本文選題：非傳統(tǒng)商標　切入點：法律保護　出處：《河南大學》2014年碩士論文　論文類型：學位論文

【摘要】：隨著經濟全球化的不斷發(fā)展，人們接觸的信息量呈幾何式增長，企業(yè)如何使自己的商品或服務在繁雜的信息中最大程度吸引消費者的注意成為商業(yè)競爭的關鍵。商標的起源可以追溯至古代交易，人們通過在商品上烙印、刻畫符號來辨識生產者或者所有權人。在現(xiàn)代社會，商標是企業(yè)的無形資產，是企業(yè)品牌的外在表現(xiàn)形式，消費者通常通過商標來識別商品或服務的來源，以期達到他們所要求的商品質量或服務性質。隨著市場競爭的加劇和科技的不斷進步，傳統(tǒng)商標難以完全達到商家所要求的識別來源功能時，突破傳統(tǒng)二維靜態(tài)商標的新商標類型就不斷出現(xiàn)在人們的生活中。國家為了適應經濟全球化、體現(xiàn)國家的經濟實力，不斷擴大受到保護的商標類型。近年來，國際條約和國際組織也逐漸認同立體商標、顏色商標、聽覺商標、味覺商標等非傳統(tǒng)商標的保護。 商標是消費者識別商品或服務來源的標識，商標法的是否保護某種標識，關鍵在于這種標識是否具有顯著性和非功能性。隨著科學技術的發(fā)展，非傳統(tǒng)商標的出現(xiàn)得到越來越多人的認可，但由于其自身所具有的特性，非傳統(tǒng)商標的立法保護在實踐中尚存在不少理論難題和技術難題。國外的學者早已經開始研究這一問題，對不同類型的非傳統(tǒng)商標具體分析，并有針對性地提出相應的解決方案。各國也越來越重視對非傳統(tǒng)商標的保護，，在立法和司法實踐中做了許多值得學習和借鑒探索和嘗試。 本文通過對美國、德國、法國、日本以及我國臺灣地區(qū)的立法與實踐考察研究，系統(tǒng)分析立體商標、顏色商標、聽覺商標、味覺商標等非傳統(tǒng)商標由于其自身特性所帶來的法律保護難點及技術保護難點，在借鑒其他國家各類非傳統(tǒng)商標獲得商標法保護的條件的基礎上，對我國非傳統(tǒng)商標申請中的審查標準進行分析和探討。非傳統(tǒng)商標符合商標的識別商品或服務來源的一般性特征，我們對非傳統(tǒng)商標法律保護的態(tài)度是明確的。與傳統(tǒng)商標相比，非傳統(tǒng)商標在明確定義、圖形描繪、公告檢索方面存在不少技術難題，聲音、味覺、動態(tài)等非傳統(tǒng)商標是無法用具體文字或圖形予以準確描述的。在探討非傳統(tǒng)商標的具體法律保護問題上，針對立體商標、顏色商標、聽覺商標、味覺商標等不同類型建立不同的商標審核模式，并制定出相應的審查標準。從國際影響來說，是否建立一套包括非傳統(tǒng)商標在內的知識產權法律保護體系，是衡量一個國家對知識產權的保護水平的重要標準；對國內而言，對非傳統(tǒng)商標進行法律保護，不僅能提高國內企業(yè)的品牌形象，還可也大大提高企業(yè)的國際競爭力。
[Abstract]:With the continuous development of economic globalization, the amount of information that people come into contact with is increasing in a geometric way. How can a business make its goods or services attract the attention of consumers to the greatest extent in complex information. The origin of trademarks can be traced back to ancient transactions. In modern society, trademark is an intangible asset of an enterprise and an external form of expression of an enterprise brand. Consumers usually identify the source of goods or services by trademark. In order to achieve the quality of goods or services they require. With the intensification of market competition and the continuous progress of science and technology, it is difficult for traditional trademarks to fully achieve the identification function required by merchants. In order to adapt to the economic globalization and reflect the economic strength of the country, the new type of trademark that breaks through the traditional two-dimensional static trademark will continue to appear in people's lives. In recent years, International treaties and international organizations also gradually recognized the protection of stereoscopic trademarks, color trademarks, auditory trademarks, taste trademarks and other non-traditional trademarks. The trademark is the mark which the consumer identifies the goods or the service source, whether the trademark law protects some kind of mark, the key lies in whether this kind of mark has the significance and the non-function. With the development of science and technology, The emergence of non-traditional trademarks has been recognized by more and more people, but because of its own characteristics, In practice, there are still many theoretical and technical problems in the legislative protection of non-traditional trademarks. The countries pay more and more attention to the protection of non-traditional trademarks, and have made a lot of research and attempt in legislation and judicial practice. Based on the legislation and practice of the United States, Germany, France, Japan and Taiwan, this paper systematically analyzes stereoscopic trademarks, color trademarks and auditory trademarks. The difficulties of legal protection and technical protection of non-traditional trademarks, such as taste trademarks, are brought about by their own characteristics. On the basis of drawing lessons from the conditions under which all kinds of non-traditional trademarks in other countries are protected by trademark law, This paper analyzes and discusses the standards of examination in the application for non-traditional trademark in China. The non-traditional trademark conforms to the general characteristics of identifying the source of goods or services of the trademark, Our attitude to the legal protection of non-traditional trademarks is clear. Compared with traditional trademarks, non-traditional trademarks have many technical difficulties in defining, drawing and retrieving public notices, sound and taste. Dynamic and other non-traditional trademarks cannot be accurately described in specific words or figures. In discussing the specific legal protection of non-traditional trademarks, we aim at stereoscopic trademarks, color trademarks, auditory trademarks, Different types of trademark, such as taste trademarks, establish different modes of trademark auditing, and formulate corresponding standards of review. In terms of international influence, whether or not to establish a system of legal protection of intellectual property, including non-traditional trademarks, It is an important standard to measure the level of intellectual property protection of a country, and to protect non-traditional trademarks legally can not only improve the brand image of domestic enterprises, but also greatly improve the international competitiveness of enterprises.
【學位授予單位】：河南大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：D923.43

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