小微企业实施商标战略的困境与对策  

PREDICAMENT AND COUNTERMEASURES OF SMALL & MICRO-BUSINESSES IN IMPLEMENTING TRADEMARK STRATEGY

作　　者：李文江[1] 郭雨洁 

机构地区：[1]河南工业大学知识产权研究中心,河南郑州450001

出　　处：《河南工业大学学报（社会科学版）》2015年第1期111-117,共7页Journal of Henan University of Technology:Social Science Edition

基　　金：2011年河南省软科学研究项目(112400450071)

摘　　要：小微企业的存在与发展不仅有力支撑了国民经济的发展,而且成为国民就业的广阔空间,为此,我国各级政府都陆续出台了许多扶持政策。在科技兴国战略和知识产权战略相继颁布后,科技型小微企业更加重视知识产权在企业发展中的作用,如品牌建设、专利技术等。然而,实践中小微企业如何通过商标注册培育和树立自身品牌,不仅面临着一些认识误区,如傍名牌、不重视注册商标、忽视对注册商标的使用等,而且面临不少制度方面的困扰,包括限制性的个人商标申请、电子申请不畅、驳回复审费用较高等。小微企业应该结合自身规模小、实力弱、产能低等特点,选择适合自身的商标策略。国家商标局应通过商标法的修改,优化、细化商标注册规定,切实扶持小微企业的发展。The existence and development of small and micro enterprises give not only strong support to the development of the national economy,but also provide vast space for national employment. Therefore governments at all levels have gradually introduced a number of supportive policies. Following the successive promulgation of the strategy of developing the country through science and technology and the strategy of intellectual property,technology-based small and micro-businesses attach greater importance to the role of intellectual property in the development of enterprises,such as brand development,patented technology and so on. However,in practice,small and micro-businesses are faced with not only some misunderstanding as to how to cultivate and establish their own brands through trademark registration,such as passing off a famous brand,paying no attention to registered trademark,ignoring the use of registered trademarks and so on,they are also plagued by the existing system including restricted personal trademark applications,inconvenient electronic filing,rejecting and reviewing application at higher costs. Small and micro enterprises should choose proper trademark strategy according to their own characteristics,such as small scale,weak in strength and low productivity. The State Trademark Bureau should effectively support the development of small and micro-businesses through the revision of trademark law which will optimize and refine trademark registration rules.

关 键 词：小微企业 商标注册 商标权 品牌 

分 类 号：D923.4[政治法律—民商法学]