论傍名牌现象法律认定标准的合理性

The Rationality of the Legal Certification Standards for the Imitation Brands ———From the Perspective of the Consumer’s Decision

中华人民共和国国家工商行政管理总局部署了第二季度打击"傍名牌"专项执法的行动,"傍名牌"现象的认定标准的种类主要是"实际混淆"与"可能混淆"两种。其中关于"可能混淆"标准合理性的研究主要是从立法上的统一性、与国际接轨、鼓励经营者创新等角度进行论述,忽视了市场经营中最为重要的主体之一的作用,即消费者的决策方式也对认定标准提出了一定的要求。法律保护消费者不因为混淆而受到侵害,但作为判断因素之一的部分消费者经过仔细考虑选择了仿冒品的作法为傍名牌商品提供了市场,间接地促进了傍名牌现象的出现。文章尝试以行为经济学为分析工具,考虑是否存在出于针对避免消费者非理性选择产生的损害后果,及时改变法律认定标准的原因。

The SAIC is starting the second season of action ot attacicmg me compamcv whose products are mere imitations of the famous brands. The certification standards include ＂pragmatic confusion＂ and ＂possible confusion＂. The study of the latter standard mainly con- siders the uniformity of the law making, internationalization, and encouraging the innovation, which actually ignores the way that consumers make decision. Though the law tends to protect the consumers from being cheated by the confusion of the imitated and the real, there are also cases that consumers choose the imitated items purposefully which in practice encourages the of such ＂harm＂.