在二十一世纪的今天，知识产权已经成为全球化背景下企业竞争的制高点，商标权的保护也是知识产权保护领域的重要组成部分。随着我国加入世界贸易组织，国际商品和服务流通也越来越广泛，企业可能面对的竞争买家来自国内外，目前一些企业已经认识到商标的重要性，并且能够正确使用商标战略和战术发展生产，参与国内外竞争，并在国际市场逐渐赢得了一席之地。然而，在中国发布了几部知识产权法律之后的这相当长的一段时间里，许多人都在关注出口贸易的商标保护，但是仍然还是远远低于其他知识产权的保护。正是因为这种认识上的不足导致我国的企业在国外注册商标的不多，有国际知名品牌的数量很少。和一些知名品牌和外国企业或个人经常和其他人的恶意抢注，极大地阻碍了我国企业开拓国际市场的步伐。我国企业应该进一步了解了商标和了解商标法，制定正确的品牌战略，加强自己在国内与国外竞争能力，进一步加强出口贸易中的商标保护。
关键字：出口贸易；商标；马德里；国际商标体系
Abstract
In twenty-first Century today, intellectual property has become the commanding heights of business competition under the background of globalization, the protection of trademark right is also the field of intellectual property protection is an important part of. With China’s accession to the world trade organization, the international flow of goods and services are becoming more and more extensive, the enterprise will face competition from home and abroad, some enterprises have realized the importance of trademark, and correct use of brand strategy and tactics to develop production, participate in domestic competition in the international market, and gradually won a space for one person. However, in China released a few intellectual property law after the quite long period of time, many people are concerned about the export trade of trademark protection, but still much lower than those of other intellectual property protection. It is because of this lack of knowledge lead to the enterprise in our country and foreign registered trademarks is not much, there are a number of internationally famous brands of little. And some well-known brands and foreign enterprises or individuals frequently and other people’s malicious cybersquatting, greatly block up China’s enterprises to develop the international market pace. China’s enterprises should further understand the trademark and trademark law, formulate right brand strategy, strengthen their ability of competition at home and abroad, to further strengthen the export trade of the trademark protection.
Keywords: export trade; trade mark; Madrid international trademark system;
目 录
Abstract…………………………………………………….. II
1 商标的基本概念………………………………………………. 1
1.1 商标的基本概念………………………………………….. 1
1.3.1标明来源功能……………………………………….. 2
1.3.2保证品质功能……………………………………….. 2
1.3.3广告宣传功能……………………………………….. 2
2 商标体系的发展………………………………………………. 2
2.1 国际商标体系的历史和发展…………………………………. 2
2.2 中国商标体系的历史和发展…………………………………. 3
3 商标的国际保护………………………………………………. 3
4 中国商标保护的现状和问题……………………………………… 5
4.1 在中国对驰名商标保护的现状……………………………….. 5
4.2 中国商标保护存在的问题…………………………………… 5
5 国外对商标保护问题的借鉴……………………………………… 7
5.1 日本对驰名商标的保护…………………………………….. 7
5.2 美国对驰名商标的保护…………………………………….. 7
6 改进中国商标保护战略…………………………………………. 8
6.1 中国商标制度的改进………………………………………. 8
6.2 提高中国企业的商标战略…………………………………… 9
