一、商标的价值取向(一)商标从商品标记演变为竞争工具商标的基本作用在于区别不同生产者或销售者生产或经销的同类产品,即商品的商标是消费者识别商品并加以选购的一种特定标志。日本学者小野昌言、江口俊夫在其所著的《商标知识》一书中说,如同一个人的脸象征一个人一样,商标作为商品的脸,成为某一企业特定商品的象征,代表商品的信誉和评价,消费者可以凭借商标买到满意的商品。虽然商标作为商品标记的作用并未淡化,然而生产者和销售者已不满足于这种单纯商品标记的现状,而将之演变为商业竞争的一种重要工具。在发达国家,商标在很大程度上已成为倾销商品、占领市场、垄断生产、打击竞争对手、获得高额 I. The Value Orientation of Trademarks 1. The basic function of a trademark from evolving from a commodity mark to a competitive tool mark lies in distinguishing similar products produced or distributed by different producers or sellers, that is, the mark of a commodity is that the consumer identifies the commodity and purchases it A special logo. Japanese scholar Ono Masanobu said in his book Trademark Knowledge that as a person's face symbolizes a person, a trademark as a face of a product becomes a symbol of a particular company's particular product and represents the credibility of the product And evaluation, consumers can rely on trademarks to buy satisfactory products. Although the role of trademarks as commodity markings has not diminished, producers and sellers have not satisfied themselves with the status quo of such simple markings and have evolved them into an important tool for commercial competition. In developed countries, trademarks have to a large extent become dumping goods, occupying markets, monopolizing production, cracking down on competitors and obtaining high