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• Main Authors: Chiu-pao Luo, 羅久堡
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/89305354526140935735

碩士 === 東吳大學 === 國際經營與貿易學系 === 97 === The purpose of this research focus on the influence cartoon brand parallel exports on cartoon brand, and the rationality and the validity of Parallel imports in Trade globalization process. The Parallel Imports is not un-limited or having the repression from Economic Superpowers in different counties. In the theory, there are disputes of “the right exhausts the principle” or “the first sales principle” about the Legitimacy of Parallel imports. After all, according to norms of brand, patent, copyright, it is geographical. The rationality or duties are not equal in different countries. It depends on each country’s lawmaking and norms. The Parallel imports fit with the Today’s trading liberalization , it also fits with the concept of globalization, it has positive benefit to most of consumers. Therefore, the Government should has open mind toward Parallel imports, the Government should not exercise an undue influence upon Parallel imports, unless, it involutes with un-fare competition. This research takes the cartoon brand as the research object. The value of Cartoon is that Cartoon is invisible assets and it is un-replacement. It is not possible to value as quality, technical, capacitive to present as car. And more, Cartoon brand is focus on design brand image, to upgrade product value by its pattern. The main method of Cartoon brand expands markets is authorized licensing. The foundation of Brand authorization is the brand. But expanding markets and establishing true value of band benefit, the licensers, licensees, and promotion channels are necessary factors and powers. The major factor of cartoon band is from the characters of cartoon stories. No matter, it is presented by story books, comic books, drama, films, and motion films games. And those characters are called cooperation style or mascot in cooperation or brand CIRs. They are personification patterns. The cooperation style has strong and unique personality; it forms the band characters and outstands the products, service difference, raising the customers’ good feeling toward products and brand.