商品转售中商标指示性使用认定问题研究

Study on the Recognition of Indicative Use of Trademarks in Resale of Goods

摘要: 非授权的正品转售商往往通过合法的手段获取商标权人的商品并在自己的店铺中转售，并出于说明其所销售商品来指引消费者购买的目的，在其店铺内外使用商标权人的商标。我国商标法并没有对商标指示性使用进行规定，导致了司法裁判中规则各异，出现了司法裁判不统一的现象。本文梳理了国内外有关商标指示性使用的相关法律规定与司法案例，对商品转售中商标指示性使用的内涵进行了界定，并从文义解释和商标的识别功能两个角度论证了商品转售中商标指示性使用属于商标性使用，从商标法的立法目的与立法趋势论证了商品转售中商标指示性使用需要考虑混淆可能性要件，并从商标识别来源功能的维护、降低二次交易的成本两个角度分析了商标指示性使用的正当性基础，最后提出立法上应确立商标指示性使用条款和司法上应建立明确以使用人主观上的善意、使用行为的必要性、使用行为的合理性以及使用结果不造成混淆可能性为考量要素的商标指示性使用认定标准的建议。

Abstract: Non-authorized resellers of genuine goods often obtain the trademark owner’s goods through legal means and resell them in their own stores, and use the trademark owner’s trademark inside and outside their stores for the purpose of describing the goods they sell to guide consumers to buy them. China’s trademark law does not provide for trademark indicative use, resulting in different rules in the judicial decision, the phenomenon of judicial decision is not uniform. This article combed the domestic and foreign relevant legal provisions and judicial cases on the indicative use of trademark, defined the connotation of the indicative use of trademark in the resale of goods, and argued that the indicative use of trademark in the resale of goods belongs to the trademark use from the perspective of the textual interpretation and the identifying function of the trademark, and argued that the indicative use of trademark in the resale of goods needs to take into account the likelihood element from the purpose and trend of the trademark law. It also analyzes the legitimacy of indicative use of trademarks from the perspectives of maintaining the function of identifying the source of trademarks and reducing the cost of secondary transactions, and finally proposes that the legislation should establish the provisions of indicative use of trademarks and the judicature should establish the criteria for determining indicative use of trademarks, which are based on the subjective goodwill of the user, the necessity of the act of use, the reasonableness of the act of use, and the possibility of non-confusion of the result of the use.