我国驰名商标效力制度的问题及矫——正以商标工具论和商标符号论为视角

Problems and Resolution of Effectiveness of the Well-known Trademarks——with a Perspective of Instrumentalism and Symbolism

商标工具论从社会意义出发宏观兼益了商标权人、消费者和市场竞争者之间的利益;商标符号学从权利配置角度微观解析了驰名商标的本质。商标工具论、商标符号学可用于驰名商标的个案效力制度正当性剖析。根植于相关公众,配置被动排他权才是驰名商标制度本相,应以此矫正理论与实践中缺少认知、行政擅权、过度扩张问题,孵育成熟商标文化。

From the social meaning the instrumentalism of trademarks covers the benefit of the trademark owners,consumers and competitors; the semiotics of trademark illustrates the nature of well-known trademarks in the perspective of rights. They can be used to analyse the legitimacy of the effectiveness of each well-known trademark. Rooted in the relevant public,configuring the passive exclusive rights is an original intention for each well-known trademark which should be used to correct the lack of cognitive theory and practice,administrative action without authorization,over-expansion,to develop mature trademarks culture.