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信息大潮中,企业如何更好保护无线网址防骗子
在中国,有210多家企业叫“大众”,160多家企业叫“宝马”,224家企业叫“谷歌”。中国电子商务协会网络知识产权推进中心对外发布《知名企业品牌重复率调查报告》,直揭目前国市场品牌重复的严峻现状:全球最具价值前50强的企业,其中文品牌重复率高达70%;中国最具价值前50强企业的品牌重复率也达到了42%。乱局之下,三星、德勤、立邦等跨国公司悄然掀起网址注册热潮。这也意味着,“储备网络标识资源,实施‘全网品牌保护’措施将是未来商业品牌的发展方向。”网络营销专家说。
国际大品牌率先抢注网址
       《报告》显示,全球汽车、科技、奢侈品、日用品行业的前10强重复率都达到100%。其中,汽车行业重复率最高的是宝马,重复频次达160家;更严重的是,有224家非谷歌所属企业或个人同时合法持有“谷歌”中文品牌。
       面对自身品牌在中文世界的迷失,一场以全球最具价值前50强为中心的跨国公司,正在悄然展开一场全面的网络中文品牌保护行动。记者了解到,全球最大保险集团安盛、世界四大会计事务所之一德勤等等,都一次注册了上百个通用网址和无线网址。      
百家老字号积极注册无线网址防“李鬼”
    “国内企业的品牌保护意识还需要加强,”网上争议解决中心秘书长焦亚尼女士表示,目前国内众多老字号中,同仁堂(600085)、全聚德(002186)、李锦记是对品牌维护的典范,同仁堂对域名、中文域名等互联网品牌保护很到位,李锦记对移动互联网品牌的维权也给其它老字号敲响了警钟。
       走进王府井(600859),黑底金字的招牌一直是老字号们引以为豪的资本,然而在经过了百年的市场洗礼后,在新兴的移动互联网上,很多老字号都陷入了“有品无牌”的尴尬境地。
       据了解,包括张小泉、孔凤春、同仁堂、全聚德、马聚源、瑞蚨祥、内联升及四大恒在内的数十个国内知名老字号中,注册无线网址关键词的企业不到2成,还有3成百年老号的金字招牌已被抢注,而剩余老店的无线品牌资产还处于毫无保护之境,现状令人担忧。
    老字号的价值在于其悠久的历史和独特的品牌文化,这些都是老字号在经营中的优势。“名气”是把双刃剑,为老字号们带来经济效益的同时,也很容易招致品牌流失。随着移动技术的发展,移动互联网上的“李鬼”成为了老字号的新隐患,注册无线网址,积极保护老字号品牌资产刻不容缓。      
“全网保护”势在必行
       相比之下,中国最具价值前50强企业的品牌重复率略低,不过也达到了42%。其中,东风汽车的重复率最高,重复频次达到了182家。换句话说,中国企业同样面临因“品牌重复而价值分流”的风险。国外知名企业对域名、通用网址、无线网址等新兴网络品牌中的重视程度、保护力度明显强于国内企业。
       网络营销专家分析,国际知名企业品牌的附加值较高,容易引发品牌争议。而在网络领域,通用网址、无线网址等网络标识具有唯一性、专有性、排它性、识别性、无形性和稀缺性,注册原则遵循‘先注先得’的国际惯例。在发生争议时,若非恶意注册,企业很难恐难追回。“全网品牌保护措施是未来商业品牌的发展方向。要树立商标、域名、通用网址、无线网址一个都不能少的理念,阻止品牌资产流失。”      
掌商搜索查身份防骗局,搜索直达助力推广
为了助力企业利用无线网址开展移动推广,同时帮助企业更好地查询域名网址信息,ICP备案信息,网站身份信息,中网(knet)推出了掌商搜索(WAP.CN)客户端,用户输入无线网址可以直达手机网站,垄断搜索流量,还可以可快速通过域名网址信息、ICP信息和网站身份信息快速确认移动网站真伪,打击移动骗局。

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