Study On Corporate Performance Effects And The China Well-known Trademark Identifying Based On Property Attribute

Well-known trademark, which is widely known to the public, is the highest form ofbrand products or famous enterprise reputation. In modern brand competition era, Chinawell-known trademark products and the enterprises who owned the trademark are greatlyfavored and concerned by consumers and markets. Since China joined the 《ParisConvention on the Protection of Industrial Property》in1985, the China well-knowntrademark then highly received the government’s protection. The existing literaturerevealed that the academia research on well-known trademark mainly focused on the legalprotection, brand cultivation, etc. But how the well-known trademark promotesperformance improvement and value enhancement of the enterprise still haven’t deservedthe academia attention that merits, since it’s a special form of intangible resource as well asa kind of tool that characterize the corporate reputation.Based on this, combined the fact that the current economic in China has emerged thesituation of “State-owned progress while private retreat”, the paper selects a total150listed companies, which got the well-known trademark identifying through administrativeprocedures from2004~2008, as the sample. Placed the China well-known trademark indifferent property attribute companies, study the performance variation after gettingwell-known trademark identifying and the formation mechanism of performance effect thattrademark release from the perspective of strategic management.The content of the essay can be divided into six parts. Part I is introduction, includingresearch background and significance, content and method, technical rout and innovations.Part II is related literature review, it mainly include the literature review and evaluation onreputation, well-known trademark and corporate performance of such three related fields.Part III is empirical research design. Part IV is to study the effect that identifyingwell-known trademark has on the performance of whole companies. Part V is to study theperformance variation after identifying well-known trademark among different propertyattribute companies of state-owned or state-controlled listed companies and private listedcompanies, and then explore the formation mechanism of revenue-increasing effect,profit-increasing effect, product-premium effect, asset-expansion effect, equity-growtheffect and tax-contribution effect. Part VI is conclusion and research prospects.The study finds that, as for the whole samples, there exists significant performanceimproving effect after identifying China well-known trademarks. Specifically, the performance effects that released by private listed companies after identifying well-knowntrademark is significantly much higher than that of state-owner or state-controlled listedcompanies. The paper holds that, as the decision-making subject which can configure theChina well-known trademark this intangible resource, the government should beefficiency-oriented to decide the configuration structure of this resource. That is, the morequantity of well-known trademarks should be “configured” to private enterprises, thusachieving Pareto improvement of entire social welfare.