商标保护与市场竞争关系之反思与修正
章凯业商标保护与市场竞争关系之反思与修正
Reflections on and Revision of the Relationship Between Trademarkand Market Competition
期刊名称：《法学研究》
期刊年份：
作者：章凯业
单位：清华大学法学院
中文关键词：商标;市场力量;权利限制;合理使用
英文关键词：trademark;market power;limitation on right;fair use
中文摘要：
将商标定性为传递来源和担保质量的信息工具，并以此作为建构当代商标法的规范性前提，导致商标法在制度设计之初缺乏对商标使用是否会产生市场力量的考虑。从动态的、市场的视角，商标本质上更是一种竞争工具。对商标的使用可能产生市场力量，该市场力量是法权形式与经济优势有机统一使然。个中的法权采用了财产权的进路，其经济优势则来源于对消费公众心理上的吸引力。当商标法所赋予的法权外衣与消费公众的识别行为不一致时，现有的制度可能招致限制竞争、垄断寻租及信息压缩等后果。这背离了保护商标以解决市场失灵、促进交易以及最大化消费者福利的初衷。商标法应当在静态效率与动态效率之间取得均衡，在减少对消费者的欺诈等机会主义行径的同时为竞争者进入市场从事竞争提供制度空间，以促使公益与私利的交流与相互增益。权利内涵的闭合与合理使用的开放有利于解决该问题，避免进一步的系统性风险。
英文摘要：
The characterization of trademark as a tool of information (mainly a source identification and quality warranty) has been one of the most vital normative foundations of modern trademark law, which has led to an institutional myopia about the unexpected market power produced by trademark use. From a dynamic and market perspective, the trademark is more of a competitive tool than an information tool in nature. Trademark use may produce market power, which is the combination of "Recht" (a form of property rights) and marketing advantages (psychological attraction to consumers). When the formal institutional protection is inconsistent with consumers' recognition behavior, such protection may lead to anti-competitive, rent-seeking, information compression effects and so on, which deviate from the objectives of trademark protection, notably remedying market failure, facilitating trading, and ultimately maximizing the consumer welfare. In order to promote public interests as well as trademark holders' benefits, trademark law must make a tradeoff between static efficiency and dynamic efficiency, that is, to eliminate opportunism such as deceit while leaving enough institutional space for competition. The closure of trademark right and the openness of fair use are conductive not only to solving the problem but also to avoiding further systematic risks.
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