刘胜,徐榕鑫,陈秀英

• 1:广东外语外贸大学粤港澳大湾区研究院
• 2:澳门大学社会科学学院
• 3:广东金融学院经济贸易学院

摘要(Abstract)：

党的二十大报告指出“高质量发展是全面建设社会主义现代化国家的首要任务”,并提出要加快建设“质量强国”。商标战略作为发展品牌经济和推进高质量发展的核心抓手，是新时代中国促进强大有韧性的国民经济循环体系、加快构建新发展格局的重要路径，但目前关于国家商标战略实施示范区建设效果的定量评估仍较匮乏。为此，基于从国家知识产权局商标局手工收集和整理的商标申请注册数据，本文采用双重差分法和三重差分法等准自然实验方法评估了国家商标战略实施示范区建设对县(区)层面的商标发展状况的影响。研究发现：国家商标战略示范政策实施显著激发了实验组地区商标注册活力，且动态边际效应表明这一政策效果存在时滞性和持续性。上述结果在采用平行趋势检验、控制事前时间趋势、排除预期效应等有效性检验方法，以及使用反事实检验、排除其他政策干扰、采用不同的匹配方法、改变标准误的聚类层级等一系列检验后仍保持稳健。从异质性分析来看，商标战略实施示范区建设的实际效果要显著受到地区营商环境的影响，表现为其在地区市场化程度高和资源错配程度低的样本中作用更为明显。机制检验表明，商标战略实施示范区建设能通过强化对外推广力度、增强知识产权保护力度和推动商标申请便利化等来促进试点地区商标建设。在“质量中国”背景下，本文拓展了高质量发展视阈下区位导向性政策所引致的品牌升级效应的理论研究，也为推动“中国制造”向“中国品牌”转变、引领供需结构转型升级、建设全国统一大市场提供了政策参考。

关键词(KeyWords)： 质量强国;商标战略;反事实检验;双重差分法

Abstract:

Keywords:

基金项目(Foundation): 国家社会科学基金项目(23WSHB007);; 广东省财政科研课题(2024GDCZ019);; 潮州市哲学社会科学规划课题(2024-W-04)的资助

作者(Author): 刘胜,徐榕鑫,陈秀英

参考文献(References)：

• 谌飞龙，卢伟琪.2021.商标侵权事件如何引发品牌资产损失?——基于模糊集的定性比较分析[J].中国软科学，(4):163-172.Chen F L,Lu W Q.2021.How does trademark infringement cause the loss of brand equity?—The fuzzy-set qualitative comparative analysis[J].China Soft Science,(4):163-172.(in Chinese)
• 储敏.2012.地方政府实施商标战略的省思[J].法学杂志，33(2):77-80.Chu M.2012.Reflection of implementing the trademark strategy in China local governments[J].Law Science Magazine,33(2):77-80.(in Chinese)
• 杜颖.2015.商标法律制度的失衡及其理性回归[J].中国法学，(3):120-137.Du Y.2015.The imbalance of trademark legal system and its rational recovery[J].China Legal Science,(3):120-137.(in Chinese)
• 冯仁涛，张庆，余翔.2013.商标、广告对企业市场价值的贡献研究——基于医药行业的实证分析[J].管理评论，25(6):154-160.Feng R T,Zhang Q,Yu X.2013.Contribution of trademark and advertisement on firm's market value—Empirical research on pharmaceutical companies[J].Management Review,25(6):154-160.(in Chinese)
• 郎昆，刘庆.2021.资源错配的来源、趋势与分解[J].经济学报，8(2):1-25.Lang K,Liu Q.2021.The causes,trends and decomposition of resource misallocation[J].China Journal of Economics,8(2):1-25.(in Chinese)
• 李锴，齐绍洲.2018.贸易开放、自选择与中国区域碳排放绩效差距——基于倾向得分匹配模型的“反事实”分析[J].财贸研究，29(1):50-65,110.Li K,Qi S Z.2018.Trade openness,self-selection and regional carbon emission performance gap in China:Based on the “counterfactual” analysis of propensity score matching model[J].Finance and Trade Research,29(1):50-65,110.(in Chinese)
• 刘瑞明，赵仁杰.2015.西部大开发：增长驱动还是政策陷阱——基于PSM-DID方法的研究[J].中国工业经济，(6):32-43.Liu R M,Zhao R J.2015.Western development:Growth drive or policy trap—An analysis based on PSM-DID method[J].China Industrial Economics,(6):32-43.(in Chinese)
• 柳思维，熊曦.2012.全国各地品牌战略实施效果评价及启示[J].云南财经大学学报，28(1):115-122.Liu S W,Xiong X.2012.The assessment and the enlightenment of the implementation effects of brand strategy across China[J].Journal of Yunnan University of Finance and Economics,28(1):115-122.(in Chinese)
• 吕越，陆毅，吴嵩博，等.2019.“一带一路”倡议的对外投资促进效应——基于2005—2016年中国企业绿地投资的双重差分检验[J].经济研究，54(9):187-202.Lyu Y,Lu Y,Wu S B,et al.2019.The effect of the belt and road initiative on firms' OFDI:Evidence from China's greenfield investment[J].Economic Research Journal,54(9):187-202.(in Chinese)
• 毛其淋.2020.贸易政策不确定性是否影响了中国企业进口?[J].经济研究，55(2):148-164.Mao Q L.2020.Does trade policy uncertainty affect Chinese manufacturing firms' imports?[J].Economic Research Journal,55(2):148-164.(in Chinese)
• 聂国春.2015-04-27.中国距“商标强国”还有多远[N].中国消费者报.
• 沈坤荣，金刚.2018.中国地方政府环境治理的政策效应——基于“河长制”演进的研究[J].中国社会科学，(5):92-115.Shen K R,Jin G.2018.The policy effects of local governments' environmental governance in China—A study based on the evolution of the “river-director” system[J].Social Sciences in China,(5):92-115.(in Chinese)
• 孙立，何佳讯.2019.国家品牌战略、企业制度性行为与品牌资产——中国乳业市场的证据[J].经济管理，41(4):142-157.Sun L,He J X.2019.How institutional actions of enterprises affect brand equity in the context of China's national brand strategy:Based on the evidence of china dairy market[J].Business and Management Journal,41(4):142-157.(in Chinese)
• 孙茹，赵卫宏，谢升成.2021.区域品牌化的制度环境对企业参与的影响——行业竞争度的调节[J].管理评论，33(6):157-166.Sun R,Zhao W H,Xie S C.2021.The impact of an institutionalized environment for place branding on firms involvement—The moderation of industry competitive intensity[J].Management Review,33(6):157-166.(in Chinese)
• 王俊，龙小宁.2020.驰名商标认定机制对企业经营与创新绩效的影响[J].经济科学，(2):61-73.Wang J,Long X N.2020.The impact of well-known trademark recognition mechanism on business and innovation performance[J].Economic Science,(2):61-73.(in Chinese)
• 王小鲁，樊纲，余静文.2017.中国分省份市场化指数报告：2016[M].北京：社会科学文献出版社.Wang X L,Fan G,Yu J W.2017.Marketization index of China's provinces:NERI report:2016[M].Beijing:Social Sciences Academic Press.(in Chinese)
• 吴超鹏，吴世农，程静雅，等.2012.风险投资对上市公司投融资行为影响的实证研究[J].经济研究，47(1):105-119,160.Wu C P,Wu S N,Cheng J Y,et al.2012.The role of venture capital in the investment and financing behavior of listed companies:Evidence from China[J].Economic Research Journal,47(1):105-119,160.(in Chinese)
• 吴菲菲，冯家琪，黄鲁成.2021.基于商标和专利数据的潜在研发商业化机会识别[J].情报杂志，40(2):38-46,54.Wu F F,Feng J Q,Huang Lucheng.2021.Identification of potential research and business,development opportunities based on trademark and patent data[J].Journal of Intelligence,40(2):38-46,54.(in Chinese)
• 肖勰，卢晓，芮明杰.2019.企业遗产对持续竞争优势的影响研究：品牌资产的中介作用和动态能力的调节作用[J].南开管理评论，22(2):155-164.Xiao X,Lu X,Rui M J.2019.A study of the influence of corporate heritage on sustainable competitive advantage:Brand assets and the moderating effect of dynamic capability[J].Nankai Business Review,22(2):155-164.(in Chinese)
• 肖延高，冉华庆，童文锋，等.2021.防卫还是囤积?商标组合对企业绩效的影响及启示[J].管理世界，37(10):214-226.Xiao Y G,Ran H Q,Tong W F,et al.2021.Defense or hoarding?The relationship between trademark portfolios and firm performance and its implications[J].Journal of Management World,37(10):214-226.(in Chinese)
• 章凯业.2018.商标保护与市场竞争关系之反思与修正[J].法学研究，40(6):92-108.Zhang K Y.2018.Reflections on and revision of the relationship between trademark and market competition[J].Chinese Journal of Law,40(6):92-108.(in Chinese)
• 周茂，陆毅，杜艳，等.2018.开发区设立与地区制造业升级[J].中国工业经济，(3):62-79.Zhou M,Lu Y,Du Y,et al.2018.Special economic zones and region manufacturing upgrading[J].China Industrial Economics,(3):62-79.(in Chinese)
• Ang J S,Cheng Y M,Wu C P.2014.Does enforcement of intellectual property rights matter in China?Evidence from financing and investment choices in the high-tech industry[J].The Review of Economics and Statistics,96(2):332-348.
• Baker M,Stein J C,Wurgler J.2003.When does the market matter?Stock prices and the investment of equity-dependent firms[J].The Quarterly Journal of Economics,118(3):969-1005.
• Belo F,Lin X J,Vitorino M A.2014.Brand capital and firm value[J].Review of Economic Dynamics,17(1):150-169.
• Bosworth D,Yang D L.2000.Intellectual property law,technology flow and licensing opportunities in the People's Republic of China[J].International Business Review,9(4):453-477.
• Brander J A,Cui V,Vertinsky I.2017.China and intellectual property rights:A challenge to the rule of law[J].Journal of International Business Studies,48(7):908-921.
• Cai X Q,Lu Y,Wu M Q,et al.2016.Does environmental regulation drive away inbound foreign direct investment?Evidence from a quasi-natural experiment in China[J].Journal of Development Economics,123:73-85.
• Chen Y,Kelly B,Wu W.2020.Sophisticated investors and market efficiency:Evidence from a natural experiment[J].Journal of Financial Economics,138(2):316-341.
• Chowdhury R,Chun W,Choi S,et al.2020.Brand and firm values in distinct national cultures[J].Asia Pacific Journal of Marketing and Logistics,32(8):1737-1758.
• Francis R I,Claude C.2011.Improving global competitiveness with branding strategy:Cases of Chinese and emerging countries' firms[J].Journal of Technology Management in China,6(1):84-96.
• Godinho M M,Ferreira V.2012.Analyzing the evidence of an IPR take-off in China and India[J].Research Policy,41(3):499-511.
• Heckman J J,Ichimura H,Todd P E.1997.Matching as an econometric evaluation estimator:Evidence from evaluating a job training programme[J].The Review of Economic Studies,64(4):605-654.
• Heckman J J,Ichimura H,Todd P.1998.Matching as an econometric evaluation estimator[J].The Review of Economic Studies,65(2):261-294.
• Iversen E J,Herstad S J.2022.Dynamics of regional diversification:A new approach using trademark data[J].Regional Studies,56(2):276-289.
• Koh Y,Lee S,Boo S.2009.Impact of brand recognition and brand reputation on firm performance:U.S.-based multinational restaurant companies' perspective[J].International Journal of Hospitality Management,28(4):620-630.
• Liu Q,Qiu L D.2016.Intermediate input imports and innovations:Evidence from Chinese firms' patent filings[J].Journal of International Economics,103:166-183.
• Moser P,Voena A.2012.Compulsory licensing:Evidence from the trading with the enemy act[J].American Economic Review,102(1):396-427.
• Nath P,Kirca A H,Kim S.2021.A study of the internationalization-performance relationship in global retailing:The moderating role of brand standardization and cultural diversity[J].Journal of International Marketing,29(1):57-76.
• Qian N.2008.Missing women and the price of tea in China:The effect of sex-specific earnings on sex imbalance[J].The Quarterly Journal of Economics,123(3):1251-1285.
• Senftleben M R F.2011.Trade mark protection—A black hole in the intellectual property galaxy?[J].International Review of Intellectual Property and Competition Law,42(4):383-387.
• Shleifer A,Vishny R.1993.Corruption[J].The Quarterly Journal of Economics,108(3):599-617.
• Stigler G J.1971.The theory of economic regulation[J].The Bell Journal of Economics and Management Science,2(1):3-21.
• Wen D C,Chen X,Sun X J,et al.2017.Impact of government brand-building promotion on enterprise financial performance:Empirical evidence from China[J].Total Quality Management & Business Excellence,28(9/10):1023-1040.
• Wing C,Simon K,Bello-Gomez R A.2018.Designing difference in difference studies:Best practices for public health policy research[J].Annual Review of Public Health,39:453-469.
• Xiao X W.2020.Trademark protection in China:Obstacles and solutions of international brand expansion of multinational companies[D].Macau,China:University of Macau.
• (1)此处感谢审稿专家的建设性意见,文责自负。