论商标使用行为的界定——以“非诚勿扰”案为例

On the Definition of Trademark Use Behavior—Taking the Case of “If You Are the One” as an Example

摘要: 商标使用行为是指商标使用者以指示商品或服务来源为目的而在商业活动中使用商标的行为。认定商标使用行为需从主体要件、主观要件、客观要件三方面出发，同时商标使用行为还需排除描述性使用、说明性使用等非商标性使用行为。基于此分析，江苏电视台对“非诚勿扰”文字进行名称性使用属于非商标性使用行为，而对“非诚勿扰”标识的使用是取得和维护商标中的商标使用行为，不属于商标侵权中的商标使用行为。

Abstract: Trademark use behavior refers to the behavior that trademark users use trademarks in business activities for the purpose of indicating the source of goods or services. To determine the use of trademarks, it is necessary to proceed from three aspects: the main elements, the subjective elements, and the objective elements. At the same time, the use of trademarks also needs to exclude the behaviors of descriptive use, illustrative use and other non-trademark use. Based on this analy-sis, Jiangsu TV station’s use of “If you are the one” pure text on the name belongs to the non-trademark use behavior, while the use of “If you are the one” logo belongs to the trademark use behavior in obtaining and maintaining the trademark, not the trademark use behavior in trademark infringement.