On Trade Name Right Online

The Continuous development of Internet bring changes in the domestic economy and the global economy is obvious to all, the rapid development of e-commerce market makes the competition of business subject more intense. In the smokeless war, the firm as a special commercial logos directly represent the business subject of an independent body qualification. It is a necessary and effective tool for enterprises to establish their own image and for consumers to identify the source of goods or services. Even though network bring some Changes of the economic model, but makes the traditional trade name rights protection institution face challenges. When the traditional trade name rights protection institution in the rapid development of the network, how to gain the firm right in network environment that some new business subject appears? What is the distinction between the right firm transfer and using in network and real-world environment ? Trade name rights protection network is also not restricted regionally? The series of questions has posed a challenge to the existing trade name right protection institution in China. This essay in the perspective of the network reveals the the existing problems of the firm protect right, put forward some opinions on the improvement of our network in the firm the right to protection institution, in order to provide a stronger legal protection for the right firm in the network environment, build a fair competition environment of socialist market economy, promote social stability and prosperity.This paper is divided into five chapters. The first chapter is the introduction of this article. The second chapter summarized the firm right protection in network environment, including the concept of the trade name rights and the characteristics of trade name rights infringement in network environment. The third chapter describes the scope of the network environment associated with the trade name rights, primarily introduce specific network protection firm in four areas below: e-commerce and trade name rights, domain names and trade name rights, links with the trade name rights, search engines and trade name rights issue. Chapter IV combined the traditional protection institution and trade name right with the ever-changing network environment, it reveal the problems of trade name protection institution. Chapter V propose some recommendations to improve protection institution of trade name right in the network environment.