论我国姓名权商业利用的立法规制

发布时间：2018-09-10 18:24

【摘要】：现代经济以市场经济为主导,越来越多的社会元素被商品化,即使是依附于公民个人的人格要素也有商品化的倾向,譬如,姓名权就是典型的例子。实务中有些商家为利用名人效应而将其姓名用于商业宣传,这有两方面的原因,一方面,由于名人姓名的背后具有巨大的商业价值,商家便充分发掘这种价值以使对其产品声誉和企业形象获得大幅提升,由此来增加收益,另一方面,也限于我国既有专门规制姓名权商业利用的立法存在不足。由于以上两点的原因致使姓名权商业利用的规制存有监管漏洞,遂出现了未经权利人许可或无合法理由而随意使用他人姓名进行商业利用的现象,而这种行为的结果是导致权利人的精神和经济利益受有双重损失,该现实情况也就进一步引发社会矛盾纠纷。我国姓名权商业利用的现象出现在改革开放之后又发展迅速,在这种背景下致使立法并未对这类问题进行及时有效地规制,也因既有相关立法制度的严重滞后导致我国姓名权商业利用的社会纠纷越来越多。因此,姓名权商业利用如何进行合理规制就实有必要在理论上加以探究。囿于现有立法的不明确,学界就姓名权属性究竟是精神属性还是财产属性尚未形成共识。至于今后立法机关以何种立法方式来妥处姓名权商业利用,立法机关只能先作理论探究,毕竟我国尚未形成成熟的立法举措。对此,笔者试图就姓名权商业利用如何在立法上加以完善提出如下理论探究,从姓名权商业利用的沿革与研究现状出发,基于现有姓名权商业利用的类型与立法规制现状,梳理出姓名权商业利用的不足和具体法律适用时的困境,再以比较法的视角对比借鉴域外主要国家在姓名权商业利用上的成熟立法经验,从而寻求突破我国在姓名权商业利用上的立法困境,以期为今后我国在相关规则的制定上提供些许可资借鉴的立法路径。
[Abstract]:The modern economy is dominated by the market economy, and more social elements are commercialized. Even the personality elements that depend on the individual citizens have a tendency to commercialize. For example, the right to name is a typical example. In practice, some merchants use their names for commercial publicity in order to take advantage of the celebrity effect. There are two reasons for this. On the one hand, because of the enormous commercial value behind the celebrity names, Merchants can fully explore this value in order to improve their product reputation and corporate image, thus increasing their profits. On the other hand, it is also limited to the lack of legislation regulating the commercial use of the name right in our country. As a result of the above two reasons, there is a regulatory loophole in the regulation of the commercial use of the name right, thus the phenomenon of using the name of another person arbitrarily for commercial use without the permission of the right holder or without legal reason. The result of this behavior is that there are double losses to the spiritual and economic interests of the obligee, which will further lead to social contradictions and disputes. The phenomenon of commercial use of name right in our country has developed rapidly after the reform and opening up. Under this background, the legislation has not regulated this kind of problem in time and effectively. There are more and more social disputes about the commercial use of the name right due to the serious lag of the existing relevant legislative system. Therefore, it is necessary to explore how to regulate the commercial use of name right in theory. Due to the uncertainty of existing legislation, there is no consensus on whether the attribute of name right is spiritual attribute or property attribute. As for the legislative means in the future, the legislature can only make a theoretical exploration of the commercial use of the right of name. After all, our country has not yet formed a mature legislative measure. In view of this, the author tries to put forward the following theoretical research on how to perfect the commercial use of the name right in legislation, starting from the evolution and research status quo of the commercial use of the name right, based on the types of the commercial use of the name right and the current situation of the legislative regulation. Combing out the lack of commercial use of the name right and the dilemma of the application of specific laws, and then using the perspective of comparative law to compare and learn from the mature legislative experience of major foreign countries in the commercial use of the name right. In order to break through the legislative dilemma of the commercial use of the name right in our country, we hope to provide some reference legislative path for our country to formulate the relevant rules in the future.
【学位授予单位】：甘肃政法学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：D923

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