基于商标视角的新型烟草类商品布局策略研究

Analysis of Layout Strategy of Novel Tobacco Products Based on the Perspective of Trademark

本文从申请趋势、来源国地域分布、主要申请人及其布局领域等多个维度,进行了国内新型烟草制品的商标统计分析和布局策略研究。首先,近年来各国烟草企业纷纷展开国内新型烟草商标的布局,商标注册申请量总体呈现迅猛增长的态势;其次,本土企业是国内新型烟草商标注册申请的主力军,占比93.71%;最后,本土烟草生产企业电子烟商标注册申请占据绝对优势,国外企业在无烟气烟草制品和加热不燃烧烟草的商标注册申请方面占有先机,全球主要烟草企业围绕企业自身传统卷烟品牌,以及新型烟草产品和技术发展趋势等方面开展商标布局。

This paper studies the trademark statistical analysis and layout strategy of domestic new tobacco products from the aspects of application trend,geographical distribution of source countries,main applicants and their distribution fields.Firstly,in recent years,tobacco enterprises in various countries have launched the layout of domestic new tobacco trademarks,and the number of trademark registration applications has increased rapidly.Secondly,local enterprises are the main force of domestic new tobacco trademark registration applications,accounting for 93.71%.Finally,the application for e-cigarette trademark registration of local tobacco production enterprises occupies an absolute advantage.Foreign enterprises have the first opportunity in the application for trademark registration of smoke-free tobacco products and heated non-combustion tobacco.Major global tobacco enterprises carry out trademark layout around their own traditional cigarette brands and the development trend of new tobacco products and technologies.