摘要
商业标识能够发挥识别、区别、营销、品质保障功能,能够让特定商品、服务在市场中脱颖而出,并积累商誉,成为无形财产的重要组成部分。在网络空间,商业标识更是被赋予了新的内容和形式,其作用也呈指数级增长。商业标识权是以商业标识为客体的无形财产权,权能包括专用权及禁用权。商业标识的种类主要包括商标、商号、地理标志、商品名称、商业外观及域名等,且不断扩张,包括广告语、商业形象等,也被纳入商业标识的保护范围;而且,无论是传统的还是新型的,商业标识都有了新的使用形式,如搜索引擎关键字、网页元标签等。从符号学、心理学及市场营销学视角考察,商业标识的功能可以统称为传导功能,意即强调商业标识本身及其对公众的引导作用的动态变化过程。商业标识的传导功能来源于其符号本质和对公众的心理影响:商业标识、其对应的商品或服务、商业主体或品牌。三者构成一个完整的三元结构。而这个三元结构,正是商业标识真正呈献给公众的内容,对消费者从刺激产生、信息收集、作出决策到购后评价的整个心理过程,都具有强烈影响。商业标识在网络空间的传导,使商业标识的传导模式由线性转变为网状传导,单一的"专业传导者—受众"的关系逐渐向"传授合一"靠拢;商业主体通过在网络销售、网络公关和网络口碑打造中大量使用商业标识扩大其影响力,非商业性的网络口碑同时也进行了部分商业标识的口碑传导;商业标识正处于国家提倡、社会关注、市场重视、科技便利的传导环境之下,民众面对着网络空间中的海量信息,商业标识的文化内涵日益丰富和凸显。我国现实网络场景下,出现了两种有代表性的传导模式,即阿里巴巴"草根→品牌"模式和拼多多"品牌+山寨"模式,这也会影响到相应的民事责任及其承担方式。根据是否达成合意,商业标识网络使用的民事责任分为合同责任、侵权责任,其中,商业标识权利也应该受到一定的限制。商业标识中,商标、商号、地理标志、域名的使用和转让合同有法律文件明文提及,各类商业标识经常通过特许经营合同进行一揽子许可,因而在合同的签订、履行中可能涉及缔约过失或违约责任。侵权责任中,网络用户可能因传统违法行为的网络表现形式、和域名或网站名有关的行为、关键词推广或网页元标签设置而侵犯他人商业标识权益;网络服务提供者更易因用户的违法行为而构成帮助侵权,其事前注意义务和所承担的注意义务的水平是理论界讨论的重点,也是司法判断的重要依据。但是,即使是行为人确实使用了他人商业标识,也可能因构成合理使用、在先权利或权利人权利用尽等,而不被认定为侵权。
Commercial sign performs functions of identification,differentiation,marketing and quality-guarantee,making specific goods or service stand out,gaining commercial reputation,and constituting important intangible asset.In cyber space,commercial sign is given new forms and content,and its influence is exponentially amplified.Commercial sign right is a sort of intangible property right conferred on commercial sign as object,comprising both exclusive use right and prohibition right.Trademark,trade name,geographical indication,name of commodity,trade dress and domain name are main subordinates of commercial sign,yet its realm is still growing,and commercial sign protection extends to advertising slogan and business image,etc.At the same time,both traditional and novel kinds of commercial signs develop new forms of usage,such as key words in searching engine,web metatags,etc.Examined from semeiological,psychological and marketing perspective,the functions of commercial sign can be summed as function of transmission,implying the dynamic character of commercial sign and its guidance for the public.The function of transmission of commercial sign originates from its nature of symbol and psychological influence on the public.Commercial sign,its corresponding goods or service and its brand or source business entities constitute a threeelement-structure,which is the real content that commercial sign presents to everyone,having strong effects on the whole psychological process of stimulation,information collecting,purchase decision and post-purchase evaluation.Cyber transmission of commercial sign makes network-like transmission mode takes the place of traditional linear mode,making simple"transmission entity-recipient"relationship transits gradually to unity of transmission entity and recipient.Business entities expand their influence through mass use of commercial signs in e-commerce,online public relation,and internet word-of-mouthshaping.Noncommercial cyber word-of-mouth also realizes word-of-mouth transmission of some commercial signs.Now commercial signs are subject to an environment favorable to transmission thereof,wherein commercial signs are advocated by the government,having attention of the society,valued by the market and facilitated by the science and technology development.Further due to massive information presented to the public in cyber space,the cultural connotation of commercial signs are becoming rich and outstanding.In the cyber scenario in the reality of China,there appeared two typical transmission modes:Alibaba mode of"from grassroots to valued brand"and Pinduoduo mode of"valued brand plus imitation",which will affect corresponding civil liability and liability-bearing manner.Depending on whether there is an agreement,civil liabilities for cyber mis-use of commercial sign may be sorted into contractual liabilities and infringement liabilities,wherein commercial sign right should be restricted to some extent.Among different kind of commercial signs,for trademarks,trade names,geographic indications and domain names,there are explicit stipulation in laws about use and transfer thereof,and usually different kinds of commercial signs are licensed omnibusly,thus liabilities of breach of contract and liabilities of culpa in contrahendo might be involved.As for infringement liabilities,internet users could be liable for cyber forms of traditional infringements or infringements upon other’s commercial sign rights due to acts relating to domain name,website name,key word advertising,webpage mega-tag setting,etc.In contrast,internet service providers may be liable for contributory infringement by providing service for users infringing commercial sign right.The duty of care in advance of internet service providers and degree of duty of care are focus of academic research as well as important ground for judicial decision.Of course,no infringement will be constructed in the situation of fair use,prior rights or exhaustion of rights.
作者
易继明
韩倩旎
Yi Jiming;Han Qianni
出处
《私法》
2020年第2期-,共80页
Private Law Review
基金
教育部哲学社会科学研究重大课题攻关项目“中美网络空间治理比较研究”(18JZD040)阶段性成果之一
关键词
商业标识
网络空间
传导机制
传导力
民事责任
Commercial Signs
Cyber Space
Transmission Mechanism
Power of Transmission
Civil Liabilities
作者简介
易继明(1968-),北京大学法学院教授、北京大学法学博士,主要研究方向为民商法、知识产权法、法理学;韩倩旎(1994-),陕西省西安市雁塔区纪委监委干部、北京大学法律硕士,主要研究方向为知识产权法、刑法。
