摘要：21世纪是经营者进行商品品牌经营的时代，在这一时代背景下，遵纪守法的诚实经营者依靠自己的聪明才智和用心经营使自己的品牌越来越具有价值，也有一些人想走掠人之美的捷径，把他人优质产品贴上自己的标签进行销售，从而阻断了优质商品和产品生产者之间的联系，这种行为被叫做商标的反向假冒。世界上许多国家在较早的时候都将该行为规定为商标侵权行为之一。

　　　我国对制裁商标反向假冒行为的立法较晚，存在着诸多不足之处,现今该类侵权案件在司法实践中层出不穷，其表现形式也呈现多样化的发展趋势。为此，笔者认为应对该行为进行更加深入细致的研究，本文共有三部分：

　　　第一部分，通过对反向假冒行为进行理论研究，为笔者下一部分的案件分析奠定基础。

　　　第二部分，通过对“江南布衣诉山水人家一案”争议焦点的分析，引发了笔者对有一定影响的未注册商标和未在我国注册的驰名商标在反向假冒保护方面的思考。

　　　第三部分，根据前两部分的叙述，针对我国《商标法》的不足之处，笔者为建立健全我国的防止和制裁商标反向假冒的制度提出了自己的完善建议。

关键词： 反向假冒  权利用尽  立法建议

Abstract：The 21st century is the period of operators to carry goods brand management, in this background, the law-abiding honest operators rely on their own ingenuity and careful management to make their brand more and more valuable. But some operators want to go swept the beauty of a shortcut, they want to affix their own label on quality products of others to sales. There are blocking the link between the quality of goods and producers. This is reverse palming off. Many countries in the world think reverse palming off is one of the act of trademark infringement.

　　　China sanctions trademark reverse passing off legislation late, there are many inadequacies. Today this type of infringement cases in the judicial practice in the endless. So I think should conduct more intensive research. This article include three parts:

　　　The first, I want to analysis the cases rely on the research of trademark reverse passing off.

　　　The second, through jiangnan commoner VS shanshuirenjia make I have a certain influence unregistered trademarks and well-known trademark not registered in our country’s thinking in reverse passing off protection.

　　　The third, I put forward some suggestions for improvement establish and improve China’s system to prevent and sanctions trademark reverse passing.

Key Words：reverse palming off  exhaustion of rights  legislative proposals