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传统的有关商誉权保护的论文,多从自上而下的角度,从商誉权的法律属性、法律构架、法条保护等方面谈商誉权的保护,本文将另辟蹊径,以现实主义为出发点,从自下而上的角度,重点从商事主体,也就是企业自身的视角谈商誉权覆盖的各个领域,以及谈各个领域内商誉权的保护。本文精心选取广药集团“王老吉”与加多宝集团之争等具有时代感的典型案例,从商誉权的各个维度进行剖析,力求初步探索企业保护商誉权的路径。
The traditional papers on the protection of goodwill mostly from the top-down perspective, from the legal attributes of goodwill, legal framework, the protection of goodwill and other aspects of the protection of goodwill, this article will be another way, with realism as Starting point, from a bottom-up perspective, focusing on the commercial subject, that is, from the perspective of their own business reputation rights covering all areas, and talk about the protection of the right to reputation in various fields. This paper carefully selected the typical cases of the era such as the controversy between Wang Yaoji and JDB Group, analyzed the various dimensions of goodwill, and tried to explore the path of enterprise protection of goodwill.