【摘要】：作為經(jīng)營產(chǎn)品和宣傳企業(yè)文化的一種新型手段,商標(biāo)變體越來越受到各大網(wǎng)絡(luò)公司和媒體的歡迎,尤其是網(wǎng)絡(luò)電商。在原注冊商標(biāo)的基礎(chǔ)上,將注冊文字或圖形進(jìn)行變化,或者添加圖片和日期,在某些特定的日期進(jìn)行宣傳和經(jīng)營產(chǎn)品服務(wù),能夠強有力地刺激消費者的眼球,起到吸引和保留客戶的效果。但是這種在原注冊商標(biāo)的基礎(chǔ)上持續(xù)地進(jìn)行更改和使用創(chuàng)新商標(biāo)是與我國商標(biāo)注冊制度相悖的,而且對原注冊商標(biāo)的使用更不符合我國《商標(biāo)法實施條例》的要求。商標(biāo)變體的出現(xiàn),沖擊了我國現(xiàn)有商標(biāo)取得制度,如果再一昧地堅持注冊取得商標(biāo),那么企業(yè)和個人在使用商標(biāo)變體時,面臨著嚴(yán)重的風(fēng)險。如,我國對于商標(biāo)的規(guī)范使用有著嚴(yán)格的要求,甚至上升到一種行政手段并通過該行政手段管理市場主體的程度,對商標(biāo)的使用若稍加改變,商標(biāo)權(quán)人便面臨著被行政主管部門警告和處罰的風(fēng)險。再次,商標(biāo)權(quán)人一旦持續(xù)性使用改變以后的商標(biāo)變體,那么,其原注冊商標(biāo)將會面臨潛在的三年不使用被撤銷的風(fēng)險。這就衍生出,商標(biāo)變體的使用不符合商標(biāo)規(guī)范使用規(guī)則,又有違反商標(biāo)法的嫌疑,那么這樣對市場經(jīng)濟(jì)發(fā)展有利的商標(biāo)制度就面臨著如何保護(hù)和規(guī)范的問題。本文共分為五個部分。第一章,首先剖析商標(biāo)變體的概念和特征,對商標(biāo)變體的產(chǎn)生原因,在商業(yè)上的具體表現(xiàn)形式進(jìn)行詳細(xì)的分析,然后根據(jù)商標(biāo)變體的使用方式和效果,指出其違反的法律法規(guī),為什么會對我國現(xiàn)有商標(biāo)取得制度帶來如此之大的沖擊。第二章對我國商標(biāo)變體使用的現(xiàn)狀進(jìn)行分析,詳細(xì)列明商標(biāo)變體的表現(xiàn)形式,主要存在于哪些行業(yè)和領(lǐng)域。接著對我國現(xiàn)有的法律法規(guī)進(jìn)行分析和研究,期望從中找出商標(biāo)變體能夠依托的法律依據(jù),從而探索我國現(xiàn)階段對商標(biāo)變體保護(hù)的現(xiàn)狀,或者商標(biāo)變體的出現(xiàn)是否是受到禁止的,如果受到法律法規(guī)的禁止,那么我國應(yīng)該是對其進(jìn)行放開還是繼續(xù)保持現(xiàn)狀,這也影響著企業(yè)在以后的宣傳和推廣中加強注意在商標(biāo)使用這塊的風(fēng)險控制。第三章主要分析商標(biāo)變體的出現(xiàn)與我國現(xiàn)階段的商標(biāo)制度存在的法律沖突。第一點,我國是注冊制國家,那么商標(biāo)變體是在未注冊之前就開始使用,那么是否可以通過使用取得商標(biāo)權(quán),或者受到商標(biāo)法的保護(hù),如果不能得到肯定的回答這將帶來商標(biāo)注冊制度與商標(biāo)使用制度的沖突。第二點,我國商標(biāo)實務(wù)中,對于聯(lián)合商標(biāo)有著零零總總的規(guī)定,商標(biāo)權(quán)利人為了保護(hù)所持有商標(biāo)的周邊商標(biāo)權(quán)利,都紛紛將與自身商標(biāo)相似或者近似的標(biāo)識作為防御商標(biāo)進(jìn)行注冊,如果我國承認(rèn)了商標(biāo)變體,是否意味這在以后商標(biāo)權(quán)人不需要通過注冊聯(lián)合商標(biāo),僅僅通過將原注冊商標(biāo)進(jìn)行更改使用之后,就可以將注冊商標(biāo)的相似和近似商標(biāo)進(jìn)行保護(hù)起來,那么這樣的一種情形給現(xiàn)有商標(biāo)制度又會帶來什么樣的沖擊。第三點,既是最普遍又是最嚴(yán)厲的一點,即商標(biāo)變體的使用,是對原注冊商標(biāo)的更改,這樣的做法不符合我國《商標(biāo)使用管理規(guī)范》對商標(biāo)使用的規(guī)定。如果不能突破商標(biāo)規(guī)范使用的限制,那么商標(biāo)變體的法律保護(hù)將會胎死腹中,就連起步的可能也不會存在,對其進(jìn)行一系列的立法和司法保護(hù)建議也無從談起。第四章主要是根據(jù)上述三章的分析給出自己的法律保護(hù)建議。建議我國適當(dāng)引入商標(biāo)使用取得制度,給商標(biāo)變體的產(chǎn)生和發(fā)展留有一片溫土,促進(jìn)我國商標(biāo)制度與國際接軌和經(jīng)濟(jì)的發(fā)展。另外,根據(jù)商標(biāo)顯著性的判定,區(qū)分商標(biāo)變體和新商標(biāo)之間的不同從而制定商標(biāo)變體的判定標(biāo)準(zhǔn),既能做到保護(hù)商標(biāo)變體又能對商標(biāo)的使用進(jìn)行嚴(yán)格的監(jiān)管,從而達(dá)到兩全其美的法律和社會效果。本章最后一點,通過對商標(biāo)變體的保護(hù)規(guī)則的制定,在商標(biāo)變體制度和保護(hù)商標(biāo)制度中作出取舍,從而選擇更能保護(hù)商標(biāo)權(quán)人利益和節(jié)約商標(biāo)權(quán)人成本的制度,精簡司法的復(fù)雜性,促進(jìn)法與經(jīng)濟(jì)的良性發(fā)展。第五章旨在通過擬定具體的法律建議,給出商標(biāo)變體保護(hù)規(guī)則的建議。我國當(dāng)前商標(biāo)保護(hù)制度中不同法律間的適用關(guān)系,以及立法上存在的缺陷,并對當(dāng)前的立法建議進(jìn)行梳理,在此基礎(chǔ)上提出三方面的完善建議。首先,在商標(biāo)法中為商標(biāo)變體設(shè)定獨立的條款,明確其形式和實質(zhì)判定規(guī)則。其次,更改商標(biāo)法領(lǐng)域中與商標(biāo)變體保護(hù)存在沖突的相關(guān)規(guī)定,給商標(biāo)變體提供一個溫暖的土壤。最后,分析商標(biāo)變體制度的設(shè)立給商標(biāo)權(quán)利人帶來的利益和節(jié)約的成本。
[Abstract]:As a new means of operating the product and promoting the culture of the enterprise, the trademark variant is more and more popular with the large network companies and the media, especially the network e-commerce. On the basis of the original registered trademark, the registered text or graphic is changed, or the picture and date are added, and the product service can be promoted and operated on certain specific dates, so that the eyes of the consumer can be strongly stimulated, and the effect of attracting and retaining the customer can be achieved. However, the change and use of the innovative trade mark on the basis of the original registered trademark are contrary to the Chinese trademark registration system, and the use of the original registered trademark is not in conformity with the requirements of the Chinese Trademark Law Enforcement Regulations. The appearance of the trade mark variant impacts the existing system of the existing trademark in our country, and if we insist on the registration of the trade mark again, the enterprise and the individual face serious risks when using the trademark variant. For example, our country has strict requirements for the use of the standard of the trade mark, and even rises to an administrative means and manages the degree of the market main body through the administrative means, and if the use of the trademark is slightly changed, the trademark right person is exposed to the risk of being warned and punished by the administrative department of charge. Once again, once the trademark owner has continuously used the changed trade mark variant, its original registered trademark will face the risk that the potential three-year period does not use the cancelled trademark. This is derived from the fact that the use of a trademark variant is not in conformity with the use rules of the trade mark, and it is suspected of being in violation of the trademark law, so the trade mark system which is beneficial to the development of the market economy is confronted with the question of how to protect and standardize. This paper is divided into five parts. In the first chapter, firstly, the concept and characteristics of the trademark variant are analyzed, the reasons for the production of the trademark variants are analyzed in detail, and then the laws and regulations of the trademark variants are pointed out according to the methods and effects of the use of the trademark variants, Why would the existing trade mark system bring such a great impact to our country. In the second chapter, the present situation of the use of the trademark variants in China is analyzed, and the forms of the trademark variants are listed in detail, which mainly exist in which industries and fields. Then, the existing laws and regulations of our country are analyzed and studied, and it is expected to find out the legal basis to which the trademark variants can be relied upon, so as to explore the present situation of the protection of the trademark variants at the present stage of our country, or whether the appearance of the trademark variant is prohibited, and if it is prohibited by the laws and regulations, So our country should release or continue to keep the present situation, which also affects the risk control of the use of the trademark in the promotion and promotion of the enterprise in the future. The third chapter mainly analyzes the appearance of the trademark and the legal conflict with the present trademark system in our country. The first point, our country is a registered country, then the trademark variant is used before it is registered, so can it be protected by the use of a trademark right or by the trademark law, If a positive answer is not available, this will bring a conflict between the trademark registration system and the use of the trade mark. in that second point, in the practice of our country's trade mark, the trademark right person, in order to protect the right of the surrounding trade mark of the trade mark, is registered as a defense mark in order to protect the trademark right of the trademark, if that trademark variant is recognized in our country, it is not necessary to protect the similar and approximate trade mark of the registered trademark, then what kind of impact would be brought to the existing trademark system. The third point is both the most common and the most severe, that is, the use of the trademark variant is the change to the original registered trademark, which is not in accordance with the regulations on the use of the trademark in our country. If the limitation of the use of the trademark specification cannot be broken, the legal protection of the trademark variant will be in the fetal death, and the possibility of the start may not exist, and a series of legislative and judicial protection suggestions are not available. The fourth chapter is to give its own legal protection suggestions according to the analysis of the three chapters. It is recommended that our country introduce the system of the use of the trade mark, leave a piece of warm soil to the production and development of the trade mark, and promote the development of the trademark system in China and the international market and the economy. In addition, according to the judgment of the significance of the trade mark, the difference between the trade mark variant and the new trade mark is distinguished so as to make the judgment standard of the trademark variant, so that the trademark variant can be protected and the use of the trademark can be strictly regulated so as to achieve the legal and social effects of the two whole beauty. In the last part of this chapter, through the development of the protection rules of the trademark variants, the trade-off is made in the trade mark variant system and the protection trademark system, so that the system of protecting the interests of the trademark rights and the cost of the trademark right person can be selected, the complexity of the judicature is reduced, Promote the positive development of law and economy. The fifth chapter is to give suggestions on the protection rules of trademark variants by formulating specific legal advice. The application of different laws in the current trademark protection system of our country, as well as the defects existing in the legislation, is to comb the current legislative proposals, and then put forward three suggestions. First, an independent clause is set for the trademark variant in the trademark law, and its form and substance decision rule are defined. Secondly, change the relevant regulations in the field of trademark law to protect the existence of conflict with the trade mark variant, and provide a warm soil to the trademark variant. Finally, the author analyzes the benefits and the cost of the establishment of the trademark variant system to the right of the trade mark.
【學(xué)位授予單位】：華東政法大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：D923.43

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