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Title:	智慧財產權策略在資訊代理商中的應用與品牌經營路徑 The Application of Intellectual Property Strategies in IT Distributors and Their Pathways to Brand Management
Authors:	陳昶儒 Chen, Chang-Ju
Contributors:	宋皇志 Sung, Huang-Chih 陳昶儒 Chen, Chang-Ju
Keywords:	智慧財產權資訊代理商品牌經營創新策略競爭優勢數位轉型 Intellectual Property IT Distributors Brand Management Innovation Strategies Competitive Advantage Digital Transformation
Date:	2025
Issue Date:	2025-03-03 13:34:49 (UTC+8)
Abstract:	本研究探討智慧財產權策略在資訊代理商中的應用，並深入分析其對品牌經營、市場競爭力及永續發展的影響。資訊代理商在資訊產業價值鏈中扮演品牌原廠與下游經銷商之間的中介角色，透過代理產品推廣與技術支援，促進品牌在區域市場的擴展。然而，隨著科技快速發展與數位轉型加速，資訊代理商面臨同業競爭、利潤空間壓縮及品牌原廠政策不確定性等多重挑戰。如何利用智慧財產權策略提升代理商的穩定性與差異化能力，成為其應對市場挑戰的重要課題。本研究聚焦於專利策略、商標管理、營業秘密及著作權保護等四大智慧財產權要素，並結合文獻回顧與案例分析，探討這些策略如何協助資訊代理商強化市場地位、保護無形資產及促進創新。研究結果顯示，有效運用智慧財產權策略，不僅能提升代理商在與原廠政策談判中的籌碼，還能有效減少因去中間化與雲端化趨勢所帶來的風險。同時，智慧財產權策略亦可幫助代理商建立技術屏障與品牌差異化能力，進而維繫與原廠及經銷商的長期合作關係。研究發現，代理商若能將智慧財產權策略全面融入整體營運框架，將有助於實現市場差異化、提升創新能力，並擴大產品與服務的應用範圍。本研究強調，建立並持續推動智慧財產權管理策略，是代理商強化競爭優勢的關鍵，包括強化與原廠的合作模式、提升品牌價值與認知度，以及拓展潛在市場機會。此外，透過智慧財產權策略的靈活應用，代理商可有效應對快速變化的產業環境，保持營運的靈活性，同時顯著提升抗風險能力。這不僅有助於代理商穩定其市場地位，更為長期的可持續發展奠定了穩固的基礎。 This study explores the application of intellectual property (IP) strategies in IT distributors and provides an in-depth analysis of their impact on brand management, market competitiveness, and sustainable development. IT distributors act as intermediaries in the IT industry value chain, bridging suppliers and downstream resellers. Through product promotion and technical support, they facilitate brand expansion in regional markets. However, with the rapid advancement of technology and the acceleration of digital transformation, IT distributors face multiple challenges, including intense competition, shrinking profit margins, and uncertainties in supplier policies. Leveraging IP strategies to enhance stability and differentiation has become a critical issue for distributors to address these market challenges. This study focuses on four key elements of intellectual property (IP) strategy: patent strategy, trademark management, trade secret protection, and copyright enforcement. By integrating a literature review and case analysis, it explores how these strategies assist IT distributors in strengthening their market position, protecting intangible assets, and fostering innovation. The findings indicate that effectively leveraging IP strategies not only enhances distributors' bargaining power in negotiations with original manufacturers but also mitigates risks associated with disintermediation and the growing trend of cloud computing. Furthermore, IP strategies help distributors establish technological barriers and brand differentiation, thereby sustaining long-term partnerships with manufacturers and resellers. The study further highlights that incorporating IP strategies into the overall operational framework enables distributors to achieve market differentiation, enhance innovation capabilities, and expand the application scope of products and services. It emphasizes that the establishment and continuous advancement of IP management strategies are critical to strengthening distributors' competitive advantages, including deepening collaboration with suppliers, increasing brand value and recognition, and exploring potential market opportunities. Moreover, the flexible application of IP strategies allows distributors to effectively navigate rapidly changing industry environments, maintain operational agility, and significantly enhance resilience against risks. This not only stabilizes their market position but also lays a solid foundation for long-term sustainable development.
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Description:	碩士國立政治大學經營管理碩士學程(EMBA) 111932078
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0111932078
Data Type:	thesis
Appears in Collections:	[Executive Master of Business Administration] Theses

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