驰名商标保护的异化与理性回归

驰名商标保护的价值目标,随其保护范围和保护标准的演进,历经了消费者中心主义和商标权人中心主义,但至善至美的价值目标应是商标私权与社会公共利益的精妙均衡与和谐.我国驰名商标保护过度关怀商标权而忽视社会公共利益,从而导致了世所罕见的认定异化—立法异化—司法异化的进路,认定方式异化为主动、批量、集中认定,认定效力异化为全域长期有效,认定标准异化为好声誉、高质量、大销量,保护范围异化为全类一统保护.要彻底实现我国驰名商标保护的理性回归,必须深植其价值目标之“根”,培育其价值理念之“土”;重塑其事后终极救济性、被动、个案认定的即时有效性的运行机制;建立驰名商标反淡化制度;优化制度环境,规制认定自由裁量;规范企业对驰名商标的使用.

The Alienation and Rational Regression of Famous Trademark

With the evolution of scope and standard of famous tradem ark’s protection,the value target of famous tradem ark has experienced the change from consumer-centered to rightholder-centered. Butthe perfect value targetoftradem ark should be the exquisite and delicate balance and harm ony between private right and social public interest. The protection of fam ous tradem ark in China has been given excessive concern to tradem ark rightrather than socialpublic interestwhich had led to a scarce way ofevolution: recognizing alienation-legislative alienation-judicial alienation. The alienation of recognizing method appears to be initiative,batch and centralized;the effectiveness of recognizing has become countryround and long term ;the standard ofrecognizing has aliened to be good credit,high quality and large sum ofselling and the scope of protection has extended to the whole category of the com modities. To realize the rational regression of the protection of famous tradem ark in China,we should plant the "root"of its value target and foster the "soil"of its value idea;reconstruct the mechanism of its afterward remedy,passive and individualrecognition as wellas timely and effective running mechanism . Meanwhile,we should also establish the anti-dilution system of famous trademark,optimize the environment of system ,regulate and recognize discretionary of trademark and standardize the use of famous trademark.