本文選題：加多寶　切入點：王老吉　出處：《遼寧大學》2014年碩士論文　論文類型：學位論文

【摘要】：知識產權作為一個企業(yè)的核心力量，可以讓企業(yè)長久地在某個領域屹立于不敗之地。企業(yè)運用知識產權為自己創(chuàng)造利潤，使自己不僅能在國內立足，還能在國外市場揚名立萬。我國政府鼓勵國內的企業(yè)創(chuàng)造自主品牌、民族品牌，讓品牌成為中國未來發(fā)展的新動力。然而，隨著商標注冊范圍的不斷擴大和商標授予量不斷增加，卷入商標權侵權訴訟糾紛的可能性也越來越大。一旦資金雄厚的大公司和勢單力薄的小公司陷入商標權訴訟對戰(zhàn)僵局，那些剛剛起步或者囊中羞澀的小企業(yè)很可能因為巨額的訴訟費用和遙遙無期的訴訟周期而放棄為自己爭取權利的機會，正當權益得不到有效保護。從國際知識產權摩擦角度考慮，我國是出口大國，歐盟、美國作為我國出口前兩位的地區(qū)和國家，他們對商標權的保護非常嚴苛，使我國入世后遭遇的商標權侵權案件數量迅速增長。如何在開拓國外市場時不卷入商標權侵權案件，給予我國出口企業(yè)強有力的保護，是十分重要的議題。 顯然，法律保護是遠遠不夠的。給商標上個保險，廠家、商家既省去了打官司的麻煩，又可以及時得到賠償。商標權保險制度的設立，是順應時代發(fā)展的需要，是現(xiàn)代社會解決不確定風險的高科技手段。這種保險制度，可以將商標權風險匯集起來，，使不確定情況變得確定，一旦發(fā)生侵權事件，保險公司會代替企業(yè)起訴、應訴，使企業(yè)省去卷入訴訟的麻煩。在侵權人拒絕賠償或者無力賠償時，還能提前從保險公司獲得賠償金。商標權保險制度對于立足于商標創(chuàng)新的新興企業(yè)，無疑是一件巨大的好事。 本文從中國第一商標大案——加多寶與王老吉的商標權之爭入手，細致分析了事件的起因發(fā)展，從中看到在我國發(fā)展商標權保險的機遇，進而深刻地剖析商標權保險在我國發(fā)展的必要性和可行性，借鑒美國先進的保險經驗，提出開展商標權保險的對策和建議。
[Abstract]:As the core power of an enterprise, intellectual property can make the enterprise stand in an invincible position in a certain field for a long time. Enterprises use intellectual property to create profits for themselves, so that they can not only gain a foothold in China, Our government encourages domestic enterprises to create their own brands and national brands, so that brands can become a new driving force for China's future development. As the scope of trademark registration continues to expand and the amount of trademark grant increases, the possibility of getting involved in trademark infringement litigation is also increasing. Small, fledgling or cash-strapped businesses are likely to give up the opportunity to fight for their rights because of the huge litigation costs and the endless litigation cycle. Legitimate rights and interests are not effectively protected. From the angle of international intellectual property friction, China is a major exporter, the European Union and the United States are the two regions and countries in which China's exports are the top two. Their protection of trademark rights is very strict. The number of trademark infringement cases encountered after China's accession to the WTO has increased rapidly. It is a very important issue how to avoid the involvement of trademark infringement cases in opening up foreign markets and give strong protection to our export enterprises. Obviously, legal protection is far from enough. Trademark insurance is not enough. Manufacturers and merchants can not only save the trouble of litigation, but also get compensation in time. The establishment of the trademark right insurance system is in line with the needs of the development of the times. It is a high-tech means of solving uncertain risks in modern society. This insurance system can pool the risks of trademark rights, so that uncertainty becomes certain. In the event of infringement, insurance companies will take the place of enterprises to sue and respond to lawsuits. When the infringer refuses to compensate or cannot compensate, he can get the compensation from the insurance company in advance. The trademark right insurance system is undoubtedly a great good thing for the new enterprise based on trademark innovation. This paper begins with the dispute of trademark rights between Garduobo and Wang Laoji, the first trademark case in China, and analyzes in detail the cause and development of the incident, from which we can see the opportunity of developing trademark right insurance in China. Furthermore, the necessity and feasibility of the development of trademark right insurance in China are deeply analyzed, and the countermeasures and suggestions for the development of trademark right insurance are put forward based on the advanced insurance experience of the United States.
【學位授予單位】：遼寧大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：D920.5;D923.43;F842.6


本文編號：1578876