摘要作为驰名商标异化的一种表现，驰名商标宣传的本质是将“驰名商标”视为荣誉称号，并将其向公众进行传播的行为。驰名商标宣传的主体包括企业、中介机构和地方政府，宣传方式复杂、多样。对驰名商标宣传进行规制的原因在于其具备法律正当性与现实必要性。我国目前尚缺乏全面、系统的法律规定对驰名商标宣传予以规制，工商机关在执法实践中一般以“虚假宣传”为由对部分驰名商标宣传问题进行查处，但现有法律规制存在诸多不足，亟待完善。为有效治理驰名商标异化，针对驰名商标宣传，应尽快：明确界定“驰名商标宣传”；全面禁止“驰名商标宣传”；构建驰名商标宣传的法律规制体系。67788

毕业论文关键词  驰名商标  宣传  法律规制  驰名商标异化  商标法

毕 业 论 文 外 文 摘 要

Title    Research on Legal Regulation of Well-known Trademark  Publicity                                                 

Abstract As a manifestation of well-known trademark alienation, the essence of the well-known trademark publicity is an action in which “well-known trademark” is regarded as a title of honor and this is propagated to the public. The main bodies of well-known trademark publicity include enterprises, intermediary agencies and local governments, and the ways of well-known trademark publicity are quite complicated and various. Because of the justification and necessity, well-known trademark publicity should be regulated. At present, there is no comprehensive and systematic law in China to regulate well-known trademark publicity. In the practice, the industrial and commercial administrations deal with some problems of well-known trademark publicity generally according to the rules of false publicity. However, the existing legal regulation has many deficiencies and needs to be perfected. For effective governance of well-known trademark alienation, more actions should be done to regulate well-known trademark publicity as soon as possible: define “well-known trademark publicity” clearly; prohibit “well-known trademark publicity” totally; construct a legal regulation system of well-known trademark publicity.

Keywords  well-known trademark  publicity  legal regulation

well-known trademark alienation  trademark law

目   次

1  引言  1

2  驰名商标宣传的本质、主体与方式2

2.1  驰名商标宣传的界定及其本质…2

2.2  驰名商标宣传的主体…3

2.3  驰名商标宣传的方式…4

3  规制驰名商标宣传的原因探析7

3.1  规制驰名商标宣传的法律正当性7

3.2  规制驰名商标宣传的现实必要性9

4  我国对驰名商标宣传予以法律规制的现状…10

4.1  目前法律规制驰名商标宣传的情形…10

4.2  目前法律对驰名商标宣传规制的不足12

5  强化我国驰名商标宣传法律规制的建议 … 14

5.1  明确法律规制对象：明确界定“驰名商标宣传”…14

5.2  明确法律规制态度：全面禁止“驰名商标宣传”…14

5.3  构建驰名商标宣传的法律规制体系…15

结论 19

致谢 20

参考文献 21

1  引言

近年来，随着“驰名商标异化”问题日益突出，“驰名商标宣传”问题也逐渐得到了学术界的关注。