电子商务交易商标权扩张化保护研究

Research on the Expansion Protection of Trademark Rights in E-Commerce Transactions

摘要: 经济全球化是世界发展的潮流和趋势，在这个过程中互联网发挥着至关重要的作用，为电子商务跨境交易创造了条件，尽管电子商务的发展便利了人们的生活，进一步提高了人们的物质生活水平，但由于电子商务交易具有跨境性、无国界性、即时性、虚拟性等多种特征，在交易过程中也衍生出许多新的法律问题。知识产权是一种重要的财产权，也体现着国家公共政策，更是一种贸易规则，知识产权中的商标权在电子商务交易过程中出现了许多新的侵权方式。本文将对商标权使用行为、混淆理论、地域性原则等相关概念进行适当化扩张解释，从而囊括更多在电子商务交易环境下出现的新型商标权侵权行为，以期达到更好地保护商标权人的利益、保证消费者的知情权、构建公平健康有序的国内国际市场交易秩序的效果，促进社会主义市场经济发展。

Abstract: Economic globalization is the trend of world development. In this process, the Internet plays a vital role, creating conditions for cross-border transactions of e-commerce. Although the development of e-commerce has facilitated people’s lives and further improved people’s material living standards, many new legal problems have also arisen in the process of e-commerce transactions because of their cross-border, borderless, instant and virtual characteristics. Intellectual property is an important property right, which also embodies the national public policy and a trade rule. There are many new ways of infringement of trademark rights in intellectual property in the process of e-commerce transactions. This paper will appropriately expand and explain the related concepts, such as trademark use behavior, confusion theory and regional principle, so as to include more new trademark infringement behaviors in the e-commerce transaction environment, in order to better protect the interests of trademark owners, ensure consumers’ right to know, build a fair, healthy and orderly domestic and international market transaction order, and promote the development of socialist market economy.