烟台大学学报（哲学社会科学版）
煙檯大學學報（哲學社會科學版）
연태대학학보（철학사회과학판）
JOURNAL OF YANTAI UNIVERSITY(PHILOSOPHY AND SOCIAL SCIENCE EDITION)
2014年
5期
36-45
,共10页
商誉%驰名商标%知名度%混淆理论%淡化理论
商譽%馳名商標%知名度%混淆理論%淡化理論
상예%치명상표%지명도%혼효이론%담화이론
goodwill%well-known trademark%popularity%Trademark Confusion Theory%Trademark Di-lution Theory
保护消费者权益和商标所有人商誉是现代商标法的两大价值目标，商标权是“商誉财产权”。驰名商标的概念实际上对商标“知名度”的要求并不高，只要商标在被控侵权的商品或服务领域为相关公众所知，该商标在该领域就是“驰名商标”。商标驰名与否不以是否注册作为确立其保护范围的依据，而是以其商誉所覆盖的领域确定其保护范围。与TRIPS协议一样，我国商标法实际上依然系采用“混淆理论”而非“淡化理论”保护驰名商标。
保護消費者權益和商標所有人商譽是現代商標法的兩大價值目標，商標權是“商譽財產權”。馳名商標的概唸實際上對商標“知名度”的要求併不高，隻要商標在被控侵權的商品或服務領域為相關公衆所知，該商標在該領域就是“馳名商標”。商標馳名與否不以是否註冊作為確立其保護範圍的依據，而是以其商譽所覆蓋的領域確定其保護範圍。與TRIPS協議一樣，我國商標法實際上依然繫採用“混淆理論”而非“淡化理論”保護馳名商標。
보호소비자권익화상표소유인상예시현대상표법적량대개치목표，상표권시“상예재산권”。치명상표적개념실제상대상표“지명도”적요구병불고，지요상표재피공침권적상품혹복무영역위상관공음소지，해상표재해영역취시“치명상표”。상표치명여부불이시부주책작위학립기보호범위적의거，이시이기상예소복개적영역학정기보호범위。여TRIPS협의일양，아국상표법실제상의연계채용“혼효이론”이비“담화이론”보호치명상표。
The protection of consumers ’ rights and trademark owner ’ s goodwill is two valuable goals of modern trademark law .Trademark is something called “Goodwill Property”.The concept of well-known trademark is not requested to be highly “popularity”, instead of well known in the relevant public of goods or services outside of the registration or use .In the commercial areas covered with goodwill , the trademark will be identified as a well-known trademark .The scope of protection of a well-known trade-mark is not decided on the basis of the mark ’ s registration or not .Just like the TRIPS Agreement ,“Trademark Confusion Theory” rather than “Trademark Dilution Theory” is still the main theory to pro-tect well-known trademark in Chinese Trademark Law.
