从使用制度探索商标变体的法律保护

发布时间：2018-12-16 17:21

【摘要】：作为经营产品和宣传企业文化的一种新型手段,商标变体越来越受到各大网络公司和媒体的欢迎,尤其是网络电商。在原注册商标的基础上,将注册文字或图形进行变化,或者添加图片和日期,在某些特定的日期进行宣传和经营产品服务,能够强有力地刺激消费者的眼球,起到吸引和保留客户的效果。但是这种在原注册商标的基础上持续地进行更改和使用创新商标是与我国商标注册制度相悖的,而且对原注册商标的使用更不符合我国《商标法实施条例》的要求。商标变体的出现,冲击了我国现有商标取得制度,如果再一昧地坚持注册取得商标,那么企业和个人在使用商标变体时,面临着严重的风险。如,我国对于商标的规范使用有着严格的要求,甚至上升到一种行政手段并通过该行政手段管理市场主体的程度,对商标的使用若稍加改变,商标权人便面临着被行政主管部门警告和处罚的风险。再次,商标权人一旦持续性使用改变以后的商标变体,那么,其原注册商标将会面临潜在的三年不使用被撤销的风险。这就衍生出,商标变体的使用不符合商标规范使用规则,又有违反商标法的嫌疑,那么这样对市场经济发展有利的商标制度就面临着如何保护和规范的问题。本文共分为五个部分。第一章,首先剖析商标变体的概念和特征,对商标变体的产生原因,在商业上的具体表现形式进行详细的分析,然后根据商标变体的使用方式和效果,指出其违反的法律法规,为什么会对我国现有商标取得制度带来如此之大的冲击。第二章对我国商标变体使用的现状进行分析,详细列明商标变体的表现形式,主要存在于哪些行业和领域。接着对我国现有的法律法规进行分析和研究,期望从中找出商标变体能够依托的法律依据,从而探索我国现阶段对商标变体保护的现状,或者商标变体的出现是否是受到禁止的,如果受到法律法规的禁止,那么我国应该是对其进行放开还是继续保持现状,这也影响着企业在以后的宣传和推广中加强注意在商标使用这块的风险控制。第三章主要分析商标变体的出现与我国现阶段的商标制度存在的法律冲突。第一点,我国是注册制国家,那么商标变体是在未注册之前就开始使用,那么是否可以通过使用取得商标权,或者受到商标法的保护,如果不能得到肯定的回答这将带来商标注册制度与商标使用制度的冲突。第二点,我国商标实务中,对于联合商标有着零零总总的规定,商标权利人为了保护所持有商标的周边商标权利,都纷纷将与自身商标相似或者近似的标识作为防御商标进行注册,如果我国承认了商标变体,是否意味这在以后商标权人不需要通过注册联合商标,仅仅通过将原注册商标进行更改使用之后,就可以将注册商标的相似和近似商标进行保护起来,那么这样的一种情形给现有商标制度又会带来什么样的冲击。第三点,既是最普遍又是最严厉的一点,即商标变体的使用,是对原注册商标的更改,这样的做法不符合我国《商标使用管理规范》对商标使用的规定。如果不能突破商标规范使用的限制,那么商标变体的法律保护将会胎死腹中,就连起步的可能也不会存在,对其进行一系列的立法和司法保护建议也无从谈起。第四章主要是根据上述三章的分析给出自己的法律保护建议。建议我国适当引入商标使用取得制度,给商标变体的产生和发展留有一片温土,促进我国商标制度与国际接轨和经济的发展。另外,根据商标显著性的判定,区分商标变体和新商标之间的不同从而制定商标变体的判定标准,既能做到保护商标变体又能对商标的使用进行严格的监管,从而达到两全其美的法律和社会效果。本章最后一点,通过对商标变体的保护规则的制定,在商标变体制度和保护商标制度中作出取舍,从而选择更能保护商标权人利益和节约商标权人成本的制度,精简司法的复杂性,促进法与经济的良性发展。第五章旨在通过拟定具体的法律建议,给出商标变体保护规则的建议。我国当前商标保护制度中不同法律间的适用关系,以及立法上存在的缺陷,并对当前的立法建议进行梳理,在此基础上提出三方面的完善建议。首先,在商标法中为商标变体设定独立的条款,明确其形式和实质判定规则。其次,更改商标法领域中与商标变体保护存在冲突的相关规定,给商标变体提供一个温暖的土壤。最后,分析商标变体制度的设立给商标权利人带来的利益和节约的成本。
[Abstract]:As a new means of operating the product and promoting the culture of the enterprise, the trademark variant is more and more popular with the large network companies and the media, especially the network e-commerce. On the basis of the original registered trademark, the registered text or graphic is changed, or the picture and date are added, and the product service can be promoted and operated on certain specific dates, so that the eyes of the consumer can be strongly stimulated, and the effect of attracting and retaining the customer can be achieved. However, the change and use of the innovative trade mark on the basis of the original registered trademark are contrary to the Chinese trademark registration system, and the use of the original registered trademark is not in conformity with the requirements of the Chinese Trademark Law Enforcement Regulations. The appearance of the trade mark variant impacts the existing system of the existing trademark in our country, and if we insist on the registration of the trade mark again, the enterprise and the individual face serious risks when using the trademark variant. For example, our country has strict requirements for the use of the standard of the trade mark, and even rises to an administrative means and manages the degree of the market main body through the administrative means, and if the use of the trademark is slightly changed, the trademark right person is exposed to the risk of being warned and punished by the administrative department of charge. Once again, once the trademark owner has continuously used the changed trade mark variant, its original registered trademark will face the risk that the potential three-year period does not use the cancelled trademark. This is derived from the fact that the use of a trademark variant is not in conformity with the use rules of the trade mark, and it is suspected of being in violation of the trademark law, so the trade mark system which is beneficial to the development of the market economy is confronted with the question of how to protect and standardize. This paper is divided into five parts. In the first chapter, firstly, the concept and characteristics of the trademark variant are analyzed, the reasons for the production of the trademark variants are analyzed in detail, and then the laws and regulations of the trademark variants are pointed out according to the methods and effects of the use of the trademark variants, Why would the existing trade mark system bring such a great impact to our country. In the second chapter, the present situation of the use of the trademark variants in China is analyzed, and the forms of the trademark variants are listed in detail, which mainly exist in which industries and fields. Then, the existing laws and regulations of our country are analyzed and studied, and it is expected to find out the legal basis to which the trademark variants can be relied upon, so as to explore the present situation of the protection of the trademark variants at the present stage of our country, or whether the appearance of the trademark variant is prohibited, and if it is prohibited by the laws and regulations, So our country should release or continue to keep the present situation, which also affects the risk control of the use of the trademark in the promotion and promotion of the enterprise in the future. The third chapter mainly analyzes the appearance of the trademark and the legal conflict with the present trademark system in our country. The first point, our country is a registered country, then the trademark variant is used before it is registered, so can it be protected by the use of a trademark right or by the trademark law, If a positive answer is not available, this will bring a conflict between the trademark registration system and the use of the trade mark. in that second point, in the practice of our country's trade mark, the trademark right person, in order to protect the right of the surrounding trade mark of the trade mark, is registered as a defense mark in order to protect the trademark right of the trademark, if that trademark variant is recognized in our country, it is not necessary to protect the similar and approximate trade mark of the registered trademark, then what kind of impact would be brought to the existing trademark system. The third point is both the most common and the most severe, that is, the use of the trademark variant is the change to the original registered trademark, which is not in accordance with the regulations on the use of the trademark in our country. If the limitation of the use of the trademark specification cannot be broken, the legal protection of the trademark variant will be in the fetal death, and the possibility of the start may not exist, and a series of legislative and judicial protection suggestions are not available. The fourth chapter is to give its own legal protection suggestions according to the analysis of the three chapters. It is recommended that our country introduce the system of the use of the trade mark, leave a piece of warm soil to the production and development of the trade mark, and promote the development of the trademark system in China and the international market and the economy. In addition, according to the judgment of the significance of the trade mark, the difference between the trade mark variant and the new trade mark is distinguished so as to make the judgment standard of the trademark variant, so that the trademark variant can be protected and the use of the trademark can be strictly regulated so as to achieve the legal and social effects of the two whole beauty. In the last part of this chapter, through the development of the protection rules of the trademark variants, the trade-off is made in the trade mark variant system and the protection trademark system, so that the system of protecting the interests of the trademark rights and the cost of the trademark right person can be selected, the complexity of the judicature is reduced, Promote the positive development of law and economy. The fifth chapter is to give suggestions on the protection rules of trademark variants by formulating specific legal advice. The application of different laws in the current trademark protection system of our country, as well as the defects existing in the legislation, is to comb the current legislative proposals, and then put forward three suggestions. First, an independent clause is set for the trademark variant in the trademark law, and its form and substance decision rule are defined. Secondly, change the relevant regulations in the field of trademark law to protect the existence of conflict with the trade mark variant, and provide a warm soil to the trademark variant. Finally, the author analyzes the benefits and the cost of the establishment of the trademark variant system to the right of the trade mark.
【学位授予单位】：华东政法大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：D923.43

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