本文選題：馳名商標制度　切入點：價值異化　出處：《寧波大學》2017年碩士論文　論文類型：學位論文

【摘要】：馳名商標制度在我國明確制定至今已二十年,對于推動品牌培育,增強商品競爭力發(fā)揮了積極作用。但同時,對該制度的價值目標扭曲甚至悖逆的現(xiàn)象也日益嚴重,導致馳名商標制度的價值異化。文章擬對我國馳名商標制度價值異化的概念、表現(xiàn)、原因等進行分析,以期對我國馳名商標制度的價值回歸提出合理建議。第一部分是對馳名商標制度的價值分析。具體分為對國際公約中的馳名商標制度考察和理論分析兩個部分。馳名商標制度產生于《巴黎公約》,在TRIPS中得到進一步發(fā)展,并于《馳名商標聯(lián)合建議》形成國際共識。通過對上述國際公約進行分析可知,馳名商標制度的核心價值在于保護消費者權益、商標所有權人利益以及維護市場競爭秩序;其附帶價值在于強化品牌形象。第二部分分析了我國馳名商標制度的價值異化問題。首先,文章明確了我國馳名商標制度的價值異化是指馳名商標制度的附帶價值產生于核心價值,并反過來支配和控制核心價值的一種現(xiàn)象。其次,文章從制度和實踐兩個方面對我國馳名商標制度價值異化的具體表現(xiàn)進行了梳理和歸納。從制度內容來看:在馳名商標概念中要求“較高聲譽”,在管理中規(guī)定“一次注冊,三年有效”,并默許“稱商標為馳名商標”的行為;從實踐來看:商標所有權人不當追求和利用馳名商標制度,地方政府給予獲得馳名商標認定的商標所有權人巨額獎勵,消費者對馳名商標存在錯誤認識。再次,文章指出馳名商標制度價值異化導致了浪費司法行政資源與財政資金、滋生貪污腐敗、破壞市場競爭環(huán)境、損害消費者權益等消極后果。最后,文章從四個方面分析了馳名商標制度價值異化的原因。歷史原因在于初期法制建設的不充分、缺乏對馳名商標制度的深入研究以及翻譯的誤導等;政治原因在于我國積極加入世貿組織的政治背景以及國家實施知識產權戰(zhàn)略政策;經濟原因在于商標所有權人對商業(yè)利益的追求以及地方政府品牌培育機制的缺失;社會原因在于傳統(tǒng)文化的影響、媒體的誤導以及消費者相關知識的缺乏等。第三部分對我國馳名商標制度的價值回歸提出建議。包括以下幾個方面:首先,進一步完善現(xiàn)行馳名商標制度,淡化“馳名商標”概念的使用、擴大禁止宣傳的范圍、提高違法成本;其次,從長期來看,我國《商標法》需要吸納歐美商標反淡化制度中的合理因素;再次,厘正品牌戰(zhàn)略中的政策定位和政府角色,正確發(fā)揮政策和政府的引導作用;最后,通過外部懲治和內部教育并舉的方式促使馳名商標所有人規(guī)范使用其商標。
[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.
【學位授予單位】：寧波大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：D923.43

【參考文獻】

相關期刊論文 前10條

1 顧成博;;歐美商標反淡化制度比較研究及其借鑒意義[J];遼寧大學學報(哲學社會科學版);2015年05期

2 王太平;;論馳名商標認定的公眾范圍標準[J];法學;2014年10期

3 莊曉苑;;從品牌培育機制的缺失解讀我國馳名商標異化問題——以新《商標法》第14條的修改為討論起點[J];中華商標;2014年02期

4 姜小明;;馳名商標異化新見解[J];學理論;2013年11期

5 馮曉青;;未注冊馳名商標保護及其制度完善[J];法學家;2012年04期

6 蘇U，

本文編號：1634070