三一重工国际化进程中的商标保护及运营策略研究

发布时间：2018-04-04 17:36

本文选题：国际化　切入点：商标策略　出处：《华中科技大学》2015年硕士论文

【摘要】：当前,以国际化商标为代表的品牌经济在世界范围内已然是强势经济和主导经济,在对市场份额中显现了二八法则。在英国伦敦高等法院的奔驰诉三一案,一度引起了英国商界和政界的高度关注,也成为国内知识产权案件的典范。对企业而言,商标的意义不单纯在于获得商标权更加在于充分发掘商标这一无形资产的价值,提高经济效益,创造财富。不仅仅如此,国际化商标也成为一个国家整体经济的强力支撑。本文以奔驰诉三一案为基础,从国际条约中的商标保护范围及案例中的认定因素出发,重点审视了企业国际化进程中的商标策略,主要分为两个部分:一是企业国际化进程中的商标保护策略。分别从仿冒中的商标保护、抢注中的商标保护以及平行进口中的商标保护三个方面实施了对于企业国际化进程中的商标保护策略的探讨;二是企业国际化进程中的商标运营策略。分别从商标的国际化注册、许可使用、商标的转让以及综合运营四个方面实施了对于企业国际化进程中的商标运营策略的探讨。具体而言:在商标的国际化注册上,一是要及时注册,二是要制定注册规划;在商标的许可使用上,一是要完善商标使用许可合同备案制度,二是要建立商标使用许可合同公示制度,三是要完善合资企业中的商标使用许可制度;在商标的转让上,一是要明确商标权转让合同和商标权转移的关系;二是要明确商标转让中的核准标准;三是要完善民族商标转让制度;在商标的综合运营上,一是要大量部署文字商标,二是要对产业联盟简称、主流产品名称、主打技术名称等注册商标,三是要用复杂的商标标识使用规范和格式许可合同进行商业推广。
[Abstract]:At present, the brand economy represented by international trademark is already a strong economy and a dominant economy in the world.Mercedes-Benz v. Trinity case in the High Court of London, once aroused great concern in the British business and political circles, and also became the model of domestic intellectual property cases.For enterprises, the significance of trademark is not only to obtain trademark rights, but also to fully explore the value of trademark as an intangible asset, to improve economic efficiency and to create wealth.Not only that, international trademark has become a strong support for the overall economy of a country.Based on the case of Benz v. Trinity, this paper focuses on the trademark strategy in the process of enterprise internationalization from the perspective of the scope of trademark protection in international treaties and the identification factors in the case.It is mainly divided into two parts: one is the trademark protection strategy in the process of enterprise internationalization.From the aspects of trademark protection in counterfeiting, trademark protection in grabbing and trademark protection in parallel import, this paper discusses the strategy of trademark protection in the process of enterprise internationalization.The second is the trademark operation strategy in the process of enterprise internationalization.From the aspects of trademark international registration, licensing, trademark transfer and comprehensive operation, this paper discusses the strategy of trademark operation in the process of enterprise internationalization.Specifically, in the international registration of trademarks, one is to register in a timely manner, the other is to formulate a registration plan; in the area of trademark licensing, the first is to improve the registration system of trademark use license contracts,The second is to establish a trademark licensing contract publicity system, the third is to improve the trademark licensing system in joint ventures, in the transfer of trademarks, the first is to clarify the relationship between the trademark transfer contract and trademark transfer;The second is to clarify the approval criteria for trademark transfer; the third is to improve the national trademark transfer system; in the comprehensive operation of trademarks, one is to deploy a large number of written trademarks, and the other is to make use of industry alliances for short, mainstream product names.Main technical name and other registered trademarks, the third is the use of complex trademark logo standards and format licensing contract for commercial promotion.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：D923.43

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