【作者】 王建；

【导师】 胡小红；

【作者基本信息】 安徽大学 ， 法律硕士（非法学）（专业学位）， 2019， 硕士

【摘要】 随着我国社会主义市场经济的快速发展,商标侵权纠纷日益增多。为了公平、公正、高效地解决纠纷,商标侵权与否的基础判定显得至关重要。2013年我国《商标法》修改后,混淆可能性成为了商标侵权判定的标准,即以相关公众是否具有对争讼商标产生混淆的可能性来认定商标侵权。混淆可能性的判断是一个复杂的问题。我国商标侵权诉讼中混淆可能性主要是以传统的多因素检测法来判断的,这种判断方法多是以法官的个人主观经验取代了一般消费者的主观认识,对混淆可能性的认定不准确。因此商标侵权司法实践中产生了一种判定混淆可能性的新的方式:消费者问卷调查。消费者问卷调查是一种法律实验,是证明商标混淆可能性的一种特殊证据类型,具有证据效力。其具有证据的客观性、关联性及实质的合法性。消费者问卷调查的客观性和规范性程度影响问卷调查报告的证明力。消费者问卷调查是探知商品消费者主观认识状态的直接方式,是证明商标混淆可能性的科学路径。而日益增多的商标侵权纠纷与传统多因素检测法判断混淆可能性的不足突出了引入消费者问卷调查的必要性。消费者问卷调查的引入补充完善了商标侵权的混淆可能性理论,也促进了商标侵权司法实践的发展。消费者问卷调查起源于英美国家,经历了一个从严重排斥到逐渐认可再到完全接受的发展过程,现在在英美商标侵权案件中得到了广泛的应用。这对我国有所启示:要正确认识和对待消费者问卷调查这种新事物,同时加强对消费者问卷调查活动的规范。消费者问卷调查报告在我国商标侵权案件中的应用率和采信率很低,法官对采信或不采信的说理也很单薄。没有法律法规的明文规定,缺少司法的引导是消费者问卷调查准入商标侵权司法实践的最大障碍。问卷调查本身的操作瑕疵也是法院排斥适用的主要原因。存在的问题主要包括调查对象的不相关、没有代表性;问卷设计的不科学,问题提问的诱导性;调查机构的不中立,调查人员的非专业等。关于构建我国商标侵权判定中消费者问卷调查立法,首先要明确消费者问卷调查的性质属于法律实验,是商标侵权诉讼中证明商标混淆可能性等消费者主观认知问题的特殊证据类型,具有证据效力。其次,要确立消费者问卷调查的证据适用规范,包括问卷调查证据的具体适用范围和证据效力审查标准。最后,要制定消费者问卷调查活动的操作指南。要规范问卷调查的操作,做好法律实验:合理选定调查对象,调查总体要有相关性,抽样样本要有代表性;科学地设计调查问卷,问题设计合理,提问方式适当;科学地分析数据,合理把控混淆率;加强调查机构的建设,建立中立客观的调查机构,培养一批专业的调研人员,严格遵循调查活动的程序规则;法院的中立介入等。更多还原

【Abstract】 With the rapid development of China’s socialist market economy,trademark infringement lawsuits are increasing.In order to resolve disputes fairly and efficiently,the basis for the determination of trademark infringement is crucial.After the revision of China’s Trademark Law in 2013,the standard of confusion for the determination of trademark infringement was established,that is,the trademark infringement was determined by whether the relevant consumer had the possibility of confusion about the trademark.Judging the possibility of confusion is a complex issue.The possibility of confusion in China’s trademark infringement lawsuits is mainly judged by the traditional multi-factor detection method.This method of judgment mostly replaces the subjective knowledge of the general consumers with the personal subjective experience of the judges,and the identification of the possibility of confusion is not accurate.Therefore,the judicial practice of trademark infringement has produced a new way to determine the possibility of confusion:consumer surveys.The consumer questionnaire is a kind of legal experiment,which is a special type of evidence that proves the possibility of trademark confusion,and has the effect of evidence.It has the objectivity,relevance and substantive legitimacy of the evidence.The objectivity and normativeness of the consumer questionnaire affect the probative force of the questionnaire survey report.The consumer survey is a guest observation of the subjective cognition of trademark consumers,and has a strong role in proving the existence of confusion.The lack of confusion about the increasing possibility of trademark infringement disputes and traditional multi-factor detection methods highlights the need to introduce consumer surveys.The introduction of consumer questionnaires complements the confusion possibility theory of trademark infringement and promotes the development of trademark infringement judicial practice.The consumer survey originated from the United Kingdom and the United States and experienced a development process from severe exclusion to gradual recognition to full acceptance.It is now widely used in British and American trademark infringement cases.This has implications for China:to correctly understand and treat this new thing in consumer surveys,and to strengthen the regulation of consumer survey activities.The application rate and the adoption rate of the consumer questionnaire report in China’s trademark infringement cases are very low,and the judges’ reasoning about adopting the letter or not adopting the letter is also very thin.Without explicit provisions of laws and regulations,the lack of judicial guidance is the biggest obstacle to the judicial practice of consumer access to trademark infringement.The operation of the questionnaire itself is also the main reason for the exclusion of courts.The existing problems mainly include the irrelevant and non-representative of the respondents;the unscientific design of the questionnaire,the inductiveness of the question,the non-neutrality of the investigating institution,and the non-professional of the investigator.Regarding the construction of consumer questionnaires in China’s trademark infringement judgment,it is first necessary to clarify that the nature of consumer questionnaires is a legal experiment,and it is a special type of evidence that proves the subjective cognition of trademarks in trademark infringement litigation,and has evidence effectiveness.Secondly,it is necessary to establish the applicable norms of evidence for consumer surveys,including the specific scope of application of the survey evidence and the criteria for reviewing the validity of evidence.Finally,it is necessary to develop an operational guide for the consumer survey activity.It is necessary to standardize the operation of the questionnaire survey and do a good job in legal experiment:reasonable selection of the survey object,the survey should be relevant in general,the sample should be representative;scientifically design the questionnaire,the problem design is reasonable,the questioning method is appropriate;scientific analysis of the data Reasonable control of the rate of confusion;strengthen the construction of investigation institutions,establish a neutral and objective investigation agency,train a group of professional researchers,strictly follow the rules of the investigation activities;the neutral intervention of the court.更多还原