研究與觀點
RESEARCH & IDEAS
更新：2014年08月05日點擊：13236
北京集慧智(zhi)佳知識產權管理咨詢有限公司 張靜
摘要(yao)：
“十(shi)二屆全國(guo)人大常(chang)委(wei)會(hui)第(di)四次(ci)會(hui)議30日表決通過(guo)了《全國(guo)人民(min)代表大會(hui)常(chang)務(wu)委(wei)員會(hui)關(guan)于修改(gai)〈中(zhong)華人民(min)共和國(guo)商(shang)標(biao)法〉的決定(ding)(ding)》，自2014年5月1日起施行(xing)。修改(gai)后(hou)的《商(shang)標(biao)法》明確規定(ding)(ding)，只(zhi)有商(shang)標(biao)局(ju)、商(shang)評委(wei)及(ji)人民(min)法院在具體(ti)案件審理過(guo)程(cheng)中(zhong)才能認定(ding)(ding)馳名商(shang)標(biao)并禁止“馳名商(shang)標(biao)”字樣用于廣告(gao)宣(xuan)傳。”
“馳(chi)名商標(biao)(biao)”作為(wei)(wei)法律專業(ye)(ye)術(shu)語(yu)卻(que)在我國成為(wei)(wei)眾多(duo)消(xiao)費(fei)者青睞的(de)名詞。一(yi)些(xie)企業(ye)(ye)在觀(guan)念認識上把馳(chi)名商標(biao)(biao)作為(wei)(wei)榮譽稱號，勝似從市場(chang)層(ceng)面中找(zhao)尋(xun)出(chu)了一(yi)條為(wei)(wei)企業(ye)(ye)宣傳的(de)“金字(zi)招牌(pai)”，甚(shen)至可能(neng)在認定策略上故意尋(xun)找(zhao)甚(shen)至制造爭議來獲(huo)得馳(chi)名商標(biao)(biao)。
截至(zhi) 2012 年底(di)，僅(jin)國(guo)(guo)家工商(shang)(shang)部(bu)門就(jiu)認定(ding)了4486 件馳(chi)(chi)名(ming)(ming)商(shang)(shang)標(biao)(biao)(biao)，司法機關(guan)認定(ding)的(de)(de)馳(chi)(chi)名(ming)(ming)商(shang)(shang)標(biao)(biao)(biao)總(zong)(zong)量，尚沒有公(gong)開報道予以統計。馳(chi)(chi)名(ming)(ming)商(shang)(shang)標(biao)(biao)(biao)的(de)(de)認定(ding)成(cheng)幾何式增長，但也不(bu)(bu)(bu)(bu)乏一(yi)些通過資源手段及法律(lv)(lv)案件獲(huo)取(qu)馳(chi)(chi)名(ming)(ming)的(de)(de)商(shang)(shang)標(biao)(biao)(biao)降低了馳(chi)(chi)名(ming)(ming)商(shang)(shang)標(biao)(biao)(biao)的(de)(de)“含金(jin)量”。近幾年，三鹿、蒙牛(niu)、雙(shuang)匯等頂著馳(chi)(chi)名(ming)(ming)商(shang)(shang)標(biao)(biao)(biao)光(guang)環(huan)的(de)(de)品牌相(xiang)繼發生食(shi)品安(an)全事件，馳(chi)(chi)名(ming)(ming)商(shang)(shang)標(biao)(biao)(biao)已經(jing)開始引發社會公(gong)眾(zhong)對馳(chi)(chi)名(ming)(ming)商(shang)(shang)標(biao)(biao)(biao)制(zhi)度乃(nai)至(zhi)于整個知識產(chan)權制(zhi)度的(de)(de)嚴重(zhong)懷疑(yi)和(he)不(bu)(bu)(bu)(bu)信任。國(guo)(guo)家工商(shang)(shang)行(xing)政管理總(zong)(zong)局和(he)人民法院認定(ding)馳(chi)(chi)名(ming)(ming)商(shang)(shang)標(biao)(biao)(biao)并不(bu)(bu)(bu)(bu)是(shi)(shi)解決法律(lv)(lv)爭議的(de)(de)目的(de)(de)，更不(bu)(bu)(bu)(bu)是(shi)(shi)授予企(qi)業(ye)以榮(rong)譽(yu)稱號(hao)。商(shang)(shang)標(biao)(biao)(biao)的(de)(de)存(cun)在(zai)(zai)并不(bu)(bu)(bu)(bu)是(shi)(shi)為品牌創(chuang)造另(ling)一(yi)個替代性的(de)(de)表達符號(hao)，兩(liang)者屬于不(bu)(bu)(bu)(bu)同的(de)(de)框架體(ti)系，受到不(bu)(bu)(bu)(bu)同視角的(de)(de)觀察和(he)解讀，也具有不(bu)(bu)(bu)(bu)同的(de)(de)存(cun)在(zai)(zai)目的(de)(de)和(he)存(cun)在(zai)(zai)意(yi)義。在(zai)(zai)馳(chi)(chi)名(ming)(ming)商(shang)(shang)標(biao)(biao)(biao)認定(ding)的(de)(de)目標(biao)(biao)(biao)、路徑(jing)和(he)結(jie)果上，采(cai)取(qu)各種行(xing)動(dong)和(he)策略來背離或偏(pian)離馳(chi)(chi)名(ming)(ming)商(shang)(shang)標(biao)(biao)(biao)立法目的(de)(de)或權利本質的(de)(de)現象，我們將之稱為馳(chi)(chi)名(ming)(ming)商(shang)(shang)標(biao)(biao)(biao)異化。違背法律(lv)(lv)本意(yi)的(de)(de)馳(chi)(chi)名(ming)(ming)商(shang)(shang)標(biao)(biao)(biao)異化，在(zai)(zai)中(zhong)國(guo)(guo)已經(jing)演(yan)變為一(yi)種普遍的(de)(de)社會現象，以其(qi)較(jiao)為凸顯的(de)(de)社會影(ying)響已引起了國(guo)(guo)家工商(shang)(shang)總(zong)(zong)局和(he)最(zui)高人民法院的(de)(de)關(guan)注，本次(ci)取(qu)消(xiao)馳(chi)(chi)名(ming)(ming)商(shang)(shang)標(biao)(biao)(biao)的(de)(de)宣傳，亦(yi)算是(shi)(shi)其(qi)采(cai)取(qu)措施進行(xing)遏制(zhi)和(he)規范的(de)(de)重(zhong)大舉措。
一、從商標到馳(chi)名商標
商(shang)(shang)(shang)標(biao)(biao)被(bei)(bei)認為是使(shi)(shi)用(yong)(yong)于商(shang)(shang)(shang)品或服務之(zhi)上的(de)(de)用(yong)(yong)以區(qu)別商(shang)(shang)(shang)品或服務來源的(de)(de)識別性標(biao)(biao)記，商(shang)(shang)(shang)標(biao)(biao)注冊(ce)申請獲得(de)專用(yong)(yong)權也就意味著商(shang)(shang)(shang)標(biao)(biao)權人可(ke)以獲得(de)一定程(cheng)度的(de)(de)對商(shang)(shang)(shang)標(biao)(biao)使(shi)(shi)用(yong)(yong)的(de)(de)控制權利。比如，根據我國商(shang)(shang)(shang)標(biao)(biao)法(fa)的(de)(de)規定，商(shang)(shang)(shang)標(biao)(biao)被(bei)(bei)核準注冊(ce)之(zhi)后，可(ke)以規避(bi)他人在相(xiang)同或類似(si)的(de)(de)商(shang)(shang)(shang)品上使(shi)(shi)用(yong)(yong)相(xiang)同或近似(si)的(de)(de)商(shang)(shang)(shang)標(biao)(biao)標(biao)(biao)志。馳名商(shang)(shang)(shang)標(biao)(biao)則通過(guo)跨類保護的(de)(de)形式被(bei)(bei)賦予更高保護水平從而更好地解(jie)決商(shang)(shang)(shang)標(biao)(biao)注冊(ce)、商(shang)(shang)(shang)標(biao)(biao)侵權以及相(xiang)關(guan)不正(zheng)當競(jing)爭(zheng)等法(fa)律(lv)爭(zheng)議(yi)。
1、馳名商標定義
馳(chi)(chi)(chi)名(ming)(ming)(ming)(ming)(ming)(ming)商(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)誕生于 1925 年的(de)(de)(de)(de)《保(bao)護(hu)工業(ye)產權(quan)巴黎(li)公(gong)(gong)(gong)約》（簡稱“巴黎(li)公(gong)(gong)(gong)約”）并被我國(guo)商(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)法所(suo)吸取，其英(ying)文(wen)名(ming)(ming)(ming)(ming)(ming)(ming)稱為(wei)(wei)(wei)“Well-known Trademark”。各國(guo)的(de)(de)(de)(de)理論研究(jiu)、立法實踐及(ji)司法判(pan)例中對(dui)(dui)“馳(chi)(chi)(chi)名(ming)(ming)(ming)(ming)(ming)(ming)商(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)”的(de)(de)(de)(de)稱呼(hu)多(duo)種多(duo)樣，有(you)(you)“周知(zhi)(zhi)(zhi)商(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)”、“著名(ming)(ming)(ming)(ming)(ming)(ming)商(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)”、“公(gong)(gong)(gong)眾(zhong)熟(shu)(shu)知(zhi)(zhi)(zhi)之商(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)”等(deng)。在馳(chi)(chi)(chi)名(ming)(ming)(ming)(ming)(ming)(ming)商(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)的(de)(de)(de)(de)概念定(ding)義上(shang)(shang)，學(xue)者多(duo)有(you)(you)嘗試。法國(guo)學(xue)者 Y.st-Gal 認(ren)(ren)為(wei)(wei)(wei)，馳(chi)(chi)(chi)名(ming)(ming)(ming)(ming)(ming)(ming)商(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)是(shi)指(zhi)為(wei)(wei)(wei)廣(guang)大公(gong)(gong)(gong)眾(zhong)所(suo)共知(zhi)(zhi)(zhi)且享有(you)(you)卓越聲譽(yu)的(de)(de)(de)(de)商(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)。日(ri)本(ben)學(xue)者紋(wen)谷暢(chang)男認(ren)(ren)為(wei)(wei)(wei)，馳(chi)(chi)(chi)名(ming)(ming)(ming)(ming)(ming)(ming)商(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)是(shi)指(zhi)作(zuo)為(wei)(wei)(wei)與(yu)(yu)持(chi)有(you)(you)人業(ye)務有(you)(you)關(guan)的(de)(de)(de)(de)商(shang)(shang)(shang)(shang)品(pin)標(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)志，已在交易者或消(xiao)費者中為(wei)(wei)(wei)公(gong)(gong)(gong)眾(zhong)所(suo)熟(shu)(shu)悉(xi)的(de)(de)(de)(de)商(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)。我國(guo)學(xue)者鄭成思認(ren)(ren)為(wei)(wei)(wei)，馳(chi)(chi)(chi)名(ming)(ming)(ming)(ming)(ming)(ming)商(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)是(shi)指(zhi)經過長期(qi)使用，具有(you)(you)良好信譽(yu)并為(wei)(wei)(wei)公(gong)(gong)(gong)眾(zhong)普遍知(zhi)(zhi)(zhi)曉(xiao)的(de)(de)(de)(de)商(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)。劉春田認(ren)(ren)為(wei)(wei)(wei)，馳(chi)(chi)(chi)名(ming)(ming)(ming)(ming)(ming)(ming)商(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)是(shi)指(zhi)在市(shi)場上(shang)(shang)長期(qi)地(di)享有(you)(you)崇高信譽(yu)，為(wei)(wei)(wei)廣(guang)大消(xiao)費者知(zhi)(zhi)(zhi)曉(xiao)的(de)(de)(de)(de)商(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)。1996 年頒(ban)布的(de)(de)(de)(de)《馳(chi)(chi)(chi)名(ming)(ming)(ming)(ming)(ming)(ming)商(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)認(ren)(ren)定(ding)和(he)(he)(he)管理暫(zan)行規定(ding)》第 2 條(tiao)首(shou)次在立法上(shang)(shang)將(jiang)馳(chi)(chi)(chi)名(ming)(ming)(ming)(ming)(ming)(ming)商(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)定(ding)義為(wei)(wei)(wei)“在市(shi)場上(shang)(shang)享有(you)(you)較高聲譽(yu)并為(wei)(wei)(wei)相關(guan)公(gong)(gong)(gong)眾(zhong)所(suo)熟(shu)(shu)知(zhi)(zhi)(zhi)的(de)(de)(de)(de)注冊商(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)”，2003年頒(ban)布的(de)(de)(de)(de)《馳(chi)(chi)(chi)名(ming)(ming)(ming)(ming)(ming)(ming)商(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)認(ren)(ren)定(ding)和(he)(he)(he)保(bao)護(hu)規定(ding)》第 2 條(tiao)又對(dui)(dui)馳(chi)(chi)(chi)名(ming)(ming)(ming)(ming)(ming)(ming)商(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)的(de)(de)(de)(de)定(ding)義作(zuo)了一些調整：“馳(chi)(chi)(chi)名(ming)(ming)(ming)(ming)(ming)(ming)商(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)是(shi)指(zhi)在中國(guo)為(wei)(wei)(wei)相關(guan)公(gong)(gong)(gong)眾(zhong)廣(guang)為(wei)(wei)(wei)知(zhi)(zhi)(zhi)曉(xiao)并享有(you)(you)較高聲譽(yu)的(de)(de)(de)(de)商(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)。”自此，在我國(guo)理論與(yu)(yu)實務界都大多(duo)接受《馳(chi)(chi)(chi)名(ming)(ming)(ming)(ming)(ming)(ming)商(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)認(ren)(ren)定(ding)和(he)(he)(he)保(bao)護(hu)規定(ding)》第 2 條(tiao)對(dui)(dui)馳(chi)(chi)(chi)名(ming)(ming)(ming)(ming)(ming)(ming)商(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)(biao)的(de)(de)(de)(de)定(ding)義①。
2、馳(chi)名商(shang)標的法律本質
法(fa)(fa)律(lv)之所以(yi)(yi)(yi)設立(li)馳(chi)(chi)名(ming)(ming)(ming)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)的(de)(de)(de)制(zhi)度(du)，是為了克(ke)服(fu)普(pu)通(tong)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)保(bao)護(hu)范疇較小的(de)(de)(de)局限，給(gei)予(yu)馳(chi)(chi)名(ming)(ming)(ming)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)權(quan)(quan)(quan)利(li)(li)人(ren)以(yi)(yi)(yi)更廣(guang)范圍的(de)(de)(de)保(bao)護(hu)權(quan)(quan)(quan)利(li)(li)，從(cong)(cong)而能夠解決特(te)定(ding)(ding)的(de)(de)(de)法(fa)(fa)律(lv)爭議或(huo)糾紛。從(cong)(cong)馳(chi)(chi)名(ming)(ming)(ming)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)行政認定(ding)(ding)的(de)(de)(de)角(jiao)度(du)，這(zhe)(zhe)(zhe)些(xie)法(fa)(fa)律(lv)爭議主要(yao)涉及到對(dui)他人(ren)申請注(zhu)(zhu)冊(ce)的(de)(de)(de)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)存在(zai)(zai)(zai)(zai)侵(qin)(qin)害(hai)自己商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)權(quan)(quan)(quan)的(de)(de)(de)異議、對(dui)他人(ren)已經(jing)注(zhu)(zhu)冊(ce)的(de)(de)(de)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)提出侵(qin)(qin)害(hai)自己商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)權(quan)(quan)(quan)的(de)(de)(de)爭議等。從(cong)(cong)馳(chi)(chi)名(ming)(ming)(ming)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)司法(fa)(fa)認定(ding)(ding)的(de)(de)(de)角(jiao)度(du)，根(gen)據《關于(yu)審(shen)理涉及馳(chi)(chi)名(ming)(ming)(ming)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)保(bao)護(hu)的(de)(de)(de)民(min)事糾紛案件(jian)應(ying)用法(fa)(fa)律(lv)若干問題的(de)(de)(de)解釋》（法(fa)(fa)釋[2009]3 號(hao)）第 2 條的(de)(de)(de)規(gui)定(ding)(ding)，這(zhe)(zhe)(zhe)些(xie)法(fa)(fa)律(lv)糾紛主要(yao)涉及到馳(chi)(chi)名(ming)(ming)(ming)的(de)(de)(de)注(zhu)(zhu)冊(ce)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)跨類(lei)保(bao)護(hu)、請求(qiu)停止(zhi)侵(qin)(qin)害(hai)馳(chi)(chi)名(ming)(ming)(ming)的(de)(de)(de)未(wei)(wei)注(zhu)(zhu)冊(ce)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)以(yi)(yi)(yi)及有關企(qi)業名(ming)(ming)(ming)稱與馳(chi)(chi)名(ming)(ming)(ming)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)沖突(tu)的(de)(de)(de)侵(qin)(qin)犯商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)權(quan)(quan)(quan)和不(bu)正當競爭民(min)事糾紛案件(jian)○2。商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)法(fa)(fa)對(dui)馳(chi)(chi)名(ming)(ming)(ming)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)的(de)(de)(de)特(te)殊保(bao)護(hu)體(ti)現在(zai)(zai)(zai)(zai)很多(duo)方面，這(zhe)(zhe)(zhe)里(li)僅僅列舉(ju)兩項就(jiu)可以(yi)(yi)(yi)看出馳(chi)(chi)名(ming)(ming)(ming)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)與普(pu)通(tong)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)在(zai)(zai)(zai)(zai)保(bao)護(hu)范圍上的(de)(de)(de)重大(da)差異（如表 1-1 所示）：（1）馳(chi)(chi)名(ming)(ming)(ming)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)的(de)(de)(de)權(quan)(quan)(quan)利(li)(li)人(ren)在(zai)(zai)(zai)(zai)滿足法(fa)(fa)律(lv)規(gui)定(ding)(ding)的(de)(de)(de)條件(jian)下(xia)，可以(yi)(yi)(yi)在(zai)(zai)(zai)(zai)相同或(huo)相類(lei)似(si)的(de)(de)(de)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)品上，制(zhi)止(zhi)他人(ren)對(dui)其未(wei)(wei)注(zhu)(zhu)冊(ce)的(de)(de)(de)馳(chi)(chi)名(ming)(ming)(ming)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)的(de)(de)(de)注(zhu)(zhu)冊(ce)或(huo)使(shi)(shi)用。（2）馳(chi)(chi)名(ming)(ming)(ming)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)的(de)(de)(de)權(quan)(quan)(quan)利(li)(li)人(ren)在(zai)(zai)(zai)(zai)滿足法(fa)(fa)律(lv)規(gui)定(ding)(ding)的(de)(de)(de)條件(jian)下(xia)，可以(yi)(yi)(yi)在(zai)(zai)(zai)(zai)不(bu)相同或(huo)不(bu)相類(lei)似(si)的(de)(de)(de)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)品上，制(zhi)止(zhi)他人(ren)對(dui)其注(zhu)(zhu)冊(ce)的(de)(de)(de)馳(chi)(chi)名(ming)(ming)(ming)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)的(de)(de)(de)注(zhu)(zhu)冊(ce)或(huo)使(shi)(shi)用。而普(pu)通(tong)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)卻無法(fa)(fa)享有上述寬的(de)(de)(de)保(bao)護(hu)范圍②。
3、當下(xia)的(de)馳(chi)名商(shang)標(biao)景象
當下(xia)中(zhong)(zhong)國(guo)(guo)(guo)(guo)企業(ye)(ye)的(de)(de)(de)(de)(de)認知(zhi)里，馳名(ming)(ming)商(shang)標(biao)不(bu)僅是一個(ge)法(fa)(fa)律符(fu)號(hao)，更具備其對于(yu)宣(xuan)傳(chuan)(chuan)要求的(de)(de)(de)(de)(de)品(pin)(pin)牌符(fu)號(hao)，象(xiang)征了(le)(le)一種(zhong)榮譽和聲(sheng)望。馳名(ming)(ming)商(shang)標(biao)從法(fa)(fa)律條文和法(fa)(fa)律實(shi)踐中(zhong)(zhong)掙扎出來，經過(guo)重(zhong)新灌注(zhu)商(shang)業(ye)(ye)上的(de)(de)(de)(de)(de)意義(yi)之(zhi)后成(cheng)為(wei)企業(ye)(ye)品(pin)(pin)牌營銷的(de)(de)(de)(de)(de)工具，不(bu)僅在各種(zhong)媒(mei)體和商(shang)品(pin)(pin)包裝(zhuang)上突出宣(xuan)傳(chuan)(chuan)“中(zhong)(zhong)國(guo)(guo)(guo)(guo)馳名(ming)(ming)商(shang)標(biao)”，企業(ye)(ye)還(huan)毫不(bu)吝(lin)嗇的(de)(de)(de)(de)(de)通過(guo)召開(kai)新聞發布會或慶祝大會方(fang)式讓更多(duo)消(xiao)費者知(zhi)曉。企業(ye)(ye)借助馳名(ming)(ming)商(shang)標(biao)這個(ge)品(pin)(pin)牌符(fu)號(hao)能獲得(de)的(de)(de)(de)(de)(de)不(bu)僅是迎合消(xiao)費者追求名(ming)(ming)牌的(de)(de)(de)(de)(de)需要，還(huan)可(ke)(ke)通過(guo)此獲取消(xiao)費者的(de)(de)(de)(de)(de)購買信(xin)任并(bing)實(shi)現差異化(hua)的(de)(de)(de)(de)(de)競爭優勢。馳名(ming)(ming)商(shang)標(biao)甚至漸漸成(cheng)為(wei)企業(ye)(ye)與政(zheng)府溝(gou)通的(de)(de)(de)(de)(de)手段或條件，我們經常能夠(gou)看到各省政(zheng)府對于(yu)省內企業(ye)(ye)獲得(de)馳名(ming)(ming)商(shang)標(biao)基于(yu)的(de)(de)(de)(de)(de)政(zheng)策獎勵，顯然就目前政(zheng)策環境而言(yan)，擁有馳名(ming)(ming)商(shang)標(biao)的(de)(de)(de)(de)(de)企業(ye)(ye)會獲得(de)更多(duo)的(de)(de)(de)(de)(de)政(zheng)策優惠或資(zi)源(yuan)支持。當然，在中(zhong)(zhong)國(guo)(guo)(guo)(guo)幾近宣(xuan)傳(chuan)(chuan)的(de)(de)(de)(de)(de)并(bing)不(bu)只有民族(zu)品(pin)(pin)牌，很多(duo)進駐中(zhong)(zhong)國(guo)(guo)(guo)(guo)宣(xuan)傳(chuan)(chuan)的(de)(de)(de)(de)(de)國(guo)(guo)(guo)(guo)際品(pin)(pin)牌早(zao)已獲得(de)馳名(ming)(ming)商(shang)標(biao)的(de)(de)(de)(de)(de)殊榮，但我們很少聽到像(xiang)可(ke)(ke)口(kou)可(ke)(ke)樂、三星等通過(guo)馳名(ming)(ming)商(shang)標(biao)宣(xuan)傳(chuan)(chuan)字樣，似乎馳名(ming)(ming)商(shang)標(biao)的(de)(de)(de)(de)(de)宣(xuan)傳(chuan)(chuan)成(cheng)為(wei)了(le)(le)另一種(zhong)中(zhong)(zhong)國(guo)(guo)(guo)(guo)特色。
二、馳名商標的異化現象
當前(qian)馳名商(shang)標充(chong)當一個適應(ying)當前(qian)市場經營環(huan)境而產生的(de)戰略對(dui)(dui)策結(jie)果，相比于我(wo)們(men)可(ke)以把(ba)(ba)馳名商(shang)標異化看(kan)作是(shi)企業(ye)(ye)(ye)適應(ying)其(qi)特定(ding)環(huan)境的(de)戰略對(dui)(dui)策的(de)結(jie)果。從宏觀層次上，我(wo)們(men)也(ye)將把(ba)(ba)馳名商(shang)標異化的(de)形(xing)成看(kan)作是(shi)制(zhi)度(du)環(huan)境對(dui)(dui)企業(ye)(ye)(ye)行為加以制(zhi)約(yue)的(de)結(jie)果。既然馳名商(shang)標異化體現了(le)企業(ye)(ye)(ye)對(dui)(dui)環(huan)境的(de)適應(ying)機制(zhi)，那(nei)么它的(de)產生必(bi)然取決于環(huan)境的(de)宏觀條件③。
1、政府行(xing)為加(jia)速(su)馳名商標認定腳步
馳(chi)名商(shang)標法(fa)律(lv)制度(du)(du)是為(wei)適應商(shang)標法(fa)的(de)(de)(de)變(bian)化和調整(zheng)而衍生(sheng)出來的(de)(de)(de)一(yi)種(zhong)補充性(xing)法(fa)律(lv)制度(du)(du)，實質(zhi)上是對商(shang)標權益保護的(de)(de)(de)一(yi)種(zhong)手段(duan)，馳(chi)名商(shang)標的(de)(de)(de)定(ding)義模(mo)(mo)糊是導(dao)(dao)致認(ren)識混(hun)亂的(de)(de)(de)重要原因，雖然(ran)我國馳(chi)名商(shang)標行(xing)政(zheng)認(ren)定(ding)的(de)(de)(de)法(fa)律(lv)規范已經(jing)調整(zheng)為(wei)“個案認(ren)定(ding)，個案適用(yong)”的(de)(de)(de)合理模(mo)(mo)式，部(bu)分地區(qu)卻依然(ran)沿襲(xi)著(zhu)“批量公布，集中(zhong)(zhong)宣傳(chuan)”的(de)(de)(de)原有做法(fa)。這樣就自然(ran)而然(ran)地引發馳(chi)名商(shang)標行(xing)政(zheng)認(ren)定(ding)依然(ran)“一(yi)案認(ren)定(ding)，全國通用(yong)；一(yi)次(ci)認(ren)定(ding)，長期有效”的(de)(de)(de)客觀(guan)宣傳(chuan)效果，造成消費者的(de)(de)(de)混(hun)淆和社會的(de)(de)(de)誤導(dao)(dao)。且(qie)不說很可(ke)能誤導(dao)(dao)媒體及(ji)一(yi)般的(de)(de)(de)消費者或者其他社會公眾，就是在相關的(de)(de)(de)商(shang)標和知識產權工作者中(zhong)(zhong)也可(ke)能因此(ci)產生(sheng)根本性(xing)的(de)(de)(de)誤解。
加(jia)之(zhi)，近年來一些地(di)(di)方政(zheng)(zheng)府(fu)大(da)力地(di)(di)鼓勵(li)與(yu)(yu)鼓動(dong)相(xiang)(xiang)關企(qi)業(ye)申請認(ren)(ren)定(ding)(ding)馳名(ming)(ming)(ming)(ming)(ming)(ming)商(shang)(shang)(shang)(shang)標(biao)(biao)(biao)，其(qi)目的(de)(de)之(zhi)一也有可(ke)能是籍此(ci)提(ti)升其(qi)政(zheng)(zheng)績(ji)數(shu)據和(he)形(xing)象工(gong)程(cheng)。企(qi)事業(ye)單位所(suo)(suo)認(ren)(ren)定(ding)(ding)的(de)(de)馳名(ming)(ming)(ming)(ming)(ming)(ming)商(shang)(shang)(shang)(shang)標(biao)(biao)(biao)乃(nai)至著名(ming)(ming)(ming)(ming)(ming)(ming)商(shang)(shang)(shang)(shang)標(biao)(biao)(biao)、知(zhi)名(ming)(ming)(ming)(ming)(ming)(ming)商(shang)(shang)(shang)(shang)標(biao)(biao)(biao)的(de)(de)數(shu)量多少，作(zuo)為(wei)其(qi)政(zheng)(zheng)績(ji)高低的(de)(de)衡(heng)量標(biao)(biao)(biao)志與(yu)(yu)政(zheng)(zheng)府(fu)形(xing)象息息相(xiang)(xiang)關，在(zai)此(ci)催動(dong)之(zhi)下，從國家到省市到區(qu)(qu)縣自上(shang)而下的(de)(de)形(xing)成(cheng)了(le)一套“泛馳名(ming)(ming)(ming)(ming)(ming)(ming)商(shang)(shang)(shang)(shang)標(biao)(biao)(biao)”評選體(ti)系(xi)；體(ti)系(xi)之(zhi)外還有體(ti)系(xi)，其(qi)他行政(zheng)(zheng)管(guan)理部門(men)也形(xing)成(cheng)“中(zhong)國名(ming)(ming)(ming)(ming)(ming)(ming)牌(pai)”、“地(di)(di)方名(ming)(ming)(ming)(ming)(ming)(ming)牌(pai)”等認(ren)(ren)證體(ti)系(xi)。與(yu)(yu)之(zhi)相(xiang)(xiang)配套的(de)(de)，是各地(di)(di)方政(zheng)(zheng)府(fu)出臺大(da)量的(de)(de)對以(yi)上(shang)各種(zhong)商(shang)(shang)(shang)(shang)標(biao)(biao)(biao)、各類名(ming)(ming)(ming)(ming)(ming)(ming)牌(pai)進(jin)行獎(jiang)勵(li)和(he)優惠的(de)(de)行政(zheng)(zheng)法(fa)規、規章。④正是在(zai)這種(zhong)政(zheng)(zheng)績(ji)觀和(he)考核(he)指標(biao)(biao)(biao)的(de)(de)指揮下，地(di)(di)方政(zheng)(zheng)府(fu)紛紛介入到馳名(ming)(ming)(ming)(ming)(ming)(ming)商(shang)(shang)(shang)(shang)標(biao)(biao)(biao)的(de)(de)認(ren)(ren)定(ding)(ding)之(zhi)中(zhong)。雖然我們(men)從推動(dong)經濟(ji)發展(zhan)的(de)(de)角(jiao)度(du)出發。往(wang)往(wang)對被評定(ding)(ding)為(wei)擁有“馳名(ming)(ming)(ming)(ming)(ming)(ming)商(shang)(shang)(shang)(shang)標(biao)(biao)(biao)”的(de)(de)企(qi)業(ye)予以(yi)高額獎(jiang)勵(li)并在(zai)稅收等方面予以(yi)照顧，但此(ci)行為(wei)不(bu)(bu)可(ke)避免的(de)(de)損傷政(zheng)(zheng)府(fu)的(de)(de)公信力，造成(cheng)政(zheng)(zheng)府(fu)幫助個別企(qi)業(ye)搞促銷、變相(xiang)(xiang)參與(yu)(yu)企(qi)業(ye)間不(bu)(bu)正當競爭的(de)(de)現象，更加(jia)刺(ci)激了(le)企(qi)業(ye)追求“馳名(ming)(ming)(ming)(ming)(ming)(ming)商(shang)(shang)(shang)(shang)標(biao)(biao)(biao)”認(ren)(ren)定(ding)(ding)的(de)(de)熱(re)情。加(jia)之(zhi)《商(shang)(shang)(shang)(shang)標(biao)(biao)(biao)法(fa)》對馳名(ming)(ming)(ming)(ming)(ming)(ming)商(shang)(shang)(shang)(shang)標(biao)(biao)(biao)的(de)(de)認(ren)(ren)定(ding)(ding)條(tiao)件并沒有細致到量化程(cheng)度(du)，審判人員對馳名(ming)(ming)(ming)(ming)(ming)(ming)商(shang)(shang)(shang)(shang)標(biao)(biao)(biao)的(de)(de)認(ren)(ren)定(ding)(ding)具有相(xiang)(xiang)當的(de)(de)自由裁(cai)量權，再加(jia)上(shang)各地(di)(di)區(qu)(qu)經濟(ji)水(shui)平不(bu)(bu)均衡(heng)所(suo)(suo)致的(de)(de)認(ren)(ren)定(ding)(ding)標(biao)(biao)(biao)準(zhun)不(bu)(bu)甚統一，均給司法(fa)權留下了(le)極不(bu)(bu)平衡(heng)的(de)(de)審理空(kong)間。
一旦(dan)某(mou)(mou)商(shang)(shang)標(biao)(biao)(biao)被認定為“馳名商(shang)(shang)標(biao)(biao)(biao)”，則使(shi)用(yong)該商(shang)(shang)標(biao)(biao)(biao)的(de)商(shang)(shang)品(pin)或服務價值驟增，商(shang)(shang)標(biao)(biao)(biao)本身作(zuo)為無形資產(chan)評估的(de)價值相比于認定前也會成(cheng)數十倍(bei)、上百倍(bei)增長，馳名商(shang)(shang)標(biao)(biao)(biao)在(zai)某(mou)(mou)種(zhong)程度上成(cheng)為企業實現商(shang)(shang)業目的(de)、擴(kuo)展商(shang)(shang)業利(li)益(yi)的(de)法(fa)律籌碼。
2、中介機(ji)構利(li)益驅(qu)使，馳名商標遭(zao)曲解(jie)
現(xian)有我國(guo)存(cun)在(zai)部分中(zhong)(zhong)介機構(gou)職(zhi)業(ye)自律道德的(de)缺失，其(qi)在(zai)利(li)益(yi)驅使之下(xia)扭曲馳名商(shang)標(biao)(biao)(biao)(biao)(biao)的(de)證據和(he)糾紛解決意義，片(pian)面的(de)向企(qi)業(ye)和(he)社會傳達并強調了馳名商(shang)標(biao)(biao)(biao)(biao)(biao)的(de)廣(guang)(guang)告效益(yi)。部分中(zhong)(zhong)介機構(gou)更將馳名商(shang)標(biao)(biao)(biao)(biao)(biao)認(ren)定(ding)(ding)作(zuo)為(wei)重點業(ye)務推廣(guang)(guang)。特別是在(zai)司法認(ren)定(ding)(ding)方面，中(zhong)(zhong)介機構(gou)為(wei)謀不(bu)正當(dang)介入“代理企(qi)業(ye)司法認(ren)定(ding)(ding)中(zhong)(zhong)國(guo)馳名商(shang)標(biao)(biao)(biao)(biao)(biao)”業(ye)務，鼓動(dong)通過各種不(bu)正當(dang)競爭(zheng)獲得馳名商(shang)標(biao)(biao)(biao)(biao)(biao)。中(zhong)(zhong)介機構(gou)而(er)繼憑借“專業(ye)知識”和(he)“廣(guang)(guang)泛網絡關系”，鼓動(dong)企(qi)業(ye)出錢全(quan)權委托他們(men)代理馳名商(shang)標(biao)(biao)(biao)(biao)(biao)認(ren)定(ding)(ding)。要么(me)自編自演虛假訴訟，要么(me)研(yan)究、尋(xun)找恰當(dang)的(de)侵犯商(shang)標(biao)(biao)(biao)(biao)(biao)權的(de)被(bei)告，從而(er)引(yin)起訴訟的(de)發生，為(wei)馳名商(shang)標(biao)(biao)(biao)(biao)(biao)的(de)認(ren)定(ding)(ding)提(ti)供“因(yin)需(xu)認(ren)定(ding)(ding)”的(de)需(xu)求，制(zhi)造“被(bei)動(dong)認(ren)定(ding)(ding)”的(de)“被(bei)動(dong)因(yin)素”⑤。
在本次新商(shang)標(biao)法(fa)的修正(zheng)中，馳名(ming)商(shang)標(biao)被禁止用以宣(xuan)傳對于某些僅(jin)就馳名(ming)商(shang)標(biao)的市場(chang)宣(xuan)傳價值(zhi)來經(jing)營的企業(ye)可(ke)謂(wei)一聲嘆息，而本次修正(zheng)案中更(geng)有值(zhi)得肯定的是對于代(dai)理機(ji)構的職責也進(jin)行了重(zhong)新的明確定義。
結語：
回顧(gu)馳(chi)(chi)(chi)名(ming)商(shang)標(biao)從權利(li)人獲得更廣范圍(wei)的(de)(de)保護(hu)認定到(dao)如今的(de)(de)禁止宣(xuan)(xuan)傳(chuan)，這(zhe)場喧囂仍然有(you)很多方面值(zhi)得引起我(wo)們(men)思考(kao)，既然是一個純(chun)粹的(de)(de)法(fa)律(lv)(lv)概念，他作為(wei)法(fa)律(lv)(lv)定義存在(zai)既不(bu)是為(wei)了(le)表(biao)彰企(qi)(qi)(qi)業(ye)品牌價值(zhi)，更不(bu)是為(wei)了(le)授予(yu)企(qi)(qi)(qi)業(ye)榮譽(yu)的(de)(de)稱號(hao)，按照其(qi)法(fa)律(lv)(lv)屬性(xing)也是為(wei)了(le)賦予(yu)馳(chi)(chi)(chi)名(ming)商(shang)標(biao)更廣更深層次的(de)(de)法(fa)律(lv)(lv)保護(hu)范圍(wei)，為(wei)了(le)在(zai)企(qi)(qi)(qi)業(ye)眼(yan)中(zhong)變身為(wei)一種品牌宣(xuan)(xuan)傳(chuan)的(de)(de)護(hu)身符和聲(sheng)譽(yu)的(de)(de)鍍金(jin)石？更有(you)甚者(zhe)動(dong)用(yong)各(ge)種手(shou)段(duan)和策(ce)略，利(li)用(yong)資源(yuan)不(bu)惜為(wei)本法(fa)律(lv)(lv)規定來(lai)刻(ke)意制造馳(chi)(chi)(chi)名(ming)商(shang)標(biao)呢？當馳(chi)(chi)(chi)名(ming)商(shang)標(biao)籠罩在(zai)巨(ju)大的(de)(de)廣告效應、名(ming)牌效應下，馳(chi)(chi)(chi)名(ming)商(shang)標(biao)仍具(ju)有(you)巨(ju)大的(de)(de)利(li)益驅(qu)動(dong)，而褪去“光環”的(de)(de)馳(chi)(chi)(chi)名(ming)商(shang)標(biao)，沒有(you)了(le)宣(xuan)(xuan)傳(chuan)中(zhong)對于消費者(zhe)的(de)(de)刺激，回歸其(qi)正(zheng)本清源(yuan)，截斷(duan)企(qi)(qi)(qi)業(ye)對“馳(chi)(chi)(chi)名(ming)商(shang)標(biao)”追(zhui)逐的(de)(de)內在(zai)利(li)益驅(qu)動(dong)，促使企(qi)(qi)(qi)業(ye)把(ba)更多精力轉(zhuan)移(yi)到(dao)努力提高商(shang)品品質或(huo)服務上(shang)來(lai)，還“馳(chi)(chi)(chi)名(ming)商(shang)標(biao)”以本來(lai)面目。剝離(li)市場效益的(de)(de)依賴，重新以法(fa)律(lv)(lv)角度審(shen)視馳(chi)(chi)(chi)名(ming)商(shang)標(biao)的(de)(de)保護(hu)效力。
馳名商(shang)標與(yu)產品(pin)(pin)質量并無(wu)必然聯系，競爭應(ying)該是通過質量、售后服務和科技創新(xin)。客(ke)戶對你產品(pin)(pin)的印(yin)象是潛移默化的，真馳名還是假馳名，評判標準也在(zai)老百姓心中，企業要想(xiang)把品(pin)(pin)牌做大(da)做強走得更(geng)長遠，就(jiu)應(ying)該放下附加(jia)(jia)在(zai)馳名商(shang)標身上的“虛(xu)名”，用實力(li)說話(hua)。應(ying)加(jia)(jia)大(da)品(pin)(pin)牌培育力(li)度，走品(pin)(pin)牌發展之路。更(geng)多(duo)的關注(zhu)內部(bu)科學管(guan)理、技術(shu)革新(xin)、產品(pin)(pin)質量、售后服務和滿足(zu)消費者的要求上，避(bi)免企業務虛(xu)名而對認(ren)定馳名商(shang)標趨之若鶩。
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2、摘(zhai)掉馳名(ming)商(shang)標的“光環(huan)” 王逸吟 光明日(ri)報/2013 年/6 月/27 日(ri)/第(di) 015 版
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4、陶(tao)鑫(xin)良．我國馳名商標(biao)保(bao)護(hu)的誤區(qu)及其(qi)出路（二）[N]．中(zhong)國知識產權報，2007-11-14．
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