Study Of Multinational Cosmetics Company' Patent Strategy In China And Local Enterprises Countermeasures

In recent years,a dramatic growth of production and consumption of cosmetics was spawned by rapid economic and cultural in C hina,where has become the world's largest emerging market.Meanwhile,because of frequently adjustment of cosmetics regulations and strict supervision,it is very significant for cosmetics enterprises to seize the market quickly and effectively and to enhance the market competitiveness.Technology innovation and intellectual property protection is an important method of improving the competitiveness of enterprises.Patent is a main form of intangible assets,and an economic instrument to transform knowledge to wealth.Large multinational cosmetics companies not only had more than 100 years of technical development,that forming a technical monopoly,but also pay more attention to the patent portfolio in target market countries.They have accumulated much experience in intellectual property strategy implementation.Therefore,it is an essential project for Chinese cosmetics company to investigate the patent strategy of multinational cosmetics corporations in C hina,and to take positive and effective measures response to market competition.In this study,applies patentometrics method was used to draw comprehensively and systematically patent map based on patent references from Shanghai intellectual property information platform before September 2016;and then to analyzes the technology competition in detail created by P&G,Loreal and Shiseido in our country.This study is mainly made up of two points,patent management and technical aspect,that minis in-depth technical information from the qualitative and quantitative aspects.Finally,to take the patent information of Shanghai Jahwa into account,SWOT method was used to analysis its advantages,disadvantages,challenges and threats in competition in cosmetics industry,and then to provides releva nt recommendations.