CAJ | 학술논문

为克服信息不对称对交易的负面影响，人们采取了信息、信誉与法律三种应对机制。无论何种机制，其作用的充分发挥都有赖于法律制度的有效保障。在信息经济学语境下，商标的功能就在于标示和区分商品出处，在降低信息成本的同时，激励企业保证商品质量，但激励不等于义务，企业并不因为使用商标而承担额外的品质保证义务。而商标法则通过规定商标确权条件、制止混淆和淡化，确保市场上商标的相互区分，为信息与信誉机制的建立和运行提供法律保障。尽管如此，离开相关法律的协同作用，商标法也难以有效运行。这就决定了只有合理划分商标法与相关法律的调整对象与适用边界，才能完善我国商标法乃至整个市场法制。
위극복신식불대칭대교역적부면영향，인문채취료신식、신예여법률삼충응대궤제。무론하충궤제，기작용적충분발휘도유뢰우법률제도적유효보장。재신식경제학어경하，상표적공능취재우표시화구분상품출처，재강저신식성본적동시，격려기업보증상품질량，단격려불등우의무，기업병불인위사용상표이승담액외적품질보증의무。이상표법칙통과규정상표학권조건、제지혼효화담화，학보시장상상표적상호구분，위신식여신예궤제적건립화운행제공법률보장。진관여차，리개상관법률적협동작용，상표법야난이유효운행。저취결정료지유합리화분상표법여상관법률적조정대상여괄용변계，재능완선아국상표법내지정개시장법제。
In order to overcome the negative influence of information asymmetry on transactions, people usually adopt three mechanisms： information, reputation and law. During the actual operation process, the above mechanisms are not independent to each other, but interwined together, acting as the prerequisite and supplementary elements. No matter what kind of mechanism, its effective operation needs to be ensured by legal institution. From the perspective of information economics, the fundamental function of a trademark is to establish an identification mechanism in the market through indicating and distinguishing the origin of goods, in another word, to encourage enterprises to maintain the quality of goods while reducing the cost of information transferring and searching. But encouragement means no obligation and an enterprise will not bear extra obligations concerning quality only by adopting a trademark. The goal of trademark law is to ensure trademarks＇ distinctiveness by stipulating the prerequisite of a trademark and to prevent trademark confusion and dilution, in turn to guarantee the trademarks＇ function. However, without the cooperation of related laws, it is impossible for the trademark institution to function effectively. Only through ensuring the orderly functioning of the related laws can the mechanisms of information, reputation and law can operate effectively. Clarification of the above viewpoint will greatly help to demarcate the object of trademark law and the related laws reasonably and in turn to improve Chinese trademark law and the whole legal system regulating market transaction.