CAJ | 학술논문

我国《商标法》为彰显商标的使用价值规定了商标连续不使用撤销制度，发挥该制度的作用首先须对“商标使用”判断标准做出界定。考量商标权利人使用商标的使用意图，需综合市场份额、商品或服务的性质、市场特点、使用的规模和频率等因素，以认定商标使用意图是否是真实的、善意的。商标的使用行为需让消费者识别其商品来源，发挥商标识别功能，对于违反行政法规定的商标使用和未在指定商品或服务上进行商标使用，理应属于商标法意义上的“商标使用”。从使用意图和使用行为双重视角下对商标使用进行考量，构建二者的关系，最大限度发挥出商标所蕴含的价值。
아국《상표법》위창현상표적사용개치규정료상표련속불사용철소제도，발휘해제도적작용수선수대“상표사용”판단표준주출계정。고량상표권리인사용상표적사용의도，수종합시장빈액、상품혹복무적성질、시장특점、사용적규모화빈솔등인소，이인정상표사용의도시부시진실적、선의적。상표적사용행위수양소비자식별기상품래원，발휘상표식별공능，대우위반행정법규정적상표사용화미재지정상품혹복무상진행상표사용，리응속우상표법의의상적“상표사용”。종사용의도화사용행위쌍중시각하대상표사용진행고량，구건이자적관계，최대한도발휘출상표소온함적개치。
China's Law of Trademarks specifies the revocation system of discontinuous use of trademarks to highlight the value of trademarks. Playing the role of this system,the criteria of the use of trademarks must be defined. One should deter-mine the intention of the trademark owner true and well - meaning from the perspective of market shares,nature of goods or service,market features,market scale and frequency comprehensively. The behavior in using trade marks needs to get cus-tomers to identify the sources of goods to play the role of trademark identification. The use of trademarks against the admin-istrative regulations and no use of trademarks in the specified goods and services both belong to the use of trademarks by trademark law. The use of trademarks should be identified from the perspective of the intention of use and using behavior to farthest develop the value of trademark.