驰名商标淡化理论的正当性与适用边界研究

On the Justification and Application Boundaries of the Theory of Famous Trademark Dilution

摘要: 驰名商标淡化保护作为现代商标法的重要发展方向，其核心在于防止在不相同或不相类似商品上对驰名商标的使用，即使未造成混淆，也可能削弱其识别性或玷污其商誉。我国《商标法》第十三条虽为淡化保护提供了制度基础，但在立法表述、司法实践与理论认知方面仍存在不确定性与适用障碍。本文围绕“驰名商标淡化的认定与理论分析”展开，首先回顾淡化理论的演进路径与核心类型，继而选取典型案例进行深入剖析。本文进一步探讨了近似商标是否适用反淡化理论的边界，并从本土语境出发，提出构建具有中国特色的驰名商标淡化保护体系的制度建议。研究认为，应通过明确立法条款、细化认定要件、引入技术辅助手段，提升淡化保护的规范性与可操作性，以更好服务于品牌强国与公平竞争的法治目标。

Abstract: The protection against the dilution of famous trademarks has emerged as a significant trajectory in the development of modern trademark law. Its core objective is to prevent the use of a famous mark on dissimilar or non-similar goods which, even absent any likelihood of confusion, may impair the mark’s distinctiveness or tarnish its reputation. Although Article 13 of the Trademark Law of China furnishes an institutional foundation for anti-dilution protection, considerable uncertainties and practical constraints persist in its legislative articulation, judicial application, and theoretical comprehension. Focusing on the “identification and theoretical analysis of famous trademark dilution,” this article first traces the development of dilution theory and its principal categories, followed by an in-depth examination of representative cases. It further explores the boundary issue of whether similar trademarks fall within the ambit of the anti-dilution doctrine. Drawing upon China’s specific legal and socio-economic context, the article proposes institutional pathways for constructing a Chinese-characterized system of famous trademark dilution protection. It argues that clarification of statutory provisions, refinement of the elements for judicial determination, and the incorporation of technological auxiliary tools are essential to enhancing the doctrinal coherence and practical operability of dilution protection, thereby contributing to the broader governance goals of brand strengthening and fair competition under the rule of law.