On The Firm The Right To Legal Protection

Along with the establishment and development of the market economy system in China, the business activities are getting more frequent and expending to larger areas. As well as the protection of the consumers' rights and interests, the protection of the rights and interests, especially the rights and interest of the intangible assets of the enterprises, is also drawing increasing attention.As an important intellectual property, trade name not only serves as a name or symbol to identify the goods or services provided by one enterprise from the goods and services provided by others, it also bears the good will of such enterprise and may further bring commercial benefit to it. Therefore, the protection of trade name against any infringement is a very important issue and has been widely acknowledged by most countries.However, the protection of trade name in China turns out not satisfying due to the ambiguity of the definition and flaws of the current rules. After the China's WTO accession in 2001, we are facing more challenges than ever on the protection of intellectual property. To solve these problems, the thesis first clarified the concept of trade name, and then analyzed conflicts between trade names, conflicts between trade name and trademark, domain name and Internet keyword. Finally the author put forward remedies accordingly from different aspects in solving the current conflicts as well as setting up a complete system of trade name protection.