集体商标“莆田鞋”之法律正负效应的并存
The Co-Existence of Legal Positive and Negative Effects of Collective Trademark “Putian Shoes”

随着福建莆田的鞋类产业一点点发展至今日，制鞋技术与工艺、代加工生产也越发成熟，伴随着的也是越来越多仿制正品鞋生产销售的不正当竞争行为。为了规制制假售假以及使莆田鞋企的转成正规，在2022年，莆田鞋业协会即宣布了“莆田鞋”集体商标获得了国家知识产权局批准注册。本论文从法律视角探讨了集体商标“莆田鞋”的正负效应，并提出了相应的法律调整与管理措施。正面效应涵盖品牌认知度提升、质量控制与消费者权益保护等，但负面效应如虚假宣传、负面声誉与消费者权益损害需要规制。法律应完善集体商标制度、强化管理组织角色，加强法律执行、激励诚信经营，提升知识产权培训与宣传，以实现正负效应的平衡，维护市场秩序和消费者权益。
With the development of the shoe industry in Putian, Fujian province, the shoe technology and production are becoming more and more mature, accompanied by more and more unfair competition in the production and sales of genuine shoes. In order to regulate the production and sale of counterfeit goods and normalize the transformation of Putian shoe enterprises, the Putian Shoes Association announced in 2022 that the collective trademark of “Putian Shoes” was approved and registered by the State Intellectual Property Office. This paper discusses the positive and negative effects of the collective trademark “Putian shoes” from the legal perspective, and puts forward the corresponding legal adjustment and management measures. Positive effects cover the improvement of brand awareness, quality control and protection of consumer rights and interests, but negative effects such as false publicity, negative reputation and damage to consumer rights and interests need to be regulated. The law should improve the collective trademark system, strengthen the role of management organization, strengthen law enforcement, encourage honest management, enhance intellectual property training and publicity, so as to achieve a balance of positive and negative effects, and maintain market order and consumer rights and interests.