摘要电商市场的迅猛发展，使得大量的中小企业投身B2B市场。这些中小企业在做着国内经销贸易的同时，也将目光投向了国外市场。纷纷做起了跨境贸易，对外销售，对内代购都是这些企业的主要获利方式。但是电商平台下的中小企业良莠不齐，很多企业都打着自主创新品牌，或者打着某某国际知名品牌中国独家代售商之类的标语进行着销售。这严重违反了知识产权的相关法律规定。也同时限制企业的发展。冒用其他的知名品牌实际上只是在短暂的获利，无法把一家企业做大做好。从另一个层面上来说，也无法将我国中小企业推向国际市场。为了让我国中小企业今后在跨境贸易中获得更大的优势与利益，我准备从如何建立我国中小企业在跨境贸易上的知识产权战略体系进行分析，找到一个符合国际市场规则的竞争方式。71035

Abstract :The rapid development of the electricity market, making a large number of small and medium enterprises to join the B2B market. These small and medium-sized enterprises in the domestic distribution of trade at the same time, also look to the foreign market. Have started a cross-border trade, foreign sales, the purchase of these enterprises are the main way to profit. But business platform of small and medium-sized enterprises varies greatly, many enterprises are under the banner of the brand independent innovation, or the name of certain international well-known brand China exclusive consignee and the like of the slogan for sales. This is a serious violation of the relevant laws and regulations of intellectual property rights. At the same time limit the development of enterprises. Fraudulent use of other big brands is actually in the short-term profit, enterprises cannot get a bigger and better. From another level, it can not be the small and medium enterprises in our country to the international market. In order to let the small and medium-sized enterprises of our country in the future in cross-border trade to obtain greater strengths and interests, I was ready to from how to build our country small and medium-sized enterprise in cross-border trade of IPR strategic system analysis, to find a line with the international market rules of competition.

毕业论文关键字：中小企业 知识产权 商标权 跨境贸易 

Keyword：small and medium-sized enterprises ，intellectual property right，Trademark rights，Cross-border Trade.

目  录

一、 引言 4

(一) 研究目标 5

(二) 研究内容 5

(三) 研究方法 6

(四) 技术路线 6

二、 文献综述 8

（一） 关于企业知识产权战略现状与对策研究 8

（二）、关于企业如何面对商标在企业战略竞争的意义 8

三、 关于知识产权影响企业跨境贸易的案例研究 8

（一）韩都衣舍海外代购，企业转型发展 8

（二） 小企业厂商冒名代理知名品牌销售被查封罚款 8

四、 关于商标影响品牌发展的影响要素分析 9

（一）企业商标形成的品牌力 9

（二）商标在知识产权战略的意义 9

五、完善企业知识产权战略体系，构建合理的贸易市场。 9

（一）我国企业知识产权战略的 SWOT 分析