디지털경제, 중국의 신유형 상표사용 및 침해에 관한 연구

The traditional way of trademark use is that put a label on an actual product. However, a changed environment caused by a digital transformation in the era of digital economy, requires a solution is different from a traditional examination standard fitting for the traditional offline environment. In particular, as the use of the Internet has becomes pervasive, a trademark use expands into the cyberspace. It has caused issues of new types of trademarks use and trademark infringement, which have not been solved yet. China has made efforts to cover the issues through several revisions of Chinese trademark law. On December 15, 2020, Chinese National Intellectual Property Administration(CNIPA) announced ‘the first case of intellectual property administrative enforcement guidance.’ A keyword advertising case corresponding to the new types of trademarks was selected as the first case amongst five cases. With the introduction of artificial intelligence, which is the core technology of the 4th industrial revolution, into real life, the possibility of changing the subject of rights has emerged on the rule of law. In addition, there is an opinion that it is necessary to systematically review the entire laws and regulations in order to solve the issues. Korea also needs to continue efforts to revise laws and regulations to solve issues of the new types of trademark use and the infringement. At the same time, it is a time to be require a paradigm shift in legislation that takes a multi-faceted approach for legislation is optimized for the changing environment. In this regard, this paper will analyze the key issues by reviewing the Chinese legislative & policy trends, and major cases related to new types of trademarks in the era of digital economy. And, it also will try to draw implications for Korean legislation.