【摘要】： 范圍和數(shù)量都日益擴(kuò)大的仿冒品已經(jīng)成為全球化過程中最為棘手的問題之一。假冒名牌不僅侵犯了知識(shí)產(chǎn)權(quán)法,同時(shí)也給個(gè)人消費(fèi)者,企業(yè)的利益以及政府社會(huì)福利帶來了負(fù)面的影響。尤其是中國(guó),作為假貨的主要來源國(guó)之一,政府逐漸開始意識(shí)到在現(xiàn)階段,從傳統(tǒng)經(jīng)濟(jì)向知識(shí)經(jīng)濟(jì)轉(zhuǎn)型的過程中,知識(shí)產(chǎn)權(quán)在鼓勵(lì)創(chuàng)新和發(fā)展方面發(fā)揮著極為重要的作用。 在大量研讀知識(shí)產(chǎn)權(quán)法和市場(chǎng)營(yíng)銷相關(guān)文獻(xiàn)的基礎(chǔ)上,我們進(jìn)行了此項(xiàng)以受過高等教育的年輕中國(guó)消費(fèi)者為研究對(duì)象,通過考察他們對(duì)于假冒名牌時(shí)尚和奢侈品的態(tài)度和消費(fèi)行為,為品牌的合法持有者提供有效的營(yíng)銷策略,來回?fù)艏倜懊品椀呢?fù)面影響。我們通過問卷調(diào)查的方式來收集數(shù)據(jù),在就讀于國(guó)內(nèi)外大學(xué)或研究機(jī)構(gòu)的中國(guó)研究生中隨機(jī)取樣。調(diào)查問卷共包括七個(gè)部分,涉及:以往消費(fèi)經(jīng)驗(yàn),自我監(jiān)控能力,物質(zhì)主義價(jià)值觀,風(fēng)險(xiǎn)認(rèn)知,對(duì)時(shí)尚仿冒品現(xiàn)象的態(tài)度,購買意愿以及個(gè)人資料。本研究利用主成分分析,相關(guān)性分析和多元回歸等實(shí)證研究方法得出結(jié)果。 回收的49位被訪者的問卷統(tǒng)計(jì)證明包括自我監(jiān)控,物質(zhì)主義價(jià)值觀和風(fēng)險(xiǎn)認(rèn)知在內(nèi)的人格特征,與對(duì)待時(shí)尚仿冒現(xiàn)象的態(tài)度及購買傾向是相關(guān)的。除了個(gè)體心理和人口特征與態(tài)度或意愿之間存在相關(guān)或因果關(guān)系之外,我們還發(fā)現(xiàn)以往關(guān)于仿冒品的消費(fèi)經(jīng)驗(yàn)對(duì)未來的購買意愿有著顯著的影響。 基于實(shí)證研究結(jié)果和闡述,我們建議合法的時(shí)尚設(shè)計(jì)企業(yè)以廣告為工具,根據(jù)不同的人格特征設(shè)計(jì)不同的廣告訴求,使消費(fèi)者都相信只有真品才是令人向往,獨(dú)一無二,無風(fēng)險(xiǎn)的,也只有真品才能恰當(dāng)?shù)貍鬟_(dá)消費(fèi)者所要樹立的個(gè)人形象。進(jìn)一步,引入價(jià)格適中的副牌產(chǎn)品線也會(huì)成為一項(xiàng)有效的策略,促使青年消費(fèi)者自一開始就與品牌有親密的接觸,并遠(yuǎn)離假貨的吸引。最后,我們認(rèn)為從長(zhǎng)遠(yuǎn)的角度看,合法企業(yè)應(yīng)該和執(zhí)法機(jī)構(gòu)合作,致力于公民知識(shí)產(chǎn)權(quán)方面的教育,使他們都認(rèn)識(shí)到知識(shí)產(chǎn)權(quán)的重要意義,清楚地了解到購買假冒品牌產(chǎn)品本身也是一種不合法,不道德,有悖社會(huì)期望的行為。當(dāng)然,繼續(xù)打擊仿冒品制造分銷網(wǎng)絡(luò)會(huì)有助于當(dāng)局強(qiáng)化知識(shí)產(chǎn)權(quán)法的執(zhí)法力度。
[Abstract]:The growing range and quantity of counterfeit goods has become one of the thorniest problems in the globalization process. Counterfeiting brand not only infringes intellectual property law, but also brings negative influence to individual consumers, enterprises and government social welfare. Especially in China, as one of the main countries of origin of counterfeit goods, the government gradually began to realize that intellectual property plays an extremely important role in encouraging innovation and development in the process of transition from traditional economy to knowledge economy. On the basis of a large number of studies on intellectual property law and marketing literature, we have conducted this research on young Chinese consumers with higher education. Through investigating their attitude and consumption behavior to fake famous brand fashion and luxury goods, this paper provides effective marketing strategy for the legal holders of brand to counter the negative influence of fake brand clothing. We collected data by questionnaire and randomly sampled the data from Chinese graduate students studying at universities or research institutions at home and abroad. The questionnaire consists of seven parts: past consumption experience, self-monitoring ability, materialistic values, risk perception, attitude to the phenomenon of fashion counterfeiting, willingness to buy and personal data. This study uses principal component analysis, correlation analysis and multiple regression to obtain the results. The questionnaires collected from 49 respondents showed that personality traits, including self-monitoring, materialistic values and risk perceptions, were associated with attitudes to fashion counterfeiting and purchasing tendencies. In addition to the correlation or causality between individual psychology and demographic characteristics and attitude or willingness, we also find that the previous experience of counterfeit goods consumption has a significant impact on the future purchase intention. Based on the empirical research results and exposition, we suggest that legitimate fashion design enterprises should use advertising as a tool and design different advertising demands according to different personality characteristics, so that consumers can believe that only genuine products are desirable and unique. Risk-free, only genuine products can properly convey the consumer to establish the personal image. Further, the introduction of affordable sub-brand lines will be an effective strategy for young consumers to engage closely with brands from the start and to stay away from fakes. Finally, we believe that, in the long run, legitimate enterprises should work with law enforcement agencies to educate citizens about intellectual property and make them all aware of the importance of intellectual property. It is clear that buying counterfeit brand products is illegal, immoral and contrary to social expectations. Of course, continuing to crack down on counterfeit distribution networks will help strengthen enforcement of intellectual property laws.
【學(xué)位授予單位】：復(fù)旦大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F274

【共引文獻(xiàn)】

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本文編號(hào)：2325733