創新經營下國際運動知名品牌防制仿冒策略—以巨大集團（捷安特）為例

An analysis of anti-counterfeit Goods on New Innovate of international sport marketing: The Case of Giant Global Group

10.6284/NPUSTHSSR.2011.5(4)4

黃意文(I-Wen Huang)；陳弘順(Horng-Suen Chen)；乃慧芳(Hui-Fang Nai)

仿冒品 ； 智慧財產權 ； 運動行銷 ； Counterfeit goods ； intellectual property rights ； sport marketing

人文社會科學研究

5卷4期（2011 / 12 / 01）

54 - 65

繁體中文

在全球運籌的企業經營環境下，創新與研發是企業的經營核心，但隨著網路科技發展與多樣化的交易模式與通路開發之同時，仿冒（counterfeit）或是商品設計的非法下載行為，變得更加難以防範與制止，這將對國際企業帶來莫大的影響。本文研究目的在於界定仿冒的相關法律效果，再由國際運動經營與行銷企業的創新研發成本觀點，探討仿冒品出現對廠商帶來的利害關係。最後歸納國際企業在推動運動休閒產品時，堅守創新經營的核心價值下，如何找出防制仿冒行為的因應對策。另以自行車業龍頭之巨大企業為例，解析運動自行車品牌國際企業防止仿冒的種種策略。本文研究方法透過文獻探討與個案討論方式，首先從智慧財產權相關法律規定著手，研究結果發現，企業的創新技術與新產品開發，仍需透過智慧財產權加以保障，而捷安特公司對於仿冒品的出現認為對其業務經營與銷售利潤並無太大影響，但會對其專注於產品品質與創新品牌經營上造成傷害，在防制仿冒行為所採取的策略方面，捷安特公司並非以採取法律途徑為主要策略，而是透過「品牌認知」、「行銷策略」、「門市銷售據點」與「轄區經理主動稽查」等策略相互運用，來遏止仿冒品在市場上流通。

Under the environment of global logistics management, innovation as well as research and development are the core managements of an enterprise. With the diversified development of internet technology, transaction mechanism, and logistics channel, it has been becoming more difficult to prevent counterfeiting or illegal downloading the commodity design which brings significant impact on an international enterprise. Through literature discussions and the case study, the present research undertook from the law and regulation angles in terms of the Intellectual Property Rights to define the legal effect for the counterfeit. From the cost aspect of innovation as well as research and development, the study discussed the advantages and disadvantages of entrepreneurs after counterfeit goods appear. Finally, the study summed up the solutions of how the sport bike brand marketing international enterprises prevented counterfeiting base on their persistence on the core values of innovation management. The research employed Giant Global Group, the leader of the bicycle industry in Taiwan, as the study case and explained its strategies using the focus interview. The research results and suggestions were proposed after the literature discussion.

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