전자상거래 플랫폼 환경에서 교도작업품 브랜드 구축과 지식재산권 보호 전략 연구

초록

The purpose of this study is to analyze the brand construction of correctional work products and intellectual property protection strategies in the e-commerce platform environment, and to suggest ways to enhance the market competitiveness of correctional work products through this. To this end, the production and distribution structure and brand status of correctional work products were analyzed, and the cases of CAPIC in Japan and UNICOR in the United States were compared and reviewed. As a result of the study, it was found that despite having a certain level of quality and public value, Korean correctional work products have a structure that makes it difficult for consumers to recognize them as a single brand due to the lack of an integrated brand system. In addition, it was analyzed that the limited distribution structure and low market awareness act as constraints on securing competitiveness in the e-commerce environment. Meanwhile, CAPIC and UNICOR cases show that product reliability and market awareness can be improved through integrated brand-based operation and systematic distribution structure. Based on this, this study presented a strategy for protecting intellectual property rights centered on integrated brand establishment, brand identity design, brand management system establishment, e-commerce platform-based distribution strategy, and trademark and design rights. This study is significant in that it comprehensively analyzed correctional work products from the perspective of e-commerce platforms, brand strategies, and intellectual property protection, and it is necessary to verify the effectiveness of the strategy through empirical research in the future.

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