假货对正品影响研究综述

A Review of Research on the Impact of Fake Goods on Authentic Products

众所周知,对于一个企业来说,品牌是最重要的。所有的企业都在尽力提升品牌价值及品牌知名度,只有品牌价值提升才会给企业带来更多的利润。但是现在窃取品牌价值的假货层出不穷,这些假货通过伪造、仿冒品牌产品生产,甚至直接利用品牌命名产品来获取利润。本文通过现有的研究成果梳理,总结了假货的特点。分别从假货如何影响供应链、以产品质量应对假货问题、假货在一定条件下对品牌商有利以及如何限制假货等几个角度分析了假货入侵的影响。

As is well known,for a company,brand is the most important.All enterprises are striving to enhance brand value and brand awareness,and only by enhancing brand value can they bring more profits to the enterprise.But now there is an endless stream of counterfeit goods that steal brand value.These counterfeit goods are produced by forging,counterfeiting brand products,and even directly using brand named products to earn profits.This article summarizes the characteristics of counterfeit goods based on existing research results.The impact of counterfeit goods invasion was analyzed from several perspectives,including how they affect the supply chain,how to address the ssue of counterfeit goods with product quality,how counterfeit goods are beneficial to brand merchants under certain conditions,and how to limit counterfeit goods.