非传统商标法律问题研究

发布时间：2018-03-18 04:29

本文选题：非传统商标　切入点：法律保护　出处：《河南大学》2014年硕士论文　论文类型：学位论文

【摘要】：随着经济全球化的不断发展，人们接触的信息量呈几何式增长，企业如何使自己的商品或服务在繁杂的信息中最大程度吸引消费者的注意成为商业竞争的关键。商标的起源可以追溯至古代交易，人们通过在商品上烙印、刻画符号来辨识生产者或者所有权人。在现代社会，商标是企业的无形资产，是企业品牌的外在表现形式，消费者通常通过商标来识别商品或服务的来源，以期达到他们所要求的商品质量或服务性质。随着市场竞争的加剧和科技的不断进步，传统商标难以完全达到商家所要求的识别来源功能时，突破传统二维静态商标的新商标类型就不断出现在人们的生活中。国家为了适应经济全球化、体现国家的经济实力，不断扩大受到保护的商标类型。近年来，国际条约和国际组织也逐渐认同立体商标、颜色商标、听觉商标、味觉商标等非传统商标的保护。商标是消费者识别商品或服务来源的标识，商标法的是否保护某种标识，关键在于这种标识是否具有显著性和非功能性。随着科学技术的发展，非传统商标的出现得到越来越多人的认可，但由于其自身所具有的特性，非传统商标的立法保护在实践中尚存在不少理论难题和技术难题。国外的学者早已经开始研究这一问题，对不同类型的非传统商标具体分析，并有针对性地提出相应的解决方案。各国也越来越重视对非传统商标的保护，，在立法和司法实践中做了许多值得学习和借鉴探索和尝试。本文通过对美国、德国、法国、日本以及我国台湾地区的立法与实践考察研究，系统分析立体商标、颜色商标、听觉商标、味觉商标等非传统商标由于其自身特性所带来的法律保护难点及技术保护难点，在借鉴其他国家各类非传统商标获得商标法保护的条件的基础上，对我国非传统商标申请中的审查标准进行分析和探讨。非传统商标符合商标的识别商品或服务来源的一般性特征，我们对非传统商标法律保护的态度是明确的。与传统商标相比，非传统商标在明确定义、图形描绘、公告检索方面存在不少技术难题，声音、味觉、动态等非传统商标是无法用具体文字或图形予以准确描述的。在探讨非传统商标的具体法律保护问题上，针对立体商标、颜色商标、听觉商标、味觉商标等不同类型建立不同的商标审核模式，并制定出相应的审查标准。从国际影响来说，是否建立一套包括非传统商标在内的知识产权法律保护体系，是衡量一个国家对知识产权的保护水平的重要标准；对国内而言，对非传统商标进行法律保护，不仅能提高国内企业的品牌形象，还可也大大提高企业的国际竞争力。
[Abstract]:With the continuous development of economic globalization, the amount of information that people come into contact with is increasing in a geometric way. How can a business make its goods or services attract the attention of consumers to the greatest extent in complex information. The origin of trademarks can be traced back to ancient transactions. In modern society, trademark is an intangible asset of an enterprise and an external form of expression of an enterprise brand. Consumers usually identify the source of goods or services by trademark. In order to achieve the quality of goods or services they require. With the intensification of market competition and the continuous progress of science and technology, it is difficult for traditional trademarks to fully achieve the identification function required by merchants. In order to adapt to the economic globalization and reflect the economic strength of the country, the new type of trademark that breaks through the traditional two-dimensional static trademark will continue to appear in people's lives. In recent years, International treaties and international organizations also gradually recognized the protection of stereoscopic trademarks, color trademarks, auditory trademarks, taste trademarks and other non-traditional trademarks. The trademark is the mark which the consumer identifies the goods or the service source, whether the trademark law protects some kind of mark, the key lies in whether this kind of mark has the significance and the non-function. With the development of science and technology, The emergence of non-traditional trademarks has been recognized by more and more people, but because of its own characteristics, In practice, there are still many theoretical and technical problems in the legislative protection of non-traditional trademarks. The countries pay more and more attention to the protection of non-traditional trademarks, and have made a lot of research and attempt in legislation and judicial practice. Based on the legislation and practice of the United States, Germany, France, Japan and Taiwan, this paper systematically analyzes stereoscopic trademarks, color trademarks and auditory trademarks. The difficulties of legal protection and technical protection of non-traditional trademarks, such as taste trademarks, are brought about by their own characteristics. On the basis of drawing lessons from the conditions under which all kinds of non-traditional trademarks in other countries are protected by trademark law, This paper analyzes and discusses the standards of examination in the application for non-traditional trademark in China. The non-traditional trademark conforms to the general characteristics of identifying the source of goods or services of the trademark, Our attitude to the legal protection of non-traditional trademarks is clear. Compared with traditional trademarks, non-traditional trademarks have many technical difficulties in defining, drawing and retrieving public notices, sound and taste. Dynamic and other non-traditional trademarks cannot be accurately described in specific words or figures. In discussing the specific legal protection of non-traditional trademarks, we aim at stereoscopic trademarks, color trademarks, auditory trademarks, Different types of trademark, such as taste trademarks, establish different modes of trademark auditing, and formulate corresponding standards of review. In terms of international influence, whether or not to establish a system of legal protection of intellectual property, including non-traditional trademarks, It is an important standard to measure the level of intellectual property protection of a country, and to protect non-traditional trademarks legally can not only improve the brand image of domestic enterprises, but also greatly improve the international competitiveness of enterprises.
【学位授予单位】：河南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：D923.43

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