商标使用是贯穿商标法律制度始终的重要基本概念。商标使用是实现商标价值的必要前提,也是商标权产生、维持和获得保护的重要条件。这一商标法律制度的核心命题,如今正面临互联网与电子商务兴起带来的新挑战。当商标使用行为由传统物理环境向网络虚拟环境扩展延伸的同时,市场营销模式、消费者习惯等商业因素也随之改变,商标使用行为呈现出新的形式和特点,敦促我们重新审视和解读商 The use of trademarks is an important and basic concept which runs through the trademark legal system. The use of trademark is the necessary prerequisite for the realization of the value of trademark and also an important condition for the creation, maintenance and protection of trademark rights. The core proposition of this trademark legal system is now facing new challenges arising from the rise of the Internet and e-commerce. As trademark usage extends from the traditional physical environment to the network virtual environment, commercial factors such as marketing mode and consumer habits also change. The use of trademark shows new forms and features, urging us to re-examine and interpret