Research On Patent Management Of Clothing Brands

With the in-depth development of the knowledge economy and economic globalization,intellectual property rights have increasingly become a strategic resource for brand development and an important factor in enhancing brand competitiveness.Facing the current complex and changing global market environment,how to carry out patent management and enhance brand creativity has become an important issue for apparel brands to participate in market competition With the rapid development of country's patent undertakings,the patent agency industry has continued to make breakthroughs.During the practice of Zhonglianchuanghe Intellectual Property Agency Co.Ltd.,I learned that Zhonglianchuanghe its business level have been continuously improved,and its business scope needs to be expanded.To this end,from the perspective of business development of Zhonglianchuanghe,according to the research idea of "business development direction-business development needs-business development services",methods such as literature reading,theoretical analysis,business practice,expert interviews and summary are adopted to conduct exploratory researchThrough the practice of ZhonglianChuanghe,I learned its corporate profile and management structure,summarize its patent agency business as patent search,patent application,patent litigation and patent management consulting,its business agency process into business negotiation,Patent agency and follow-up management.The flow chart of the management of Zhonglianchuanghe patent agency was drawn Starting from the three aspects of the nature of patent business,partners,and technical fields,I analyze its patent business by quantitative analysis,qualitative analysis,cluster analysis,and case studies.I establish Zhonglianchuanghe three-dimensional business model and summarize them as length business of intellectual property type,width business of case nature category and depth business involving industry category Combined with the in-depth interview with the general manager,the business development direction of Zhonglianchuanghe was determined to be the apparel industry in the in-depth business involving industry categoriesParticipated in the experimental class of the Chinese college students' sportswear fashion science and technology project(Donghua),learned the Li Ning brand's patent management needs and received support from Li Ning Company.Therefore,the Li Ning brand was selected as a case study of the demand for Zhonglianchuanghe business development.Through enterprise visits and "incopat" patent database search,analysis data and original data are obtained.With the help of patent management theory,the current status of Li Ning's patent management is analyzed to find out the problems in its patent management;and the comparative analysis method is used in conjunction with patent map theory comparing and analyzing the patent situation of Li Ning and its competitors Nike and Anta from three aspects of patent application,patent layout and patent value,the patent map and advantages and disadvantages of the Li Ning brand are obtained.Combined with in-depth interviews with Li Ning's relevant personnel,the patent management needs of the Li Ning brand were listed from the perspectives of their own development and market competitionFinally,the article adopts the PDCA cycle management method to create a PDCA patent management model,combined with the Li Ning brand's patent management needs,from the perspective of Zhonglianchuanghe,designed a PDCA patent management program that served the Li Ning brand's patent management needs.In-depth interviews were used to successively analyze Zhonglianchuang and Li Ning's recognition of the plan.The aim is to obtain recognition from both parties and promote cooperation between the two parties.