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商品化权是随着社会经济发展在我们的经济生活中出现的一种新型无形财产性权利,它是将蕴含着商业信誉,具有商业流通价值的角色或形象特征进行二次商业性使用,从而获利。商品化权在国外尚未定论,在我国的研究也刚刚起步。我国目前对其的法律调整主要是运用人格权法、知识产权法的保护,保护的范围及力度均有不足。基于分析认为以规制诚信、公平市场秩序为己任的《反不正当竞争法》应当发挥重要的调整作用,我国应进一步完善《反不正当竞争法》,为商品化权利寻求更明确、合理的保护方式,以维护公认的商业道德,创建良性的市场秩序。
Commercialization is a new type of intangible property right that emerges in our economic life along with social and economic development. It is the second commercial use of the role or image characteristic that contains commercial credit and has commercial circulation value. Profit. The right of commercialization has not yet been finalized in foreign countries, and the research in our country has just started. At present, our country’s legal adjustment mainly adopts the personality right law. The protection of intellectual property law and the scope and intensity of protection are inadequate. Based on the analysis, the “Anti-Unfair Competition Law” that takes as its responsibility to regulate the integrity and fair market order should play an important regulatory role. China should further improve the Anti-Unfair Competition Law and seek more explicit and reasonable protection for the commercialization rights Ways to maintain proven business ethics and create a virtuous market order.