电商领域商标权保护的现实困境与完善路径研究

Research on the Practical Dilemmas and Improvement Paths of Trademark Right Protection in the E-Commerce Field

摘要: 在数字经济高速发展的背景下，电子商务已成为我国经济增长的重要引擎，但商标权侵权问题却日益凸显，严重扰乱市场秩序、损害权利人合法权益。本文以电商领域商标权保护为研究核心，结合《电子商务法》等相关法律规定，系统分析电商平台商标侵权的主要表现形式与特征，深入剖析当前商标权保护面临的法律适用难题、平台治理困境、监管机制不足等现实挑战，并探究其背后的立法缺陷、执法偏差、企业意识薄弱等成因。在此基础上，借鉴国内外成熟经验，从法律制度完善、平台责任强化、监管体系优化、企业风险防控四个维度，提出针对性的完善路径，旨在为构建法治化、规范化的电商商标权保护环境提供理论参考，推动电商行业健康可持续发展。

Abstract: Against the backdrop of the rapid development of the digital economy, e-commerce has become an important engine of China’s economic growth. However, the problem of trademark infringement has become increasingly prominent, seriously disrupting the market order and damaging the legitimate rights and interests of right holders. Focusing on the protection of trademark rights in the e-commerce field, this paper systematically analyzes the main manifestations and characteristics of trademark infringement on e-commerce platforms in combination with relevant legal provisions such as the E-Commerce Law. It deeply explores the practical challenges currently facing the protection of trademark rights, including legal application difficulties, platform governance dilemmas, and insufficient regulatory mechanisms, and investigates the underlying causes, such as legislative defects, law enforcement deviations, and weak enterprise awareness. On this basis, drawing on mature domestic and foreign experience, the paper proposes targeted improvement paths from four dimensions: improvement of legal systems, strengthening of platform responsibilities, optimization of regulatory systems, and enhancement of enterprise risk prevention and control. It aims to provide a theoretical reference for building a legal and standardized environment for the protection of trademark rights in e-commerce and promote the healthy and sustainable development of the e-commerce industry.