作者：余俊
作者介绍：北京化工大学文法学院副教授，法学博士
出版日期：2023年10月9日
内容提要 商标恶意注册等问题一直无法根治，与认知商标本质的基础观念存在偏差不无关联。以标记为基础观念的认知范式，偏离了商标诞生的逻辑理路，容易造成商标制度运行偏位。因此，需要重构认知商标本质的基础观念。以市场为基础观念理解商标本质，与商标的内生逻辑更为契洽，也更有利于在制度运行中最大限度地激发出商标的经济潜力。从商标的起源看，它由标记在市场关系中质变而来。现代商标法之所以成为一个独立的范畴，源于商标内生的市场力量获得了独立的财产地位。在市场经济中，商标是市场力量的可视化表述机制、市场信任的程序化建构机制以及消费欲望和市场的再生性机制。根据以市场为基础观念的认知范式，在商标制度的运行中，通过商标产权制度确认“商”的财产地位，并由商标注册制度以“标”的形式对“商”进行标准化表述。据此，在对商标制度进行调适时，应凸显以“商”为中心的商标产权制度，并信守以“标”为界限的商标注册制度。
关键词 商标本质 标记主义 市场范式 产权制度 注册制度
Abstract: The cause of long-standing problems such as registration of trademarks in bad faith lies in the misconceptions that people have formed about the essence of trademarks. The current approach based on marks deviates from the basic logic by which trademarks originate and is likely to mislead the operation of the trademark system. It is necessary to reconstruct the approach of understanding the essence of trademarks. The approach of recognizing the essence of trademarks based on the market is more consistent with the inherent logic of trademarks and is more conducive to maximizing the economic potential of trademarks as the system operates. In terms of origin, trademarks are those marks that have undergone qualitative conversion in market relations. The endogenous market power of trademarks has gained the status as independent property leading the modern trademark law to become an independent category. In a market economy, trademarks are mechanisms for the visual representation of market forces, the procedural formation of market trust, and the regeneration of consumer desires and relevant markets. Based on the market-based approach, in its operation, the property rights system of trademarks recognizes the property status of trade, and the trademark registration system provides a standardized representation of trade in the form of marks. Accordingly, when calibrating the rules in the trademark system, we should set trade as the center of the design of the property rights system of trademarks and insist on maintaining a system of trademark registration for the purpose of establishing boundaries by marks.