한국기업의 상표출원 동기에 관한 탐색적 연구
An Exploratory Study on the Motivation of Trademark Application
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초록
본 연구는 최근 한국의 상표출원이 증가함에 따라 상표를 출원하는 한국 기업의 상표출원 동기를 알기 위해 탐색적 연구를 수행하였다. 기업의 상표출원 동기는 상표의 기능으로 파악하는 것이 일반적인 접근이지만 최근에는 상표 기능뿐만 아니라 상표와 기업 경영전략과의 연계 기능도 주목받고 있어 기업 내외부 요인을 동시에 고려하여 파악하는 것이 필요하다. 이를 위해 선행연구를 바탕으로 기업의 종업원수, 매출액, 업력, 보완수단활용, 혁신창출, 협력활동, 제조업여부, 자금조달, 가격전략, 마케팅강도, IP제도 기여도 변수를 도출하였다. 이후 2018년 한국기업혁신조사 데이터를 활용하여 상표출원 동기에 영향을 미치는 요인 분석을 실시하였다. 기업의 규모 및 경험, 기술혁신 참여도, 자금조달 가능성, 마케팅 효과성을 독립변수로 하고 상표출원 여부를 종속변수로 로지스틱 회귀분석을 실시하였다. 분석결과 주성분분석에 의해 추출된 요인들과 공통요인분석에 의해 도출된 요인인 기업의 규모와 경험, 기술혁신 참여도, 자금조잘 가능성, 마케팅 효과성 모두 상표출원 확률에 정(+)의 영향을 미치는 것으로 나타났다.
Abstract
This study conducted an exploratory study to find out the motivation of Korean companies applying for trademarks as the number of trademark applications in Korea has recently increased. It is a common approach to understand the motivation for a company's trademark application as a function of a trademark, but in recent years, not only the trademark function but also the function of linking the trademark and corporate management strategy are drawing attention, so it is necessary to consider internal and external factors at the same time. To this end, variables such as the number of employees, sales, business history, use of supplementary means, innovation creation, cooperative activities, manufacturing status, funding, price strategy, marketing strength, and IP system contribution were derived based on previous studies. After that, a trademark application motivation analysis was conducted using data from the 2018 Korea Enterprise Innovation Survey. Logistic regression analysis was conducted with the size and experience of the company, participation in technological innovation, financing possibility, and marketing effectiveness as independent variables, and whether to apply for a trademark as dependent variables. As a result of the analysis, it was found that the size and experience of the company, participation in technological innovation, funding possibility, and marketing effectiveness, which are factors extracted by the principal component analysis and common factor analysis, all have a positive (+) effect on the probability of trademark application.
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