本文選題：馳名商標(biāo)制度　切入點(diǎn)：價(jià)值異化　出處：《寧波大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：馳名商標(biāo)制度在我國明確制定至今已二十年,對于推動(dòng)品牌培育,增強(qiáng)商品競爭力發(fā)揮了積極作用。但同時(shí),對該制度的價(jià)值目標(biāo)扭曲甚至悖逆的現(xiàn)象也日益嚴(yán)重,導(dǎo)致馳名商標(biāo)制度的價(jià)值異化。文章擬對我國馳名商標(biāo)制度價(jià)值異化的概念、表現(xiàn)、原因等進(jìn)行分析,以期對我國馳名商標(biāo)制度的價(jià)值回歸提出合理建議。第一部分是對馳名商標(biāo)制度的價(jià)值分析。具體分為對國際公約中的馳名商標(biāo)制度考察和理論分析兩個(gè)部分。馳名商標(biāo)制度產(chǎn)生于《巴黎公約》,在TRIPS中得到進(jìn)一步發(fā)展,并于《馳名商標(biāo)聯(lián)合建議》形成國際共識。通過對上述國際公約進(jìn)行分析可知,馳名商標(biāo)制度的核心價(jià)值在于保護(hù)消費(fèi)者權(quán)益、商標(biāo)所有權(quán)人利益以及維護(hù)市場競爭秩序;其附帶價(jià)值在于強(qiáng)化品牌形象。第二部分分析了我國馳名商標(biāo)制度的價(jià)值異化問題。首先,文章明確了我國馳名商標(biāo)制度的價(jià)值異化是指馳名商標(biāo)制度的附帶價(jià)值產(chǎn)生于核心價(jià)值,并反過來支配和控制核心價(jià)值的一種現(xiàn)象。其次,文章從制度和實(shí)踐兩個(gè)方面對我國馳名商標(biāo)制度價(jià)值異化的具體表現(xiàn)進(jìn)行了梳理和歸納。從制度內(nèi)容來看:在馳名商標(biāo)概念中要求“較高聲譽(yù)”,在管理中規(guī)定“一次注冊,三年有效”,并默許“稱商標(biāo)為馳名商標(biāo)”的行為;從實(shí)踐來看:商標(biāo)所有權(quán)人不當(dāng)追求和利用馳名商標(biāo)制度,地方政府給予獲得馳名商標(biāo)認(rèn)定的商標(biāo)所有權(quán)人巨額獎(jiǎng)勵(lì),消費(fèi)者對馳名商標(biāo)存在錯(cuò)誤認(rèn)識。再次,文章指出馳名商標(biāo)制度價(jià)值異化導(dǎo)致了浪費(fèi)司法行政資源與財(cái)政資金、滋生貪污腐敗、破壞市場競爭環(huán)境、損害消費(fèi)者權(quán)益等消極后果。最后,文章從四個(gè)方面分析了馳名商標(biāo)制度價(jià)值異化的原因。歷史原因在于初期法制建設(shè)的不充分、缺乏對馳名商標(biāo)制度的深入研究以及翻譯的誤導(dǎo)等;政治原因在于我國積極加入世貿(mào)組織的政治背景以及國家實(shí)施知識產(chǎn)權(quán)戰(zhàn)略政策;經(jīng)濟(jì)原因在于商標(biāo)所有權(quán)人對商業(yè)利益的追求以及地方政府品牌培育機(jī)制的缺失;社會(huì)原因在于傳統(tǒng)文化的影響、媒體的誤導(dǎo)以及消費(fèi)者相關(guān)知識的缺乏等。第三部分對我國馳名商標(biāo)制度的價(jià)值回歸提出建議。包括以下幾個(gè)方面:首先,進(jìn)一步完善現(xiàn)行馳名商標(biāo)制度,淡化“馳名商標(biāo)”概念的使用、擴(kuò)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(biāo)法》需要吸納歐美商標(biāo)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(dǎo)作用;最后,通過外部懲治和內(nèi)部教育并舉的方式促使馳名商標(biāo)所有人規(guī)范使用其商標(biāo)。
[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(xué)位授予單位】：寧波大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：D923.43

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