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題名 Planning Intellectual Property for Marketing Strategies in the Digital Content Industry
作者 官欣雨
Kuan, Audrey
貢獻者 劉江彬
Liu, Paul
官欣雨
Kuan, Audrey
關鍵詞 智慧財產
管理
行銷
策略
智慧財產制度
數位內容
Intellectual Property
Management
Marketing
Strategy
Intellectual Property System
Digital Content Industry
日期 2005
上傳時間 17-九月-2009 18:42:52 (UTC+8)
摘要 New Technologies and hypercompetitive market environments have motivated industries and innovators to understand the crucial importance of intellectual property rights. The value and quality of intellectual property is achieved through the use of intellectual property combined with marketing strategies on a worldwide scale. Therefore, it is vital that the role of intellectual property in marketing is sufficiently understood.

However, most people are still not aware of the relevant problems. One problem is that the subject of planning intellectual property as an effective tool for marketing has been rarely analyzed in previous studies and accordingly has not even been covered in the field’s education system. The other problem is the lack of any intention in industries to use intellectual property systems or intellectual property as one means of innovation.

Consequently, the applications of intellectual property and relevant rights certainly are under-valued and under-exploited. In addition, the most influential technology in the 21st century—the Internet—has turned many businesses upside down, especially in the digital content industry. Also, a digital content product shall not be defined as a tangible asset nor an intangible asset because there are rights from the intellectual property system for the origin of the product—“content” and other rights from the Civil Code for the product itself, these rights make a digital content product become a unique asset. Therefore, the digital content industry is the chosen subject for this research.

Obviously, there is a need to distinguish between what actions of planning intellectual property for marketing strategies make the company fly up or dive down and what kind of concerns should be checked. Therefore, this research discusses what kind of preparations a digital content company has to make in order to implement strategic intellectual property management; be able to exercise intellectual property for creating profit; and to determine the most effective application of intellectual property for marketing strategies. Accordingly, this research provides a model for planning intellectual property for marketing strategies. Also, this research hypothetically expands the application of the 4C structure, which is used to distinguish where to pay attention while planning intellectual property for marketing strategies, and so provide useful ideas to the rights owner. After all, if a company makes changes to its organizational infrastructure, this could quickly bring substantive benefit to its economic performance. Furthermore, this research takes Google as an example, since its impact can be seen in news and reports almost everyday, to test the hypothesis and model in this research and to demonstrate how a company can have the opportunity and ability to create economic value from its intellectual property.

Finally, the preliminary conclusions of this research include:
(1) intellectual property concepts should be applied in “marketing” and vice versa;
(2) the most primary concept for strategic intellectual property management is an organizational infrastructure integrating the groundwork of IP management;
(3) the 4C structure can be used to analyze decisions of planning and exercising intellectual property; and
(4) a digital content product can be analyzed through the product life cycle and the 4C structure.
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描述 碩士
國立政治大學
智慧財產研究所
92361010
94
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0923610101
資料類型 thesis
dc.contributor.advisor 劉江彬zh_TW
dc.contributor.advisor Liu, Paulen_US
dc.contributor.author (作者) 官欣雨zh_TW
dc.contributor.author (作者) Kuan, Audreyen_US
dc.creator (作者) 官欣雨zh_TW
dc.creator (作者) Kuan, Audreyen_US
dc.date (日期) 2005en_US
dc.date.accessioned 17-九月-2009 18:42:52 (UTC+8)-
dc.date.available 17-九月-2009 18:42:52 (UTC+8)-
dc.date.issued (上傳時間) 17-九月-2009 18:42:52 (UTC+8)-
dc.identifier (其他 識別碼) G0923610101en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/33884-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 智慧財產研究所zh_TW
dc.description (描述) 92361010zh_TW
dc.description (描述) 94zh_TW
dc.description.abstract (摘要) New Technologies and hypercompetitive market environments have motivated industries and innovators to understand the crucial importance of intellectual property rights. The value and quality of intellectual property is achieved through the use of intellectual property combined with marketing strategies on a worldwide scale. Therefore, it is vital that the role of intellectual property in marketing is sufficiently understood.

However, most people are still not aware of the relevant problems. One problem is that the subject of planning intellectual property as an effective tool for marketing has been rarely analyzed in previous studies and accordingly has not even been covered in the field’s education system. The other problem is the lack of any intention in industries to use intellectual property systems or intellectual property as one means of innovation.

Consequently, the applications of intellectual property and relevant rights certainly are under-valued and under-exploited. In addition, the most influential technology in the 21st century—the Internet—has turned many businesses upside down, especially in the digital content industry. Also, a digital content product shall not be defined as a tangible asset nor an intangible asset because there are rights from the intellectual property system for the origin of the product—“content” and other rights from the Civil Code for the product itself, these rights make a digital content product become a unique asset. Therefore, the digital content industry is the chosen subject for this research.

Obviously, there is a need to distinguish between what actions of planning intellectual property for marketing strategies make the company fly up or dive down and what kind of concerns should be checked. Therefore, this research discusses what kind of preparations a digital content company has to make in order to implement strategic intellectual property management; be able to exercise intellectual property for creating profit; and to determine the most effective application of intellectual property for marketing strategies. Accordingly, this research provides a model for planning intellectual property for marketing strategies. Also, this research hypothetically expands the application of the 4C structure, which is used to distinguish where to pay attention while planning intellectual property for marketing strategies, and so provide useful ideas to the rights owner. After all, if a company makes changes to its organizational infrastructure, this could quickly bring substantive benefit to its economic performance. Furthermore, this research takes Google as an example, since its impact can be seen in news and reports almost everyday, to test the hypothesis and model in this research and to demonstrate how a company can have the opportunity and ability to create economic value from its intellectual property.

Finally, the preliminary conclusions of this research include:
(1) intellectual property concepts should be applied in “marketing” and vice versa;
(2) the most primary concept for strategic intellectual property management is an organizational infrastructure integrating the groundwork of IP management;
(3) the 4C structure can be used to analyze decisions of planning and exercising intellectual property; and
(4) a digital content product can be analyzed through the product life cycle and the 4C structure.		en_US
dc.description.tableofcontents List of Tables v
List of Figures vi
Acronyms vii
Chapter 1 Introduction 1
1. RESEARCH BACKGROUND 5
1.1 Intellectual Property (IP) Power 5
1.2 Innovation Phenomena 6
1.3 Intellectual Property Concepts in Marketing 8
1.4 The Position of the Digital Content Industry 9
2. RESEARCH QUESTIONS AND OBJECTIVES 11
3. RESEARCH FLOW 12
Chapter 2 Literature Review 15
1. MARKETING THEORY 15
1.1 The Definition of Marketing 15
1.2 General Theory of Marketing School 17
1.3 The Core Concept of Marketing 18
1.4 Transaction Cost Analysis 20
1.5 A Total Cost Analysis Structure 21
1.6 The Differences between Traditional Management School and the 4C Structure 27
2. INTELLECTUAL PROPERTY 33
2.1 The Definition and Protection of Intellectual Property 34
2.2 Conditions of Intellectual Property Protection 43
2.3 Fair Use 45
2.4 Collective Management Organization 47
2.5 Creative Commons 50
2.6 The Value of Intellectual Property 50
2.7 Marketing Law 53
3. THE INFLUENCE OF THE INTERNET ON INTELLECTUAL PROPERTY AND MARKETING 55
3.1 The Migration Facts of Intellectual Property to the Internet 56
3.2 The Influence of the Internet on Marketing 60
4. EXCLUSIVE SUMMARY 60
4.1 Marketing Theory 60
4.2 Intellectual Property 63
4.3 The Influence of the Internet on IP and Marketing 67
Chapter 3 A Model of Planning Intellectual Property for Marketing Strategies 69
1. THE ORGANIZATIONAL INFRASTRUCTURE 70
1.1 Talents 71
1.2 Implementation of Intellectual Property Culture 71
1.3 Knowledge Management 72
1.4 Analysis 73
2. GROUNDWORK OF IP MANAGEMENT 73
2.1 Audit 73
2.2 Quality IP 75
2.3 IP Deployment 75
3. THE 4C STRUCTURE & THE ACTIONS FOR EXERCISING INTELLECTUAL PROPERTY 76
4. LINKING IP STRATEGY TO MARKETING PLAN THROUGHOUT PRODUCT LIFE CYCLE 80
4.1 The Product Life Cycle (PLC) 81
4.2 Product Life Cycle & Intellectual Property Strategy 83
5. EXCLUSIVE SUMMARY 85
Chapter 4 Case Study - Google, Inc. 87
1. COMPANY OVERVIEW 87
1.1 Profit 88
2. THE AUDIT OF GOOGLE’S INTELLECTUAL PROPERTY 89
2.1 Search in Delphion: Google’s Patents 89
2.2 Search in IPDL: Google’s Trademark (International Marks) & Designs 94
3. THE CORRELATION BETWEEN GOOGLE’S TECHNOLOGY AND PRODUCTS 95
3.1 Products and Services 95
3.2 The Correlation between Google’s Technology and Products 97
4. A GOOGLE PRODUCT, PLC, & THE 4C STRUCTURE 106
4.1 The Development of Google Video 106
Chapter 5 Conclusion 119
1. CONCLUSIONS 120
2. LIMITATION OF THE RESEARCH 122
References 123
Appendix 135
APPENDIX — A- DELPHION COLLECTION COVERAGE 135
APPENDIX — B- IPDL DATA COLLECTIONS 138
APPENDIX — C- SEARCH IN DELPHION: GOOGLE’S PATENTS (SEARCH RESULT: PATENTS) 141		zh_TW
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dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0923610101en_US
dc.subject (關鍵詞) 智慧財產zh_TW
dc.subject (關鍵詞) 管理zh_TW
dc.subject (關鍵詞) 行銷zh_TW
dc.subject (關鍵詞) 策略zh_TW
dc.subject (關鍵詞) 智慧財產制度zh_TW
dc.subject (關鍵詞) 數位內容zh_TW
dc.subject (關鍵詞) Intellectual Propertyen_US
dc.subject (關鍵詞) Managementen_US
dc.subject (關鍵詞) Marketingen_US
dc.subject (關鍵詞) Strategyen_US
dc.subject (關鍵詞) Intellectual Property Systemen_US
dc.subject (關鍵詞) Digital Content Industryen_US
dc.title (題名) Planning Intellectual Property for Marketing Strategies in the Digital Content Industryen_US
dc.type (資料類型) thesisen
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