从模因论的观点看经济中的“傍名牌”行为

“傍名牌”是经济中的不正当竞争行为，严重扰乱了市场的公平竞争，损害了经营者和消费者的合法权益。基于达尔文进化论来解释文化进化规律的模因论为“傍名牌”行为研究提供了新视角。文章在介绍模因论和模因的基础上，将商标看作一种模因，借用模因论的研究成果来分析“傍名牌”行为的特点，同时利用模因具有的保留性、变异性和选择性，论述了“傍名牌”商标模因作为弱势模因和失败模因走向消亡的可能性。

The Study of the Reverse Passing-off Action in Business in the View of Memetics

The reverse passing-off action is an unfair competition in economy, it not only breaks the balance of economic equity, but also harms the legal rights of operators and customers. Based on the Darwin＇s evolutionism theory, the Memetics provides a new perspective for the study of the reverse passing-off action. This paper introduces the Memetics and meme, and then considers the brand as a sort of meme. Using the meme＇s characteristics of hold, variability and selectivity, it explains that the reverse passing-offaction, as a failed and feeble meme, is likely to disappear finally.