論虛擬商標(biāo)的法律保護(hù)
發(fā)布時(shí)間：2018-10-10 10:24
【摘要】：隨著全球經(jīng)濟(jì)的飛速發(fā)展，商業(yè)活動(dòng)與人們的生活愈發(fā)緊密的關(guān)聯(lián)在一起。商標(biāo)作為一種有著特殊用途的標(biāo)記無時(shí)不刻不參與著我們的日常生活，人的衣食住行都在消費(fèi)著載有商標(biāo)的商品，種類繁多、樣式各異的商標(biāo)出現(xiàn)在現(xiàn)實(shí)生活中，不僅如此，一些電影、小說或者漫畫等作品中還存在著作者創(chuàng)作的虛擬商標(biāo)，例如“達(dá)夫啤酒”（著名漫畫劇《辛普森一家》中的啤酒商標(biāo)）、“星球日?qǐng)?bào)”（漫畫《超人》中主人翁就職的報(bào)社發(fā)行的報(bào)紙商標(biāo)）等等，這些被虛構(gòu)出來的商標(biāo)伴隨著成功的作品廣泛傳播，在社會(huì)公眾腦海中留下了深刻的印象。作品中的虛擬商標(biāo)或商號(hào)以及虛擬角色都是由作者虛構(gòu)而來，這些虛擬元素在現(xiàn)實(shí)生活中被部分商家用于商業(yè)營銷或者宣傳活動(dòng)旨在獲得良好的市場(chǎng)效果。如今，虛擬商標(biāo)被用于商業(yè)活動(dòng)有愈演愈烈的趨勢(shì)，大量的虛擬商標(biāo)在現(xiàn)實(shí)世界的商業(yè)化運(yùn)作中被注冊(cè)為商標(biāo)進(jìn)而得到廣泛使用，但是對(duì)于虛擬商標(biāo)承載的權(quán)利確屬何種權(quán)益，虛擬商標(biāo)在被侵權(quán)使用后須依何種法律得到救濟(jì)，法學(xué)界還沒能形成統(tǒng)一的觀點(diǎn)，實(shí)際的案例中所采取的救濟(jì)辦法也各不相同。隨著我國未來市場(chǎng)經(jīng)濟(jì)發(fā)展水平的進(jìn)一步提高，國內(nèi)遇到的虛擬商標(biāo)權(quán)利糾紛必然會(huì)越來越多，對(duì)該問題的研究變得越來越有現(xiàn)實(shí)意義。商家直接使用他人作品中虛擬的商業(yè)標(biāo)記進(jìn)行宣傳、銷售、營利，甚至通過搶注他人作品中的虛擬商標(biāo)為真實(shí)商標(biāo)來謀取不正當(dāng)?shù)睦�，這是一種不道德的行為，，對(duì)這種行為應(yīng)該從法律上予以規(guī)制，這樣不僅有利于維護(hù)良好的市場(chǎng)競(jìng)爭(zhēng)機(jī)制，也保護(hù)了虛擬商標(biāo)原始作者的利益。本篇文章立足于這一初衷，力圖探析虛擬商標(biāo)保護(hù)中相關(guān)的理論，結(jié)合相關(guān)案例以及前人的研究成果，以期能為我國對(duì)虛擬商標(biāo)的法律保護(hù)提出有建設(shè)性的意見。 本文分四部分來闡述問題并達(dá)到研究目的。第一部分分析明確了虛擬商標(biāo)的內(nèi)涵，著重討論了虛擬商標(biāo)與虛擬角色的區(qū)別，并闡述了虛擬商標(biāo)與以虛擬角色注冊(cè)的商標(biāo)的差異。第二部分研究了虛擬商標(biāo)的權(quán)利產(chǎn)生、虛擬商標(biāo)權(quán)的內(nèi)容與限制，并著重分析了虛擬商標(biāo)權(quán)和與商標(biāo)有關(guān)的角色商品化權(quán)的區(qū)別。第三部分主要為國外經(jīng)典案例的評(píng)析，以期為我國對(duì)虛擬商標(biāo)法律保護(hù)的制度構(gòu)建提供借鑒。第四部分在前文基礎(chǔ)上，分析了我國傳統(tǒng)知識(shí)產(chǎn)權(quán)法律對(duì)虛擬商標(biāo)保護(hù)的局限，并對(duì)我國如何選擇合理的制度和路徑對(duì)虛擬商標(biāo)進(jìn)行保護(hù)提出筆者的看法。 本文的重點(diǎn)包括兩個(gè)方面：第一是對(duì)虛擬商標(biāo)以及虛擬商標(biāo)權(quán)進(jìn)行定性分析，明確其內(nèi)容和性質(zhì)，從理論上研究了虛擬商標(biāo)與其他相關(guān)概念、虛擬商標(biāo)權(quán)與其他相似權(quán)利的區(qū)別；第二是研究現(xiàn)行法律對(duì)虛擬商標(biāo)的保護(hù)現(xiàn)狀和保護(hù)中存在的局限性，并為我國的虛擬商標(biāo)法律保護(hù)制度完善提供參考意見，這也是本文的最終目的所在。
[Abstract]:With the rapid development of the global economy, business activities and people's lives are increasingly closely linked. Trademark, as a special purpose mark, is always participating in our daily life, people's clothing, food, housing and business are consuming the goods containing the trademark, a wide variety of different types of trademarks appear in real life, not only that, but not only that, In some films, novels or comics, there are also fictitious trademarks created by the author. For example, "Duff Beer" (the brand of beer in the famous comic series "the Simpsons"), "Star Daily" (the trademark of newspapers in which the main character of the comic book "Superman" is in office), and so on. These fictional trademarks have been widely disseminated along with successful works, leaving a deep impression in the public mind. The fictitious trademark or trade name and the fictitious character in the work are all fictitious by the author. These virtual elements are used by some merchants in the real life for commercial marketing or propaganda activities in order to obtain good market effect. Nowadays, there is a growing trend that virtual trademarks are used in commercial activities. A large number of virtual trademarks have been registered as trademarks in the commercial operation of the real world and have been widely used. However, what kind of rights and interests do virtual trademarks carry? After the virtual trademark is used in tort, what kind of law should be used to obtain relief, the legal circles have not yet formed a unified view, and the relief methods adopted in actual cases are also different. With the further improvement of the development level of our country's market economy in the future, there will be more and more disputes about virtual trademark rights encountered in our country, and the research on this issue has become more and more practical significance. It is immoral for a merchant to directly use the virtual commercial marks in other people's works to promote, sell, profit, or even obtain improper benefits by seizing the virtual trademarks in other people's works as real trademarks. This kind of behavior should be regulated by law, which not only helps to maintain a good market competition mechanism, but also protects the interests of the original author of virtual trademark. Based on this original intention, this article tries to explore the relevant theories of virtual trademark protection, combined with relevant cases and previous research results, in order to put forward constructive suggestions for the legal protection of virtual trademarks in China. This article is divided into four parts to explain the problem and achieve the purpose of research. The first part analyzes the connotation of virtual trademark, discusses the difference between virtual trademark and virtual character, and expounds the difference between virtual trademark and trademark registered by virtual role. The second part studies the emergence of virtual trademark, the content and limitation of virtual trademark right, and analyzes the difference between virtual trademark right and the role commercialization right related to trademark. The third part is the analysis of foreign classic cases in order to provide reference for the legal protection of virtual trademark in our country. The fourth part analyzes the limitation of the traditional intellectual property law on the protection of virtual trademark, and puts forward my views on how to choose a reasonable system and path to protect virtual trademark in our country. The focus of this paper includes two aspects: first, the qualitative analysis of virtual trademark and virtual trademark rights, the clear content and nature of the virtual trademark and other related concepts. The difference between virtual trademark right and other similar rights. The second is to study the current situation and limitations of the protection of virtual trademark in the current law, and to provide reference for the improvement of the legal protection system of virtual trademark in our country. This is the ultimate purpose of this paper.
【學(xué)位授予單位】：華中科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：D923.43
本文編號(hào)：2261429
[Abstract]:With the rapid development of the global economy, business activities and people's lives are increasingly closely linked. Trademark, as a special purpose mark, is always participating in our daily life, people's clothing, food, housing and business are consuming the goods containing the trademark, a wide variety of different types of trademarks appear in real life, not only that, but not only that, In some films, novels or comics, there are also fictitious trademarks created by the author. For example, "Duff Beer" (the brand of beer in the famous comic series "the Simpsons"), "Star Daily" (the trademark of newspapers in which the main character of the comic book "Superman" is in office), and so on. These fictional trademarks have been widely disseminated along with successful works, leaving a deep impression in the public mind. The fictitious trademark or trade name and the fictitious character in the work are all fictitious by the author. These virtual elements are used by some merchants in the real life for commercial marketing or propaganda activities in order to obtain good market effect. Nowadays, there is a growing trend that virtual trademarks are used in commercial activities. A large number of virtual trademarks have been registered as trademarks in the commercial operation of the real world and have been widely used. However, what kind of rights and interests do virtual trademarks carry? After the virtual trademark is used in tort, what kind of law should be used to obtain relief, the legal circles have not yet formed a unified view, and the relief methods adopted in actual cases are also different. With the further improvement of the development level of our country's market economy in the future, there will be more and more disputes about virtual trademark rights encountered in our country, and the research on this issue has become more and more practical significance. It is immoral for a merchant to directly use the virtual commercial marks in other people's works to promote, sell, profit, or even obtain improper benefits by seizing the virtual trademarks in other people's works as real trademarks. This kind of behavior should be regulated by law, which not only helps to maintain a good market competition mechanism, but also protects the interests of the original author of virtual trademark. Based on this original intention, this article tries to explore the relevant theories of virtual trademark protection, combined with relevant cases and previous research results, in order to put forward constructive suggestions for the legal protection of virtual trademarks in China. This article is divided into four parts to explain the problem and achieve the purpose of research. The first part analyzes the connotation of virtual trademark, discusses the difference between virtual trademark and virtual character, and expounds the difference between virtual trademark and trademark registered by virtual role. The second part studies the emergence of virtual trademark, the content and limitation of virtual trademark right, and analyzes the difference between virtual trademark right and the role commercialization right related to trademark. The third part is the analysis of foreign classic cases in order to provide reference for the legal protection of virtual trademark in our country. The fourth part analyzes the limitation of the traditional intellectual property law on the protection of virtual trademark, and puts forward my views on how to choose a reasonable system and path to protect virtual trademark in our country. The focus of this paper includes two aspects: first, the qualitative analysis of virtual trademark and virtual trademark rights, the clear content and nature of the virtual trademark and other related concepts. The difference between virtual trademark right and other similar rights. The second is to study the current situation and limitations of the protection of virtual trademark in the current law, and to provide reference for the improvement of the legal protection system of virtual trademark in our country. This is the ultimate purpose of this paper.
【學(xué)位授予單位】：華中科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：D923.43
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