In modern management, enterprise strategy is a pre-arrangement made by enterprises based on the changes of internal and external conditions in the future. Different enterprises have different strategic levels, which are generally divided into three levels: corporate strategy, competitive strategy and operational strategy. The company strategy is a plan for the top management to guide and control the company's behavior and solve the problems of the company's business philosophy, industrial scope, resource allocation and internationalization. Competitive strategy is the market competition of enterprise products or services. Operation strategy refers to the implementation or process of the above two strategies. Therefore, enterprise strategy and competitive strategy constitute the framework of enterprise strategy.
Enterprise strategy is a general strategy, which can be expressed as: stable strategy, that is, enterprises continue to provide products or services to customers of the same type. Growth strategy refers to increasing sales and expanding customers and market share. The contraction strategy is to reduce the scale or scope of business. Combination strategy refers to the simultaneous implementation of the above strategies. The above strategies are formulated by enterprises after analyzing the advantages and disadvantages by using their own resources.
The competitive strategy was put forward by Michael Porter of Harvard University School of Business Administration. He believes that the success of management depends on choosing the right strategy, which adapts to the situation of the organization and industry, that is, it can establish a competitive advantage higher than the average production level of the industry. He concluded: management must choose strategies that can bring competitive advantages to enterprises, such as cost priority, unique or specialized strategies. Cost priority must be the leader of cost; Unique strategy emphasizes excellent quality, extraordinary service, innovative design expertise or extraordinary brand image; The specific strategy focuses on cost specificity and differentiated space. No matter what strategy is adopted, in order to maintain the competitive advantage, on the one hand, we must keep up with the pace of industrial evolution, on the other hand, we must prevent the erosion from competitors. Enterprises set up some obstacles, making it difficult for imitators to succeed. They can use patents or copyrights to reduce imitation opportunities, or sign exclusive contracts with suppliers to limit their supply channels to competitors. Therefore, the competitive strategy reflects the dynamic changes of the company's strategy and is also the core of the company's strategy formulation and adjustment. Under the condition of knowledge economy, owning intellectual property rights has become the core competitiveness of enterprises. Intellectual property strategy is the forerunner of enterprise strategy in the 2 1 century and a sharp weapon for enterprises to stand on the market.
Second,
Intellectual property strategy requires enterprises to consider the development, utilization and protection of intellectual property, and upgrade it into a strategy to design and establish the corresponding intellectual property management system. In the era of knowledge economy, intellectual property rights have become a new economic growth point. Intellectual property will not naturally produce economic growth, but should be realized by formulating and implementing intellectual property strategy, optimizing resource allocation, stimulating creative enthusiasm and maintaining competitiveness. Intellectual property management system is the embodiment of the unique attributes of intellectual property in management behavior, and has become a new form of enterprise management in the knowledge economy environment.
Generally, intellectual property management can be carried out from the following aspects: formulating strategies. Formulate corresponding intellectual property strategies according to different types of intellectual property rights. For example, the patent strategy requires the establishment of a patent development, investigation, application or implementation system; Trademark strategy requires standardizing the design, registration, use and protection of trademarks; Copyright strategy grasps the application and protection of copyright. Set up a management department. In terms of organizational composition, they are grouped according to different types of intellectual property rights and belong to relevant departments, such as R&D department or legal department. Establishment of management system. The establishment of the intellectual property system can be divided into several parts: the intellectual property background investigation system for new employees; Intellectual property information management system; Intellectual property reward system; Intellectual property training system; Intellectual property rights review and inspection system, including the review and inspection of products and contracts; Confidentiality system, such as concluding confidentiality agreements with employees and establishing confidentiality clauses in rules and regulations; Evaluation system mainly refers to the standards and procedures of intellectual property evaluation. Intellectual property strategy is an important framework of enterprise management and the essence of enterprise management under the knowledge economy environment.
Third, the urgency of intellectual property strategy.
2 1 century is a knowledge economy society, and knowledge economy is to improve production efficiency and create more products with more advanced technology. Whoever has mastered the latest technology and knowledge will have stronger competitiveness, which is manifested in the mastery and advanced degree of intellectual property rights. Its characteristics are that innovation leads to price multiplication, capital pursues knowledge, and the contribution of knowledge to value increases. Innovation is the life of an enterprise, and its generation and growth depend on the nourishment and incubation of knowledge. The pursuit of profits by enterprises is more prominent and urgent here. Intellectual property rights have become the core competitiveness of enterprises, and the development of the world's top 500 enterprises is the best interpretation of this. At home, let's take a look at the race of multinational groups in China. Most of them use intellectual property rights to occupy the market. For example, as early as 1994, PepsiCo had a joint venture with Sichuan Tianfu Coca-Cola, and PepsiCo held 60% of the shares, and stopped using Tianfu Coke, which was regarded as a symbol of national drinking, so that Tianfu Coke quietly withdrew from the market, while Pepsi Cola carried out marketing. 1999, Beijing Duya Technology Group was sued by Microsoft for software copyright infringement; Subsequently, Cisco accused Huawei, a famous software company in China, of infringing intellectual property rights. Microsoft took advantage of its technology to form a high-end market in China software industry. At the beginning of 2004, Henkel acquired the "Panda" brand of Shanghai Light Industry Group, started Henkel brand and stopped using "Panda". These cases have concentrated the lessons of China's independent brands losing the market, and they are also the usual patterns for the successful development of multinational enterprises. Behind this model is the support of enterprise intellectual property strategy. Under the guidance of intellectual property strategy, these enterprises develop emerging markets step by step, first releasing water to raise fish, then step by step, and finally achieve the goal of seizing the market.
If China enterprises want to stand on the market and improve their competitiveness, they must establish an intellectual property strategy. Intellectual property strategy is the new requirement of knowledge economy for enterprise management and the necessity of enterprise development under the knowledge economy environment. As far as domestic enterprises are concerned, the continuous development of Haier Group is a good proof. With the help of its own famous brands and innovative technologies, Haier has developed products in different markets and expanded the market to different parts of the world, becoming a banner of famous brands in China. On the contrary, in order to imitate and copy for quick success and instant benefit, in addition to being sued for infringement, you can only make wedding clothes for others and work for others forever.
In addition, the establishment of intellectual property strategy is also the call of the market. Since China's entry into WTO, internationally renowned brands have entered China on a large scale. In 20001year, the world's top 500 enterprises invested 46.88 billion US dollars in China, of which more than 400 have entered China. The world's top 500 enterprises are powerful enterprise groups representing the global advanced productivity level, enterprise organization and management level and business philosophy. While investing in China, these enterprises applied for a large number of intellectual property rights in an attempt to establish and maintain their monopoly position in related fields. However, in recent years,
Is a strong competitor of multinational enterprises. In terms of intellectual property rights, multinational enterprises have taken comprehensive strategic measures to launch a three-dimensional attack on the China market with trademarks, patents, copyrights and trade secrets, which has caused many China enterprises to face intellectual property disputes. In order to survive in this environment, China enterprises must seek various ways including intellectual property strategy to ensure their market position. In the China market where domestic and foreign enterprises gather, the market calls on enterprises to establish their own intellectual property strategy as soon as possible to protect the healthy development of China's economy and win competitive seats for enterprises. Orientation of Enterprise Intellectual Property Strategy in China
Facing the complicated intellectual property disputes, only by establishing a multi-directional and three-dimensional intellectual property strategic system can China enterprises turn passivity into initiative, improve their core competitiveness, maintain sustainable development and maximize profits in the increasingly fierce competition. Therefore, the enterprise's intellectual property strategy focuses on the research and development, acquisition, legal and effective utilization and protection of intellectual property. The specific summary is as follows:
brand strategy
In the era of knowledge economy, the brand strategy of enterprises requires enterprises to establish a comprehensive brand awareness in marketing, build their own brands, and formulate and take effective measures to protect brands.
First of all, strengthen trademark awareness, focus on building national brands and strive for the market; At the same time, we should implement the legal use and legal protection system of our own brands and establish a set of trademark development, design, application and protection mechanism. The development and utilization of brand will be included in the project of enterprise target management, which will be supervised and implemented by functional institutions such as R&D department and legal department.
Secondly, understand the market competition trend, especially the development of competitors, master the trademark strategy of multinational enterprises in China, and revise their own trademark strategy. Make use of domestic and foreign market resources, conduct transnational operations, make brands develop globally, and promote intellectual property strategy with trademark internationalization. An important part of brand strategy is the protection of well-known trademarks. In China, there is a long-term lack of understanding of intellectual property rights, and the protection of trademarks is often ignored. China has a long history. For centuries, it has refined many national brands and store names, and has become a golden signboard to win the market, such as Wuliangye, Tongrentang and Wu. Some are unregistered well-known trademarks. Some opportunists registered at home and abroad first, which restricted or even stifled the proper market of these brands. The management of well-known trademarks by enterprises is to form an institutionalized use mechanism; Second, in case of cybersquatting, respond quickly and skillfully use the well-known trademark protection system.
Technological innovation strategy
Innovation leads to development. If an enterprise wants to develop in the long run, it must first cultivate its own innovation ability and encourage the development of its own core technology. In thinking, the primary mode of tracking and imitation is adjusted to the development mode of independent innovation; In terms of resource allocation, increase technology investment, increase the proportion of development expenses in sales revenue, improve the R&D mechanism, and highlight the status of R&D and technology upgrading.
In addition, under the condition that patents have been firmly established, enterprises can develop and apply patent technology around core patents through introduction, digestion, absorption and re-innovation, form an encirclement of the original core patents, and seek their own development space by cross-licensing. Enterprises can also follow the strategy of enterprises, grasp the market technology trends, pay attention to the potential impact of new technologies on the market, analyze the feasibility of promoting new technologies and enterprise products, and track development when they think it has market value.
Enterprises can make full use of public technology, combine the characteristics of enterprises to carry out technological transformation, especially pay attention to tracking and understanding the newly invalid patented technology, find the application value and use it in time for development. In a word, there are many ways of technological innovation, but determining the innovation strategy is the first step.
Protection Strategies of Patents and Trade Secrets
Since China's accession to the WTO, the United States, Japan and other scientific and technological powers have used intellectual property sticks to file patent infringement lawsuits against China many times. It is reported that in the past three years, the economic compensation caused by intellectual property disputes of enterprises in China has exceeded 654.38 billion US dollars. Facing the fierce intellectual property strategy of multinational companies, patent protection has become a magic weapon for enterprise development.
Set up a special knowledge management organization within the enterprise to build an intellectual property protection network. Open patent literature search channels to obtain the latest patent information; Professionals analyze the infringement of similar technologies to avoid infringing technologies; Understand the development trend of technology in this industry, and ensure the direction and legitimacy of enterprise technology research and development.
Popularize common knowledge of intellectual property rights and enhance employees' awareness of intellectual property protection. Incorporate compliance with the intellectual property protection system into employee target management and performance appraisal projects, making it a daily work procedure.
Increase the intensity of patent application, apply for patents as soon as possible, and set up a large number of rights of different claims with basically the same technical principles around basic patents, so as to increase the number of patent applications and expand the scope of patent protection rights. Some enterprises have made gratifying achievements, such as: in 2003, Huawei applied for patents 155 1 piece, and ZTE applied for 640 patents, accounting for half of the IT industry patents in China; In the digital TV industry, Konka and Skyworth also broke through the patent siege of multinational companies and applied for a number of core and peripheral patents.
Trade secrets are often ignored, and only when losses occur are they dealt with in a hurry. In fact, trade secrets are widely distributed, which not only refers to technical secrets and proprietary technologies, but also includes all kinds of commercial information existing in the operation of enterprises in a wider scope, such as customer lists and sources of goods. Moreover, a large number of primary technologies formed in the process of innovation are not enough to obtain patent protection, and often become the object of trade secret protection. Such as the source code of a software enterprise.
In recent years, cases of trade secrets leaking due to employee turnover have occurred from time to time, showing the strategic blind spot of enterprises. First of all, enterprises should strengthen internal management, formulate strict confidentiality system and conclude confidentiality agreement; Trade secret protection is one of the target management and performance appraisal items of enterprise secrecy work. Secondly, strengthen the professional ethics education for enterprise employees, implement the disposal plan after leakage, and build the enterprise safety network. At the same time, when introducing talents, we should not only understand their educational and technical background, but also review their technical or secret intellectual property rights, and then decide whether to introduce them under the condition of mastering their legitimacy, which is also one of the contents of the trade secret strategy. The protection strategy of trade secrets has built the intellectual property protection network of enterprises to a greater extent.
In a word, intellectual property strategy has become a prominent feature of enterprises in the 2 1 century and an objective requirement of knowledge economy for enterprises. Intellectual property strategy requires enterprises to strengthen the strategic management of intellectual property rights, establish brand awareness, understand the development trend, base on technological innovation, improve the protection mechanism and build a three-dimensional enterprise intellectual property protection system.