作者：杜 颖
作者介绍：中央财经大学法学院教授
出版日期：2015年6月9日
内容提要 商标法律制度不断扩大商标权人的权利，使得商标权保护的基础从防止消 费者混淆向保护生产经营者标记权转移，这导致商标法律制度的失衡。在数字网络化时 代，商标的公共产品属性更加强化，消费者在品牌塑造过程中发挥的缔造者作用愈加突出。 因此，商标法律制度设计中应该科学界定商标保护中的公共领域，完善商标权利限制制度， 重申消费者混淆在制度中的灵魂地位，强调对消费大众的公共利益关怀，实现商标法律制 度的理性回归。
关键词 消费者混淆 商业信誉 公共领域
Abstract: Trademark regime has been extending the protection for trademark owners while its basis gradually switches from defending consumers against confusion to safeguarding the business’entitlements on marks，which has caused the imbalance within the regime． In the digital and network era，trademarks’attribute of public goods has been enforcing and consumers are playing a more and more significant role in building up marks’goodwill． Therefore，it is time for trademark regime to appropriately define the public domain for trademark protection，design integrated exceptions to trademark right，reinforce the key position of protecting consumers from confusion，attach more importance to public interest， and eventually safe return to the balance．