Internet has developed for more than 20 years in China. Nowadays, the role of the network is no longer limited to information transmission or serving as the platform of groundwork. The continuous development of modern network technology and the advanced socialization of network application are changing the appearance of human society and the life of people in all dimensions. China is entering into the era of network space. China Internet Network Information Center (CNNIC) said, up to the end of 2014, the number of Chinese netizens has reached 649 million. Network life has become a new mode of life, the traditional system is faced with great challenges. Network space, also known as virtual space, combined thousands of people into there. People have been in the virtual space jointly when they use network sending private Email, doing commercial activity, enjoying recreational activities, and exchanging ideas with others. While the characteristics of openness, technicality and virtuality of network brings people unprecedented convenience, it also causes a series of legal questions. Whether the extension of terms of civil subject, right of personality, right of reputation in the traditional legal provision includes network virtual subject, if includes, how to protect the damaged reputation rights of virtual subject. This article starts with the dispute case of reputation infringement between Nanjing Taobao shop owner and cosmetics company in 2014 to pull the personal online store, special network virtual subject, into the sight of people. It is difficult to be given independent qualifications of civil IV subject for the absence of legal capacity and will capacity of network virtual subject. But it also impracticable to affirm the network virtual subject not enjoy the right of reputation with the thought of one size fits all. As the same legal personality with realistic subject, network virtual subject is the strata of personality of realistic subject under network environment. Personality is the basis of personality rights, and the basic of network virtual subject enjoying personality rights is personality of realistic subject, and the personality rights are the extension of personality rights of realistic subject under network environment. Right of reputation is a kind of specific personality rights, so the network virtual subject should enjoy the rights of obtaining and maintaining its right of reputation. The protection of network virtual subject reputation is the key for civil law to adapt to the social life needs. Based on Chinese current situation of legislation and experiences of other countries, this article tries to make thinking and discussion on the perfection of the law of Chinese network virtual subject reputation, and settles in the protection of personal online store.

中国互联网发展已超过 20 年，在今天，网络的作用已经不再局限于传播信息或作 为基本工作平台。现代网络技术的不断发展和网络应用的深度社会化，正在全方位地改 变 着 人 类 社 会 的 面 貌 和 人 们 的 生 活 ， 中 国 正 在 进 入 网 络 空 间 时 代 1。中国互联网信息中心（CNNIC）称截止到 2014 年底，中国网民数量已达到 6.49 亿。2网络生活成为一种新的生活模式，传统的制度也面临着极大的挑战。网络空间也被 称为虚拟空间，网络把成千上万的人组合在一个虚拟空间中，大家利用网络发送私人电 子邮件、进行商务活动、娱乐活动并与他人交流思想的时候，就已经共同处于这个虚拟 的空间。网络的开放性、技术性和虚拟性等诸多特征，在给人们带来前所未有的便利的 同时，也引发了一系列的法律问题：传统法律条文中的“民事主体”、“人格权”、 “名誉权”等词语，其外延是否包含网络虚拟主体，若包含，那么虚拟主体被损害的名 誉权益应当如何保护。 本文以 2014 年南京市淘宝网店店主诉化妆品公司的名誉侵权纠纷案件为开端，将 个人网店这一特殊的网络虚拟主体拉进人们的视线。网络虚拟主体因为其权利能力和意 志能力的缺乏，难以被赋予独立的民事主体资格。但也不能用“一刀切”的思想，判定 网络虚拟主体都不享有名誉权。网络虚拟主体是现实主体在网络环境下的人格分层，与 现实主体为同一法律人格。人格是人格权的基础，网络主虚拟主体享有人格权的基础则 是现实主体的人格，该人格权是现实主体人格权在网络环境下的延伸。名誉权是具体人 格权的一种，因此网络虚拟主体应当享有获得和维护其名誉权的权利。网络虚拟主体名 誉权的保护是整个民法适应社会生活需要所应当规范的重点。本文试图立足中国立法现 状，放眼他国之经验，对中国的网络虚拟主体名誉权的法律完善进行思考和探讨，并落 脚于个人网店的名誉权保护。