驰名商标的异化及治理

我国驰名商标认定及保护制度在地方政府高额奖励、主管机关尤其是行政机关“惯性”思维以及市场主体的利益最大化的驱动之下已严重异化，其结果是背离了商标立法目的、商标权本质以及保护驰名商标的立法初衷，也在很大程度上诱发了企业的盲目、甚至恶意追求驰名商标认定的非理性行为，妨害了公平的市场竞争秩序。因此，应当从纠正地方政府不当行为、完善驰名商标认定程序和规范驰名商标使用行为等方面加以治理。

The Alienation of Well-known Trademarks and the Rectification

The determinative and protective system of China＇ s well - known trademarks was seriously alienated motivated by high rewards provided by local government, competent authority, especially administrative authority＇ s past tense practice and the maximum profit pursuing by market enterprises, and resulting in the consequence that diverged from the legislative goal of trademark law, the nature of the right of trademarks, and the original intention of well- known trademarks. At the same time,induced thoughtless, even intended pursuing of the well- known trademark determination to a highly extent, impaired the equitable market competitive orders. So we should put it in order from the aspects of correcting local government＇ s improper acts, perfecting the determinative procedure of well - known trademarks and ruling the exercise of well -known trademarks.