本文選題：旅游景區(qū)景點(diǎn)標(biāo)識(shí)　切入點(diǎn)：商標(biāo)搶注　出處：《吉林大學(xué)》2013年碩士論文

【摘要】：隨著經(jīng)濟(jì)的發(fā)展，人們物質(zhì)文化生活需求的提高，旅游業(yè)的發(fā)展無(wú)論是對(duì)我國(guó)國(guó)民經(jīng)濟(jì)還是人們生活都有重要影響。而伴隨著旅游業(yè)的快速發(fā)展，相關(guān)的法律問(wèn)題也凸顯出來(lái)，其中最為突出的就是旅游景區(qū)景點(diǎn)的知識(shí)產(chǎn)權(quán)侵權(quán)問(wèn)題。 近年來(lái)，旅游景區(qū)景點(diǎn)標(biāo)識(shí)頻頻被搶注為商標(biāo)，無(wú)論是享譽(yù)中外的風(fēng)景名勝如長(zhǎng)城、三峽、西湖等，還是各地區(qū)小有名氣的旅游景區(qū)景點(diǎn)。商標(biāo)搶注者為牟取不正當(dāng)利益，不僅將這些旅游景區(qū)景點(diǎn)標(biāo)識(shí)搶注在旅游相關(guān)的產(chǎn)品和服務(wù)上，并且還普遍注冊(cè)于其他的各種類(lèi)別的商品和服務(wù)上，同時(shí)，這些商標(biāo)還在市場(chǎng)上公開(kāi)拍賣(mài)。旅游景區(qū)景點(diǎn)標(biāo)識(shí)被頻繁搶注為商標(biāo)，具有很大的危害性。一方面，這嚴(yán)重?fù)p害了旅游景區(qū)景點(diǎn)的品牌形象，造成了其名譽(yù)的損害，也使其喪失了本應(yīng)由其享有的商標(biāo)財(cái)產(chǎn)權(quán)利。另一方面，旅游景區(qū)景點(diǎn)商標(biāo)搶注也侵害了消費(fèi)者的信賴?yán)妗＿@些都不利于旅游行業(yè)的良性競(jìng)爭(zhēng)和健康發(fā)展。要保護(hù)旅游景區(qū)景點(diǎn)的合法利益，避免旅游景區(qū)景點(diǎn)標(biāo)識(shí)遭搶注的厄運(yùn)，必須進(jìn)行商標(biāo)注冊(cè)，商標(biāo)法律保護(hù)才是保護(hù)旅游景區(qū)景點(diǎn)品牌的最有效途徑。 針對(duì)上述情況的發(fā)生，我國(guó)商標(biāo)法的規(guī)定以及各部門(mén)和旅游景區(qū)景點(diǎn)的自我保護(hù)等方面都存在諸多問(wèn)題與不足，關(guān)于旅游景區(qū)景點(diǎn)標(biāo)識(shí)可否注冊(cè)為商標(biāo)的觀點(diǎn)也不盡相同。為此，本文從旅游景區(qū)景點(diǎn)標(biāo)識(shí)的基本情況、頻遭商標(biāo)搶注的原因，商標(biāo)注冊(cè)的認(rèn)定以及完善法律保護(hù)對(duì)策多個(gè)方面進(jìn)行了探討。本文共分五個(gè)部分： 第一部分利用文獻(xiàn)研究和比較分析的方法，確定了本文論述的基本問(wèn)題和范圍——旅游景區(qū)景點(diǎn)標(biāo)識(shí)的商標(biāo)保護(hù)。本文討論范圍僅限于旅游景區(qū)景點(diǎn)而不是旅游目的地，保護(hù)的對(duì)象不是旅游景區(qū)景點(diǎn)的全部而只針對(duì)標(biāo)識(shí)，并且只論商標(biāo)法上的保護(hù)，不包含專利法、著作權(quán)法及反不正當(dāng)競(jìng)爭(zhēng)法等內(nèi)容。 第二部分是對(duì)旅游景區(qū)景點(diǎn)商標(biāo)注冊(cè)和保護(hù)的意義的闡述。結(jié)合案例分析的研究方法，本部分在對(duì)案件進(jìn)行分析的基礎(chǔ)上，得出旅游景區(qū)景點(diǎn)標(biāo)識(shí)應(yīng)當(dāng)進(jìn)行商標(biāo)保護(hù)的結(jié)論，旅游景區(qū)景點(diǎn)標(biāo)識(shí)商標(biāo)保護(hù)具有重要意義，包括有利于樹(shù)立旅游景區(qū)景點(diǎn)的形象，擴(kuò)大品牌知名度；激勵(lì)旅游景區(qū)景點(diǎn)的創(chuàng)新活動(dòng)，，實(shí)現(xiàn)良性競(jìng)爭(zhēng)；有利于歷史文化的宣傳和保護(hù)，提升旅游業(yè)的經(jīng)營(yíng)層次；促進(jìn)行業(yè)長(zhǎng)遠(yuǎn)發(fā)展，保護(hù)消費(fèi)者的利益等幾個(gè)方面。 第三部分論述對(duì)旅游景區(qū)景點(diǎn)標(biāo)識(shí)商標(biāo)注冊(cè)的認(rèn)定，論證旅游景區(qū)景點(diǎn)商標(biāo)注冊(cè)的充分性？問(wèn)題。從在第39類(lèi)旅游服務(wù)上和其他類(lèi)別商品和服務(wù)上兩個(gè)角度，筆者分別討論了旅游景區(qū)景點(diǎn)標(biāo)識(shí)進(jìn)行商標(biāo)注冊(cè)的顯著性問(wèn)題，得出如下結(jié)論：旅游景區(qū)景點(diǎn)標(biāo)識(shí)作為普通商標(biāo)注冊(cè)在第39類(lèi)3911組旅游服務(wù)上缺乏顯著性，但可以作為集體商標(biāo)和證明商標(biāo)注冊(cè)；旅游景區(qū)景點(diǎn)標(biāo)識(shí)注冊(cè)在其他類(lèi)別的商品和服務(wù)上具有顯著性。 第四部分概括分析了目前旅游景區(qū)景點(diǎn)商標(biāo)搶注問(wèn)題的現(xiàn)狀和原因。旅游景區(qū)景點(diǎn)商標(biāo)搶注情況嚴(yán)重，給旅游企業(yè)、消費(fèi)者、旅游市場(chǎng)等都造成了嚴(yán)重危害。其原因主要有搶注者受利益的驅(qū)使，商標(biāo)法等相關(guān)法律法規(guī)規(guī)定存在缺陷和不足，相關(guān)部門(mén)和主體缺乏商標(biāo)保護(hù)意識(shí)以及旅游行業(yè)管理體制不完善。 最后，在前文論述的基礎(chǔ)上，借鑒國(guó)外先進(jìn)經(jīng)驗(yàn)，本文從提高旅游景區(qū)景點(diǎn)及相關(guān)主管部門(mén)的商標(biāo)保護(hù)意識(shí)、完善商標(biāo)相關(guān)立法、改變旅游行業(yè)管理模式三大方面，提出了完善我國(guó)旅游景區(qū)景點(diǎn)商標(biāo)保護(hù)的對(duì)策。首先，應(yīng)樹(shù)立旅游企業(yè)和旅游行政管理部門(mén)的商標(biāo)保護(hù)理念；其次，要完善商標(biāo)法的相關(guān)規(guī)定，具體措施有明確旅游景區(qū)景點(diǎn)標(biāo)識(shí)商標(biāo)注冊(cè)的主體，確認(rèn)旅游景區(qū)景點(diǎn)標(biāo)識(shí)使用的在先權(quán)利，嚴(yán)格商標(biāo)審查和商標(biāo)轉(zhuǎn)讓制度，保障旅游景區(qū)景點(diǎn)標(biāo)識(shí)權(quán)利主體的異議權(quán)和撤銷(xiāo)權(quán)，擴(kuò)大馳名商標(biāo)的保護(hù)范圍；最后，必須改革旅游景區(qū)景點(diǎn)的行政管理體制。
[Abstract]:With the development of economy and the improvement of people ' s cultural life demand , the development of tourism is of great influence on our national economy and people ' s life .

In recent years , the identification frequency of tourist scenic spots is taken as a trademark , whether it is known as the Great Wall , the Three Gorges , the West Lake and so on , or the scenic spots of small and famous scenic spots in various areas .

In view of the above situations , there are many problems and deficiencies in the provision of trademark law in China and the self - protection of the scenic spots in various departments and tourist areas .

The first part makes use of the methods of literature research and comparative analysis to determine the basic problems discussed in this paper and the trademark protection of the scenic spot logo in the scenic spot . The scope of this paper is limited to the scenic spot of tourist spots instead of the tourist destination , and the object of protection is not only the identification but also the protection of the trademark law . It does not include patent law , copyright law and anti - unfair competition law .

The second part is the exposition of the significance of trademark registration and protection in the scenic spot . Based on the analysis of the case , this part concludes that the identification of the scenic spot in the scenic spot should carry out trademark protection .
To stimulate the innovative activities of the scenic spots in the scenic spot , and to realize the benign competition ;
It is beneficial to the promotion and protection of historical culture , and to promote the management level of tourism ;
Promote the long - term development of the industry and protect the interests of consumers .

The third part discusses the identification of the trademark registration of tourist scenic spots and demonstrates the adequacy of the trademark registration of tourist attractions . From the perspective of the tourism service and other categories of goods and services , the author discusses the significance of the trademark registration of tourist scenic spots , and draws the conclusion that the identification of tourist spots as a general trademark is lack of significance in the tourism service of Group 39 3911 , but it can be used as collective trademark and certification mark registration ;
The registration of tourist spots in scenic spots is significant in other categories of goods and services .

The fourth part summarizes the present situation and causes of the problem of the trademark robbery at present scenic spot . The phenomenon is serious , it has caused serious harm to the tourism enterprises , consumers , tourist markets , etc . The main reasons are that there are defects and deficiencies in the laws and regulations such as the driving and trademark law of the victims , and the lack of trademark protection consciousness and the imperfect management system of the tourism industry .

Finally , on the basis of the above discussion , we draw lessons from the advanced experience of foreign countries . This paper puts forward some countermeasures to improve the trademark protection of tourist attractions in China from the aspects of improving the brand protection consciousness of tourist attractions and relevant authorities , perfecting the relevant legislation of trademark and changing the management mode of tourism industry . First , we should set up the concept of trademark protection in tourism enterprises and tourism administrative departments ;
Secondly , to perfect the relevant regulations of the Trademark Law , the specific measures include the main body of identifying the trademark registration of the scenic spot of the scenic spot , confirming the prior rights , the strict trademark examination and the trademark transfer system used by the scenic spot identification of the tourist scenic spot , safeguarding the right of objection and the right of revocation of the subject of the identification right of the tourist scenic spot , and enlarging the protection range of the well - known trademark ;
Finally , it is necessary to reform the administrative management system of tourist attractions .

【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：D923.43

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本文編號(hào)：1671028