从“非诚勿扰”案看商标侵权的判定模式

Judgment Model of Trademark Infringement from “Fei Cheng Wu Rao” Case

"非诚勿扰"案三次判决中,对商标侵权的判定模式各不相同。商标首要功能是区分商品来源,消费者对商品来源产生混淆是商标侵权的根本因素。结合商标法规定,将侵权判定标准解读为:先判定是否符合双相似条件,满足后再以混淆可能性判断是否侵权。对双相似和混淆可能性的概念也需重新界定。反向混淆同样适用该逻辑模式,不过要在考量因素上额外考虑主观恶意和竞争可能性。以此来看,江苏卫视并不侵权。

Three awards of ＂Fei Cheng Wu Rao ＂ case have put foward various judgment modes of trademark infringement. The primary function of trademark is distinguishing one product or service from others,so the fundamental factor of identifying trademark infringement is the likelihood of confusion by the consumer as to the source of a product or a service. The judgement of trademark infringement can be interpreted as making double-similarity identified at first and then considering likelihood of confusion.Meanwhile,the concept of double-similarity and likelihood of confusion should be redefined. This logical model applies equally to reverse confusion; but it needs to take subjective malice and probability of competition into consideration in addition.