Trademark Analysis in the Convenience Stores -Cases studies of 7-11, Family Mart, Hi-life, and OK

• Main Authors: Liu, Tang-Yu, 劉唐宇
• Other Authors: Hsueh, Chao-Chih
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/at6x89

碩士 === 國立屏東科技大學 === 科技管理研究所 === 106 === The purpose of the study was to understand the current trademarks portfolios of product innovation of four Taiwan convenient stores- Seven-Eleven, FamilyMart, Hi-Life and OK through trademarks analyses. The trademarks search strategies took applicant column as the search target, and conducted the trademark analyses. The result found 972 Seven-Eleven trademarks, 587 FamilyMart trademarks, 323 Hi-Life trademarks, and 64 OK trademarks. The trademark strategies were the concepts which were the deprivations and stretches of the brand strategies. The analyses were conducted by trademark strategies. The results of the analyses showed: Seven-Eleven and FamilyMart founded the companies’ competitive advantages through new products and services innovation and active trademarks portfolio, Hi-Life developed the compound business, and OK developed the business with other companies. The convenient store industries were advised to apply the trademarks to protect the new product and core product which would be launched and apply the multiple product service categories according to the product attributes to achieve the full-range portfolios and defenses. The convenient store industries were also suggested to actively protect and put an emphasis on intellectual property management. Under this kind of management system, the intellectual property needs integral maintenance.