法学院知识库

商标本质表明商标是由商标标志与其所代表的有关商品的信息这两方面组成的，缺少这两个方面中的任何一方都不构成商标。因此，任何对商标专用权的侵犯行为都有其共同的特征，那就是对于商标标志和商标标志所代表的有关商品的信息的这个特定组合的破坏，割断了商标权人与商标以及相对应商品的联系，阻碍了商标功能的实现，而使得整个社会的“搜寻成本”增加，最终降低社会经济生活效率。商标法的立法宗旨就在于促进自由竞争和经济发展，保护商标权人的商标权和消费者利益，从而使得社会经济发展变得富有效率，兼具公平。

本文以2015年发生在浙江省的不二家公司诉钱海良和淘宝网络有限公司案为视角，来分析分装之后的商品再次于流通市场上销售，从而赚取差价的行为是否构成商标侵权。常见的商标侵权案是未经商标注册人的许可，将他人相同或近似的注册商标贴附于相同或者类似的商品之上，从而造成混淆，最终导致商标侵权的。我国《商标法》第57条第一项和第二项的规定也是着重对于消费者权益的保护。而本案中被告钱某声称其所销售的并非假冒的不二家棒棒糖，而是通过正规的渠道所购买到的正品。此外，他能够提供相应的进货单据，以证明其真实性。而现行《商标法》就存在无法有效规制这种行为的可能。本文通过对国内外的一些经典案例及相应法条的分析，期望能够为不断扩张的商标权保护界定一个更加清晰的边界。本文主体上分为四章：首先，通过对不二家诉钱某案的简单介绍，明晰本文试图解决的问题，归纳出争议的焦点，为下文的深入探讨做好铺垫。其次，将分别从物权人与商标权权利用尽原则的关系、消费者与商标权权利用尽原则的否定的关系、商标权人与商标衍生功能的关系等三对关系入手，对正品分装销售行为进行法律认定。再次，笔者通过对正品分装销售行为的研究，对我国当前商标保护体系对于正品分装销售行为规制中存在的问题进行阐述和思考。从商标功能的角度与经济法政策的角度对正品分装销售行为出现的原因以及解决的思路提出了一些自己的观点。最后，基于以上对于正品分装销售行为的分析，结合现行商标法对于正品分装销售行为规制中存在的问题，给出相应的法律完善建议。

The essence of trademark illustrates that trademark is a combination of mark and the product information that the mark represents. The lack of either element cannot make a trademark. Therefore, all infringement of the exclusive right to use a trademark shares a common characteristic: it sabotages the specific combination of mark and the product information that the mark represents, cuts off the link between the trademark right holders, trademark and correspondent product and prevents the accomplishment of trademark function, thus increasing the “searching cost” of the whole society and eventually reducing social economic efficiency. The legislative aim of trademark law is to promote free competition and economic development and to protect the interests of both trademark right holders and consumers, which makes the development of social economy more efficient and fair.

Based on the case of “Fjiya Co. v. Qian and Taobao Co.”, this essay mainly analyses if the act of those middlemen, who resell the products that have been bought from circulation market to make profits, is illegal or not. The typical way of infringing trademark right is to put those trademarks that are identical or similar to the registered (trademark right holders’) trademarks on the identical or similar products without consent, which contributes to the confusion of consumers and eventually leads to trademark infringement. The first two articles of section 57 of Trademark Law of PRC emphasize on the protection of consumer interests. But Qian claimed in this case that what he once sold in the market were genuine products that had been bought through authorized channels rather than counterfeit. Besides, he provided correspondent invoices to demonstrate its authenticity. However, the current Trademark Law is unlikely to regulate these infringing acts properly. This essay attempts to define a clearer boundary for the expanding trademark right through the analysis of some typical cases and articles at home and abroad. This dissertation is divided into four parts:First, it clarifies the problems that this article is meant to solve through an introduction to the case of “Fjiya Co. v. Qian and Taobao Co.”, and concludes the focus of dispute to pave the way for the following further discussion. What’s more, it will identify the legal nature of reselling genuine products through exploring the relationship among three different subjects (the relationship between property right holders and the exhaustion of trademark right, the relationship between consumer and the denial of exhaustion of trademark right, the relationship between trademark right holders and trademark derivative functions), Furthermore, the thesis demonstrates the existing issues of reselling genuine products under current trademark right protecting system, and offers some ideas about the reasons that account for the emergence of the issues. Also, some approaches to the problems are put forward from the perspective of trademark derivative functions and economic policies. In the end, based on the analyses above and combining the existing issues of reselling genuine products under present Trademark Law, the thesis proposes several suggestions on how to make the trademark right protection better.