商标权保护对公司绩效的影响--基于上市公司驰名商标认定后的经验数据分析  

Trademark Protection and Firm Performance:Evidence from the China's Well-known Trademark Recognizing

作　　者：刘红霞[1] 张烜[1,2] 

机构地区：[1]中央财经大学会计学院 [2]西北师范大学商学院

出　　处：《中央财经大学学报》2016年第2期53-60,共8页Journal of Central University of Finance & Economics

基　　金：国家社会科学基金项目“基于公允价值计量属性的商标权价值评估制度体系研究”(项目编号:13BFX126)

摘　　要：商标是企业竞争优势的主要载体,也是企业将技术优势转化为市场竞争优势的集中体现,企业的商标培育与商标保护活动对企业绩效有十分重要的作用。笔者以2004—2014年间获得中国驰名商标认定的沪、深A股上市公司为研究对象,结合商标资产对公司绩效的影响机理,分析了中国驰名商标认定前后公司绩效的变化,最后考察我国各省市的知识产权保护程度对商标资产和公司绩效的影响。实证研究发现,上市公司获得驰名商标认定后,公司绩效较认定前有显著提升;上市公司获得驰名商标认定后,公司拥有的与驰名商标商品(服务)同类的普通注册商标数量越多,公司的绩效提升越多;在知识产权保护较好的地区,公司商标权被侵权的可能性较低,与驰名商标商品(服务)同类的注册商标数量的增加对公司绩效的提升作用更加明显。Trademark is the main carrier of firm＇s competitive advantage, and it also reflects firm＇s tech- nological superiority which is finally translated into firm＇s market competitive advantage, so trademark applica- tion and trademark protection play an important role in the firm performance. Using Shanghai and Shenzhen A-shares data in 2004-2014 years, we analyze the influence of trademark on China＇s listed companies with well-known trademark, and investigate the effect of intellectual property protection on the market value of trademark and firm performance. We find that firm performance is significantly improved after China＇s listed companies are recognized as well-known trademarks; We also find that there is significant positive correlation between firm performance and the number of trademark owned, which is in the same category as well-known trademark; In addition, the effect is stronger in the cities with better intellectual property protection.

关 键 词：驰名商标 商标拥有量 知识产权保护 公司绩效 

分 类 号：F272.5[经济管理—企业管理]