规制商标反向假冒行为的社会意义——兼谈保驾“名牌战略”目标的实现  

Social Implications of Regulating Reverse Passing Off to Safeguard the Realization of the“Renowned Brand Strategy”

作　　者：丁素芳 DING Sufang(Department of Literature and Law,Open University of Fujian,Fuzhou,Fujian 350001,China)

机构地区：[1]福建开放大学文法系,福建福州350001

出　　处：《漳州职业技术学院学报》2024年第1期103-108,共6页Journal of Zhangzhou Institute of Technology

基　　金：福建开放大学2022年校内科研项目(FK22B06B)。

摘　　要：由于经济全球化步伐的加快,市场竞争随之加剧,生产经营者在关注其商品或服务的质量的同时,越来越重视品牌的价值,名牌已经进入国际竞争时代。长期的名牌创造能给商标特别是驰名商标的拥有者带来良好的商誉,从而为商标权人带来巨大的商业利润。正是因为经济利益的驱动,各种与商标有关的侵权行为也随之出现。商标反向假冒行为是其中产生原因较为复杂、侵权表现较为隐蔽的一种。研究规制商标反向假冒行为与实现“名牌战略”目标之间关系,分析商标反向假冒行为出现的原因,进而总结出完善规制商标反向假冒行为相关制度的社会意义,加强这方面的理论研究将有力推动我国的法治进程,为我国名牌战略目标的实现保驾护航。As economic globalization accelerates,market competition intensifies,prompting businesses to focus not only on the quality of their offerings but also on the value of their brands.Branding has become a cornerstone of international competition,with long-term brand establishment and maintenance yielding significant commercial profits,particularly for holders of well-known trademarks.However,the pursuit of economic gains has led to various trademark-related infringements,including Reverse Passing Off(RPO),characterized by complex causes and subtle manifestations.This article examines the relationship between addressing RPO and achieving the objectives of the“Renowned Brand Strategy”.By analyzing the root causes of RPO,it aims to underscore the social significance of enhancing the regulatory framework surrounding this issue.Strengthening theoretical research in this domain can contribute to the advancement of legal principles,thereby safeguarding the realization of the“Renowned Brand Strategy”and promoting a fair and competitive market environment.

关 键 词：商标反向假冒 名牌战略 商标法 商标持有人 

分 类 号：G641[文化科学—高等教育学]