随着我国社会主义市场经济的发展及成熟,商标标识的巨大商业价值已经突显,并越来越受到人们的重视。商标标识的显著性特征往往能够引导消费者的消费倾向,也是其能够获得成功注册的一个重要条件。但现实是,我国在商标显著性方面的立法并不完善,导致难以应对市场中出现的一些问题。相对而言,美国在可获得显著性商标的注册制度方面是比较完善的,非常值得借鉴。本文拟通过从“双十一”、“国酒茅台”商标之争入手,在对比分析美国相关制度的基础上,提出我国在完善认定商标显著性方面的一些合理化建议。 With the development and maturity of the socialist market economy in our country, the great commercial value of trademark logos has been highlighted and has drawn more and more attention. The distinctive characteristics of the trademark logo can often guide the consumer’s propensity to consume, but also an important condition for its successful registration. However, the reality is that our country’s legislation on trademark salience is not perfect, which makes it hard to deal with some problems appearing in the market. In contrast, the United States is fairly complete in its access to the registration system of distinctive trademarks and is well worth learning from. This article intends to start with the debate on the trademarks of “Double XI” and “Maotai” in “National Liquor”, and on the basis of comparative analysis of the relevant systems in the United States, puts forward some reasonable suggestions on improving the distinctiveness of trademarks in China.