (2008), Taiwan booths raided at fair over violation of patent laws, Taiwan News, last visited on Oct 29, 2021, available at https://www.taiwannews.com.tw/en/news/614852.13. Unified Patents, LLC (2021), 2020 Patent Dispute Report: Year in Review Overview, last visited on Oct 28, 2021, available at https://www.unifiedpatents.com/insights/2020-patent-dispute-report-year-in-review.14. Unified Patents, LLC (2021), A Year of WSOU: Craig Etchegoyen`s Post-Uniloc NPE Files Nearly 200 Cases, last visited on Oct 28, 2021, available at https://www.unifiedpatents.com/insights/2021/3/18/a-year-of-wsou-craig-etchegoyens-post-uniloc-npe-files-nearly-200-cases.三、 本文圖表清單圖一 美國SP500企業自西元1975年-2020年間有形資產與無形資產變化圖二 美國聯邦地方法院專利訴訟原告身份別圖三 美國專利侵權訴訟支出中位數-不分來源圖四 2019年及2020年美國專利局各國/地區專利獲證數量圖五 The Business Model Canvas圖六 2020美國前十大專利主張實體企業圖七 2020 WOSU Investments LLC 持有各國專利比例圖八 被WOSU 主張專利侵權專利數前17名被告圖九 The Business Model Canvas For PAEs圖十 The Business Model Canvas For NCEs圖十一 NPEs 商業模式行銷成功因素表一 本文分析流程表二 專利非實施事業體(NPEs)分類表三 PAEs的策略行銷4C架構分析表四 NCEs的策略行銷4C架構表五 PAEs 商業模式行銷成功因素表六 NCEs 商業模式行銷成功因素 描述 碩士
國立政治大學
經營管理碩士學程(EMBA)
109932043資料來源 http://thesis.lib.nccu.edu.tw/record/#G0109932043 資料類型 thesis dc.contributor.advisor 邱志聖 zh_TW dc.contributor.advisor JYH-SHEN CHIOU en_US dc.contributor.author (Authors) 林志光 zh_TW dc.contributor.author (Authors) Lin, Chih-Kuang en_US dc.creator (作者) 林志光 zh_TW dc.creator (作者) Lin, Chih-Kuang en_US dc.date (日期) 2021 en_US dc.date.accessioned 10-Feb-2022 13:00:24 (UTC+8) - dc.date.available 10-Feb-2022 13:00:24 (UTC+8) - dc.date.issued (上傳時間) 10-Feb-2022 13:00:24 (UTC+8) - dc.identifier (Other Identifiers) G0109932043 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/138913 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 經營管理碩士學程(EMBA) zh_TW dc.description (描述) 109932043 zh_TW dc.description.abstract (摘要) 近年來，因智慧財產權的蓬勃發展，無形資產價值已經成為企業營運的主要獲利來源，尤其是在高度競爭的高科技產業中，高科技產業各企業利用具有獨占及排除他人競爭的智慧財產權，以增加營收並降低競爭者的競爭能力，使得智慧財產相關的營運活動成為企業經營成敗的重要因素。而臺灣的高科技產業為確保其產品具有競爭力，已申請的專利數已高居世界前六大國家/地區，但依中央銀行年報卻發現臺灣的智慧財產權使用費竟為淨支出且每年不斷的擴大淨支出金額。雖然經濟部曾於2011年起委託工研院成立創智智權管理股份有限公司，並委由工研院技轉法律中心執行成立臺灣技術交易平台等進行多項智慧資產的推展，但仍然無法挽回此劣勢。而反觀全球創造智慧資產價值最高的美國，與創造智慧資產最有關的專利訴訟中一半以上的原告竟是不從事產品生產或提供服務的專利非實體營運商(Non-Practicing Entities；NPEs)。而此專利非實體營運商的生存之道為何?為何台灣高科技廠商投入在專利努力在專利獲得數量上名列世界前茅，且經濟部及工研院亦努力將專利資產化，但卻無法如同專利非實體營運商一樣創造相當的智慧資產收入，專利非實體營運商的經營模式中應存在一定的競爭優勢值得我們探討。故本文研究目的為，利用文獻探討定義並分析專利非實體營運商的種類後，探討專利非實體營運商的營運發展模式及成功因素，以找出臺灣廠商應如何防禦或避免NPEs的侵擾而影響產品或服務銷售；並進而探尋臺灣建立相似新的智慧資產交易模式的可能，以協助臺灣企業防禦或預防NPEs，並進而創造智慧資產。 zh_TW dc.description.abstract (摘要) In recent years, the value of intangible assets has become the major source of profit for business operations, especially in highly competitive high-tech industries, where companies in high-tech industries use intellectual property rights that have exclusive rights and exclude others from competition. In order to increase revenue and reduce the competitiveness of competitors, companies’ activities related to intellectual property have become an important factor in the success or failure of business operations. For ensuring the competitiveness of its products, Taiwan’s high-tech industry has already acquired huge number of patents which is rating as the world’s top six countries/regions. However, according to the annual report of the Taiwan Central Bank, it is found that Taiwan’s intellectual property rights license fees are actually net expenditures and continue to expand the net expenditures from year to year.Although the Ministry of Economic Affairs assigned the Industrial Technology Research Institute to establish Intellectual Property Management Co. Ltd. and Taiwan Technology Trading Platform in 2011for creating the intellectual assets, but did not get better results. On the other hand, in the United States, where the value of creating intellectual assets is the highest in the world, more than half of the plaintiffs in patent litigation related to the creation of intellectual assets are patent non-practicing entities (“NPEs”) that do not engage in product production or provide services. What is the way for the NPEs to survive? Why are Taiwan’s high-tech companies investing in patents to rank high in the world in terms of the number of patents obtained, and the Ministry of Economic Affairs and the Industrial Technology Research Institute are also working hard to capitalize their patents, but they cannot create considerable income from intellectual assets such as NPEs. There should be certain competitive advantages in the business model of NPEs that are worthy of our discussion.Therefore, the purpose of this Thesis is to use literature to define and analyze the types of NPEs, and then discuss the operation and development models and success factors of patent NPEs, so as to find out how Taiwanese manufacturers should defend or avoid to the intrusion of NPEs or affects the sales of products or services. This Thesis also explores the possibility of establishing similar new smart asset trading models in Taiwan to help Taiwanese companies defend or prevent NPEs, and then create smart assets. en_US dc.description.tableofcontents 第一章 緒論 6第一節 研究動機 6第二節 研究目的 9第三節 研究方法 10第四節 研究範圍及限制 11第二章 文獻探討 13第一節 專利概說 13第二節 商業模式（Business Model Canvas）理論架構 16第三節 策略行銷4C理論 18第三章 專利非實體營運商(NPEs)產業分析 21第一節 何謂NPEs 21第二節 專利主張實體(Patent assertion entities; PAEs) 23第三節 專利非競爭實體(Non-competing entities; NCEs) 29第四章 以行銷探討NPEs專利營運模式 36第一節 利用BMC理論分析專利非實體營運商(NPEs)營運模式 36第二節 以4C架構分析專利非實體營運商(NPEs)營運模式 48第三節 小結-找出NPEs商業模式行銷成功因素 61第五章結論與建議 64第一節 防禦PAEs不當侵擾 64第二節 建議創建專利智權資產公司 66參考文獻 74 zh_TW dc.format.extent 3189992 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0109932043 en_US dc.subject (關鍵詞) 專利非實體營運商 zh_TW dc.subject (關鍵詞) 專利蟑螂 zh_TW dc.subject (關鍵詞) 商業模式 zh_TW dc.subject (關鍵詞) 策略行銷4C理論 zh_TW dc.subject (關鍵詞) Patent Non-Practicing Entities en_US dc.subject (關鍵詞) NPEs en_US dc.subject (關鍵詞) Business Model Canvas en_US dc.title (題名) 以行銷理論探究專利非實體營運商商業模式 zh_TW dc.title (題名) Research on Business Model of Patent Non-Practicing Entities with Marketing Theory en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 一、 專書及專文(一) 中文專書及專文1. 邱志聖(2021), 策略行銷分析應用：企業診斷, 政治大學2021春季班經營管理碩士學程。2. 邱志聖(2020), 策略行銷分析：架構與實務應用第五版, 智勝出版社, 台北。(二) 英文專書及專文1. Bessen, J. and Meurer. M. J. (2008), PATENT FAILURE: HOW JUDGES, BUREAUCRATS, AND LAWYERS PUT INNOVATORS AT RISK, Princeton University Press.2. Coleen V. Chien (2010), From Arms Race to Marketplace: The Complex Patent Ecosystem and Its Implications for the Patent System, Hastings LJ 62: 297 at page 32-37.3. Justin, R. Orr. (2013), Patent Aggregation: Models, Harms, and the Limited Role of Antitrust, Vol. 28, ANNUAL REVIEW OF LAW AND TECHNOLOGY (2013), pp. 525-568 (44 pages).4. McGeehan, C. (2013) “Defining Patent Trolls: A Pejorative or a Problem?, Government Accountability Office 2014 Report.5. Osterwalder, A. & Pigneur, Y. (2010), Business model generation: A handbook forvisionaries, game changers, and challengers. Wiley, New Jersey.二、 網路及期刊(二) 中文網路及期刊1. DIGITIMES中文網(2012), RPX網路：有效解決日益嚴重的專利風險問題, 2012/10/11, last visited on Oct. 8, 2021, available at https://www.digitimes.com.tw/tech/dt/n/shwnws.asp?cnlid=14&id=0000306709_PB963SIK1PHW6Q83GSFRG。2. Gloria (2021), 搶奪6G標準的制定權各國展開合縱連橫戰略, 市場報導, 產業資訊室, 科技策略研究與資訊中心, last visited on Nov 21, 2021，available at https://iknow.stpi.narl.org.tw/Post/Read.aspx?PostID=17943。3. May & Harry (2017), Apple iPad被控侵權專利來自工研院, 科技產業資訊室, 科技策略研究與資訊中心, last visited on Oct 23, 2021, available at https://iknow.stpi.narl.org.tw/Post/Read.aspx?PostID=13820。4. May (2021), 全球6G通信四大關鍵技術專利佈局, 專利情報-科技產業資訊室,產業資訊室, 科技策略研究與資訊中心, last visited on Nov 21, 2021, available at https://iknow.stpi.narl.org.tw/post/Read.aspx?PostID=17752。5. 中央銀行(2021), 2020年中華民國服務貿易收出表, 2020中央銀行年年報。6. 創智智權管理公司, last visited on Nov 1, 2021, available at http://www.ipic.tw/。7. 楊晴安(2021), 6G 爭霸戰中國大幅領先，工商時報2021/11/19，last visited on Nov 21,2021，available at https://www.chinatimes.com/newspapers/20211119000155-260203?chdtv。8. 臺灣技術交易平台, last visited on Nov 2, 2021, available at https://www.twtm.com.tw/。(三) 英文網路及期刊1. Allied Security Trust, last visited on Dec, 1 2021, available at https://www.ast.com/.2. 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The staff writer of Taiwan News (2008), Taiwan booths raided at fair over violation of patent laws, Taiwan News, last visited on Oct 29, 2021, available at https://www.taiwannews.com.tw/en/news/614852.13. Unified Patents, LLC (2021), 2020 Patent Dispute Report: Year in Review Overview, last visited on Oct 28, 2021, available at https://www.unifiedpatents.com/insights/2020-patent-dispute-report-year-in-review.14. Unified Patents, LLC (2021), A Year of WSOU: Craig Etchegoyen`s Post-Uniloc NPE Files Nearly 200 Cases, last visited on Oct 28, 2021, available at https://www.unifiedpatents.com/insights/2021/3/18/a-year-of-wsou-craig-etchegoyens-post-uniloc-npe-files-nearly-200-cases.三、 本文圖表清單圖一 美國SP500企業自西元1975年-2020年間有形資產與無形資產變化圖二 美國聯邦地方法院專利訴訟原告身份別圖三 美國專利侵權訴訟支出中位數-不分來源圖四 2019年及2020年美國專利局各國/地區專利獲證數量圖五 The Business Model Canvas圖六 2020美國前十大專利主張實體企業圖七 2020 WOSU Investments LLC 持有各國專利比例圖八 被WOSU 主張專利侵權專利數前17名被告圖九 The Business Model Canvas For PAEs圖十 The Business Model Canvas For NCEs圖十一 NPEs 商業模式行銷成功因素表一 本文分析流程表二 專利非實施事業體(NPEs)分類表三 PAEs的策略行銷4C架構分析表四 NCEs的策略行銷4C架構表五 PAEs 商業模式行銷成功因素表六 NCEs 商業模式行銷成功因素 zh_TW dc.identifier.doi (DOI) 10.6814/NCCU202101775 en_US
