声音商标设计中的显著性认定问题研究——以腾讯QQ声音商标案为例

Research on the Identification of Salience in the Design of Sound Trademark—Taking Tencent QQ Sound Trademark Case as an Example

摘要: 商标，即商业标志，是消费者用于区别和认证商品的一种工具，在现代商业竞争中发挥着重要作用。随着商标法的修改，声音也可以被注册为商标。就声音商标的现状来看，目前我国的声音商标注册数量较少，这表明声音商标的审查体系尚不成熟；同时注册声音商标被驳回的比例较大，这表明声音商标的申请条件比较严苛，声音商标显著性判断标准不明确导致立法不能很好地适应实践。良好的声音商标设计能够更好地迎合消费者的需求，从而改善营商环境。本文立足于声音商标设计理念，以腾讯QQ声音商标成功注册的案例为切入点，分析在声音商标设计过程中应当注意的要点，以期为声音商标的设计建言献策。

Abstract: Trademarks, that is, business marks, are a tool used by consumers to distinguish and authenticate goods and play an important role in modern business competition. With the revision of the trademark law, sound can also be registered as a trademark. As far as the present situation of sound trademarks is concerned, the number of registered sound trademarks in China is relatively small at present, which indicates that the examination system of sound trademarks is not yet mature; at the same time, a large proportion of registered sound trademarks are rejected, which shows that the application conditions of sound trademarks are harsh and the criteria for judging the distinctiveness of sound trademarks are not clear, which leads to the legislation can not adapt to practice well. Good sound trademark design can better meet the needs of consumers, thus improving the business environment. Based on the concept of sound trademark design, this paper analyzes the key points that should be paid attention to in the process of sound trademark design with the case of successful registration of Tencent QQ sound trademark as the starting point, with a view to making suggestions for the design of sound trademark.