【摘要】：隨著移動信息技術(shù)的進(jìn)步以及智能手機(jī)、平板電腦等無線設(shè)備的普及,企業(yè)開始日益重視移動商務(wù)市場。與此同時,企業(yè)的商業(yè)活動也日益趨向于使用更加吸引消費(fèi)者的互動類型。在各種商業(yè)應(yīng)用之中,二維碼商業(yè)應(yīng)用是近年來企業(yè)經(jīng)常使用的商業(yè)營銷方式,由于其與以往的傳統(tǒng)營銷有所不同,商標(biāo)的使用呈現(xiàn)出許多新的方式,一些潛在的商標(biāo)侵權(quán)形式也伴隨著二維碼商業(yè)應(yīng)用的普及而出現(xiàn),商標(biāo)的初始興趣混淆問題日益凸顯,將不可避免地影響二維碼商業(yè)應(yīng)用下的商標(biāo)權(quán)保護(hù)。因此,在我國信息化和市場化快速發(fā)展的當(dāng)下,有必要對初始興趣混淆理論進(jìn)行深入探析,加強(qiáng)二維碼商業(yè)應(yīng)用下的商標(biāo)權(quán)保護(hù),以保障新型商業(yè)應(yīng)用的健康發(fā)展。第一章簡要介紹了二維碼商業(yè)應(yīng)用,總結(jié)了商標(biāo)在二維碼商業(yè)應(yīng)用中常見的使用方式以及潛在的商標(biāo)侵權(quán)形式,強(qiáng)調(diào)其構(gòu)成商標(biāo)侵權(quán)核心的混淆主要是初始興趣混淆。第二章著重探討了二維碼商業(yè)應(yīng)用下商標(biāo)侵權(quán)認(rèn)定的變化,闡述了商標(biāo)侵權(quán)認(rèn)定中初始興趣混淆理論適用的相關(guān)內(nèi)容。第三章概括總結(jié)了二維碼商業(yè)應(yīng)用下我國商標(biāo)權(quán)保護(hù)的現(xiàn)狀與不足,同時基于初始興趣混淆理論對完善我國商標(biāo)權(quán)保護(hù)提出建議。
[Abstract]:With the development of mobile information technology and the popularity of wireless devices such as smart phones and tablets, enterprises begin to pay more and more attention to the mobile business market. At the same time, business activities also increasingly tend to use more attractive consumer interaction types. Among all kinds of commercial applications, the two-dimensional code commercial application is a commercial marketing method which is often used by enterprises in recent years. Because of its difference from the traditional marketing in the past, the use of trademarks presents many new ways. Some potential trademark infringement forms also appear with the popularity of the commercial application of QR code. The confusion of trademark's initial interest is becoming more and more prominent, which will inevitably affect the protection of trademark right under the commercial application of QR code. Therefore, with the rapid development of informatization and marketization in China, it is necessary to probe into the theory of initial confusion of interest and strengthen the protection of trademark rights under the commercial application of two-dimensional code, so as to ensure the healthy development of new commercial applications. The first chapter briefly introduces the commercial application of QR code, summarizes the common use modes and potential forms of trademark infringement in the commercial application of QR code, and emphasizes that the confusion that constitutes the core of trademark infringement is mainly the confusion of initial interest. The second chapter focuses on the change of trademark infringement identification under the commercial application of two-dimensional code, and expounds the relevant content of the application of initial interest confusion theory in trademark infringement identification. The third chapter summarizes the current situation and deficiency of trademark right protection in China under the commercial application of two-dimensional code, and puts forward some suggestions to perfect the protection of trademark right in China based on the theory of initial interest confusion.
【學(xué)位授予單位】：華南理工大學(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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