Research On Management Of Trademark Infringement In Laiwu District,Jinan City

General Secretary Xi Jinping stressed the protection of intellectual property rights during the25^th collective learning at 30^th,Nov,2020.After the zoning adjustment,Laiwu District seize the opportunity,strive to build a sub center of the provincial capital city and an advanced manufacturing center in the Yellow River basin.However,there are several contradictions,including trademark infringement,are still alive at the moment.Previous studies on the governance of trademark infringement focused on the research about legislative,enforcement,judicial and social organization,but there are few researches on trademark registrant,production and sales subject and consumer psychology,especially on the research during the whole chain supervision of trademarks from production,sales to consumption.So,we need to study how to build a whole process governance system for trademark infringement.The article puts sales and consumption channels into the framework together with government supervision,build action scenarios,and study the action strategies of all subjects in the governance of trademark infringement in Laiwu District,which considers the reality of Laiwu District,uses several methods including interview,survey,and case analysis and works by Collaborative Governance Theory.On this account,this article sums up the problems existing in the management of trademark infringement in Laiwu District,analyzes the reasons,and then puts forward opinions and suggestions.The theory of collaborative governance emphasizes the participation of multiple subjects in the process of social governance and emphasizes the leading role of government departments.In this thesis,from the perspective of collaborative governance,the construction of Laiwu District trademark infringement governance system involving market supervision departments,trademark registrants,sellers and consumers.Firstly,this thesis analyzes the current situation of trademark infringement management in Laiwu District from the aspects of external influencing factors,participants,governance measures of each participant and governance effects.Then,through the analysis of the current governance situation,we can conclude that there are some outstanding problems in the governance of trademark infringement in Laiwu District.For example,the market supervision and management department has few personnel and heavy tasks,and the focus of work is biased towards assessment.It is difficult for the trademark registrant to find the clues of trademark infringement violations.The communication between sellers and government departments is not smooth.Consumers’awareness of rights protection is weak,and they often choose to give up complaints about low value goods.Analyzing the reasons one by one,we found that the poor communication between government departments led to less investigation and punishment,the trademark registrant’s attitude was not firm,the seller’s legal awareness was weak,and the lack of ability to distinguish between true and false was the cause of the serious trademark infringement problem in Laiwu District.Finally,in order to put forward reasonable suggestions for the management of trademark infringement in Laiwu District,this thesis put forward some suggestions,which combines the theory of New Public Management with the perspective of collaborative governance.Government departments should strengthen communication and coordination,popularize laws and regulations related to trademark infringement,strengthen the professional construction of law enforcement teams,and increase the intensity of law enforcement and daily supervision.Trademark registrants update anti-counterfeiting labels,use data analysis system,and make good use of punitive damages.Sellers should do a good job in obtaining certificates and tickets,and actively cooperate with the investigation.Consumers strengthen their awareness of safeguarding their rights.