网络市场中的商标政策研究

互联网深刻地改变着社会结构。市场经济中,网络市场呈现出比传统市场更为优良的自我调节机制。广泛的参与者,强大的网络外部性,商标作用增加,经营和侵权成本降低,市场失灵因素发生变化等都是它的突出特点。但是新的市场失灵仍然要求必要时政府进行干预,其中司法可以被纳入广义的政府干预之中。所以网络市场中的商标政策,应是"市场为主,政府为辅",充分发挥商标的市场效率调节作用。

The Internet has changed society structure deeply .In market econ-omy, online market has better self-control mechanism comparing with the tradition-al market .Its characteristics include more participants , stronger network externali-ty;more important role trademarks will play better externality , lower cost of busi-ness and infringement , and the changes of market failure .But new market failure still calls for the government intervention .Judicature can be included in it in a broad sense .So when establish the policy of trademarks on the internet , to let trademark’s function of adjusting market ’s efficiency do better , we should agree that“market first , government second”.