论虚拟商标的法律保护
发布时间：2018-10-10 10:24
【摘要】：随着全球经济的飞速发展，商业活动与人们的生活愈发紧密的关联在一起。商标作为一种有着特殊用途的标记无时不刻不参与着我们的日常生活，人的衣食住行都在消费着载有商标的商品，种类繁多、样式各异的商标出现在现实生活中，不仅如此，一些电影、小说或者漫画等作品中还存在着作者创作的虚拟商标，例如“达夫啤酒”（著名漫画剧《辛普森一家》中的啤酒商标）、“星球日报”（漫画《超人》中主人翁就职的报社发行的报纸商标）等等，这些被虚构出来的商标伴随着成功的作品广泛传播，在社会公众脑海中留下了深刻的印象。作品中的虚拟商标或商号以及虚拟角色都是由作者虚构而来，这些虚拟元素在现实生活中被部分商家用于商业营销或者宣传活动旨在获得良好的市场效果。如今，虚拟商标被用于商业活动有愈演愈烈的趋势，大量的虚拟商标在现实世界的商业化运作中被注册为商标进而得到广泛使用，但是对于虚拟商标承载的权利确属何种权益，虚拟商标在被侵权使用后须依何种法律得到救济，法学界还没能形成统一的观点，实际的案例中所采取的救济办法也各不相同。随着我国未来市场经济发展水平的进一步提高，国内遇到的虚拟商标权利纠纷必然会越来越多，对该问题的研究变得越来越有现实意义。商家直接使用他人作品中虚拟的商业标记进行宣传、销售、营利，甚至通过抢注他人作品中的虚拟商标为真实商标来谋取不正当的利益，这是一种不道德的行为，，对这种行为应该从法律上予以规制，这样不仅有利于维护良好的市场竞争机制，也保护了虚拟商标原始作者的利益。本篇文章立足于这一初衷，力图探析虚拟商标保护中相关的理论，结合相关案例以及前人的研究成果，以期能为我国对虚拟商标的法律保护提出有建设性的意见。 本文分四部分来阐述问题并达到研究目的。第一部分分析明确了虚拟商标的内涵，着重讨论了虚拟商标与虚拟角色的区别，并阐述了虚拟商标与以虚拟角色注册的商标的差异。第二部分研究了虚拟商标的权利产生、虚拟商标权的内容与限制，并着重分析了虚拟商标权和与商标有关的角色商品化权的区别。第三部分主要为国外经典案例的评析，以期为我国对虚拟商标法律保护的制度构建提供借鉴。第四部分在前文基础上，分析了我国传统知识产权法律对虚拟商标保护的局限，并对我国如何选择合理的制度和路径对虚拟商标进行保护提出笔者的看法。 本文的重点包括两个方面：第一是对虚拟商标以及虚拟商标权进行定性分析，明确其内容和性质，从理论上研究了虚拟商标与其他相关概念、虚拟商标权与其他相似权利的区别；第二是研究现行法律对虚拟商标的保护现状和保护中存在的局限性，并为我国的虚拟商标法律保护制度完善提供参考意见，这也是本文的最终目的所在。
[Abstract]:With the rapid development of the global economy, business activities and people's lives are increasingly closely linked. Trademark, as a special purpose mark, is always participating in our daily life, people's clothing, food, housing and business are consuming the goods containing the trademark, a wide variety of different types of trademarks appear in real life, not only that, but not only that, In some films, novels or comics, there are also fictitious trademarks created by the author. For example, "Duff Beer" (the brand of beer in the famous comic series "the Simpsons"), "Star Daily" (the trademark of newspapers in which the main character of the comic book "Superman" is in office), and so on. These fictional trademarks have been widely disseminated along with successful works, leaving a deep impression in the public mind. The fictitious trademark or trade name and the fictitious character in the work are all fictitious by the author. These virtual elements are used by some merchants in the real life for commercial marketing or propaganda activities in order to obtain good market effect. Nowadays, there is a growing trend that virtual trademarks are used in commercial activities. A large number of virtual trademarks have been registered as trademarks in the commercial operation of the real world and have been widely used. However, what kind of rights and interests do virtual trademarks carry? After the virtual trademark is used in tort, what kind of law should be used to obtain relief, the legal circles have not yet formed a unified view, and the relief methods adopted in actual cases are also different. With the further improvement of the development level of our country's market economy in the future, there will be more and more disputes about virtual trademark rights encountered in our country, and the research on this issue has become more and more practical significance. It is immoral for a merchant to directly use the virtual commercial marks in other people's works to promote, sell, profit, or even obtain improper benefits by seizing the virtual trademarks in other people's works as real trademarks. This kind of behavior should be regulated by law, which not only helps to maintain a good market competition mechanism, but also protects the interests of the original author of virtual trademark. Based on this original intention, this article tries to explore the relevant theories of virtual trademark protection, combined with relevant cases and previous research results, in order to put forward constructive suggestions for the legal protection of virtual trademarks in China. This article is divided into four parts to explain the problem and achieve the purpose of research. The first part analyzes the connotation of virtual trademark, discusses the difference between virtual trademark and virtual character, and expounds the difference between virtual trademark and trademark registered by virtual role. The second part studies the emergence of virtual trademark, the content and limitation of virtual trademark right, and analyzes the difference between virtual trademark right and the role commercialization right related to trademark. The third part is the analysis of foreign classic cases in order to provide reference for the legal protection of virtual trademark in our country. The fourth part analyzes the limitation of the traditional intellectual property law on the protection of virtual trademark, and puts forward my views on how to choose a reasonable system and path to protect virtual trademark in our country. The focus of this paper includes two aspects: first, the qualitative analysis of virtual trademark and virtual trademark rights, the clear content and nature of the virtual trademark and other related concepts. The difference between virtual trademark right and other similar rights. The second is to study the current situation and limitations of the protection of virtual trademark in the current law, and to provide reference for the improvement of the legal protection system of virtual trademark in our country. This is the ultimate purpose of this paper.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：D923.43
本文编号：2261429
[Abstract]:With the rapid development of the global economy, business activities and people's lives are increasingly closely linked. Trademark, as a special purpose mark, is always participating in our daily life, people's clothing, food, housing and business are consuming the goods containing the trademark, a wide variety of different types of trademarks appear in real life, not only that, but not only that, In some films, novels or comics, there are also fictitious trademarks created by the author. For example, "Duff Beer" (the brand of beer in the famous comic series "the Simpsons"), "Star Daily" (the trademark of newspapers in which the main character of the comic book "Superman" is in office), and so on. These fictional trademarks have been widely disseminated along with successful works, leaving a deep impression in the public mind. The fictitious trademark or trade name and the fictitious character in the work are all fictitious by the author. These virtual elements are used by some merchants in the real life for commercial marketing or propaganda activities in order to obtain good market effect. Nowadays, there is a growing trend that virtual trademarks are used in commercial activities. A large number of virtual trademarks have been registered as trademarks in the commercial operation of the real world and have been widely used. However, what kind of rights and interests do virtual trademarks carry? After the virtual trademark is used in tort, what kind of law should be used to obtain relief, the legal circles have not yet formed a unified view, and the relief methods adopted in actual cases are also different. With the further improvement of the development level of our country's market economy in the future, there will be more and more disputes about virtual trademark rights encountered in our country, and the research on this issue has become more and more practical significance. It is immoral for a merchant to directly use the virtual commercial marks in other people's works to promote, sell, profit, or even obtain improper benefits by seizing the virtual trademarks in other people's works as real trademarks. This kind of behavior should be regulated by law, which not only helps to maintain a good market competition mechanism, but also protects the interests of the original author of virtual trademark. Based on this original intention, this article tries to explore the relevant theories of virtual trademark protection, combined with relevant cases and previous research results, in order to put forward constructive suggestions for the legal protection of virtual trademarks in China. This article is divided into four parts to explain the problem and achieve the purpose of research. The first part analyzes the connotation of virtual trademark, discusses the difference between virtual trademark and virtual character, and expounds the difference between virtual trademark and trademark registered by virtual role. The second part studies the emergence of virtual trademark, the content and limitation of virtual trademark right, and analyzes the difference between virtual trademark right and the role commercialization right related to trademark. The third part is the analysis of foreign classic cases in order to provide reference for the legal protection of virtual trademark in our country. The fourth part analyzes the limitation of the traditional intellectual property law on the protection of virtual trademark, and puts forward my views on how to choose a reasonable system and path to protect virtual trademark in our country. The focus of this paper includes two aspects: first, the qualitative analysis of virtual trademark and virtual trademark rights, the clear content and nature of the virtual trademark and other related concepts. The difference between virtual trademark right and other similar rights. The second is to study the current situation and limitations of the protection of virtual trademark in the current law, and to provide reference for the improvement of the legal protection system of virtual trademark in our country. This is the ultimate purpose of this paper.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：D923.43
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