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避暑山庄以及周围寺庙既是世界文化遗产,又是国家5A级风景区。商标权保护模式开发与保护并重,能够有效解决世界文化遗产面临的现实问题,是一条值得推广的保护模式。世界文化遗产相关的旅游商品产业的发展离不开商标权的保护和品牌战略。本文以避暑山庄为例,其在旅游商品开发和品牌塑造上存在着保护意识不足、品牌价值扩展不够等问题,须从商标注册以及制度上解决问题。
Mountain Resort and the surrounding temples are not only the world cultural heritage, but also the national 5A level scenic area. It is a worthwhile promotion mode to protect both the development and the protection of trademark protection mode and to effectively solve the practical problems facing the world cultural heritage. The development of tourism commodities industry related to the world cultural heritage can not be separated from the protection of trademark rights and brand strategy. Taking the Summer Resort as an example, there are some problems in the development of the tourism product and branding such as lack of protection awareness and inadequate brand value expansion, and the problems must be solved from the trademark registration and the system.