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中国品牌经济与知识产权研究

书 名: 中国品牌经济与知识产权研究
英 文 名: RESEARCH ON CHINESE BRAND ECONOMY AND INTELLECTUAL PROPERTY
作 者:  姜卫红 安翊青
I S B N: 978-7-5201-3587-0
丛 书 名: 上海研究院智库报告系列 订阅
关 键 词:  品牌 品牌经济 知识产权 中国企业
出版日期: 2019-08-01

中文摘要

本书按照品牌的创建、品牌运作、品牌保护的发展逻辑,着重探讨品牌经济中最核心的问题——知识产权问题。通过理论论证及实践分析,系统探讨品牌经济与知识产权之间的关系,初步建立了品牌经济与知识产权二者之间的理论体系,为品牌经济建设打好理论基础。在此基础上分析借鉴了国外的品牌与知识产权建设的经验,分析了国内诸多典型案例,对中国品牌经济建设有重要的参考价值。

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CommonID:DIR_70926888,ID:11828717,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:648004,name:第一章 总论,ShortName:,SubName:,EnTitle:,EnShortTitle:,EnSubTitle:,Level:0,BookId:11828632,AbstractCH:

品牌作为一种无形资产具有的价值意义不仅在于品牌形成与发展过程中蕴含的沉淀成本,还在于它能为相关主体带来价值。品牌经济是后工业时代以及相对应的现代农业时代,品牌作为一种稀缺性优质资源,整合各种经济、社会和文化要素,推动经济实现高市场化、高品质化和高价值化发展的一种经济形态,其目标是满足人类日益增长的物质需求与精神需求,在工业文明中占据引领地位。从知识产权的角度来看,品牌集中体现为商标,商标是品牌的一个组成部分,是一个企业建立品牌的起点和基础。品牌法律保护所取得的成果与我国知识产权保护的进步是分不开的,因此谈到品牌保护时,首先应当从知识产权保护的角度来解读和研究。

,AbstractEN:The value significance of a brand as an intangible asset lies not only in the cost of sedimentation in the process of brand formation and development, but also in the value it can bring to relevant entities. The brand economy is the post-industrial era and the corresponding modern agricultural era. As a scarce and high-quality resource, the brand integrates various economic, social, and cultural elements, and promotes the development of a high-market, high-quality, and high-value economy. This economic form aims at meeting the increasing material and spiritual needs of mankind and occupying a leading position in industrial civilization. From the perspective of intellectual property rights, brands are collectively embodied as trademarks. Trademarks are an integral part of a brand and the starting point and foundation for an enterprise to build a brand. The achievements of brand legal protection are inseparable from the progress of China's intellectual property protection. Therefore, when talking about brand protection, we should first interpret and study from the perspective of intellectual property protection.,KeyWords:21146,350701,4206,49969,EKeyWords:26568,353501,33082,133988,SubjectWords:,LiteratureId:11828713,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:null,FindDate:null,IssueDate:null,DocType:null,ProductSeries:null,Doi:null,InstanceID:0,MinNodeSearch:Y,XmlID:b120190801X20184701001_000_001,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:jiangshan,AddTime:2019-11-28 08:48:55.0,ModifyUser:Admin,ModifyTime:2021-11-03 04:06:40.0,HitCount:36,ShowType:putong,LogoID:0,PdfID:11828720,DownCount:27,AuthorInfos:{"姜卫红":{"Address":"","Affiliation":"","Email":"","Role":null,"Photo":null,"Blurb":"

姜卫红,上海社会科学院学者,上海品牌发展研究中心执行主任,长江三角洲城市经济协调会品牌建设专业委员会秘书长。

"},"于君英":{"Address":"","Affiliation":"","Email":"","Role":null,"Photo":null,"Blurb":"

于君英,东华大学管理学院工商系副教授、硕士生导师。

"},"姜南":{"Address":"","Affiliation":"","Email":"","Role":null,"Photo":null,"Blurb":"

姜南,同济大学经济与管理学院博士,同济大学上海国际知识产权学院副教授。

"}},BookPublishDate:2019-08-01 00:00:00.0,SearchTitle:中国品牌经济与知识产权研究,ISBN:978-7-5201-3587-0,BookTitle:中国品牌经济与知识产权研究,BookStatus:7,AllowDownload:Y,BookVersionNum:null,researchorg:null,CopyRightDate:null,ExcellentPeriod:null,PrizeLevel:null,IsExcellence:null,ContentClass:null,IsDisabled:N,SearchTitle_2:中国品牌经济与知识产权研究,_RowNo:3
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在消费品牌的时代里,什么才是决定一个企业市场竞争力的关键呢? 那必然是培育出极具识别力的自有品牌,并且能够有能力将它打造成知名的品牌。那么,国内的企业,要想在竞争激烈的国际市场中进行突围,就必须对自身要求更为严格。笔者认为,实施品牌战略,创立企业自己的品牌,进一步打造品牌的知名度,才能够使得企业能在市场上占据主动地位,进而生存和发展。

,AbstractEN:In the era of consumer brands, what is the key to determining the competitiveness of a company's market? It must be to cultivate a highly recognizable private brand and have the ability to make it a well-known brand. Then, if domestic enterprises want to break through in the fiercely competitive international market, they must be stricter on themselves. The author believes that implementing a brand strategy, creating an enterprise's own brand, and further building brand awareness can enable an enterprise to occupy an active position in the market and survive and develop.,KeyWords:58915,69673,4206,21146,24768,EKeyWords:37283,443155,33082,26568,26600,SubjectWords:,LiteratureId:11828765,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:null,FindDate:null,IssueDate:null,DocType:null,ProductSeries:null,Doi:null,InstanceID:0,MinNodeSearch:Y,XmlID:b120190801X20184701001_000_002,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:jiangshan,AddTime:2019-11-28 08:48:55.0,ModifyUser:Admin,ModifyTime:2021-11-03 04:06:40.0,HitCount:23,ShowType:putong,LogoID:0,PdfID:11828793,DownCount:21,AuthorInfos:{"于君英":{"Address":"","Affiliation":"","Email":"","Role":null,"Photo":null,"Blurb":"

于君英,东华大学管理学院工商系副教授,硕士生导师。

"},"彭辉":{"Address":"","Affiliation":"","Email":"","Role":null,"Photo":null,"Blurb":"

彭辉,上海社会科学院法学研究所副研究员。

"},"徐澜波":{"Address":"","Affiliation":"","Email":"","Role":null,"Photo":null,"Blurb":"

徐澜波,上海社会科学院法学研究所研究员。

"}},BookPublishDate:2019-08-01 00:00:00.0,SearchTitle:中国企业品牌创新与知识产权,ISBN:978-7-5201-3587-0,BookTitle:中国品牌经济与知识产权研究,BookStatus:7,AllowDownload:Y,BookVersionNum:null,researchorg:null,CopyRightDate:null,ExcellentPeriod:null,PrizeLevel:null,IsExcellence:null,ContentClass:null,IsDisabled:N,SearchTitle_2:中国企业品牌创新与知识产权,_RowNo:4
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当代世界市场的竞争依托前沿技术凝聚为产品(服务),最终在市场上体现为品牌价值的高下。从宏观意义上看,一个地区(国家)的品牌经济发展,必然依托于全社会高度重视自主知识产权的制度环境。在现实中,这一发展进程是企业的战略推进和全社会的文化建设与法制建设等多种合力的结果,其核心动力是企业的自主研发开发与全社会相关组织与机构提供的充分、到位与高度便利的知识产权服务。因此,品牌既是自主知识产权的逻辑起点,也是自主知识产权的最终归宿。

,AbstractEN:The competition in the contemporary world market relies on cutting-edge technology to condense into products (services), and ultimately reflects the high value of the brand in the market. From a macro perspective, the development of a brand economy in a region (country) must rely on the institutional environment where the whole society attaches great importance to independent intellectual property rights. In reality, this development process is the result of various joint efforts such as the strategic advancement of the enterprise and the cultural and legal construction of the entire society. Its core motivation is adequate, in place and highly convenient intellectual property services. Therefore, the brand is both the logical starting point and the final destination of independent intellectual property rights.,KeyWords:21146,350701,4206,2681,EKeyWords:26568,353501,33082,37638,SubjectWords:,LiteratureId:11828819,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:null,FindDate:null,IssueDate:null,DocType:null,ProductSeries:null,Doi:null,InstanceID:0,MinNodeSearch:Y,XmlID:b120190801X20184701001_000_003,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:jiangshan,AddTime:2019-11-28 08:48:55.0,ModifyUser:Admin,ModifyTime:2021-11-03 04:06:40.0,HitCount:18,ShowType:putong,LogoID:0,PdfID:11828826,DownCount:21,AuthorInfos:,BookPublishDate:2019-08-01 00:00:00.0,SearchTitle:中国企业品牌运用与知识产权,ISBN:978-7-5201-3587-0,BookTitle:中国品牌经济与知识产权研究,BookStatus:7,AllowDownload:Y,BookVersionNum:null,researchorg:null,CopyRightDate:null,ExcellentPeriod:null,PrizeLevel:null,IsExcellence:null,ContentClass:null,IsDisabled:N,SearchTitle_2:中国企业品牌运用与知识产权,_RowNo:5
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在经济全球化的过程中,品牌营销的视野需要有进一步的拓展。西方国家的品牌意识和品牌经济发展较早,我国学者、专家和企业家到20世纪90年代才开始真正关注“品牌”,但随着品牌意识的逐渐加强,中国借鉴国外先进的品牌管理模式和成果,开始探索自己的品牌经济发展路径。品牌的竞争是市场的竞争,核心是知识产权的竞争,树立这样的价值取向和价值观念, 企业在品牌塑造过程中能够更加充分有力的利用自己的优势。同时,除了企业以外,政府、社会和司法机构的知识产权保护也能够在企业品牌受到侵权损害时,提供及时有效的保护措施。

,AbstractEN:In the process of economic globalization, the vision of brand marketing needs to be further expanded. Western countries have developed brand awareness and the brand economy earlier. Chinese scholars, experts, and entrepreneurs did not really pay attention to "brands" until the 1990s. However, with the gradual strengthening of brand awareness, China borrowed from foreign advanced brand management models and Achievements, began to explore their own brand economy development path. Brand competition is the competition of the market, and the core is the competition of intellectual property rights. Establishing such a value orientation and value concept, enterprises can fully and effectively use their advantages in the process of brand building. At the same time, in addition to enterprises, the intellectual property protection of the government, society and the judiciary can also provide timely and effective protection measures when the corporate brand is infringed and damaged.,KeyWords:350701,73793,4206,30855,41224,EKeyWords:353501,23943,33082,33084,322333,SubjectWords:,LiteratureId:11828856,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:null,FindDate:null,IssueDate:null,DocType:null,ProductSeries:null,Doi:null,InstanceID:0,MinNodeSearch:Y,XmlID:b120190801X20184701001_000_004,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:jiangshan,AddTime:2019-11-28 08:48:55.0,ModifyUser:Admin,ModifyTime:2021-11-03 04:06:40.0,HitCount:38,ShowType:putong,LogoID:0,PdfID:11828871,DownCount:27,AuthorInfos:{"彭辉":{"Address":"","Affiliation":"","Email":"","Role":null,"Photo":null,"Blurb":"

彭辉,上海社会科学院法学研究所副研究员。

"},"陈甬沪":{"Address":"","Affiliation":"","Email":"","Role":null,"Photo":null,"Blurb":"

陈甬沪,上海市创业指导专家志愿团副理事长。

"},"董开星":{"Address":"","Affiliation":"","Email":"","Role":null,"Photo":null,"Blurb":"

董开星,上海市长宁区人民检察院检察员。

"}},BookPublishDate:2019-08-01 00:00:00.0,SearchTitle:中国品牌保护与知识产权,ISBN:978-7-5201-3587-0,BookTitle:中国品牌经济与知识产权研究,BookStatus:7,AllowDownload:Y,BookVersionNum:null,researchorg:null,CopyRightDate:null,ExcellentPeriod:null,PrizeLevel:null,IsExcellence:null,ContentClass:null,IsDisabled:N,SearchTitle_2:中国品牌保护与知识产权,_RowNo:6
CommonID:DIR_70927079,ID:11828905,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:648008,name:第五章 国际经验借鉴与启示,ShortName:,SubName:,EnTitle:,EnShortTitle:,EnSubTitle:,Level:0,BookId:11828632,AbstractCH:

品牌经济是现代经济发展的高级阶段。品牌主导是现代经济的一个重要特征。1979年,美国总统将知识产权第一次提升到国家战略的高度,提出了“采取独立的政策来提高国家竞争力和激发企业精神”。本文将侧重从知识产权保护的角度,分析韩国和美国如何发展为知识经济时代的品牌大国和强国,探讨知识产权的创立、运用、保护及管理对品牌经济发展的重要作用,并总结出经验:中国品牌要想取得长足的发展要以此为鉴,吸取优势品牌的有效经验,避免重现品牌发展中的失误,以更快的速度进入世界市场,保证长久稳定的发展。

,AbstractEN:Brand economy is the advanced stage of modern economic development. Brand dominance is an important feature of the modern economy. In 1979, the President of the United States elevated intellectual property to the height of a national strategy for the first time and proposed "taking an independent policy to improve national competitiveness and stimulate entrepreneurship." This article focuses on the protection of intellectual property rights, analyzes how South Korea and the United States have developed into brand power and power in the era of knowledge economy, discusses the important role of the creation, use, protection and management of intellectual property rights on the development of brand economy, and summarizes experiences: If Chinese brands want to achieve long-term development, they should learn from this, learn from the effective experience of advantageous brands, avoid recurring mistakes in brand development, enter the world market faster, and ensure long-term and stable development.,KeyWords:4206,3070,2782,21146,3593,EKeyWords:33082,3922,8119,26568,3596,SubjectWords:,LiteratureId:11828896,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:null,FindDate:null,IssueDate:null,DocType:null,ProductSeries:null,Doi:null,InstanceID:0,MinNodeSearch:Y,XmlID:b120190801X20184701001_000_005,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:jiangshan,AddTime:2019-11-28 08:48:55.0,ModifyUser:Admin,ModifyTime:2021-11-03 04:06:40.0,HitCount:19,ShowType:putong,LogoID:0,PdfID:11828912,DownCount:26,AuthorInfos:{"姜南":{"Address":"","Affiliation":"","Email":"","Role":null,"Photo":null,"Blurb":"

姜南,同济大学经济与管理学院博士,上海国际知识产权学院副教授。

"}},BookPublishDate:2019-08-01 00:00:00.0,SearchTitle:品牌经济与知识产权国际经验借鉴与启示,ISBN:978-7-5201-3587-0,BookTitle:中国品牌经济与知识产权研究,BookStatus:7,AllowDownload:Y,BookVersionNum:null,researchorg:null,CopyRightDate:null,ExcellentPeriod:null,PrizeLevel:null,IsExcellence:null,ContentClass:null,IsDisabled:N,SearchTitle_2:品牌经济与知识产权国际经验借鉴与启示,_RowNo:7
CommonID:DIR_70927127,ID:11828952,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:648009,name:第六章 典型案例分析,ShortName:,SubName:,EnTitle:,EnShortTitle:,EnSubTitle:,Level:0,BookId:11828632,AbstractCH:

“非诚勿扰”一案是我国商标维权之路上一里程碑式的案件,其在立法、执法、司法以及当事人方面体现出的问题值得深思。现今阶段重要的任务就是实施商标品牌战略,推动中国商标向中国品牌转变,增强商标品牌的知识含量和经济价值,以至提高我国在经济全球化发展中的竞争力和影响力。在有利政策的指导推动下,我国新能源汽车发展前景广阔,目前,我国将新能源汽车推广的决心以量化的方式表达出来。此外,为了预防未来在新能源领域可能出现的一些问题,需要《专利法》对此予以补足。最后,本文以乐视文化IP为着手点,介绍IP和乐视视频的基本概念,并以乐视的新型视频业务,即网络自制剧的发展为视角,分析乐视视频现存的问题,提出解决对策,以期待乐视视频能通过知识产权战略迸发出更大的生产力,创造属于自己的品牌价值。

,AbstractEN:The case of "If You Are the One" is a landmark case on the way of trademark protection in China, and its problems in legislative, law enforcement, judicial, and litigant issues deserve deep thought. The important task at this stage is to implement the strategy of trademark brand, promote the transformation of Chinese trademarks to Chinese brands, enhance the knowledge content and economic value of trademark brands, and even increase the competitiveness and influence of China in the development of economic globalization. Under the guidance of favorable policies, China's new energy vehicle development prospects are broad. At present, China's determination to promote new energy vehicles is expressed in a quantitative manner. In addition, in order to prevent some problems that may arise in the field of new energy in the future, the Patent Law needs to supplement this. Finally, this article starts from LeTV cultural IP, introduces the basic concepts of IP and LeTV video, and analyzes LeTV's new video service, namely the development of online self-made dramas, to analyze the existing problems of LeTV video and propose solutions to it. LeTV Video can generate greater productivity through its intellectual property strategy and create its own brand value.,KeyWords:550312,550313,8605,421126,550314,EKeyWords:550315,37003,42588,550316,550317,SubjectWords:,LiteratureId:11828936,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:null,FindDate:null,IssueDate:null,DocType:null,ProductSeries:null,Doi:null,InstanceID:0,MinNodeSearch:Y,XmlID:b120190801X20184701001_000_006,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:jiangshan,AddTime:2019-11-28 08:48:56.0,ModifyUser:Admin,ModifyTime:2021-11-03 04:06:40.0,HitCount:22,ShowType:putong,LogoID:0,PdfID:11828960,DownCount:23,AuthorInfos:,BookPublishDate:2019-08-01 00:00:00.0,SearchTitle:品牌经济与知识产权典型案例分析,ISBN:978-7-5201-3587-0,BookTitle:中国品牌经济与知识产权研究,BookStatus:7,AllowDownload:Y,BookVersionNum:null,researchorg:null,CopyRightDate:null,ExcellentPeriod:null,PrizeLevel:null,IsExcellence:null,ContentClass:null,IsDisabled:N,SearchTitle_2:品牌经济与知识产权典型案例分析,_RowNo:8
CommonID:DIR_70927178,ID:11829017,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:648010,name:第七章 热点分析,ShortName:,SubName:,EnTitle:,EnShortTitle:,EnSubTitle:,Level:0,BookId:11828632,AbstractCH:

迪士尼在知识产权保护方面可以说是全方位多角度的。 迪士尼在全球扩张的道路上,充分利用其版权、商标的知识产权优势。上海迪士尼乐园在带动上海旅游业的发展上起到了显著的作用。具体而言,上海迪士尼乐园凭借迪士尼强大的品牌效应,促进了当地的旅游文化、服务产业、设计产业和工业制造等融合发展,形成集聚效应,很大程度上提升了产业的附加值。并提出发挥迪士尼功能和推动上海发展的对策与建议:首先,利用迪士尼品牌效应,增强上海辐射力;其次,促进文化创意产业带状连片集聚发展;然后,挖掘迪士尼经济效应,加速上海产业结构调整;最后,发挥迪士尼集聚效应,提升上海城市功能。

,AbstractEN:Disney's intellectual property protection can be said to be comprehensive and multi-angled. Disney is taking full advantage of its intellectual property rights in copyright and trademarks on its global expansion. Shanghai Disneyland has played a significant role in driving the development of Shanghai's tourism industry. Specifically, Shanghai Disneyland leverages Disney ’s strong brand effect to promote the integrated development of the local tourism culture, service industry, design industry, and industrial manufacturing, forming an agglomeration effect, and greatly increasing the added value of the industry. This article put forward countermeasures and suggestions to give play to Disney's functions and promote the development of Shanghai: first, use the Disney brand effect to enhance Shanghai's radiant power; second, promote the development of the belt-shaped cluster of cultural and creative industries; then, tap the economic effects of Disney and accelerate the industrial structure of Shanghai Adjustment; finally, play the Disney agglomeration effect and enhance the city function of Shanghai.,KeyWords:30613,21146,4206,30511,360709,EKeyWords:32845,26568,33082,69450,550327,SubjectWords:,LiteratureId:11829002,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:null,FindDate:null,IssueDate:null,DocType:null,ProductSeries:null,Doi:null,InstanceID:0,MinNodeSearch:Y,XmlID:b120190801X20184701001_000_007,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:jiangshan,AddTime:2019-11-28 08:48:56.0,ModifyUser:Admin,ModifyTime:2021-11-03 04:06:40.0,HitCount:57,ShowType:putong,LogoID:0,PdfID:11829022,DownCount:28,AuthorInfos:{"彭辉":{"Address":"","Affiliation":"","Email":"","Role":null,"Photo":null,"Blurb":"

彭辉,上海社会科学院法学研究所副研究员。

"},"卢逸迪":{"Address":"","Affiliation":"","Email":"","Role":null,"Photo":null,"Blurb":"

卢逸迪,上海社会科学院法学研究所硕士研究生。

"}},BookPublishDate:2019-08-01 00:00:00.0,SearchTitle:热点分析——迪士尼品牌,ISBN:978-7-5201-3587-0,BookTitle:中国品牌经济与知识产权研究,BookStatus:7,AllowDownload:Y,BookVersionNum:null,researchorg:null,CopyRightDate:null,ExcellentPeriod:null,PrizeLevel:null,IsExcellence:null,ContentClass:null,IsDisabled:N,SearchTitle_2:热点分析——迪士尼品牌,_RowNo:9
CommonID:DIR_70927209,ID:11829062,SiteID:14,Type:backAidText,Code:null,ParentId:0,InnerCode:648011,name:后记,ShortName:,SubName:,EnTitle:null,EnShortTitle:null,EnSubTitle:null,Level:0,BookId:11828632,AbstractCH:null,AbstractEN:null,KeyWords:null,EKeyWords:null,SubjectWords:null,LiteratureId:11829061,Fileref:null,OrderFlag:0,IsLeaf:Y,PubDate:null,FindDate:null,IssueDate:null,DocType:null,ProductSeries:null,Doi:null,InstanceID:0,MinNodeSearch:null,XmlID:null,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:jiangshan,AddTime:2019-11-28 08:48:56.0,ModifyUser:Admin,ModifyTime:2021-11-03 04:06:40.0,HitCount:0,ShowType:putong,LogoID:0,PdfID:0,DownCount:0,AuthorInfos:null,BookPublishDate:2019-08-01 00:00:00.0,SearchTitle:后记,ISBN:978-7-5201-3587-0,BookTitle:中国品牌经济与知识产权研究,BookStatus:7,AllowDownload:Y,BookVersionNum:null,researchorg:null,CopyRightDate:null,ExcellentPeriod:null,PrizeLevel:null,IsExcellence:null,ContentClass:null,IsDisabled:N,SearchTitle_2:后记,_RowNo:10
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