论我国公司品牌管理法律制度的完善

【作者】 张静；

【导师】 郑俊果；

【作者基本信息】 中国政法大学 ， 经济法， 2008， 硕士

【摘要】 公司品牌的成功,意味着公司拥有更为强势的竞争实力和更为广阔的发展空间,同时也意味着公司拥有更广大的消费群体和更忠诚的消费者支持。公司品牌的成功,除了需要超前的战略观察和市场定位,还需要通过合理、系统的制度架构、完善有效的法律保护体系以及严格有效的监督落实,才能在激烈的市场竞争中发展壮大。由于我国公司品牌管理法律制度体系的缺失,导致知名品牌被“傍依”、“克隆”的现象屡禁不止。公司品牌管理法律制度体系的完善,决定着公司的发展、市场的公平竞争和消费者权益的保护程度。研究如何完善公司品牌管理法律制度体系,具有重要的理论与现实意义。本文在写作结构上分为三个部分。第一章对公司品牌管理的概念、主要内容、特点、模式以及公司品牌管理制度法律化的意义进行了论述。公司品牌管理是指按照市场经济的营销规律,通过公司品牌的定位与识别、传播与营销及品牌的保护实现公司品牌价值的保值增值,并最终将其转化为可持续的经济效益;公司品牌管理的主要内容包括品牌的定位与识别、品牌的传播与营销及品牌的保护;公司品牌管理的特点为整合性、系统性、持久性、科学性;公司品牌管理的模式主要分为:单一品牌管理模式和多品牌管理模式;公司品牌管理制度法律化的经济学意义,是指基于公司品牌管理制度法律化将公司品牌管理设定在合理有序运转的范围内,敦促产品生产者严格执行国家法律法规,维护消费者权益及市场竞争秩序,实现社会资源配置与经济效益最大化;公司品牌管理制度法律化的法学意义是指,通过公司品牌管理制度法律化,完善专项单行法律、法规的法律制度体系、推动国家法制建设的同时,敦促产品生产者强化法制观念和法律风险防范意识,积极维护市场有序竞争,切实保障消费者合法权益,从而真正实现法律自由、公平与正义的意义;公司品牌管理制度法律化的社会学意义是指通过公司品牌管理制度法律化强化产品生产者产品质量责任意识和公司社会责任意识,并以此为基础促进物质文化和社会文明的健康发展,确保国民经济再生产顺利进行。第二章对公司品牌管理法律制度构成要素进行了论述,并对当前我国公司品牌管理法律制度的现状和原因进行了分析。鉴于市场经济对中小公司品牌管理制度法律化的迫切要求,对中小公司的品牌管理现状及原因也进行了归纳。公司品牌管理法律制度,不仅包括公司品牌管理的法律制度体系,而且还包括公司品牌各组成要素的管理制度。我国公司品牌管理法律制度的构成要素包括:基本要素和价值目标。基本构成是指,公司品牌各组成要素的管理制度体系,包括产品商标、公司名称、公司形象标志等等;价值目标是指,基于公司品牌价值的社会性而使公司品牌管理法律制度体系设计中,所要体现的理念与指导原则,包括保障公司品牌产品的质量、促使公司社会责任制度化、促使公司管理体系标准化。本文从我国有关公司品牌管理法律制度和我国公司内部品牌管理制度两方面入手,通过辨析指出:我国有关公司品牌管理法律制度存在的主要问题包括:公司品牌产品的认证标准与认证体系的法律制度不完善、公司品牌管理的规范性法律文件效力层次不高、公司品牌管理有关法律法规可操作性不强、公司品牌管理有关法律制度执行不力、对中小公司品牌管理制度法律化不重视等。原因主要有:市场机制不成熟、市场体系不完善,忽视公司品牌管理法律制度的作用、公司品牌管理约束机制不健全,传统观念的拘束导致对中小公司关注不够;通过分析“三鹿奶粉事件”,我们可以看出,公司内部品牌管理法律制度存在的问题主要有:公司品牌管理的理念不强、公司品牌管理法律制度缺失、公司品牌管理的责任制度不完善、公司品牌管理模式单一、公司社会责任制度不健全。原因主要有:市场经济公司道德规范尚未形成、公司经营者不重视、公司品牌责任制度不明确。第三章立足于我国实际,从我国公司品牌管理法律制度体系的完善和公司品牌内部管理制度的法律化两方面入手,对我国公司品牌管理法律制度的完善提出了建议。我国公司品牌管理法律制度体系的完善包括:立法体系完善和监督制度的完善。立法体系完善包括:公司品牌管理法律制度的体系化完善和公司品牌管理执法制度的完善。公司品牌管理法律制度体系化完善措施包括:强化中小公司的公司品牌管理理念、完善公司品牌管理的法律制度体系、明确规定公司品牌责任制度。公司品牌管理执法制度的完善措施包括:公司品牌管理行政监管体系的完善、公司品牌管理市场规范制度的完善、行政监察制度的完善。监督制度的完善包括:社会中介机构认证、评定的主体与程序制度的完善和社会监督体制的完善;公司内部品牌管理法律制度的完善包括:明确公司品牌管理战略、完善公司品牌管理的各项规章制度、规范公司品牌的使用制度、设立专门的公司品牌管理机构、落实公司品牌管理的社会责任制度、建立公司品牌管理稽查、奖惩制度、构筑公司品牌保护及应急处理机制。更多还原

【Abstract】 A successful brand means more competitiveness and broader space for development,and also a larger consumer group and their support.But a successful brand hasn’t been established in one day.It needs strategic insight and market positioning,as well as rational and systematic establishment of systems,complete and effective protection,and strict supervision and implementation.Thus it can survive and develop among fierce competition.As our country hasn’t established a complete legal system on brand management,famous brands are often copied or cloned.A complete corporate brand management system can ensure the development of a company,fair market competition and protection of consumers’ rights.To research on how to improve the legal system of corporate brand management is of both theoretic and realistic significance.This paper can be divided into three parts.The first part discusses the concept,main content,characteristics and pattern of corporate brand management,as well as the significance of the legal system on brand management.Corporate brand management means to keep or add the value of a company’s brand through brand positioning and recognition,spreading and marketing,and protection,according to rules of the market,so as to sustainable economic benefits.Corporate brand management mainly includes brand positioning and recognition,spreading and marketing,and protection.It should be integrated,systematic,permanent and scientific management.It can be divided into single-brand management and multiple-brand management.To establish a legal system of corporate brand management is of significance in economics,law and sociology.In economics,it means managing a corporate brand in a rational and orderly way,urging producers to strictly abide by the country’s laws and regulations,in order to better protect consumers’ rights and maintain market order,and utilize the benefit of social resources and economic benefits to the utmost.In law,it means legalizing the system of corporate brand management,completing the system of relevant laws and regulations,so as to improve the country’s whole legal system,while urging producers of being legally conscious,in order to main market order,protect consumers’ rights and realize real free,fair and justice legal environment.In sociology,it indicates arousing producers’ consciousness on product quality and company’s consciousness on social responsibility, which is helpful to the healthy development of the society,and to ensure national economic development.The second part discusses the components of the legal system of corporate brand management,analyzes the current situation on the legal system of our country’s corporate brand management,and finds out the problems and reasons.This part also highlights the current situation of small and medium-sized companies’ brand management.The legal system of corporate brand management not only includes corporate brand management laws and regulations,but also management system on all the elements of a brand.Our country’s legal system of corporate brand management consists of basic elements and value object. Basic elements include the company’s trademark,title,domain name, website,logo,etc.Its value object is a conception or guiding principles embodied in social value of a brand when establishing the system, including ensuring the quality of the product under the brand,to realize the social responsibility of the company,and to foster a standard system of corporate brand management.However,our country’s corporate brand management system isn’t complete yet.This paper looks into its current situation and analyzes the reasons from two aspects:laws and regulations on brand management, and corporate management regulations on brand.The main problems include incomplete legal system on product identity and product authentication,less effective legal documents,inapplicable laws and regulations,lack of implementation of laws,and ignorance of relevant legislation of small and medium-sized companies’ brand.The reason includes:the market system and the legal environment isn’t perfect,and small and medium-sized companies haven’t been paid much attention to. Citing the "Sanlu dairy" incident,the author points out that within a company,there is no strong conception of brand management, establishment of internal brand management system has been ignored, accountability system of brand management isn’t complete,management model of brand has been single,and the company is lack of social responsibility.This is mainly because under market economy,corporate legal environment hasn’t been fostered,corporate managers haven’t given much attention to brand management,and the company’s accountability system is not clear.The third part puts forward suggestions on completing our country’s legal system on corporate brand management,which should include completing of both legal system and supervision system.With regard to legal system,systematization and implementation should be strengthened. Measures of systematization include emphasis on the concept of brand management in small and medium-sized companies,establish a complete legal system of corporate brand management,and set up a clear accountability system.Measures of implementation refer to completing administrative supervision system,market regulation system and administrative inspection system on corporate brand management. Completing the supervision system means complete the system of social agent’s authentication,assessment and process,as well as a social supervision system.Improving corporate internal brand management systems include making clear corporate brand management strategies, completing all relevant regulations,standardizing using system of the brand,setting up special departments,implementing social responsibility system,establishing brand management inspection,reward and punishment system,brand protection and emergency-meeting systems.更多还原