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src="/uploads/allimg/240225/1-2402251J119544.jpg" style="width: 400px; height: 396px;" /><br /> <strong>事件详情</strong><br /> <br /> <br /> 11月28日，景德镇中国陶瓷博物馆和喜茶联名推出了“佛喜茶拿铁”，联名活动致敬了曾龙升大师作品《釉下加彩十八罗汉塑像》。<br /> 包装周边含沉思罗汉塑像、伏虎罗汉塑像、欢喜罗汉塑像3款不同的定制款联名杯和冰箱贴，<br /> 其中“沉思罗汉”为景德镇中国陶瓷博物馆的新晋“网红”，因其独特的表情深受大众喜爱。<br /> 当日，相关话题“喜茶我佛持杯”冲上微博等社交媒体平台的热搜榜榜首，但是其外包装使用“沉思罗汉”形象等是否符合《宗教事务条例》<br /> 《关于进一步治理佛教道教商业化问题的若干意见》《互联网宗教信息服务管理办法》等规定，也引起广泛讨论。<br /> 12月4日，深圳市民族宗教事务局工作人员称，该局于12月1日约谈了喜茶公司，该公司于12月3日做了下架处理，<br /> 同时就相关情况作出检查。<br /> 《宗教事务管理条例》《关于进一步治理佛教道教商业化问题的若干意见》（国宗发〔2017〕88号）<br /> 《互联网宗教信息服务管理办法》等明确规定，禁止以宗教名义进行商业宣传。<br /> 12月5日，“喜茶被约谈”成为微博、今日头条等社交媒体平台的热议话题。<br /> <br /> <br /> <strong>联名营销需谨慎</strong><br /> <br /> <br /> 联名营销能形成品牌间互补效应，扩大受众群体，并带动销量的增长。喜茶可谓是业内出了名的跨界联名狂魔，<br /> 毫不夸张的说，喜茶的联名跨界比推出新品的次数还要频繁，所以喜茶在茶饮界保持了高曝光度。<br /> 据悉自2017年以来，喜茶开展的联名合作达百余次。然而在如此快速更迭的联名活动中，品牌方往往难以充分了解与掌握联名方的文化内涵，<br /> 衍生出不良消费体验等舆情风险，甚至出现打“擦边球”、内容违规等问题，给品牌经营带来法律和道德争议风险，损害品牌声誉。<br /> 「佛喜茶拿铁」以佛教元素为外包装的设计，涉及商业擦边球。宗教作为人们的信仰和精神寄托，品牌应保持纯粹和尊重，<br /> 不可以营销亵渎。这样的做法不仅不尊重宗教信仰，也可能会引起不必要的争议和误解，折损品牌形象和口碑。<br /> <br /> <strong>佛喜商标均被驳回</strong><br /> <br /> <br /> 在我国商标审查实践中，就对包含宗教词汇的商标的审查非常严格。据悉，“佛喜”曾被多方<a href="https://www.shuangqian.net/fwfw/qybg/shangbiaobiangeng/">申请注册商标</a>，<br /> 申请人包括北京某信息技术公司、自然人侯某某，国际分类包括餐饮住宿、珠宝钟表。不过目前，这些商标均已被驳回，处于无效状态。<br /> 此前，马云命名的“达摩院”也曾因宗教问题申请商标被驳回。<br /> <br /> 我国《商标法》中对于宗教信仰的保护，具体体现在《商标法》第十条一款（八）项“有害于社会主义道德风尚或者<br /> 有其他不良影响的标识不得作为商标使用”这一概括的禁止性条款中。这里的“不良影响”就包括可能对我国政治、<br /> 经济、文化、宗教、民族等社会公共利益和公共秩序产生消极、负面的影响。<br /> <br /> 这就意味着，但凡与宗教含义搭边，多半难以注册成商标。因此涉及宗教问题，<br /> 不管是营销宣传还是商标注册，建议大家都慎重一些。<br /> !-- E product-detail-simple --></div> </div> </div> </div> </section>  {dede:include filename="left.htm"/} </div> </section> <section class="sidebar float-left"> <section class="page-menu" skinobjectzone="menu_3937"> <div class="page-menu-title"> <h3>{de新闻中心3> </div> <div class="page-menu-content"> <ul> {dede:c <li class=""><a href="/news/zcfg/" 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