跨境电商能否激励中国品牌国际化——基于海外商标申请视角  

Can Cross-border E-commerce Stimulate the Internationalization of Chinese Brands--Analysis Based on Overseas Trademark Applications

作　　者：任婉婉 丁奕汝 郝宇倩 REN Wanwan;DING Yiru;HAO Yuqian

机构地区：[1]浙江工商大学数字创新与全球价值链升级研究中心、经济学院 [2]浙江工商大学经济学院

出　　处：《国际贸易问题》2025年第2期38-53,共16页Journal of International Trade

基　　金：国家自然科学基金青年项目“‘互联网+产业集群’与全球价值链高端攀升:理论模型与中国经验”(71903175);浙江省自然科学基金青年项目“产业集群视角下中国全球价值链高端攀升路径研究”(LQ19G030005);浙江省社科规划“党的二十届三中全会和省委十五届五次全会精神研究阐释”专项课题“数字集群视角下中间品贸易‘新三元悖论’的破解机制及路径研究”。

摘　　要：海外商标申请是推动品牌国际化的关键路径。作为贸易新业态,跨境电商为制造业企业品牌国际化注入了新动能。基于2000—2015年中国海关数据与WIPO提供的尼斯分类海外商标申请数据,本文采用双重差分模型实证评估了跨境电商对海外商标申请的现实影响。研究结果表明,跨境电商显著促进了海外商标申请,经过平行趋势检验、安慰剂检验、更换处理组识别方法等处理后,结果依旧稳健。机制检验发现,跨境电商主要通过出口规模扩张、差异化竞争和品牌国际运营能力提升作用于海外商标申请数量。特别地,跨境电商对海外商标申请的促进作用表现出了较强的国家和行业异质性。本文为跨境电商助力品牌国际化提供了有力证据,也为品牌强国建设提供了新思路。Applying for Overseas trademarks is a crucial pathway for advancing brand internationalization.As a new trade form,cross-border e-commerce can provide new impetus for brand internationalization.Based on Chinese customs data and Nice Classifica-tion trademark application data provided by WIPO from 2000 to 2015,we empirically as-sess the impact of cross-border e-commerce on overseas trademark applications using a difference-in-differences(DID)model.Our research indicates that cross-border e-com-merce significantly promotes overseas trademark applications.The results remain robust af-ter conducting parallel trend tests,placebo tests,and employing alternative treatment group identification methods.Mechanism test reveals that expansion of export scale,dif-ferentiated competition,and enhancements in international brand operation capability are the main channels that cross-border e-commerce influenced overseas trademark applica-tions.Notably,the promoting effect of cross-border e-commerce on overseas trademark ap-plications exhibits significant heterogeneity across countries and industries.This paper provides compelling evidence for the role of cross-border e-commerce in facilitating brand internationalization and offers new insights for building strong national brands.

关 键 词：跨境电商 海外商标申请 品牌国际化 

分 类 号：F752[经济管理—国际贸易]