以實證商標分析預測服務創新趨勢

Abstract

本研究旨在假設限制條件下，透過實證商標分析，以歐洲商標資料庫為資料來源，透過過去、現在和未來的服務創新趨勢觀測、預測與分析，探討不同服務產業的創新趨勢，協助服務產業業者掌握服務創新發展動向。 隨著知識經濟與創新理論之興起，加以資訊科技的推波助瀾，服務形成現代企業中流動的核心資源，也促成了服務創新的崛起。隨著服務創新與市場日漸受到相重視，然而，過去針對服務創新趨勢之研究顯少針對產業異同作差異性討論，相關研究多集中於服務創新的發展源起、分類與流程等議題。另外現有文獻中大多著重於評估企業和國家層級的服務創新績效，較少文獻針對產業層級的服務創新趨勢進行評估。 因此，本研究將針對上述理論缺口， 提出三項研究目標與成果如下所示：(1) 建構以實證商標分析評估服務創新模式的評估架構；(2) 依據此架構提出探討歐洲服務產業的服務創新的趨勢預測；(3) 提供產業個案分析，以科學技術服務產業為例，探討服務創新類型的差異。本研究方法採用量化與質化資料，利用內容分析、商標分析、技術預測、和個案研究等方法進行研究，探討服務創新之發展趨勢 本文依此設計，使用服務商標作為一個互補性指標，以服務產業為研究標的，建構出一服務創新類型趨勢評估架構，進而探討出服務趨勢下的服務商機。商標分析應用研究服務創新趨勢仍處於早期階段，尚有許多研究限制，未來研究可繼續針對產業別，國家別，不同系統的商標資料庫進行實證研究，以提高評估指標的效度。

With the growing relevance of services as an important economic activity, the need for specific indicators that can be used to measure service innovation output in this context is growing. In this research we discuss the possibilities and limits of using service marks as basic innovation indicators from OHIM (The Office of Harmonization for the Internal Market) community trademarks. In this research, service trademarks prove to be an interesting initial indicator, showing a significant correlation to service innovation, especially focusing the service sector. They allow the examination of structures and specialization in service subsectors, in particular with regard to information-intensive services. In detail, the use of international registrations combined with community trademarks are used to illustrate the potential of this approach on a lower level of aggregation for service innovation. This research utilizes both qualitative and quantitative approaches of descriptive statistics, cluster analysis, a multiple forecast and a case study method. In light of this research design, the expected results of this research are therefore threefold, (1) Constructing a the use framework of service trademarks as an indicators for service innovation for newly created SMEs; (2) Evaluating and forecasting service innovation trends; and (3) Estimating service innovation trends in science and technological service industry using service trademarks. Finally, even the use of service trademarks as an innovation complementary indicator is still in an early phase, it will be necessary to get more experiences with regard to sectors, countries and offices of registration. Keywords: Service innovation, Trend forecasting, Service sector, Trademark.