摘要
随着世界各国经济政策不确定性的上升,品牌的海外经营已成为推动世界经济增长的主要动力。选取2004—2014年包括中国在内的世界22个主要国家的数据,从海外商标申请的角度研究了东道国经济政策不确定性对品牌国际化的影响。研究结果显示:首先,目前世界各国对海外商标申请的重视程度不足,中国的品牌国际化还处于起步阶段;其次,东道国经济政策不确定性的上升显著抑制了品牌来源国的海外商标申请,且其作用是通过降低来源国企业的投资意愿来实现的;最后,东道国经济政策不确定性增强时,发达国家品牌的海外商标申请受阻情况比发展中国家更严重。因此建议我国企业及时申请海外商标,并将经济政策不确定性较弱的发展中国家作为品牌“走出去”的首选。
With the increasing uncertainty of economic policies in countries around the world,brand overseas operations have become the main driving force for global economic growth.This paper selects data from 22 major countries in the world including China from 2004 to 2014,and studies the impact of the host country’s economic policy uncertainty on brand internationalization from the perspective of overseas trademark applications.The research results show that:firstly,the countries in the world are not paying enough attention to overseas trademark applications,and China’s brand internationalization is still in its infancy;secondly,the rising uncertainty of the host country’s economic policy has significantly inhibited the overseas trademark applications of the country of origin of the brand,and the role is achieved by reducing the investment willingness of enterprises in the source country;finally,when the economic policy uncertainty of the host country increases,the situation of overseas trademark applications for brands in developed countries is more blocked than in developing countries.Therefore,it is recommended that Chinese companies apply for overseas trademarks in a timely manner,and take developing countries with weaker economic policy uncertainty as the first choice for brands to“go global”.
作者
袁晓晖
苏雅
Yuan Xiaohui;Su Ya(School of Economics,Capital University of Economics and Business,Beijing 100070,China)
出处
《保定学院学报》
2021年第4期27-35,共9页
Journal of Baoding University
基金
国家社会科学基金一般项目“社会资本视角下中国对‘一带一路’沿线国家投资风险及防范对策研究”(20BJY193)
首都经济贸易大学研究生科技创新资助项目“双向知识产权保护对中国出口三元边际的影响”(2021KJCX01026)。
关键词
品牌国际化
海外商标
经济政策不确定性
brand internationalization
overseas trademark
economic policy uncertainty
