本文選題：加多寶　切入點(diǎn)：王老吉　出處：《遼寧大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：知識(shí)產(chǎn)權(quán)作為一個(gè)企業(yè)的核心力量，可以讓企業(yè)長(zhǎng)久地在某個(gè)領(lǐng)域屹立于不敗之地。企業(yè)運(yùn)用知識(shí)產(chǎn)權(quán)為自己創(chuàng)造利潤(rùn)，使自己不僅能在國內(nèi)立足，還能在國外市場(chǎng)揚(yáng)名立萬。我國政府鼓勵(lì)國內(nèi)的企業(yè)創(chuàng)造自主品牌、民族品牌，讓品牌成為中國未來發(fā)展的新動(dòng)力。然而，隨著商標(biāo)注冊(cè)范圍的不斷擴(kuò)大和商標(biāo)授予量不斷增加，卷入商標(biāo)權(quán)侵權(quán)訴訟糾紛的可能性也越來越大。一旦資金雄厚的大公司和勢(shì)單力薄的小公司陷入商標(biāo)權(quán)訴訟對(duì)戰(zhàn)僵局，那些剛剛起步或者囊中羞澀的小企業(yè)很可能因?yàn)榫揞~的訴訟費(fèi)用和遙遙無期的訴訟周期而放棄為自己爭(zhēng)取權(quán)利的機(jī)會(huì)，正當(dāng)權(quán)益得不到有效保護(hù)。從國際知識(shí)產(chǎn)權(quán)摩擦角度考慮，我國是出口大國，歐盟、美國作為我國出口前兩位的地區(qū)和國家，他們對(duì)商標(biāo)權(quán)的保護(hù)非常嚴(yán)苛，使我國入世后遭遇的商標(biāo)權(quán)侵權(quán)案件數(shù)量迅速增長(zhǎng)。如何在開拓國外市場(chǎng)時(shí)不卷入商標(biāo)權(quán)侵權(quán)案件，給予我國出口企業(yè)強(qiáng)有力的保護(hù)，是十分重要的議題。 顯然，法律保護(hù)是遠(yuǎn)遠(yuǎn)不夠的。給商標(biāo)上個(gè)保險(xiǎn)，廠家、商家既省去了打官司的麻煩，又可以及時(shí)得到賠償。商標(biāo)權(quán)保險(xiǎn)制度的設(shè)立，是順應(yīng)時(shí)代發(fā)展的需要，是現(xiàn)代社會(huì)解決不確定風(fēng)險(xiǎn)的高科技手段。這種保險(xiǎn)制度，可以將商標(biāo)權(quán)風(fēng)險(xiǎn)匯集起來，，使不確定情況變得確定，一旦發(fā)生侵權(quán)事件，保險(xiǎn)公司會(huì)代替企業(yè)起訴、應(yīng)訴，使企業(yè)省去卷入訴訟的麻煩。在侵權(quán)人拒絕賠償或者無力賠償時(shí)，還能提前從保險(xiǎn)公司獲得賠償金。商標(biāo)權(quán)保險(xiǎn)制度對(duì)于立足于商標(biāo)創(chuàng)新的新興企業(yè)，無疑是一件巨大的好事。 本文從中國第一商標(biāo)大案——加多寶與王老吉的商標(biāo)權(quán)之爭(zhēng)入手，細(xì)致分析了事件的起因發(fā)展，從中看到在我國發(fā)展商標(biāo)權(quán)保險(xiǎn)的機(jī)遇，進(jìn)而深刻地剖析商標(biāo)權(quán)保險(xiǎn)在我國發(fā)展的必要性和可行性，借鑒美國先進(jìn)的保險(xiǎn)經(jīng)驗(yàn)，提出開展商標(biāo)權(quán)保險(xiǎn)的對(duì)策和建議。
[Abstract]:As the core power of an enterprise, intellectual property can make the enterprise stand in an invincible position in a certain field for a long time. Enterprises use intellectual property to create profits for themselves, so that they can not only gain a foothold in China, Our government encourages domestic enterprises to create their own brands and national brands, so that brands can become a new driving force for China's future development. As the scope of trademark registration continues to expand and the amount of trademark grant increases, the possibility of getting involved in trademark infringement litigation is also increasing. Small, fledgling or cash-strapped businesses are likely to give up the opportunity to fight for their rights because of the huge litigation costs and the endless litigation cycle. Legitimate rights and interests are not effectively protected. From the angle of international intellectual property friction, China is a major exporter, the European Union and the United States are the two regions and countries in which China's exports are the top two. Their protection of trademark rights is very strict. The number of trademark infringement cases encountered after China's accession to the WTO has increased rapidly. It is a very important issue how to avoid the involvement of trademark infringement cases in opening up foreign markets and give strong protection to our export enterprises. Obviously, legal protection is far from enough. Trademark insurance is not enough. Manufacturers and merchants can not only save the trouble of litigation, but also get compensation in time. The establishment of the trademark right insurance system is in line with the needs of the development of the times. It is a high-tech means of solving uncertain risks in modern society. This insurance system can pool the risks of trademark rights, so that uncertainty becomes certain. In the event of infringement, insurance companies will take the place of enterprises to sue and respond to lawsuits. When the infringer refuses to compensate or cannot compensate, he can get the compensation from the insurance company in advance. The trademark right insurance system is undoubtedly a great good thing for the new enterprise based on trademark innovation. This paper begins with the dispute of trademark rights between Garduobo and Wang Laoji, the first trademark case in China, and analyzes in detail the cause and development of the incident, from which we can see the opportunity of developing trademark right insurance in China. Furthermore, the necessity and feasibility of the development of trademark right insurance in China are deeply analyzed, and the countermeasures and suggestions for the development of trademark right insurance are put forward based on the advanced insurance experience of the United States.
【學(xué)位授予單位】：遼寧大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：D920.5;D923.43;F842.6


本文編號(hào)：1578876