Thesis (LLM)--Stellenbosch University, 2012. / Includes bibliography / ENGLISH ABSTRACT: This thesis analyses current South African copyright law to ascertain the proper interpretation and application of the fair dealing provisions contained in the Copyright Act 98 of 1978. Copyright law ensures that authors’ works are not used without their consent, which they can grant subject to compensation or conditions attached to the use. Fair dealing exceptions allow the general public to use copyright works for certain purposes without the copyright owner’s consent and without paying compensation. These provisions are intended to balance copyright owners’ interests with the interest that members of the public have in using copyright works for socially beneficial purposes. These provisions typically allow the use of a copyright work for the purposes of research or private study, personal or private use, criticism and review, and news reporting. Unfortunately there is no South African case law concerning the fair dealing provisions, and the application of these exceptions remains unclear. This study aims to clarify the extent of application of the fair dealing exceptions to copyright infringement so that courts may be more willing to consider foreign and international law and in doing so develop South African intellectual property law. The social and economic policy considerations underlying the fair dealing exceptions are considered to determine their function. International conventions relating to copyright and neighbouring rights are examined, specifically the provisions allowing exceptions to copyright. The legislation and case law of Australia and the United Kingdom are analysed to determine the proper interpretation and application of these statutory defences. This knowledge is then used to inform South African law. The Copyright Act 98 of 1978 does not contain a fair dealing exception for parody and satire. Australian legislation does contain such an exception, and it is analysed in that context. An exception for parody is proposed for South African law, and the need for and application of this provision is considered. The constitutionality of the proposed exception is evaluated in terms of its impact on the constitutional property rights of copyright owners. / AFRIKAANSE OPSOMMING: Hierdie tesis ondersoek Suid-Afrikaanse outeursreg om die behoorlike uitleg en toepassing van die “billike gebruik”-bepalings in die Wet op Outeursreg 98 van 1978 te bepaal. Outeursreg beskerm die werk van ʼn outeur teen ongemagtigde gebruik van haar intellektuele eiendom. Gebruik kan deur die outeur gemagtig word, òf teen vergoeding òf onderhewig aan bepaalde voorwaardes. Artikels 12-19B (die billike gebruik-bepalings) van die Wet op Outeursreg laat ander toe om sekere werke te gebruik sonder die toestemming van die eienaar van die werk en sonder om vergoeding te betaal. Die bepalings streef om ʼn balans te tref tussen die belange van die outeur en die belange van die publiek. ʼn Werk mag volgens hierdie bepalings tipies gebruik word vir die doeleindes van navorsing of private studie, persoonlike of private gebruik, beoordeling of resensie, of om nuus te rapporteer. Daar is tans geen Suid-Afrikaanse regspraak rakende hierdie uitsonderings nie, en hul toepassing is dus onseker. Hierdie tesis beoog om die werking van die billike gebruik-bepalings duidelik uiteen te sit om hoër gewilligheid in howe te skep om internasionale en buitelandse reg toe te pas, en sodoende Suid-Afrikaanse immateriële goederereg te ontwikkel. Die sosiale en ekonomiese beleidsoorwegings wat die bepalings ondersteun word geanaliseer om die doel daarvan te bepaal. Internasionale outeursreg-verdragte word bespreek om ʼn raamwerk vir die uitsonderings te skep. Wetgewing en regspraak van Australië en die Verenigde Koninkryk word ondersoek, en die kennis wat daar opgedoen word, word toegepas op die Suid-Afrikaanse bepalings. Die Wet op Outeursreg 98 van 1978 bevat geen uitsondering vir die doeleindes van parodie en satire nie. Die Australiese Wet op Outeursreg 63 van 1968 bevat wel so ʼn uitsondering, en dit word in hierdie verband beoordeel. ʼn Uitsondering vir parodie en satire word voorgestel en oorweeg in die konteks van Suid-Afrikaanse outeursreg. Die grondwetlikheid van die voorgestelde uitsondering word bepaal na aanleiding van die impak wat dit sal hê op outeurs se eiendomsreg.

Thesis (MComm)--Stellenbosch University, 2004. / ENGLISH ABSTRACT: This study analyses the extent to which the current intellectual property system is suited to the protection of traditional knowledge in the Western Cape. Employing a multidisciplinary approach that incorporates economic and legal theory as well as legal philosophy, this study argues that although advances in the fields of biotechnology has brought with it the need for greater intellectual property rights protection, the protection of traditional knowledge has largely been ignored. Traditional ethnobotanical knowledge holds immense economic value for both commercial entities seeking to develop products based on traditional knowledge as well as for the communities that possess such knowledge. Protecting traditional knowledge is necessary to ensure that the communities contributing their knowledge are recognized and compensated for such contributions. In order for a system to provide adequate protection for traditional knowledge it has to be consistent with and suited to the needs of traditional knowledge holders. This study therefore evaluates the prevailing system of knowledge protection as embodied in the intellectual property rights regime as a means of protecting traditional knowledge. The analysis reveals that the dominant justification for the existence ofIPRs is based on utilitarian considerations that promote IPRs as a necessary incentive encouraging innovative activity. This utilitarian justification also provides the basis for an economic justification for the existence of IPRs that suggests that the conferring of exclusive rights (in the form of IPRs) to innovators ensure that such innovators are able to recover their research costs and realize profits from their inventions. The IPR system as it exists is underpinned by these considerations and embedded in principles of individualism and private property. The WTO reinforces and promotes this approach to intellectual property in the TRIPs agreement by recognizing intellectual property as a 'trade related' issue. The inclusion of IPRs as a 'trade related' issue in the multilateral framework of the WTO reflects the interests of multinational corporations and developed nations who rely extensively on these mechanisms to maintain their power and wealth in an increasingly knowledge driven global economy. The exclusion of traditional knowledge within the TRIPs, coupled with the desire to extend patents to cover life forms is also indicative of this bias inherent in the system. South African intellectual property legislation is then applied to the traditional knowledge of an indigenous medicinal plant to test whether IPRs are able to provide adequate protection to traditional knowledge. In this regard it is found that patent protection, which could potentially provide the greatest form of protection for traditional knowledge is. not suited to the needs of traditional knowledge holders. Problems of identifying owners, determining inventors and novelty, time limited rights and costs all limits the potential of patents as a tool for protecting traditional knowledge. Similar constraints limit the potential of other categories of IPRs to provide protection for traditional knowledge. However, it was found that IPRs do provide a certain measure of defensive protection. The study therefore concludes that the IPR system as it exists, both in the international trade environment as well as at the national level, fails to adequately address the threat of appropriation and the concerns of traditional knowledge holders. Amending the IPR system and/or developing sui generis systems of protection are therefore necessary to ensure that the knowledge of communities are protected and such communities are able to benefit from the exploitation oftheir knowledge and resources. / AFRIKAANSE OPSOMMING: Die doel van hierdie studie is om vas te stel in hoe 'n mate die huidige sisteem vir die beskerming van intellektuele eiendom geskik is vir die beskerming van tradisionele kennis in die Wes-Kaap. 'n Multidissiplinêre benadering, wat uit elemente van ekonomiese- en regsteorie sowel as regsfilosofie haal, is gevolg om te wys dat die beskerming van tradisionele kennis grootliks geïgnoreer is, alhoewel nuwe deurbrake in biotegnologie die behoefte skep vir groter bekerming van intellektuele eiendom. Tradisionele etnobotaniese kennis het geweldige ekonomiese waarde vir beide die kommersiële entiteite wat produkte uit sodanige kennis wil produseer sowel as vir tradisionele gemeenskappe aan wie die kennis behoort. Dus, indien sulke gemeenskappe voordeel wil trek uit hierdie kennis, is dit nodig dat hul bydraes erken moet word, en dat hulle daarvoor vergoed moet word. Sulke beskerming sal net doeltreffend wees indien dit aangepas is by die behoeftes van hierdie gemeenskappe. Dus word die huidige sisteem vir die beskerming van tradisionele kennis geevalueer in hierdie studie. Die ondersoek wys dat die sisteem vir die beskerming van intellektuele eiendom berus op die teoretiese basis van nutsmaksimering, waar die hoofdoel te vinde is in die bydrae wat dit kan maak tot ekonomiese welvaart deur middel van innovasie. In hierdie opsig word beskerming van intellektuele eiendom beskou as 'n manier waardeur die innoveerder sy navorsings- en ontwikkelingskostes kan delg en wins kan maak. Hierdie benadering word onderskryf deur die WTO in die TRIPS Ooreenkoms. In hierdie opsig word die belange van veral die ryk lande en die multinasionale maatskappye bevorder, 'n sleutelvoordeel in 'n wêreld waar kennis gepaardgaan met mag in die mark. Hierdie verskynsel word versterk deur die uitsluiting van tradisionele kennis van die TRIPS Ooreenkoms en die behoefte daaraan om patentregte uit te brei. Suid-Afrikaanse wetgewing oor intellektuele eiendom word vervolgens toegepas op die geval van tradisionele kennis oor 'n inheemse medisinale plant om te toets of intellektuele eiendomsreg genoegsame beskerming aan tradisionele kennis bied. Daar is gevind dat patentregte, wat potensieël die grootste mate van beskerming sou kon bied, nie gepas is in die geval van houers van tradisionele kennis nie. Probleme wat voorkom sluit in die identifisering van eienaars, innoveerders en innoverings, die tydsbeperking op regte, asook kosteoorwegings. Ander vorms van beskerming is aan soortgelyke kritiek onderhewig, alhoewel bevind is dat intellektuele eiendomsreg wel 'n mate van defensiewe beskerming bied. Die gevolgtrekking word dus gemaak dat die huidige vorms van beskerming vir intellektuele eiendomsreg, beide internasionaal sowel as in Suid-Afrika, nie die belange van die houers van tradisionele kennis beskerm nie. Dit is dus nodig om die huidige vorms aan te spreek, of om sui generis beskerming te ontwikkel om hiervoor te sorg.

This thesis reports on the economic analysis of trade secrets via data collected from prosecutions under the U.S. Economic Espionage Act (EEA.) Ratified in 1996, the EEA increases protection for trade secrets by criminalizing the theft of trade secrets. The empirical basis of the thesis is a unique database constructed using EEA prosecutions from 1996 to 2008. A critical and empirical analysis of these cases provides insight into the use of trade secrets. The increase in the criminal culpability of trade secret theft has important impacts on the use of trade secrets and the incentives for would-be thieves. A statistical analysis of the EEA data suggest that trade secrets are used primarily in manufacturing and construction. A cluster analysis suggests three broad categories of EEA cases based on the type of trade secret and the sector of the owner. A series of illustrative case studies demonstrates these clusters. A critical analysis of the damages valuations methods in trade secrets cases demonstrates the highly variable estimates of trade secrets. Given the criminal context of EEA cases, these valuation methods play an important role in sentencing and affect the incentives of the owners of trade secrets. The analysis of the lognormal distribution of the observed values is furthered by a statistical analysis of the EEA valuations, which suggests that the methods can result in very different estimates for the same trade secret. A regression analysis examines the determinants of trade secret intensity at the firm level. This econometric analysis suggests that trade secret intensity is negatively related to firm size. Collectively, this thesis presents an empirical analysis of trade secrets.

本文旨在探討專利侵權損害賠償請求之範圍及賠償數額之計算方法，以我國法律規定及實務運作情形為主，並比較美國、中國大陸的規定及實務運作情形，尤其智慧財產法院自97年7月1日成立後，其在損害賠償方面之實務見解是否比過去數十年的實務運作有更創新之看法，茲為我國將來專利法修法之參考，並與實務運作相互印證。第一章緒論，說明研究背景與動機，研究目的、研究方法及流程。第二章說明專利權之定義、種類，專利侵害之類型，專利鑑定、步驟、原則及我國的專利損害賠償制度。第三章則專以損害賠償額計算之規定及實務判決研究為主，並兼論及非財產上損害，如信譽損害、律師及其他費用等。第四章比較TRIPS、中國大陸及美國之規定，尤其以美國法及判決為重點，討論我國是否應如美國一樣，增訂合理權利金之條款，又合理權利金之達成是否應在兩造自由意願下簽訂，而不能受到訴訟之威脅。第五章以過去一年來最新成立智慧財產法院判決分析比較，分析是否與之前的實務判決有不同之作法及是否已大幅改善之前實務的缺點，提出個人看法。最後一章則提出本文建議的解決方案或可供臺灣專利法修正草案之參考。 透過本文將可瞭解過去各地方法院關於專利侵權之判決、美國實務判決之立論基礎，並與智慧財產法院成立後之最新出爐判決相互比較，以資作為將來修正專利法之參考建議，並期許智慧財產法院將來在專利侵權訴訟更能保障專利權人之權利，使專利權人獲得應有之賠償，願意投入更多的資金及研發人員，創造有價值的專利，以促進科技發展，造福人類。 關鍵字：專利侵權、智慧財產、損害賠償、所失利益、合理權利金、智慧財產法院 / This study aims to explore the ambit of the patent infringement compensation and the method to calculate the damages award for the patent infringement. This thesis focuses on Taiwan’s patent law and judicial practice, compared to the regulations and practices of TRIPS , the United States, and the mainland China. Besides, with the establishment of the Intellectual Property Court since July 1, 2008 in Taiwan, did this new Taiwan Intellectual Property Court have made more innovative decisions than the past few decades ? Chapter I is the introduction of this study’s background and motivation, research purpose, research methodology and process. Chapter II refers to the definition of the patent right, types of the patent infringement, steps & principles of the patent infringement identification, and our country's patent infringement relief system. Chapter III is dedicated to the calculation of the damages award in the amount based on the provisions and court’s decision, and to deal with non-property damages, such as the reputation damages, legal fees and other costs. Chapter IV compares the regulations and practices of the TRIPS, the United States and the mainland China, in particular the United States court’s decisions.Whether our patent law should adopt the theory of reasonable royalty, as the law or judicial enforcement in the United States? Should a reasonable royalty be based on two parties under the free wills but not by the threat of litigations.Chapter V analyzes the outcomes of the Intellectual Property Court’s rulings in the past one year. Are their rulings different from the past practices? Whether they can greatly avoid the criticisms of the prior practice;Also, I will advance my personal view in this chapter. The final chapter of this thesis will put forward the proposals for the amendment to the Patent Law in Taiwan in the future.This thesis hopes to make you have a basic understanding of the past practices of the district court rulings in Taiwan, the comparisons of the practical theories in the United States, and the latest court rulings released by the Intellectual Property Court, for future reference of the amendment to the patent law.And hope that the Intellectual Property Court could even more protect the rights of patent holders in the future, so that the inventors may obtain adequate compensation, therefore they will be willing to invest more capital in R & D to create more valuable patents for the benefit of the people. Key words: patent infringement, intellectual property, compensatory damages, lost profits, reasonable royalty, Intellectual Property Court.

La contrefaçon est un phénomène de dimension internationale qui constitue aujourd’hui plus qu’hier un véritable fléau. Il apparaît que les principaux pays de provenance des contrefaçons saisies dans l’Union Européenne sont les pays d’Asie,notamment la Thaïlande. Cette recherche a pour but d'étudier les problèmes juridiques relatifs à la contrefaçon des droits de propriété intellectuelle. Ceci nous amène à poursuivre la recherche suivant deux axes. La première partie a pour but de mettre en évidence la comparaison de la définition de la contrefaçon en France et en Thaïlande. Elle se décompose en deux sous-parties, la première s'attachant à décrire la qualification de l’atteinte constitutive de contrefaçon selon les droits concernés (le terme « contrefaçon » en lui-même, tant en France qu’en Thaïlande, désignant différentes formes d’atteintes à un droit patrimonial de propriété intellectuelle). Pour identifier les atteintes constitutives de contrefaçon, notamment l’élément matériel, nous mettons l’accent sur 4 points: l’existence de la création, la diffusion de la création, l’usage de la création et la participation à l’action contrefaisante. S’agissant de l’élément intentionnel de contrefaçon, il semble présenter de multiples facettes. La seconde définit la preuve de la contrefaçon. On observe alors les moyens de preuve de la contrefaçon : la loi prévoit deux séries de mesures principales que nous pouvons regrouper en moyens de preuve en matière civile et pénale. Par ailleurs, il y a des moyens de preuve alternatifs entre les deux régimes. Ce sont des procédures douanières.La seconde partie a pour objet la prise en considération de la répression par les juridictions civiles et pénales. Elle se décompose donc en deux sous-parties : la première concerne les sanctions prononcées par les juridictions pénales. Nous avons déjà étudié la procédure pénale et les sanctions applicables à la contrefaçon. Il se trouve que la situation en Thaïlande est totalement différente de la situation française, notamment concernant la jurisprudence en matière pénale. Il semblerait que la majorité des décisions soient des sanctions prononcées par les juridictions pénales. La seconde sous-partie concerne quant à elle la réparation des atteintes à la propriété intellectuelle. Nous constatons que le préjudice subi, en France tout comme en Thaïlande constitue en un gain manqué . En outre l’évaluation du préjudice en France et en Thaïlande est difficile (préjudice subi en matière de marque, préjudice moral et fixation de l’indemnisation de peine privée). / Counterfeiting is an international problem. It appears that the main countries of origin of counterfeit goods seized in the European Union are the Asian countries, including Thailand. The research explains concisely the entire key factors to this whole problem. The research is divided into two parts; in the first place, I will outline pointly the definition of Intellectual Property Rights law (IPRs law) infringement between French and Thailand. Firstly, we focus on the structure of IPRs infringement. The term "counterfeit" in himself both in France and Thailand indicating different forms of an intellectual property rights liability conception. To identify violations constitute infringements, including the material element, we focus on four points, the existence of the creation, dissemination of the creation, use of creation, participation in the infringing action . With regard to the intentional element of infringement, iconcerned the intention of counterfeiter by the civil and criminal aspects as well as the objectives of my research would analysis on two components. First, the application of substantive issues embodies in the civil action. The second is the criminal action. The intention of counterfeiter are also intersect into two parts of action. The secondly,, we research to the proof of infringement. There provides two measures of proof in civil matters and evidence incriminal matters. In addition, there are a customs procedures as an alternative measure of proof . In the second place, we mainly concerned the IPRs law enforcement: Firstly we concerns the penalties imposed by criminal courts. We have already studied the criminal proceedings. In addition, we studied the penaltiesfor counterfeiting. We find that the criminal proceedings in Thailand is totally different from the criminal proceedings in France. In addition, we studied the penalization of IPRs law. We find that the situation in Thailand is totally different from a France, especially in criminal jurisprudence. It seems that the majority of decisions are the penalties imposed by criminal courts. Secondly were search about categories of damages and criteria for proof of damages. We find that the damages, in France as well as in Thailand, is the recovery of profit. Also the difficulty of assessing the damage, in France as well as in Thailand, are the damage of Trademark law, moral right damage and punitive damage.

L'article 42 de la Convention de Vienne impose au vendeur de livrer la marchandise libre de tout droit ou prétention de tiers fondé sur la propriété intellectuelle. Ses conditions d'entrée en jeu requièrent l'analyse de ce que chaque contractant connaissait ou ne pouvait ignorer au sujet de la propriété intellectuelle du tiers. Ce passage de la Convention connaît des interprétations variées. Afin de contribuer à une interprétation uniforme et plus prévisible de l'article, le projet s'attache à le replacer sur la trame plus générale du commerce international, où le droit de la propriété intellectuelle pose des obstacles aux mouvements transfrontaliers des marchandises. Il est d'abord comparé avec la théorie de l'épuisement des droits, puis mis en parallèle avec les moyens qui sont accessibles aux opérateurs commerciaux pour prévenir le problème d'interférence avec les droits intellectuels. À la lumière des modes limités de publicité des droits intellectuels et de la complexité des régimes conçus pour protéger les créations, il apparaît que ce domaine ne permet pas de prévenir efficacement les risques pouvant contrecarrer la vente. La solution proposée par la Convention de Vienne est enfin confrontée aux principes généraux dont elle s'inspire. Ceux-ci disposent de présomptions d'égalité et de compétence à l'égard des opérateurs. Elles ne peuvent être repoussées que par une démonstration de déséquilibre substantiel, ce qui provoque l'intensification des obligations d'information et de coopération sur les épaules du contractant qualifié au service de l'autre. Il ressort de la démarche que l'équilibre contractuel qui sous-tend l'article 42 se fonde sur une répartition particulière de la prévention. La spécificité des droits intellectuels le requiert. / Article 42 of the Vienna Sales Convention requires that the seller delivers goods which are free from any right or claim of a third party based on intellectual property. Its trigger mechanism, however, requires the analysis of what each party knew of said intellectual property or what they each could not have been unaware of. This passage has been the object of various interpretations. With the intention to contribute to a more uniform and predictable interpretation of article 42, the project seeks to replace the provision in the general context of international trade, where intellectual property law sets obstacles to cross-border movement of goods. Article 42 is first compared with the theory of exhaustion of rights and placed in parallel with the resources available to prevent the problem of interference with intellectual property rights. In light of the limited modes of publicity of intellectual rights and the complexity of the protections they involve, it appears that intellectual property law does not allow effective means of prevention.The solution proposed by the Vienna Convention is finally confronted with the general principles on which it is based. Those principles set forth presumptions of professional quality and equality between parties, which cannot be refuted unless a substantial imbalance can be established. In such cases, the balance can be restored by increased disclosure and cooperation obligations on the shoulders of the qualified party. The project concludes that article 42 is based on a particular distribution of expectations pertaining to the prevention of intellectual property problems. The specificity of intellectual property rights requires such stability.

智慧財產權為政府鼓勵知識創新者公開其研究成果所給予的獨佔權利。這些公開的資訊便稱之為「智慧財產權資訊」，內含了人類超過90%的智慧結晶。是以企業妥善運用這些資訊可以節省許多研發的時間及金錢，並加快取得智慧財產權的速度。 　　智慧財產權資訊服務的提供可視為一種加值的過程，從數量龐大的原始資料檢索、分析，甚至提供軟體工具的協助，都是內涵相當專業。本研究將其稱之「智慧財產權資訊服務業」。 　　本研究為一初探性研究，企圖藉由廣泛的文獻收集與深度訪談，勾勒本產業在台灣的發展現況、上下游價值鍊、與其他技術商品化服務業的關係、以及未來發展的策略。為有效的觀察六個訪談個案，本研究參照了相關文獻，訂定產品組合與目標市場、價值活動與核心能力、組織與人事管理、專業行銷與客戶管理、策略聯盟與併購五個項目作為觀察指標。 　　本研究之研究個案包括：亞太智慧財產權發展基金會、亞太智財科技服務股份有限公司、連穎科技股份有限公司、元勤科技股份有限公司、識權科技股份有限公司、台灣智財股份有限公司。 　　本研究發現：目前台灣本產業廠商均為近幾年成立的新創企業，屬於知識密集型產業。產業的最上游為各國智慧財產權主管機關的資料庫，本產業部分廠商將其加值提升其方便性、對於重要資料加以翻譯或分析、或是協助廠商監視新增專利。在資料庫獲得加值後，部分廠商提供檢索服務，並以此為基礎提供研究發展、侵權訴訟、技術移轉之用。 　　本研究對於本產業發展的建議為：透過顯示其專業的方式教育使用者，並與相關技術商品化服務業合作以擴大其營業規模。同時本研究也建議政府提升本國智財權資料庫的水準、並協助民間業者使用其他國家之智財權資料庫。 / Intellectual Property Right (IPR) is a monopoly right for a period of time that governments encourage innovators to disclose their innovation. The published information is called “Intellectual Property Right Information” which included over 90% humans’ intellectual innovation, and companies may use the information to save money and time in R&D. 　　The usage of IPR Information can be seen as a value-added process, and it requires professional service providers to search and analyze useful information from IPR database and to design useful tools for their clinets. 　　The aim of this exploratory research is to study the professional service sector in Taiwan by wide data-collecting and interviews. For observing the current status, the value chain, the cooperation with other service providers, and the developing strategy, this research uses product mixes and targeted markets, value-added activities and required knowledge, organization and human resource management, professional marketing, strategic alliance and merger and acquisition as five indexes. 　　The cases in this research include Asia Pacific Intellectual Property Association, Asia-Pacific Technology and Intellectual Property Services, Inc., LearningTech Inc., IP Tech Inc., Su Cheng (Knowing Power) Inc., and IP Era Inc. 　　This research finds out that all the cases are srtart-up, and knowledge-intensive. The most upstream is the databases built by governments and this sector dilutes, monitors and translates these databases, or enhances the convenience. Some companies in this sector provide IPR search and analysis services, and the results may be useful for R&D, IPR lawsuit, or technology transfer. 　　This research suggests that this sector should enlarge the market by educating their customers with professional services and cooperating with other technology commercializing service companies. In the mean time, Taiwanese government may consider to enhance its IPR database and to assist local companies to utilize other IPR databases around the world.

台灣早期係以農業為主的社會，加上位處亞熱帶，植物品種豐富，生長期長，稻作可一年三穫。又二十世紀初，台灣處於日治時期，製糖、樟腦、茶葉、稻米進入工業化生產時代，技術持續進步，產量也逐漸上升，奠定生產優良農產品的實力。另外一方面，台灣的花卉業也不容忽視，蝴蝶蘭的育種具有世界水準，而台灣與外界隔絕之海島地形，加上地處亞熱帶，具有豐富且特殊的生物基因資源，以上因素皆奠定台灣發展農業科技之基礎。 1980年代起，生物技術日益發達，基因轉殖或是基因改造的方法逐漸與傳統嫁接、配種等植物育種方法並行，隨著國際化的腳步、經濟的發展，農業技術的進步，植物新品種的培育愈來愈容易進行，且新品種樣態也愈來愈繁多。但另一方面，植物的流通日益複雜，熟悉育種技術者可由新品種植物種子、枝條、葉片等便於攜帶部位輕易繁殖，導致辛苦育成新品種的育種者心血結晶易被他人盜用，使育種人逐漸失去創造新品種之動力。為解決此問題，國際間有以植物新品種保護國際聯盟(UPOV)及與貿易相關之智慧財產權協定(TRIPS)規範之植物品種權及專利權制度保護育種者之智慧財產權，我國目前亦有植物品種及種苗法保護植物品種權，專利法則正在修法開放植物為專利標的。 然而，除了法律制度健全外，還需要有效的執行政策確保能實際達到立法目的，以植物相關智慧財產權法為例，需讓育種者了解自己有哪些權利、申請方式及行使方式，再遇到侵權事件時，能第一時間防止侵害、順利主張權利、請求賠償及去除侵害。再者，確保權利得以主張後，如何將此權利產業化、商品化以換取利益亦為重要課題。完成上述一連串政策後，才能順利達到提升產業、讓社會大眾享受到科技成果之目的。 由於農產品不同於電子或醫藥產業之產品可全球通行，依據不同地區有不同的主食及盛行作物，美國、中國、日本及歐洲等農村結構、農業技術、氣候及產品等亦大不相同，故國際間對於農業或植物相關智慧財產權之保護及商品化政策都因地制宜，不盡相同。 台灣的近鄰 --- 日本，有著與台灣類似的農村結構、飲食習慣及盛行作物，同時植物智財保護政策也對其高產值的精緻農業有所貢獻，例如日本特有的獨立行政法人植物種苗管理中心以及品種保護對策官(G-Men)制度，在行政上發揮有效的智慧財產管理作用。同時日本善用其地方文化結合農產品發展出地方特產、一村一特產等，提升國內外觀光潛力，使遊客聽到北海道即聯想到「夕張哈密瓜」、聽到京都即聯想到「宇治抹茶」，松坂市有「松阪牛」、青森有「青森蘋果」等等，以地名行銷農畜產品之方式相當成功。 綜上所述，本研究認為台灣在發展農業技術上之潛力不亞於日本，並期待「台灣」一詞有朝一日能在國際上代表「品質優良的農產品、水果、花卉及先進的農業技術」，使台灣之農產業能成為繼電子產業後另一項能在國際間發光之產業，故本研究以日本為研究對象，以植物相關智慧財產權政策之角度分析其精緻農業成功因素，並針對台灣之特色，提出因地制宜之政策變革方向。

University of Macau / Faculty of Law

New Technologies and hypercompetitive market environments have motivated industries and innovators to understand the crucial importance of intellectual property rights. The value and quality of intellectual property is achieved through the use of intellectual property combined with marketing strategies on a worldwide scale. Therefore, it is vital that the role of intellectual property in marketing is sufficiently understood. However, most people are still not aware of the relevant problems. One problem is that the subject of planning intellectual property as an effective tool for marketing has been rarely analyzed in previous studies and accordingly has not even been covered in the field’s education system. The other problem is the lack of any intention in industries to use intellectual property systems or intellectual property as one means of innovation. Consequently, the applications of intellectual property and relevant rights certainly are under-valued and under-exploited. In addition, the most influential technology in the 21st century—the Internet—has turned many businesses upside down, especially in the digital content industry. Also, a digital content product shall not be defined as a tangible asset nor an intangible asset because there are rights from the intellectual property system for the origin of the product—“content” and other rights from the Civil Code for the product itself, these rights make a digital content product become a unique asset. Therefore, the digital content industry is the chosen subject for this research. Obviously, there is a need to distinguish between what actions of planning intellectual property for marketing strategies make the company fly up or dive down and what kind of concerns should be checked. Therefore, this research discusses what kind of preparations a digital content company has to make in order to implement strategic intellectual property management; be able to exercise intellectual property for creating profit; and to determine the most effective application of intellectual property for marketing strategies. Accordingly, this research provides a model for planning intellectual property for marketing strategies. Also, this research hypothetically expands the application of the 4C structure, which is used to distinguish where to pay attention while planning intellectual property for marketing strategies, and so provide useful ideas to the rights owner. After all, if a company makes changes to its organizational infrastructure, this could quickly bring substantive benefit to its economic performance. Furthermore, this research takes Google as an example, since its impact can be seen in news and reports almost everyday, to test the hypothesis and model in this research and to demonstrate how a company can have the opportunity and ability to create economic value from its intellectual property. Finally, the preliminary conclusions of this research include: (1) intellectual property concepts should be applied in “marketing” and vice versa; (2) the most primary concept for strategic intellectual property management is an organizational infrastructure integrating the groundwork of IP management; (3) the 4C structure can be used to analyze decisions of planning and exercising intellectual property; and (4) a digital content product can be analyzed through the product life cycle and the 4C structure.