数字时代电商平台下驰名商标淡化风险与规制研究

Study on Dilution Risks and Regulatory Framework for Well-Known Trademarks on E-Commerce Platforms in the Digital Era

摘要: 随着数字经济和电商平台的迅速发展，驰名商标在网络营销环境下面临新的淡化风险。本文以电商平台和网络营销机制为切入点，分析关键词竞价广告、跨界联名、虚拟商品、用户生成内容及短视频带货等营销方式对驰名商标识别性、独特性和品牌价值的影响。本文认为，传统商标保护制度主要以混淆与同类商品判断为核心，难以有效应对电商环境下的淡化风险。在此基础上本文提出法律制度完善、平台治理机制强化以及品牌方营销策略与授权管理等多维度的规制建议，以应对数字时代电商平台下驰名商标淡化的问题。研究表明，结合法律保护、平台治理与品牌管理的综合措施，有助于维护驰名商标的品牌价值和消费者信赖，实现电商环境下公平竞争与品牌可持续发展。

Abstract: With the rapid development of the digital economy and e-commerce platforms, well-known trademarks face new risks of dilution in the online marketing environment. This paper analyzes the impact of marketing methods such as keyword bidding advertising, cross-industry collaborations, virtual goods, user-generated content, and short-video marketing on the distinctiveness, uniqueness, and brand value of well-known trademarks, using e-commerce platforms and online marketing mechanisms as the starting point. This paper argues that the traditional trademark protection system, primarily based on the assessment of confusion and similar goods, is insufficient to effectively address the dilution risks in the e-commerce environment. Based on this, this paper proposes multi-dimensional regulatory suggestions, including improvements to the legal system, strengthening of platform governance mechanisms, and brand owners’ marketing strategies and licensing management, to address the issue of trademark dilution on e-commerce platforms in the digital age. The research shows that a comprehensive approach combining legal protection, platform governance, and brand management is conducive to maintaining the brand value and consumer trust of well-known trademarks, and achieving fair competition and sustainable brand development in the e-commerce environment.