由於商標權與著作權商品各有不同的產品特徵，故本文首度將這兩類商品分開討論，並由需求面切入，探討強化智財權的保護對南方的影響。本文的主要發現有：若不含括國家聲譽之改善效果，對南方而言，當消費者對炫耀性的評價頗為一致時，強化商標權可提升社會福利，強化著作權則惡化社會福利；若其消費者對品質的看法相似，則結果相反。

In consideration of the different characteristics between trademark and copyright related goods, this paper investigates respectively the effects of enforcing trademark right and copyright from the viewpoint of southern demand side. The major results are as follows. Without consideration of country reputation, if the consumers value status of brand goods uniformly, enforcing trademark right raises welfare, enforcing copyright reduces welfare. On the other hand, if the consumers value quality equally, the results will be reversed.