商标混淆理论及其判断标准研究.docVIP

摘 要 　　商标的功能是区分商品或服务的来源，并向消费者传递使用该商标的商品的质量、形象和其它特点。当商标被他人侵犯时，商标权人在商标声誉、混淆可能等方面负有举证责任。商标的法律保护旨在维护商业标识的特定指向性，确保消费者就符号与特定商品之间的惟一联系。反混淆是传统商标法最为核心的任务，“混淆可能性”是商标侵权的构成要件。然而，混淆与否，混淆的可能性有多大，是一种主观认知，深藏于每个消费者心中，因人而异，因时而变，难以用统一的事前标准进行衡量和检验。当商标被他人侵犯时， 商标权人在商标声誉、混淆可能等方面负有举证责任。商标声誉有客观证据可资证明， 如经济指标、销售规模、社会评价等， 而混淆可能作为认定商标侵权的法定标准， 往往由于实际混淆证据的缺乏而难以获得证明。消费者问卷调查正是一种在缺乏实际混淆证据的情况下有助于执法机关认定存在混淆可能的证据形式, 它在英美等发达国家已被广泛运用于商标侵权案件。 　　本文研究商标混淆理论及其判断标准，从相关公众一般认识的角度，以混淆理论为基础探求商标混淆与商品混淆司法判断的一般规则，分析“多因素判断法”的局限性，司法实践中由法官替代一般消费者与立法脱节，进而提出应该引入消费者问卷调查对混淆可能性的判断提供依据，并从确定调查对象、选择调查人员、确定调查方式和程序、分析调查结果多个方面探讨了如何设计科学的消费者调查问卷。 　　 　　关键词：商标混淆 消费者 问卷调查 商标侵权 ABSTRACT 　　The trademarks function is to distinguish the source of goods or services, and transfer to the consumer to use the trademark image of the quality of the goods, and other characteristics. When the trademark is infringed upon, the trademark holder in such aspects as the trademark reputation, confusion may bear the burden of proof. Trademark law protection to maintain certain directivity, business logo to ensure consumer is the only link between symbols and specific goods. De-obfuscate is the traditional trademark law is the core task, the components of the confusion possibility is a trademark infringement. Confused or not, however, the possibility of confusion has how old, is a kind of subjective cognition, hidden in every consumer heart, vary from person to person, due to the circumstances, is difficult to use unified measure and test in advance. When the trademark is infringed upon, the trademark holder in such aspects as the trademark reputation, confusion may bear the burden of proof. Brand reputation is an objective evidence to prove, such as economic indicators, such as sales scale, the social evaluation, and confusion may be as recognize the legal standard of trademark infringement, often due to the lack of actual confusion evidence to prove. Consumer questionnaire survey is in the absence of actual confusion evidence evidence confusion may