我国驰名商标反淡化保护的路径探索  

On the Approaches to the Protection against Dilution of Chinese Well-known Trademarks

作　　者：付耀 Fu Yao(Law School,Central South University,Changsha 410083,Hunan,China)

机构地区：[1]中南大学法学院,湖南长沙410083

出　　处：《梧州学院学报》2021年第1期56-61,共6页Journal of Wuzhou University

基　　金：国家社会科学基金青年自选项目(09CFX033);湖南省教育厅创新平台开放基金项目(18K002)。

摘　　要：随着网络时代的到来和商品种类的丰富发展,商业模式不断更新,人们的生活节奏不断加快。为节约交易时间成本,原先凭借经验购买的模式已逐渐被凭借商标购买的模式取代,广告功能、表彰价值逐渐成为与标示商品来源并重的商标功能,驰名商标一定程度上代表了商品在人们心目中的质量定位,而对驰名商标的淡化显然突破了对相关公众的混淆损害,它切断了商标与产品独特、唯一的价值联系,是对权利人品牌显著性的降低。因此,仅靠混淆理论已然维护不了权利人的利益,反淡化原理可以弥补对权利人保护的不足。目前,针对我国应否引入反淡化原理依然存在法理和实务层面的较大争议。该文针对理论基础、立法冲突、司法现状和社会需求,结合国际趋势的发展和经验借鉴,探索适合我国驰名商标反淡化制度运行的具体路径,为维护权利人商标价值、品牌利益以及规范市场竞争、促进商业繁荣提供参考。Due to the coming of network era and diversifying of commodities, business modes are being constantly renewed.With the acceleration of people′s pace of life, in order to save time cost, the previous business mode of buying by experience has been gradually replaced by the mode of buying by trademarks.The advertising function and recognition value has gradually become the trademark function equal to sources of the trademarked commodities.Well-known trademarks represent, in some way, the quality standing of commodities in people′s mind.The dilution of well-known trademarks obviously breaks through the confusion damage of the public, which cuts off the unique and only relation between trademarks and commodities.This decreases the brand consciousness of right-holders.Therefore, it is impossible to protect the right-holders′ interests merely by confusion of theories.The principle of anti-dilution can make up for deficiency right-holders′ interests protection.At present, there is still great debate at the levels of law and practice about whether the anti-dilution principle is adopted or not.Taking into account theoretical basis, legislation conflict, judicial actuality and social need, relying on the international development trend and experiences, this paper generalizes some specific approaches that are suitable for the operation of the anti-dilution system of Chinese well-known trademarks, providing some reference for protecting right-holders′ value of trademarks, and brand interests, regulating market competition and promoting business prosperity.

关 键 词：驰名商标 反淡化保护 混淆理论 

分 类 号：D923.4[政治法律—民商法学]