论我国驰名商标制度的价值异化与回归

发布时间：2018-03-19 11:30

本文选题：驰名商标制度　切入点：价值异化　出处：《宁波大学》2017年硕士论文　论文类型：学位论文

【摘要】：驰名商标制度在我国明确制定至今已二十年,对于推动品牌培育,增强商品竞争力发挥了积极作用。但同时,对该制度的价值目标扭曲甚至悖逆的现象也日益严重,导致驰名商标制度的价值异化。文章拟对我国驰名商标制度价值异化的概念、表现、原因等进行分析,以期对我国驰名商标制度的价值回归提出合理建议。第一部分是对驰名商标制度的价值分析。具体分为对国际公约中的驰名商标制度考察和理论分析两个部分。驰名商标制度产生于《巴黎公约》,在TRIPS中得到进一步发展,并于《驰名商标联合建议》形成国际共识。通过对上述国际公约进行分析可知,驰名商标制度的核心价值在于保护消费者权益、商标所有权人利益以及维护市场竞争秩序;其附带价值在于强化品牌形象。第二部分分析了我国驰名商标制度的价值异化问题。首先,文章明确了我国驰名商标制度的价值异化是指驰名商标制度的附带价值产生于核心价值,并反过来支配和控制核心价值的一种现象。其次,文章从制度和实践两个方面对我国驰名商标制度价值异化的具体表现进行了梳理和归纳。从制度内容来看:在驰名商标概念中要求“较高声誉”,在管理中规定“一次注册,三年有效”,并默许“称商标为驰名商标”的行为;从实践来看:商标所有权人不当追求和利用驰名商标制度,地方政府给予获得驰名商标认定的商标所有权人巨额奖励,消费者对驰名商标存在错误认识。再次,文章指出驰名商标制度价值异化导致了浪费司法行政资源与财政资金、滋生贪污腐败、破坏市场竞争环境、损害消费者权益等消极后果。最后,文章从四个方面分析了驰名商标制度价值异化的原因。历史原因在于初期法制建设的不充分、缺乏对驰名商标制度的深入研究以及翻译的误导等;政治原因在于我国积极加入世贸组织的政治背景以及国家实施知识产权战略政策;经济原因在于商标所有权人对商业利益的追求以及地方政府品牌培育机制的缺失;社会原因在于传统文化的影响、媒体的误导以及消费者相关知识的缺乏等。第三部分对我国驰名商标制度的价值回归提出建议。包括以下几个方面:首先,进一步完善现行驰名商标制度,淡化“驰名商标”概念的使用、扩大禁止宣传的范围、提高违法成本;其次,从长期来看,我国《商标法》需要吸纳欧美商标反淡化制度中的合理因素;再次,厘正品牌战略中的政策定位和政府角色,正确发挥政策和政府的引导作用;最后,通过外部惩治和内部教育并举的方式促使驰名商标所有人规范使用其商标。
[Abstract]:Well-known trademark system has been established for twenty years in our country, which has played a positive role in promoting brand cultivation and enhancing commodity competitiveness, but at the same time, the phenomenon of distorting and even disobeying the value goal of this system is becoming more and more serious. This paper intends to analyze the concept, performance and reasons of the value alienation of well-known trademark system in China. The first part is the analysis of the value of the well-known trademark system, which is divided into two parts: the investigation of the well-known trademark system in international conventions and the theoretical analysis of the well-known trademark system. Well-known trademark system emerged from the Paris Convention and was further developed in TRIPS. Through the analysis of the above international conventions, the core value of the well-known trademark system lies in the protection of consumers' rights and interests, the interests of trademark owners and the maintenance of market competition order. The second part analyzes the value alienation of well-known trademark system in China. The article clarifies that the value alienation of well-known trademark system in our country is a phenomenon that the incidental value of well-known trademark system arises from the core value and, in turn, dominates and controls the core value. This paper analyzes and summarizes the concrete performance of the value alienation of well-known trademark system in our country from the aspects of system and practice. From the point of view of system content: "higher reputation" is required in the concept of well-known trademark, and "one registration" is stipulated in management. "effective for three years, and acquiescing in the act of" calling a trademark a well-known trademark ". In practice, the owner of the trademark does not pursue and utilize the well-known trademark system, and the local government gives a huge reward to the owner of the trademark who has been recognized by the well-known trademark. Thirdly, the paper points out that the value alienation of well-known trademark system leads to the waste of judicial and administrative resources and financial funds, the breeding of corruption, and the destruction of the market competition environment. Finally, the paper analyzes the causes of the value alienation of well-known trademark system from four aspects. The political reasons lie in the political background of China's active accession to WTO and the implementation of intellectual property strategic policy. The economic reason lies in the trademark owner's pursuit of the commercial interests and the lack of the local government brand cultivation mechanism, and the social reason lies in the influence of the traditional culture. The third part puts forward some suggestions on the return of the value of well-known trademark system in China. It includes the following aspects: first, to further improve the current well-known trademark system, Dilute the use of the concept of "well-known trademark", expand the scope of prohibition of publicity, and increase the illegal costs; secondly, in the long run, the Trademark Law of China needs to absorb the reasonable factors in the anti-desalination system of trademarks in Europe and the United States. Finally, through external punishment and internal education, the well-known trademark owners should be urged to use their trademarks in a standardized manner.
【学位授予单位】：宁波大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：D923.43

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