老字号商标被侵权法律对策研究

发布时间：2018-06-03 11:04

本文选题：中华老字号 + 商标保护　；参考：《大连海事大学》2013年硕士论文

【摘要】：中华老字号是我国民族发展史上留下来的宝贵遗产,在我国经济发展过程中曾创造过许多辉煌的历史,现在更是我国在国际上实现自主创新和品牌战略的关键手段,对我国经济的发展起着不可替代的作用。另一方面,老字号经历了悠久的历史洗礼,沉淀出极为重要的价值利益,其资本价值、商业价值、文化价值都得到了极大的体现。在一定意义上讲,老字号企业、老字号商标、老字号文化已经成为中国传统文化的遗产。国内很多老字号企业不重视企业的无形资产,一味追求企业产量、实体规模、年盈利额。但却没有意识到老字号商标的品牌效应和经济价值。老字号历史悠久,文化底蕴丰富,一些老字号的店铺多是百年老店,在其创立和发展过程中形成了良好的信誉度,老字号也成为了一块金字招牌,带来了巨大的经济利益。近些年,老字号商标被侵权的事情时有发生,无论是国内还是国外,许多的老字号商标被抢注,或是国外遇到“李鬼”,老字号的商标正经历着严峻的考验。这种情况下,老字号商标的维权就显得极为重要和必要。然而,许多的老字号近年来发展速度缓慢,固步自封,停滞不前,商标的保护观念更是不强,这导致了老字号企业在商标侵权案件中常常处于弱势,麻烦不断。我国当前也没有出台中华老字号的特有法律保护规定,也没有赋予中华老字号商标特有的法律效力。要加强商标保护的法律意识,尤其要树立商标国际保护意识,当商标遭遇侵权时,及时找出相应法律对策进行维权。制定商标海外市场开拓策略。企业在进行海外市场开拓时,要有“产品未到、商标先行”的意识。积极预测该老字号商标在国外市场可能遇到的法律问题,提前做好防御措施。加强商标保护机构和人员的设置。实力较强的老牌企业应该设立专门的知识产权部门,并配备专门的人员对企业的无形资产进行维护。要建立商标抢注监测系统。预防机制主要有两种：商标公告监测和市场监测。要保留证据,与代理商签订商标使用相关合同。老字号商标的抢注人往往是该企业在海外市场的代理商和经销商。因此老字号企业在海外设立代理商、经销商时,应与他们签订商标使用合同,严格约定其保护老字号商标的责任,及时取证。
[Abstract]:The old Chinese brands are the precious heritage left behind in the history of our national development. They have created many glorious histories in the course of our country's economic development, and are now the key means for our country to realize its independent innovation and brand strategy in the world. It plays an irreplaceable role in the economic development of our country. On the other hand, the old brand has experienced a long history of baptism, precipitating extremely important value benefits, its capital value, commercial value, cultural value have been greatly reflected. In a sense, the old enterprises, trademark and brand culture have become the heritage of Chinese traditional culture. Many old-established domestic enterprises do not attach importance to the intangible assets of enterprises, blindly pursue enterprise output, entity size, annual profit. But it does not realize the brand effect and economic value of the old trademark. The old brand has a long history and rich cultural background. Some shops of the old brand are mostly century-old stores, which have formed a good reputation in the course of its establishment and development, and the old brand has also become a gold-lettered signboard, which has brought enormous economic benefits. In recent years, the old trademark has been infringed from time to time, whether at home or abroad, many of the old trademark has been robbed, or foreign encountered "Li Gou", the old trademark is undergoing a severe test. In this case, the old trademark rights is extremely important and necessary. However, in recent years, many old brands have been developing slowly, stalling and stagnating, and the concept of trademark protection is not strong, which leads to the weakness and trouble of old brand enterprises in trademark infringement cases. At present, China has not issued special legal protection regulations for old Chinese brands, nor has it given special legal effect to the trademark of old Chinese brands. It is necessary to strengthen the legal consciousness of trademark protection, especially to establish the awareness of international protection of trademarks, and to find out the corresponding legal countermeasures to protect their rights in time when the trademark is infringed. To develop trademark overseas market development strategy. Enterprises in the development of overseas markets, to have the "product, trademark first" consciousness. Actively predict the legal problems that the old trademark may encounter in the foreign market, and do a good defense in advance. Strengthen the setting up of trademark protection organizations and personnel. Strong old-name enterprises should set up special intellectual property departments and provide special personnel to maintain their intangible assets. To establish a trademark grabbing monitoring system. There are two main preventive mechanisms: trademark monitoring and market monitoring. To retain evidence and sign a trademark use contract with the agent. The old trademark is often the enterprise's agents and distributors in overseas markets. Therefore, old enterprises set up agents overseas, dealers, should sign a trademark use contract with them, strict agreement on its responsibility to protect the old trademark, timely evidence.
【学位授予单位】：大连海事大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：D923.43

【参考文献】