知识产权布局对电商品牌溢价能力的影响研究

A Study on the Impact of Intellectual Property Layout on the Premium Capability of E-Commerce Brands

摘要: 随着电子商务的竞争格局由流量驱动向品牌驱动转变，知识产权在电商品牌价值构成中所占的战略地位也越发重要。现有研究多将知识产权视为法律防护工具，对其向市场溢价转化的内在机制缺乏系统阐释。基于此，本文整合信号传递理论与消费者感知价值理论，聚焦于知识产权布局对电商品牌溢价能力影响的途径以及内在机制。研究发现，知识产权布局通过三条核心路径驱动品牌溢价：以官方背书的可信信号降低信息不对称，形成信任溢价；以专属产权塑造品牌独特内涵，形成情感溢价；以清晰产权边界赋能价值共创，形成社群溢价。本文突破知识产权的传统工具认知，揭示其战略价值资产属性，为电商企业提升品牌溢价能力提供理论支撑与实践指引。

Abstract: In the e-commerce field, as competition becomes less about having traffic and more about being a brand, intellectual property is becoming increasingly valuable. Most of the existing research regards intellectual property rights as a legal protection tool, and there is a lack of systematic explanation of the inherent mechanism of their transformation into market premiums. Based on this, this paper integrates signal transmission theory and consumer perceived value theory，this article focuses on the ways and inherent mechanisms of the influence of intellectual property layout on the premium ability of e-commerce brands. This study found that the layout of intellectual property rights drives the brand premium through three core paths: use credible signals endorsed by the official to reduce information asymmetry and form a trust premium; use exclusive property rights to shape the unique connotation of the brand and form an emotional premium; and use clear property rights boundaries to enable value creation and form a community premium. This article breaks through the traditional tool cognition of intellectual property rights, reveals its strategic value asset attributes, and provides theoretical support and practical guidance for e-commerce companies to enhance their brand premium capabilities.