Abstract
Nowadays, the information economy is a customizing and innovative environment. Digital marketing is built on humanity and enterprise fulfillment. Under wisdom-intensive era, intellectual property rights (IPR), as the essential assets for enterprise, should be licensed or utilized with efficient technology promoting model to optimize their market value. For those licensee, they can speed up the process of commercialization and build up competitive advantage. The most important assets and core value for Industrial Technology Research Institute (ITRI) is the IPRs which consisting research and development results, patents, trade secrets and trademarks. By diverse promoting models, the market value of IPRs are revealed and the technology is able to be transfer to proper industries. Both of that create income. With the needs of industry, ITRI’s technology transfer and licensing are mainly for defensive, enhancing maturity of technology and promoting business. Facing on the challenges, such as highly innovative environment, integration of software and hardware, SMEs characteristics, ITRI has to review the previous technology transfer promotion model and learn from the OTM of Stanford University and IBM. By reviewing the cases, in the future, ITRI will utilize marketing 3.0/4.0 to promote and focus on speed, innovation and value rather than scale, wideness and price. By collecting loyalty fee from flexible cross-licensing technology, patents, trademark, trade secrets, and service, ITRI will share the profit with key customers, micro-enterprises and start-ups. Hope that the new model will realize the self-value of ITRI and cooperative customers.