网络环境视域下企业字号与非驰名注册商标权利冲突规制路径选择

From the Perspective of Network Environment, the Path Selection of the Regulation of the Conflict between the Right of Enterprise Trade Names and Non-Well-Known Registered Trademarks

摘要: 企业字号是为了区分不同的商业主体，其名称的注册要向工商部门登记。注册商标的目的是区分不同的商品或服务，使产品获得知名度、打造品牌形象继而产生品牌效应。这两种制度有着各自功能，并且名称登记由不同的行政部门管理，在一般情况下不应发生冲突。但随着时代信息技术的发展、交通越发便捷、人口流动量大、信息传播速度快，使本具有区域性的企业字号在无声无息间扩大影响范围。一个名称的辐射范围变大，有意无意间会发生企业名称和已注册的商标撞车的情况。此种情况下，商标权人必须认识到自己的权利是有界限的，不可滥用权利；而字号使用者要相信正常的企业名称使用不会构成侵权，不必过于担心。

Abstract: The enterprise name is used to distinguish different business entities and its registration should be registered with the industry and commerce department. The purpose of registering a trademark is to distinguish different goods or services, to give products a good reputation, and to create a brand image that can lead to the production of brand effects. These two systems have their own functions, and name registration is managed by different administrative departments, and should not usually conflict. However, with the development of information technology, the increasing convenience of transportation, large population movements, and the fast spread of information, the regional enterprise names have expanded their impact in a silent manner. Under such circumstances, trade-mark owners must recognize that their rights are limited and cannot be abused. Users of enterprise names should believe that normal use of enterprise names will not constitute an infringement and need not be overly worried.