제1장 중국 상표제도 개관

[상표업무담당기관]
Q1. 중국에서 상표등록과 보호업무를 담당하는 기관은 어느 곳인가 · ·····21

[상표변리사 선정]
Q2. 중국에는 상표변리사가 별도로 있는가 · ···········································24
Q3. 중국에 상표대리를 위탁할 때 일반 특허사무소에 맡기면 되는 것인가 · 아니면 상표대리를 전문으로 하는 상표대리기구에 맡겨야 하는가 · ··25
·한 걸음 더 들어가 보기: 상표대리기구 등록여부 알아보기 ···········27

[상표법 개정 및 우리 제도와의 비교]
Q4. 중국 상표법은 언제 제·개정되었으며 2013년에 개정된 상표법의 주요 내용은 무엇인가 · ····································································28
Q5. 최근 개정되어 시행(2019. 11. 1) 중인 제4차 상표법 개정의 주요 내용은 무엇인가 · ············································································33
Q6. 중국 상표제도와 우리 상표제도와의 주요 차이점은 무엇인가 · ········35

[신의성실원칙]
Q7. 중국은 민법의 일반원칙인 신의성실원칙을 상표법에 도입하였는데 이것의 내용과 의미는 무엇인가 · ·····················································39
Q8. 상표대리기구에도 신의성실원칙이 적용되는가 · ······························40

[상표의 종류]
Q9. 중국에서 단체표장과 증명표장은 어떤 것이며 그 특징은 무엇인가 · ························································································43
Q10. 중국에서 지리적 표시의 특징과 출원 시 주의해야 할 사항은 무엇인가 · ······················································································45
Q11. 중국 입체상표의 특징과 출원 시 주의해야 할 사항은 무엇인가 · ····48
Q12. 중국 색채상표의 특징과 출원 시 주의해야 할 사항은 무엇인가 · ····50
Q13. 중국 소리상표의 특징과 출원 시 주의해야 할 사항은 무엇인가 · ····52

[사용 및 등록불가 상표(상표법 제10조~제11조)]
Q14. 중국에서 공익적인 이유로 상표로 사용할 수 없는 것은 어떠한 경우인가 · ······················································································54
Q15. 중국에서 식별력이 없어 등록될 수 없는 표장은 어떤 것인가 · ········58
Q16. 상표법 제11조에서 규정하고 있는 ‘기타 식별력이 부족한 경우’는 어떤 것인가 · ··················································································60
Q17. 식별력이 없는 표장을 포함한 상표에 대한 유사여부 판단은 어떻게 하나 · ··················································································62
Q18. 상표가 사용을 통해 식별력을 가지게 된 경우는 · ···························63

제2장 중국 상표 출원단계

[브랜드네이밍]
Q19. 중국에서 상표출원 시 중문 브랜드네이밍이 반드시 필요한가 · ······65
Q20. 소비자에게 호감도 가고 제품의 이미지도 잘 나타낼 수 있는 브랜드네이밍을 하고 싶은데 어떤 요소들을 고려해야 되나 · ··········67
·한 걸음 더 들어가 보기: 중문 브랜드네이밍 방법 알아보기 ·········68
Q21. 브랜드네이밍을 통해 도출된 중문, 영문 등의 상표는 어떤 전략으로 상표출원을 하는 것이 좋은가 · ·······················································74

[지정상품 및 지정서비스업 지정]
Q22. 중국 상품 및 서비스업 분류표는 어떤 기준에 따라 정해져 있는가 · ··························································································75
·한 걸음 더 들어가 보기: 중국 상품 및 서비스업 분류표 보는 법
(예시: 16류) ·················································································76
·한 걸음 더 들어가 보기: 상품류와 유사군 코드 ···························77
Q23. 상표출원서에 중국 상품 및 서비스업 분류표상에 기재된 상품명칭을 사용하지 않으면 어떻게 되는가 · ·································78
·한 걸음 더 들어가 보기: 규범품목과 비규범품목 ·························80

[유사상표 검색]
Q24. 상표출원 전 유사상표 검색은 어떤 방법으로 하나 · ························81
·한 걸음 더 들어가 보기: 상표검색 따라해 보기 ···························82

[상표출원절차 일반]
Q25. 상표출원은 어떻게 진행되며, 등록까지 소요되는 기간과 비용은 · ··85
Q26. 중국에서는 문서송달 방법과 기간 산정은 어떻게 하는가 · ·············88
Q27. 상표출원 시 필요한 서류와 출원서 작성 시 주의해야 할 사항은 무엇인가 · ······················································································90
Q28. 외국인과 외국기업이 중국에 상표출원을 진행하는 방법은 · ···········92
Q29. 출원일은 언제 확정되는가 · ····························································94
Q30. 동일자 출원은 어떻게 처리하나 · ···················································95
Q31. 상표출원 시 우선권주장을 통해 출원일을 앞당길 수 있는데 우선권이란 무엇인가 · ····································································95
Q32. 중국에서 온라인 출원은 어떻게 하나 · ···········································97
Q33. 일반상표이면서 색채가 들어간 상표를 출원할 경우 주의할 사항은 무엇인가 · ····················································································100

[지정상품과 지정서비스업과의 관계]
Q34. 상품과 서비스업과의 견련성 여부 판단 및 제35류와 관련하여 주의해야 할 사항은 무엇인가 · ·····················································101

[방식심사]
Q35. 상표출원서류가 불수리되는 경우는 · ············································103
Q36. 상표국은 어떤 경우에 출원서류에 대해 보정하도록 통지를 하는가 · ························································································105

[상표 유사 판단]
Q37. 중국에서 상표의 동일 또는 유사여부 판단은 어떠한 기준에 따라 하는가 · ················································································107
Q38. 중국어(한자)와 중국어(한자)의 유사판단은 어떻게 하나 · ·············109
Q39. 중국어 병음과 중국어 한자상표 사이의 유사판단은 어떻게 하나 · ··110
Q40. 중문상표와 영문상표의 유사판단은 어떻게 하나 · ························111
(판례 1) 중문상표와 영문상표의 유사성 판단 ······························112
Q41. 중국어 병음과 영문상표의 유사판단은 어떻게 하나 · ···················113
Q42. 한글만으로 이루어진 상표의 유사판단은 어떻게 하나 · ················114
(판례 2) “원할머니 보쌈”에 대한 상표권 침해를 인정한 사건 ·······115
·한 걸음 더 들어가 보기: 중국 심사기준상의 상표유사판단 사례 ···116

제3장 상표심사, 이의신청 및 불사용신청

[상표 실질심사]
Q43. 중국에서 심사관이 심사결과 거절이유가 발견될 경우 의견제출 통지서를 출원인에게 발송하는가 · ··············································132
Q44. 심사관은 어떤 경우에 출원된 상표를 거절하나 · ··························134
Q45. 심사관은 지정상품 일부에 대하여 거절할 수 있는데 이에 대한 출원인의 대응 방안은 무엇인가 · ··················································136

[상표 이의신청]
Q46. 상표이의신청을 할 수 있는 자는 · ·················································138
Q47. 상표이의신청 시 필요한 서류와 절차는 어떻게 진행되는가 · ········139
Q48. 이의신청을 제기할 수 있는 이유는 어떤 것인가 · ·························141
Q49. 이의신청에 대한 심리는 어떻게 진행되며, 이에 대한 불복방법은 무엇인가 · ····················································································145

[불사용 취소청구 및 심판]
Q50. 상표등록 후 등록상표를 3년동안 불사용했을 경우, 어떠한 위험에 처해질 수 있는가 · ········································································147
Q51. 상표사용에 대한 증거자료가 갖춰야 할 요건은 무엇인가 · ···········149
Q52. 불사용 취소신청 절차는 어떻게 진행되며, 불사용 취소결정에 대한 구제방안은 무엇인가 · ··························································150
Q53. 불사용취소신청 시 주의할 사항은 · ··············································152

제4장 심 판

[상표심판 일반]
Q54. 상표심판의 종류와 심리방식은 · ···················································154
Q55. 상표심판 시 구술심리는 어떻게 진행되나 · ···································157

[거절불복 심판]
Q56. 심사관의 거절결정에 대한 불복심판청구 시 심사관의 거절이유에 대해 어떻게 대응할 수 있는가 · ····················································159
·한 걸음 더 들어가 보기: 공존협의를 통해 거절이유 극복한 사례 ··························································································161
Q57. 거절불복심판은 어떻게 진행되며, 심판청구 관련서류 및 보충증거
자료 제출은 어떻게 하는가 · ·························································164

[상표 무효선고]
Q58. 어떤 경우에 등록상표가 무효되는가 · ···········································166
Q59. 무효심판청구에 대한 심리는 어떻게 진행되며 그 불복방법은 무엇인가 · ····················································································169
Q60. 무효심판 청구에 필요한 서류 및 주의사항은 · ······························171
Q61. 무효와 취소의 효과는 · ·································································172
Q62. 무효와 취소 후 1년 이내에 출원할 경우에는 어떻게 되나 · ···········174

제5장 저명상표 보호

Q63. 중국에서 저명상표란 무엇이며 저명상표를 인정하는 기관은 · ······176
Q64. 중국에서 저명상표를 인정하는 원칙은 무엇인가 · ························179
Q65. 중국에서 등록된 저명상표와 등록되지 않은 저명상표의 보호요건은 어떻게 다른가 · ··························································181
(판례 3) 해외 영문상표의 저명성이 입증되지 않아, 중문명과 유사한 문자상표의 등록 인정 ·········································182
Q66. 중국에서 저명상표 판단과 관련하여 어떠한 요소를 고려하는가 · ··184
Q67. 중국에서 저명상표로 인정받으면 어떠한 점이 좋은가 · ················186

제6장 상표 무단선점에 대한 대응방안

[무단선점 대응 일반]
Q68. 중국에서 자신의 상표가 무단 선점당했을 경우 어떻게 대응하면 좋은가 · ························································································188
Q69. 중국에서 상표브로커 등의 악의적 무단선점에 대응하기 위해 고려할 수 있는 상표법상의 규정에는 어떠한 것들이 있는가 · ·······190

[대리인 또는 대표자의 무단 선점(상표법 제15조 제1항)]
Q70. 대리인 또는 대표자가 피대리인 또는 피대표자의 상표를 무단으로 출원하여 등록받을 수 없는데, 여기서 대리인과 대표자는 누구를 말하는가 · ····193
(판례 4) 대리상의 악의적 상표 선등록 이의신청 사건 ··················195

[특정관계인의 무단 선점(상표법 제15조 제2항)]
Q71. 상표법 제15조 제2항에서 정하고 있는 특정관계인의 무단선점과 관련하여, 특정관계는 어떤 관계를 포함하나 · ······························196
Q72. 상표법 제15조 제2항에서의 타인이 “먼저 사용한”은 어떤 의미인가 · ····················································································200

[타인의 선권리 침해(상표법 제32조 전단)]
Q73. 상표출원이 타인의 선권리에 손해를 입히는 경우는 어떻게 되는가 · ························································································201
(판례 5) 마이클 조던(Michael Jordan)의 성명권을 인정한 사례 ·····205

[일정한 영향력 있는 상표 등록 금지(상표법 제32조 후단)]
Q74. 상표법 제32조에서 규정하고 있는 “먼저 사용하고 있고 일정한 영향력이 있는 상표”는 어떻게 판단하는가 · ·································208
(판례 6) 선사용상표에 대해 일정한 영향력을 인정한 사례 ···········211
Q75. 상표법 제32조에서 규정하고 있는 “부정당한 수단”이란 어떤 것인가 · ························································································212

[기만 또는 부정당한 수단으로 등록된 상표의 무효(상표법 제44조)]
Q76. 기만수단 또는 기타 부정당한 수단을 써서 등록된 상표는 어떻게 되나 · ················································································213
(판례 7) ‘기타 부정당한 수단’에 해당된다고 판단한 사례 ·············216

[선사용항변권 주장(상표법 제59조)]
Q77. 상표권자의 침해 주장에 대해 선사용 항변권을 주장하여 대응할 수 있는가 · ···················································································217
(판례 8) 선사용항변권을 인정한 사례 ··········································218

[무단선점 예방을 위한 저작권 등록]
Q78. 무단선점 예방을 위해 저작권 등록이 필요한가 · ··························219

제7장 등록상표의 사용 및 활용

[상표의 사용 일반]
Q79. 중국 상표법상 상표의 사용이란 무엇인가 · ···································221
Q80. 중국 상표법상 상표사용의 증거로 볼 수 있는 것과 그렇지 않은 것의 구체적인 형태는 어떤 것이 있는가 · ·····································223
Q81. 등록상표를 그대로 사용하지 않고 변경하여 사용하면 어떻게 되나 · ···························································································225

[상표갱신 및 등록증 분실훼손]
Q82. 등록상표의 갱신은 어떻게 하나 · ··················································227
Q83. 상표등록증을 분실 또는 훼손하였을 경우에는 어떻게 하나 · ········228

[상표양도]
Q84. 상표권 양도는 어떻게 하는가 · ·····················································229
Q85. 상표권 양도신청 시 필요한 서류와 주의해야 할 점은 무엇인가 · ··231
Q86. 상표양도신청에 대한 심사는 어떻게 이루어지는가 · ·····················233

[상표사용허가]
Q87. 상표사용허가 계약에는 어떤 유형이 있는가 · ·······························234
Q88. 상표의 사용허가에 필요한 서류와 주의해야 할 점은 무엇인가 · ···236
·한 걸음 더 들어가 보기: 상표사용허가계약서 표준양식 ············238
Q89. 상표사용허가에 있어서 품질보증의무란 · ·····································240

[상표권 담보]
Q90. 상표권을 담보로 제공할 경우, 그 조건과 절차는 어떻게 되는가 · ·241

제8장 상표권 보호

[상표권 침해행위 유형]
Q91. 타인의 상표권을 침해하는 행위는 어떠한 것인가 · ·······················242
(판례 9) 역혼동 이론을 적용하지 않고 상표침해를 부정한 사례 ··246
(판례 10) 역혼동 이론을 적용하여 상표침해를 인정한 사례 ·········247
(판례 11) 샤넬 모조품이 판매된 쇼핑몰에 상표권침해 연대책임을 인정한 사례 ·································································249
Q92. 동일 또는 유사한 상품에 타인이 등록상표와 동일 또는 유사한 상표를 사용한 행위가 상표권 침해를 구성하지 않는 경우는 어떠한가 · ··········250
(판례 12) 상징적 사용에 해당되어 상표사용행위로 보지 않은 사례 ·············································································254
(판례 13) 합리적 상표사용이 아니어서 상표권침해행위로 본 사례 ·············································································255
(판례 14) “협력관계” 여부로 상표침해 및 부정경쟁 여부를 판단한 사례 ············································································256
Q93. OEM(주문자 상표부착 생산)방식에 따른 생산이 상표권침해에 해당하는가 · ·················································································258
(판례 15) OEM 판매방식의 상표권 침해여부에 대한 판례의 변화 ·············································································260

제9장 상표권 침해행위에 대한 행정적 보호방안

[이중적 보호]
Q94. 상표권 침해행위에 대한 이중적 보호란 어떤 것인가 · ··················263

[시장감독관리기관을 통한 행정보호]
Q95. 행정단속을 신청할 경우 사전에 준비할 것과 유의해야 할 사항은 · ··264
Q96. 신고 후 시장감독관리기관은 어떤 절차로 조사를 진행하나 · ········267
Q97. 침해행위 성립 시에 시장감독관리기관은 어떤 행정처벌을 내릴 수 있는가 · 그리고 당사자는 이에 어떻게 대응할 수 있는가 · ········270

[전시회, 박람회에서의 보호조치]
Q98. 전시회, 박람회에 참석하는 상표권자가 유의해야 할 사항은 무엇인가 · ····················································································272
Q99. 전시회 등에서의 신고절차는 어떻게 되는가 · ·······························274

[세관에서의 보호조치]
Q100. 세관보호의 필요성과 세관에 의한 행정구제의 장점은 무엇인가 · ··277
Q101. 상표권의 세관 등록은 어떻게 하나 · ···········································279
Q102. 세관에서의 상표권 보호방식은 · ·················································280

[인터넷 쇼핑몰에서의 보호]
Q103. 중국의 인터넷 쇼핑몰(타오바오, 찡동 등)에서 등록상표가 부착된 모조품이 판매되고 있을 경우 어떠한 조치를 취할 수 있는가 · ····282

제10장 상표권의 사법적 보호방안

[행정소송]
Q104. 상표권에 관한 행정소송의 종류와 그 내용은 · ····························292
Q105. 심판단계에서 제출되지 않았던 새로운 증거를 행정소송 단계에서 제출하면 법원은 이를 증거로 채택하는가 · ·································294

[민사소송]
Q106. 상표권 침해사건에 대한 소송 관할지와 소 제기 기간은 어떻게 되는가 · ······················································································296
Q107. 상표권보호를 위한 임시조치로는 어떤 것이 있는가 · ··················298
(판례 16) 상표권 침해를 인정하여 제소 전 보전신청을 인정한 판결 ···········································································301
Q108. 상표권 침해 시 손해배상액 확정방법은 · ····································303
(판례 17) “쓰리세븐(777)” 상표권 침해를 인정한 판결 ················305

[형사소송]
Q109. 상표권 침해 시 형사처벌에는 어떠한 것이 있는가 · ····················307

제11장 10문 10답을 통해 알아보는 중국 반부정당경쟁법

[부정경쟁행위 유형]
Q1. 중국 반부정당경쟁법상 부정경쟁행위란 어떤 것이 있는가 · ···········311
Q2. 중국 반부정당경쟁법상 혼동행위는 구체적으로 어떤 것이며, 이에 해당하려면 어떠한 점을 고려해야 하는가 · ····························314
(판례 1) 타인의 포장장식 모방이 부정경쟁행위에 해당한다고 한 판례 ·················································································316
(판례 2) 타인의 상표를 상호로 사용한 행위에 대한 사례 ···············317
Q3. 상업성 뇌물로 인한 부정경쟁행위는 어떤 것인가 · ·························318
Q4. 허위광고로 인한 부정경쟁행위는 어떤 것인가 · ·····························320
(판례 3) 허위광고를 인정한 판례 ··················································322
Q5. 영업비밀침해로 인한 부정경쟁행위는 어떤 것인가 · ······················323
Q6. 불법경품 판매로 인한 부정경쟁행위는 어떤 것인가 · ·····················326
Q7. 상업적 비방으로 인한 부정경쟁행위는 어떤 것인가 · ·····················327
Q8. 인터넷상의 부정경쟁행위의 구체적인 행위는 어떠한 것이 있는가 · ··328
(판례 4) 인터넷상의 부정경쟁행위를 인정한 판례 ·························329

[부정경쟁행위 구제조치]
Q9. 타인의 행위가 부정경쟁행위에 해당되는 경우 어떠한 민·형사상의 구제조치를 취할 수 있는가 · ····································330
Q10. 민·형사상의 구제조치 이외에 중국 시장감독관리국이 실시하는 행정조사는 어떠한 조치를 취할 수 있는가 · ·································332

[부 록]
〈부록 1〉 중국 제4차 개정 상표법과 종전법 비교 ··································339
〈부록 2〉 상표관련 관납료 ····································································343
〈부록 3〉 상표관련 주요 서식 ································································344
서식 1: 대리인위임장 ·····························································344
서식 2: 상표출원서 ································································346
서식 3: 거절불복심판청구서(표지) ·········································348
서식 4: 거절불복심판청구서(본문) ·········································349
서식 5: 이의신청서 ································································350
서식 6: 무효선고청구서(표지) ················································351
서식 7: 무효선고청구서(본문) ················································352
서식 8: 상표등록불허에 대한 불복심판청구서(표지) ···············353
서식 9: 상표등록불허에 대한 불복심판청구서(본문) ···············354
서식 10: 3년 불사용취소신청서 ··············································355
서식 11: 상표양도/이전 신청서 ··············································356
서식 12: 상표사용허가등록신청서 ··········································357
서식 13: 상표권 질권등기 신청서 ···········································358