商标混淆之虞的认定:以客观事实标准替代拟制主体认知标准  

Identifying the Likelihood of Trademark Confusion:Replace the Juridical Person’s Cognition Standard with Objective Truth Standard

作　　者：杨安进 Yang Anjin

机构地区：[1]北京大学法学院

出　　处：《电子知识产权》2024年第4期30-47,共18页Electronics Intellectual Property

摘　　要：商标财产权理论下的混淆之虞,既是对商标权边界的探索,也是对损害后果的查明,属于商标侵权判断中的第二客观事实。现行拟制主体的认知标准,忽视了混淆之虞是不特定消费者心理认知的集合,具有分散性、差异性、动态性、隐蔽性的本质特征,制度构建上也存在缺陷。本文主张的客观事实标准,以司法程序上的对抗性事实举证为基础,根据优势证据规则推定混淆之虞事实,并通过市场重合度要件、混淆认知概率要件、因果关系要件予以认定,更适于混淆之虞判断。The likelihood of trademark confusion under the theory of property rights is not only the exploration of the boundary of trademark rights,but also the identification of the consequences of damage.It is the second objective fact in determining trademark infringement.The current juridical person’s cognition standard ignores that the likelihood of trademark confusion is a collection of unspecified consumers’psychological cognition,which has the essential characteristics of dispersion,difference,dynamics and concealment.The current standard is also defective in its construction.However,the objective truth standard advocated in this paper refers to presuming the existence of the likelihood of trademark confusion through the preponderance of evidence rule based on the proof of adversarial facts in judicial proceedings,and determining this conclusion through the elements of market overlap,confusion perception probability,and causation,which is more suitable for judging the likelihood of trademark confusion.

关 键 词：商标侵权 混淆之虞 侵权责任 认知心理学 拟制主体 

分 类 号：D923.43[政治法律—民商法学]