在所有与使用之间:商誉保护的制度逻辑——以广药集团与加多宝公司系列争讼为中心  

Between Own and Use:The Institutional Logic for Goodwill Protection

作　　者：吴元元[1] Wu Yuanyuan

机构地区：[1]西南财经大学法学院

出　　处：《东方法学》2020年第2期65-78,共14页Oriental Law

基　　金：霍英东教育基金会第十四届高等学校基础研究资助项目“法律制度的信息基础”的阶段性研究成果(项目批准号:141087)。

摘　　要：广药集团与加多宝公司关于"王老吉"商标、红罐包装等系列争讼的实质是商誉的争夺,其中蕴含的商誉保护的制度逻辑业已超越个案,具有一般性的法理意义。作为稀缺的文化资产,商誉的形成需要商标等载体历经足够充分的使用时间;也正是由于使用时间的约束,商誉本身很难通过法律迅速实现强制转移和再分配。基于这一规律,商誉保护应当全面衡量商标所有者和使用者在商誉创造、增值过程中的不同贡献,通过适用附期限的责任规则等制度设计,建构所有者和使用者的利益平衡机制,避免出现消费者福利减损、无谓争讼激增等利益再分配效应。红罐包装权属争议、广告语是否侵权等潜藏着与"王老吉"商标案相同的因果机理,司法解决之道也应当以包装装潢、广告语背面的商誉的创造实践作为依据,按照孰为商誉创造者、增值者进行权属确定,为商誉的再生产提供良好的制度激励。同时,还应当经由司法运作充分发挥商誉对于其所有者的自我约束功能,实现良性社会控制。The lawsuits between Guangzhou Pharmaceutical Group and Jiaduobao Company over the"Wang Lo Kat"trademark and red can packaging is the struggle for commercial goodwill.The institutional logic of the protection of goodwill has beyond the individual cases and is of general legal significance.As a scarce cultural asset,the goodwill requires trademarks and other carriers to go through a sufficient period of time.It is also because that it takes time that it is difficult for goodwill itself to quickly achieve mandatory transfer and redistribution by law.Based on this rule,the protection of goodwill should comprehensively measure the different contributions of trademark owners and users in the process of creating and adding value to goodwill.Through the design of systems such as the application of liability rules with a period of time,a balance mechanism of interests between owners and users should be established.To avoid the redistribution of benefits such as the loss of consumer welfare and the proliferation of useless contention,controversy over the ownership of the red can packaging,whether the advertising slogan infringes,etc.,has the same causal mechanism as the"Wang Lo Ka"trademark case.The judicial solution should also be based on the practice of creating goodwill on the back of the packaging and advertising slogan.The determination between the Goodwill creators and value-added party should provide good institutional incentives for the reproduction of goodwill.At the same time,it is also necessary to make use of the self-restraint function of goodwill through judicial operation to achieve healthy social control.

关 键 词：文化资产 商誉保护 责任规则 利益平衡机制 消费者权利 制度激励 

分 类 号：D913[政治法律—民商法学]