关键词: 云南跨境电商企业;知识产权运营, 知识产权保护

Abstract: Under the background of “The Belt and Road and in the process of the “go globalstrategy ,cross-border e-commerce enterprises in Yunnan gradually cultivate and form independent intellectualproperty rights. However, due to insufficient awareness of intellectual property rights , incomplete man-agement mechanism and measures of intellectual property rights , and lack of knowledge of foreign legal environment of the counterparty country , cross-border e-commerce enterprises in Yunnan haven't fully developed their intellectual property rights. They should strengthen awareness of intellectual property rights ,develop regular mechanism of intellectual property operation and protection and enhance core competitiveness.

Key words: cross-border e-commerce enterprises in Yunnan, operation of intellectual property rights；protection of intellectual property rights