本文選題：中華老字號 + 商標保護��； 參考：《大連海事大學》2013年碩士論文

【摘要】：中華老字號是我國民族發(fā)展史上留下來的寶貴遺產(chǎn),在我國經(jīng)濟發(fā)展過程中曾創(chuàng)造過許多輝煌的歷史,現(xiàn)在更是我國在國際上實現(xiàn)自主創(chuàng)新和品牌戰(zhàn)略的關鍵手段,對我國經(jīng)濟的發(fā)展起著不可替代的作用。另一方面,老字號經(jīng)歷了悠久的歷史洗禮,沉淀出極為重要的價值利益,其資本價值、商業(yè)價值、文化價值都得到了極大的體現(xiàn)。在一定意義上講,老字號企業(yè)、老字號商標、老字號文化已經(jīng)成為中國傳統(tǒng)文化的遺產(chǎn)。國內(nèi)很多老字號企業(yè)不重視企業(yè)的無形資產(chǎn),一味追求企業(yè)產(chǎn)量、實體規(guī)模、年盈利額。但卻沒有意識到老字號商標的品牌效應和經(jīng)濟價值。老字號歷史悠久,文化底蘊豐富,一些老字號的店鋪多是百年老店,在其創(chuàng)立和發(fā)展過程中形成了良好的信譽度,老字號也成為了一塊金字招牌,帶來了巨大的經(jīng)濟利益。近些年,老字號商標被侵權(quán)的事情時有發(fā)生,無論是國內(nèi)還是國外,許多的老字號商標被搶注,或是國外遇到“李鬼”,老字號的商標正經(jīng)歷著嚴峻的考驗。這種情況下,老字號商標的維權(quán)就顯得極為重要和必要。然而,許多的老字號近年來發(fā)展速度緩慢,固步自封,停滯不前,商標的保護觀念更是不強,這導致了老字號企業(yè)在商標侵權(quán)案件中常常處于弱勢,麻煩不斷。我國當前也沒有出臺中華老字號的特有法律保護規(guī)定,也沒有賦予中華老字號商標特有的法律效力。要加強商標保護的法律意識,尤其要樹立商標國際保護意識,當商標遭遇侵權(quán)時,及時找出相應法律對策進行維權(quán)。制定商標海外市場開拓策略。企業(yè)在進行海外市場開拓時,要有“產(chǎn)品未到、商標先行”的意識。積極預測該老字號商標在國外市場可能遇到的法律問題,提前做好防御措施。加強商標保護機構(gòu)和人員的設置。實力較強的老牌企業(yè)應該設立專門的知識產(chǎn)權(quán)部門,并配備專門的人員對企業(yè)的無形資產(chǎn)進行維護。要建立商標搶注監(jiān)測系統(tǒng)。預防機制主要有兩種：商標公告監(jiān)測和市場監(jiān)測。要保留證據(jù),與代理商簽訂商標使用相關合同。老字號商標的搶注人往往是該企業(yè)在海外市場的代理商和經(jīng)銷商。因此老字號企業(yè)在海外設立代理商、經(jīng)銷商時,應與他們簽訂商標使用合同,嚴格約定其保護老字號商標的責任,及時取證。
[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.
【學位授予單位】：大連海事大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：D923.43

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