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onTouch:true, onMouse:true }, pagination : "#carousel-page-157916", scroll : { fx : "crossfade" } }); }); </script></div> </div> </div> </div>  <section class="main"> <div class="page-width clearfix"> <section class="content float-right"> <section class="page-title page-title-inner clearfix"> <div class="breadcrumbs float-right" skinobjectzone="HtmlBreadCrumb_3754"><span>当前位置：</span>{dede:field name='position'/}</div>  <div id="a1portalSkin_mainArea" class="content-wrapper"><a name="33111" id="33111"></a> <div class="module-default"> <div class="module-inner"> <div id="a1portalSkin_ctr157918157918_mainArea" class="module-content"> <div class="product-detail product-detail-simple"> <div class="product-name"> <h1>{dede:field.title/}</h1> </div> <div企业广告宣传与包装设计中的知识产权合规策略c"> <div class="qhd-content"> {dede:field.body/} </div> </div> </div> <br /> <br /> <p align="justify" class="p" style="margin: 0pt 0pt 18pt; text-indent: 0pt; padding: 0pt; text-align: justify; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"> <span style="font-family: "Microsoft YaHei UI"; color: rgb(0, 0, 0); letter-spacing: 0.35pt; font-size: 12pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><font face="Microsoft YaHei UI">在当今市场竞争激烈的环境下，企业的广告宣传和包装设计在很大程度上决定了产品的市场接受度。<br /> 然而，在这两个关键的营销环节中，如果不注意知识产权的使用，企业就可能陷入法律纠纷和财务压力。<br /> 本文将探讨如何避免在广告宣传和包装设计中触犯知识产权</font><font face="Microsoft YaHei UI">“雷区”，以及如何规范使用专利标识，<br /> 从而确保企业的广告宣传和包装设计工作顺利进行。</font></span><span style="font-family: "Microsoft YaHei UI"; letter-spacing: 0.4pt; font-size: 12.5pt;"><o:p></o:p></span></p> <p align="justify" class="p" style="margin: 0pt 0pt 18pt; text-indent: 0pt; padding: 0pt; text-align: justify; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"> <span style="font-family: "Microsoft YaHei UI"; color: rgb(0, 0, 0); letter-spacing: 0.4pt; font-size: 12pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"> 在企业市场营销活动中，广告宣传和包装设计对于产品或服</span><span style="font-family: "Microsoft YaHei UI"; color: rgb(0, 0, 0); letter-spacing: 0.35pt; font-size: 12pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><font face="Microsoft YaHei UI">务的推广必不可少。<br /> 好的广告和包装有助于提高产品知名度、树立企业形象，为企业带来更大收益。<br /> 但企业在广告宣传和包装设计时，可能会触及擅自使用未经权利人授权的字体、图片、音视频、软件等知识产权</font><font face="Microsoft YaHei UI">“雷区”。</font></span><span style="font-family: "Microsoft YaHei UI"; letter-spacing: 0.4pt; font-size: 12.5pt;"><o:p></o:p></span></p> <p align="justify" class="p" style="margin: 0pt 0pt 18pt; text-indent: 0pt; padding: 0pt; text-align: justify; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"> <span style="font-family: "Microsoft YaHei UI"; color: rgb(0, 0, 0); letter-spacing: 0.4pt; font-size: 12pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"> 内部设计人员或者外部设计供应商可能有意或无意地在互联</span><span style="font-family: "Microsoft YaHei UI"; color: rgb(0, 0, 0); letter-spacing: 0.35pt; font-size: 12pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><font face="Microsoft YaHei UI">网中下载设计素材或者设计软件，<br /> 致使企业后续收到版权方发来的法务函或者商洽函，甚至被版权方诉讼侵权，<br /> 最终因为知识产权的不合规使用而增加不必要的采购成本。例如，很多企业可能收到过来自图片公司的法务函，<br /> 要求对使用其图片的侵权行为进行赔偿</font><font face="Microsoft YaHei UI">——解决这种纠纷的走向往往是达成更大范围的图库采购合作。<br /> <br /> <br /> <img alt="" src="/uploads/allimg/231130/1-2311301H01b92.jpg" style="width: 600px; height: 400px;" /></font></span><br /> </p> <p align="justify" class="p" style="margin: 0pt 0pt 18pt; text-indent: 0pt; padding: 0pt; text-align: justify; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"> <b><span class="15" style="font-family: "Microsoft YaHei UI"; color: rgb(0, 0, 0); letter-spacing: 0.4pt; font-size: 12pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;">广告宣传和包装设计中不合规使用知识产权的常见情况包括：</span></b><span style="font-family: "Microsoft YaHei UI"; letter-spacing: 0.4pt; font-size: 12.5pt;"><o:p></o:p></span></p> <p align="justify" class="p" style="margin: 0pt 0pt 18pt; text-indent: 0pt; padding: 0pt; text-align: justify; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"> <span style="font-family: "Microsoft YaHei UI"; color: rgb(0, 0, 0); letter-spacing: 0.4pt; font-size: 12pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;">① 未经授权擅自使用网络图片作为素材。</span><span style="font-family: "Microsoft YaHei UI"; letter-spacing: 0.4pt; font-size: 12.5pt;"><o:p></o:p></span></p> <p align="justify" class="p" style="margin: 0pt 0pt 18pt; text-indent: 0pt; padding: 0pt; text-align: justify; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"> <span style="font-family: "Microsoft YaHei UI"; color: rgb(0, 0, 0); letter-spacing: 0.4pt; font-size: 12pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;">② 未经授权擅自使用影视剧、音乐等作为素材。</span><span style="font-family: "Microsoft YaHei UI"; letter-spacing: 0.4pt; font-size: 12.5pt;"><o:p></o:p></span></p> <p align="justify" class="p" style="margin: 0pt 0pt 18pt; text-indent: 0pt; padding: 0pt; text-align: justify; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"> <span style="font-family: "Microsoft YaHei UI"; color: rgb(0, 0, 0); letter-spacing: 0.4pt; font-size: 12pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;">③ 未经授权对影视剧、音乐进行二次创作并作为素材。</span><span style="font-family: "Microsoft YaHei UI"; letter-spacing: 0.4pt; font-size: 12.5pt;"><o:p></o:p></span></p> <p align="justify" class="p" style="margin: 0pt 0pt 18pt; text-indent: 0pt; padding: 0pt; text-align: justify; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"> <span style="font-family: "Microsoft YaHei UI"; color: rgb(0, 0, 0); letter-spacing: 0.4pt; font-size: 12pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;">④ 擅自使用他人的注册商标，或者将企业注册商标进行变形</span><span style="font-family: "Microsoft YaHei UI"; color: rgb(0, 0, 0); letter-spacing: 0.35pt; font-size: 12pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;">和更改，造成和他人的<a href="https://www.shuangqian.net">注册商标</a>相同或者近似的视觉效果。</span><span style="font-family: "Microsoft YaHei UI"; letter-spacing: 0.4pt; font-size: 12.5pt;"><o:p></o:p></span></p> <p align="justify" class="p" style="margin: 0pt 0pt 18pt; text-indent: 0pt; padding: 0pt; text-align: justify; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"> <span style="font-family: "Microsoft YaHei UI"; color: rgb(0, 0, 0); letter-spacing: 0.4pt; font-size: 12pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;">⑤ 直接挪用或者简单变更他人的广告宣传语。</span><span style="font-family: "Microsoft YaHei UI"; letter-spacing: 0.4pt; font-size: 12.5pt;"><o:p></o:p></span></p> <p align="justify" class="p" style="margin: 0pt 0pt 18pt; text-indent: 0pt; padding: 0pt; text-align: justify; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"> <span style="font-family: "Microsoft YaHei UI"; color: rgb(0, 0, 0); letter-spacing: 0.4pt; font-size: 12pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;">⑥ 未经授权擅自使用自由下载的字体字库作为素材。</span><span style="font-family: "Microsoft YaHei UI"; letter-spacing: 0.4pt; font-size: 12.5pt;"><o:p></o:p></span></p> <p align="justify" class="p" style="margin: 0pt 0pt 18pt; text-indent: 0pt; padding: 0pt; text-align: justify; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"> <span style="font-family: "Microsoft YaHei UI"; color: rgb(0, 0, 0); letter-spacing: 0.4pt; font-size: 12pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;">⑦ 未经授权擅自使用自由下载的软件作为设计工具。</span><span style="font-family: "Microsoft YaHei UI"; letter-spacing: 0.4pt; font-size: 12.5pt;"><o:p></o:p></span></p> <p align="justify" class="p" style="margin: 0pt 0pt 18pt; text-indent: 0pt; padding: 0pt; text-align: justify; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"> <span style="font-family: "Microsoft YaHei UI"; color: rgb(0, 0, 0); letter-spacing: 0.4pt; font-size: 12pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"> 广告宣传和包装设计中还应当注意专利标识的规范使用问题。</span><span style="font-family: "Microsoft YaHei UI"; color: rgb(0, 0, 0); letter-spacing: 0.35pt; font-size: 12pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;">当企业希望突出产品、<br /> 服务的技术领先性或产品独特性时，有时会考虑在广告宣传和包装设计中加入与专利有关的标识和说明。</span><span style="font-family: "Microsoft YaHei UI"; letter-spacing: 0.4pt; font-size: 12.5pt;"><o:p></o:p></span></p> <p align="justify" class="p" style="margin: 0pt 0pt 18pt; text-indent: 0pt; padding: 0pt; text-align: justify; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"> <b><span class="15" style="font-family: "Microsoft YaHei UI"; color: rgb(0, 0, 0); letter-spacing: 0.35pt; font-size: 12pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;">规范使用要点在于：</span></b><span style="font-family: "Microsoft YaHei UI"; letter-spacing: 0.4pt; font-size: 12.5pt;"><o:p></o:p></span></p> <p align="justify" class="p" style="margin: 0pt 0pt 18pt; text-indent: 0pt; padding: 0pt; text-align: justify; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"> <span style="font-family: "Microsoft YaHei UI"; color: rgb(0, 0, 0); letter-spacing: 0.4pt; font-size: 12pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;">① 广告中涉及专利产品或者专利方法的，应当标明专利号和</span><span style="font-family: "Microsoft YaHei UI"; color: rgb(0, 0, 0); letter-spacing: 0.35pt; font-size: 12pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;">专利类型。</span><span style="font-family: "Microsoft YaHei UI"; letter-spacing: 0.4pt; font-size: 12.5pt;"><o:p></o:p></span></p> <p align="justify" class="p" style="margin: 0pt 0pt 18pt; text-indent: 0pt; padding: 0pt; text-align: justify; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"> <span style="font-family: "Microsoft YaHei UI"; color: rgb(0, 0, 0); letter-spacing: 0.4pt; font-size: 12pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;">② 未取得专利权的，不得在广告中谎称取得专利权。</span><span style="font-family: "Microsoft YaHei UI"; letter-spacing: 0.4pt; font-size: 12.5pt;"><o:p></o:p></span></p> <p align="justify" class="p" style="margin: 0pt 0pt 18pt; text-indent: 0pt; padding: 0pt; text-align: justify; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"> <span style="font-family: "Microsoft YaHei UI"; color: rgb(0, 0, 0); letter-spacing: 0.4pt; font-size: 12pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;">③ 禁止使用未授予专利权的<a href="https://www.shuangqian.net/zhuanlishenqing/">专利申请</a>和已经终止、被撤销、</span><span style="font-family: "Microsoft YaHei UI"; color: rgb(0, 0, 0); letter-spacing: 0.35pt; font-size: 12pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;">被宣告无效的专利做广告。</span><span style="font-family: "Microsoft YaHei UI"; letter-spacing: 0.4pt; font-size: 12.5pt;"><o:p></o:p></span></p> <p align="justify" class="p" style="margin: 0pt 0pt 18pt; text-indent: 0pt; padding: 0pt; text-align: justify; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"> <b><span class="15" style="font-family: "Microsoft YaHei UI"; color: rgb(0, 0, 0); letter-spacing: 0.4pt; font-size: 12pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;">对开展此类工作的内部管理建议：</span></b><span style="font-family: "Microsoft YaHei UI"; letter-spacing: 0.4pt; font-size: 12.5pt;"><o:p></o:p></span></p> <p align="justify" class="p" style="margin: 0pt 0pt 18pt; text-indent: 0pt; padding: 0pt; text-align: justify; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"> <span style="font-family: "Microsoft YaHei UI"; color: rgb(0, 0, 0); letter-spacing: 0.4pt; font-size: 12pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"> 按年度调研设计部门的需</span><span style="font-family: "Microsoft YaHei UI"; color: rgb(0, 0, 0); letter-spacing: 0.35pt; font-size: 12pt; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><font face="Microsoft YaHei UI">求，对在广告宣传和包装设计中所需的必要的设计素材和设计工具主动开展采购；<br /> 制订企业内部设计素材或设计工具使用指引，并推动落地；有条件的企业可以通过技术（</font><font face="Microsoft YaHei UI">IT）<br /> 部门对个人计算机安装外部软件进行权限控制和定期扫描；法务或知识产权部门定期为设计部门开展培训，<br /> 提升员工知识产权合规意识；企业开展广告宣传和包装设计工作时，<br /> 应将宣推物料同步给法务或知识产权部门进行审核。</font></span><span style="font-family: "Microsoft YaHei UI"; letter-spacing: 0.4pt; font-size: 12.5pt;"><o:p></o:p></span></p> <p align="justify" class="p" style="margin: 0pt 0pt 18pt; text-indent: 0pt; padding: 0pt; text-align: justify; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"> <span style="font-family: "Microsoft YaHei UI"; letter-spacing: 0.4pt; font-size: 12.5pt;"><o:p></o:p></span></p> <p align="justify" class="p" style="margin: 0pt 0pt 18pt; text-indent: 0pt; padding: 0pt; text-align: justify; background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"> <span style="font-family: PingFang-SC-Regular; color: rgb(0, 0, 0); letter-spacing: 0.35pt; font-size: 12pt; background: rgb(253, 253, 254);"> </span><span 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