中文摘要
知识产权服务是新兴的高技术服务服务业,专利交易服务是知识产权服务中的
一项重点和难点丁.作,目前在欧亿·体育（中国）有限公司内也没有形成成熟的服务机制。尤其是专利价值
评估环节技术,标准和服务能力明显不足,发展需求却日益迫切。研究基于价值评
估的专利交易平台营销有利于推动专利交易服务能力的提升,并且对专利战略实施、
科技成果转化和知识经济发展都有很大的积极意义。

论文共分六章。第一章简要介绍了欧亿·体育（中国）有限公司背景、发展趋势以及本文的研究目的和
内容;第二章结合现代专利价值评估理论,对专利价值评估流程进行了深入分析;
第二章使用PEST法和五力模型法分析了 IPPH公司所处的宏观环境和欧亿·体育（中国）有限公司特点;
第四章进行了全面地专利交易平台现状分析、目标市场及市场定位分析和营销问题
分析,并从中挖掘出核心问题,对其进行了深入分析;第五章针提出了针对核心问
题的营销解决方案;第六章对研究内容和发展前景分别进行了总结与展望。

关键词:知识产权,专利交易,价值评估,营销策略。

ABSTRACT
Intellectual Property Services is the emerging high-tech service industry. Patent trading
service is very important and difficult in the intellectual property services industry. At the
present time perfect service delivery model has not yet formed. Especially, the service capacity,
technology and standard are lack, but the customer needs are urgent and strong.The patent
trading platform marketing based on patent valuation greatly benefit the improvement of patent
trading service capacity, implementation of patent strategy, the transformation of scientific and
technological achievements and development of knowledge economy.
The thesis is divided into six chapters. The first chapter briefly describes the intellectual
property service industry background and development trends, as well as the purpose and
significance of the paper. The second chapter analyses the patent valuation process based on
current theories of patent value assessment. In the third chapter the external environment and
industry characteristics of intellectual property services sector have been expatiated by PSET
Analysis and Five Forces Model. Chapter IV gives a detailed analysis of the sample company's
internal environment, its competitive environment and the existing problems in marketing. The
fifth chapter presents the marketing solutions. The last chapter make a summary and prospect.
KEY WORDS: Intellectual property rights, patent trade, patent valuation, Marketing strategy.