An Empirical Study On The Impact Of Shenzhen Enterprises' Trademark Capability On Corporate Performance

As the Chinese government's relevant departments and enterprises attach more and more importance to intellectual property,more and more enterprises have begun to consider intellectual property as one of their important assets,and have set up specialized intellectual property departments or cooperated with professional intellectual property rights institutions to establish a corporate intellectual property management framework that aims to leverage the functions and roles of corporate intellectual property resources.In the enterprise's intellectual property management system,the management of trademarks is mainly divided into three links: creation,application and protection.Each link requires the enterprise to have corresponding capabilities.Due to the different levels of the company's trademark capabilities,corporate performance will also be affected to varying degrees.In this paper,a total of 219 intellectual property advantage or model enterprises in Shenzhen City were surveyed through a questionnaire survey.The data and the relevant data as of the end of 2016 of trademark creation capabilities,application capabilities,protection capabilities,corporate performance and basic information of each company were collected to empirically test the relationship between the indicators of Shenzhen's intellectual property advantage or model companies' trademark capabilities and corporate performance through deriving models,screening variables,and putting forward hypotheses.The study finds that there is a significant positive relationship between corporate trademark capabilities and corporate performance.In the classification of corporate trademark capabilities,the relationship between corporate trademark creation capability and corporate performance is significantly positive,while the relationship between corporate trademark application capabilities,protection capabilities,and corporate performance is not significant.In addition,this article further analyzes the indicators of the company's various trademark capabilities,and finds that in the company's trademark creation ability,the relationship between the cumulative number of registered trademarks of the company with the domestic average level of the same industry and corporate performance are significant positive;in the company's trademark application ability,the relationship between the relative degree of the value of the company's own trademark to the domestic average level in the same industry and corporate performance is significantly positive;while in the trademark protection capabilities of enterprises,the relationships between various measures and corporate performance are not significant.