区域知识产权形象形成机理与测评研究
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摘要
区域知识产权形象研究从理论上讲一方面开拓了区域经济的研究视野,另一方面也丰富和发展了形象理论的内容；从实践上讲它是知识经济时代区域知识产权事业发展的现实需要,对提升区域创新能力和竞争力具有重要的指导意义。本文从区域知识产权形象概念界定出发,对其维度体系、属性特征、形成机理和测评方法等问题进行了研究。
首先,在回顾区域形象、区域竞争力、区域创新能力以及中国知识产权指数报告等相关文献的基础之上,借鉴区域形象的定义方法,界定了区域知识产权形象的概念,搭建起集实力形象、制度形象、机构与人员形象、环境形象等于一体的区域知识产权形象维度体系,并进一步分析得出区域知识产权形象具有相对稳定性和动态性、整体性和多样性、客观性和主观性、矛盾性和可塑性等相统一的属性特征。
其次,运用了三螺旋模型理论和演化博弈模型理论分析了区域知识产权形象形成机理。得出区域知识产权形象过程中存在三大作用主体：区域政府、区域内核心企业和区域社会公众。并且三者之间具有相互作用、相互渗透、协同发展的关系。研究指出,一个积极、健康的区域知识产权形象形成过程就是三大主体之间行为策略从帕累托劣解到帕累托最优均衡的演化过程。
再者,将平衡计分卡和区域知识产权事业发展相结合,构建起集知识产权产出水平维度(对应的是财务方面)、知识产权客户市场维度(对应的是客户方面)、知识产权资产价值链维度(对应的是内部流程方面)和知识产权创造潜力维度(对应的是学习与成长方面)于一体的区域知识产权形象测评指标体系模型,并论述了选择网络层次分析法这一评价方法理由。
随后,选择了浙江、广东及上海三省市作为实证研究对象,通过介绍其知识产权事业发展历程和发展现状,运用网络层次分析法进行测评,并在此基础之上,提出三点提升区域知识产权形象的对策建议。
The study on intellectual property right image widens the field of region economy in theory; on the other hand, it enriches and develops the content of image theory. Its realistic needs of expanding regional intellectual property right in knowledge economy times on practice. And it makes instructional sense to improve regional ability of innovation and competition. This dissertation, starting from the definition of the concept of regional intellectual property right image, studies about its dimension system, attribute character, form mechanization and evaluation methods.
First, on the basis of reviewing literatures about regional image, regional competitive power, regional innovation ability and China intellectual property index report, using the way of defining regional image for reference, the author trys to explore its definition, structure a dimension system that includes actual strength image, system image, institution and staff image,environmental image and then describes the unified natural character like relatively stability and dynamic nature, integrity and variety, objectively and subjectively, contradictoriness and plasticity.
Secondly, three spiral model theory and evolutionary game model theory will be used to analysis the mechanization of regional intellectual property right image Research indicates that during the process of forming intellectual property right image, regional government, regional core enterprises and social public have multiple anticlastic relationship of mutual influence and interact. At the same time, the process of forming intellectual property right image is procedure of the three main parts behavior strategy evolution from Pareto bad solution to Pareto optimal equilibrium.
Thirdly, combines the career of regional intellectual property right development with BSC to structure a model of image evaluation index system, basing on regional intellectual property right output level (finance performance), regional intellectual property right customer market satisfaction (customer),regional intellectual property right property value chain operation condition (inside process) and regional intellectual property right property creation potential (study and grow),and discusses the reason of choosing analytic network hierarchy process.
Then, the author chooses Zhejiang, Guangdong and Shanghai to be study objects, through introducing the developing process and present situation of intellectual property right, uses ANP to evaluate, demonstration research. On this foundation, the author offers three suggestions to improve regional intellectual property right image.
首先,在回顾区域形象、区域竞争力、区域创新能力以及中国知识产权指数报告等相关文献的基础之上,借鉴区域形象的定义方法,界定了区域知识产权形象的概念,搭建起集实力形象、制度形象、机构与人员形象、环境形象等于一体的区域知识产权形象维度体系,并进一步分析得出区域知识产权形象具有相对稳定性和动态性、整体性和多样性、客观性和主观性、矛盾性和可塑性等相统一的属性特征。
其次,运用了三螺旋模型理论和演化博弈模型理论分析了区域知识产权形象形成机理。得出区域知识产权形象过程中存在三大作用主体：区域政府、区域内核心企业和区域社会公众。并且三者之间具有相互作用、相互渗透、协同发展的关系。研究指出,一个积极、健康的区域知识产权形象形成过程就是三大主体之间行为策略从帕累托劣解到帕累托最优均衡的演化过程。
再者,将平衡计分卡和区域知识产权事业发展相结合,构建起集知识产权产出水平维度(对应的是财务方面)、知识产权客户市场维度(对应的是客户方面)、知识产权资产价值链维度(对应的是内部流程方面)和知识产权创造潜力维度(对应的是学习与成长方面)于一体的区域知识产权形象测评指标体系模型,并论述了选择网络层次分析法这一评价方法理由。
随后,选择了浙江、广东及上海三省市作为实证研究对象,通过介绍其知识产权事业发展历程和发展现状,运用网络层次分析法进行测评,并在此基础之上,提出三点提升区域知识产权形象的对策建议。
The study on intellectual property right image widens the field of region economy in theory; on the other hand, it enriches and develops the content of image theory. Its realistic needs of expanding regional intellectual property right in knowledge economy times on practice. And it makes instructional sense to improve regional ability of innovation and competition. This dissertation, starting from the definition of the concept of regional intellectual property right image, studies about its dimension system, attribute character, form mechanization and evaluation methods.
First, on the basis of reviewing literatures about regional image, regional competitive power, regional innovation ability and China intellectual property index report, using the way of defining regional image for reference, the author trys to explore its definition, structure a dimension system that includes actual strength image, system image, institution and staff image,environmental image and then describes the unified natural character like relatively stability and dynamic nature, integrity and variety, objectively and subjectively, contradictoriness and plasticity.
Secondly, three spiral model theory and evolutionary game model theory will be used to analysis the mechanization of regional intellectual property right image Research indicates that during the process of forming intellectual property right image, regional government, regional core enterprises and social public have multiple anticlastic relationship of mutual influence and interact. At the same time, the process of forming intellectual property right image is procedure of the three main parts behavior strategy evolution from Pareto bad solution to Pareto optimal equilibrium.
Thirdly, combines the career of regional intellectual property right development with BSC to structure a model of image evaluation index system, basing on regional intellectual property right output level (finance performance), regional intellectual property right customer market satisfaction (customer),regional intellectual property right property value chain operation condition (inside process) and regional intellectual property right property creation potential (study and grow),and discusses the reason of choosing analytic network hierarchy process.
Then, the author chooses Zhejiang, Guangdong and Shanghai to be study objects, through introducing the developing process and present situation of intellectual property right, uses ANP to evaluate, demonstration research. On this foundation, the author offers three suggestions to improve regional intellectual property right image.
引文
5在该模型中,地区品牌是由一个核心品牌和四类延伸了品牌体验的品牌关系来表现。这些关系可分成四类：基本服务关系、品牌基础设施、媒体关系和顾客关系等。而且这些关系是动态的,随着时间的变化或加强或演进。其中利益相关者群体的构成者也会随着品牌演
进和再定位而改变。参见Hankinson, G., Relational Network Brands:Towards a Conceptual Model of Place Brands. Journal of Vacation Marketing, Vol.10, No.2,2004, P:109-121.
6Schooler将原产国定义为某一产品或企业的国籍,是产品或企业的本国(Home Country).以某国制造来表示的,他认为消费者对某国或地区生产的产品具有总体性认知,而这种认知源于消费者长期形成的对该国生产和营销的印象或感受。参见：Schooler,(1965), Product Bias in the Central American Common Market, Journal of Marketing Research, P:394-397.
7Shimp和Sharma发现,消费者在选择本国产品和外国产品时,会产生对本国产品的偏爱和对外国产品的排斥,消费者害怕外国产品给本国的民族产业带来威胁,并最终损害到自己和同胞的经济利益,从而容易产生不购买外国产品的倾向,甚至于认为购买外国产品会有道德问题。这种民族情感因素是原产国效应的重要中间变量。参见：Shimp and Sharma,(1987), Consumer Ethnocentrism:Construction and Validation of the CETSCALE. Journal of Marketing Research. P:280-289.
8在2004年的《软实力：世界政治中的成功之道》一文中,约瑟夫.奈教授指出区别于经济、军事和科技等硬性命令式权力,软实力强调的是价值观念、生活方式和社会制度的吸引同化力,通过精神和道德诉求,诱惑和说服别人接受某些行为准则、价值观念和制度安排。2005年底,他在《华尔街日报》上发表了《中国软实力的崛起》一文,对国家软实力的内涵再次进行清晰界定：大致包括政治上的吸引力、价值观的感召力、文化上的影响力、外交的说服力、国民的凝聚力以及国家形象的亲和力等。在奈看来,由于美国不仅拥有经济和军事等“硬实力”优势,而且还有文化、价值观和国民凝聚力等“软实力”优势,国力并未衰落。参见：约瑟夫·奈.软实力：世界政坛的成功之道[M].吴晓辉等译,北京,东方出版社,2005.；约瑟夫·奈.中国软实力的崛起[J].财经文摘,2006,(3),P：32.
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