通向“质量强国”之路:国家商标战略实施的准自然实验  

The Road to“Brand Power”:A Quasi-natural Experiment of National Trademark Brand Strategy

作　　者：刘胜 徐榕鑫 陈秀英 Sheng Liu;Rongxin Xu;Xiuying Chen(Institute of Studies for the Greater Bay Area,Guangdong University of Foreign Studies;Faculty of Social Science,University of Macao,china;School of Economics and Trade,Guangdong University of Finance)

机构地区：[1]广东外语外贸大学粤港澳大湾区研究院 [2]澳门大学社会科学学院,中国澳门 [3]广东金融学院经济贸易学院

出　　处：《经济学报》2024年第4期249-273,共25页China Journal of Economics

基　　金：国家社会科学基金项目(23WSHB007);广东省财政科研课题(2024GDCZ019);潮州市哲学社会科学规划课题(2024-W-04)的资助。

摘　　要：党的二十大报告指出“高质量发展是全面建设社会主义现代化国家的首要任务”,并提出要加快建设“质量强国”。商标战略作为发展品牌经济和推进高质量发展的核心抓手,是新时代中国促进强大有韧性的国民经济循环体系、加快构建新发展格局的重要路径,但目前关于国家商标战略实施示范区建设效果的定量评估仍较匮乏。为此,基于从国家知识产权局商标局手工收集和整理的商标申请注册数据,本文采用双重差分法和三重差分法等准自然实验方法评估了国家商标战略实施示范区建设对县(区)层面的商标发展状况的影响。研究发现:国家商标战略示范政策实施显著激发了实验组地区商标注册活力,且动态边际效应表明这一政策效果存在时滞性和持续性。上述结果在采用平行趋势检验、控制事前时间趋势、排除预期效应等有效性检验方法,以及使用反事实检验、排除其他政策干扰、采用不同的匹配方法、改变标准误的聚类层级等一系列检验后仍保持稳健。从异质性分析来看,商标战略实施示范区建设的实际效果要显著受到地区营商环境的影响,表现为其在地区市场化程度高和资源错配程度低的样本中作用更为明显。机制检验表明,商标战略实施示范区建设能通过强化对外推广力度、增强知识产权保护力度和推动商标申请便利化等来促进试点地区商标建设。在“质量中国”背景下,本文拓展了高质量发展视阈下区位导向性政策所引致的品牌升级效应的理论研究,也为推动“中国制造”向“中国品牌”转变、引领供需结构转型升级、建设全国统一大市场提供了政策参考。The report of the 20th National Congress of the Communist Party of China pointed out that“high-quality development is the primary task of building a socialist modern country in an all-round way”,and made new important arrangements for promoting“quality power”.“Powerful brand”is the core connotation of high-quality development.“Powerful Quality”is a realistic path for China to promote a strong and resilient national economic cycle system and accelerate the construction of a new development pattern in the new era.However,the quantitative evaluation of the implementation effect of the national trademark brand strategy demonstration policy is still extremely scarce.Based on the large sample data of the trademark office of the state intellectual property office of China,this paper applies the quasi-natural experimental methods of DID and DDD to evaluate the impact of the national trademark strategy on the trademark registration behavior of enterprises.It is found that the implementation of the national trademark strategy significantly increases the number of trademark registrations in the experimental group.Furthermore,the dynamic marginal effect shows that the policy effect shows time lag and persistence.The above results remain robust after the effectiveness tests such as parallel trend test,controlling ex ante time trend and excluding expected effects,as well as the robustness tests such as counterfactual test,excluding other policy interference,adopting different matching methods and changing the clustering level of standard error.From the perspective of heterogeneity analysis,the policy effect of trademark brand strategy is significantly affected by the regional business environment,which is more obvious in the samples with high degree of regional marketization and low degree of resource mismatch.The mechanism test shows that the trademark brand strategy policy can promote the trademark brand construction by strengthening external promotion,strengthening intellectual property protection and promot

关 键 词：质量强国 商标战略 反事实检验 双重差分法 

分 类 号：F204[经济管理—国民经济] F273.2