从商标权角度看,反向假冒属于严重的商标侵权行为;从消费者权益角度看,反向假冒属于欺诈消费者行为;从市场竞争角度看,反向假冒构成不正当竞争行为。基于反向假冒行为对多方客体的侵害,我们可以从多角度、多层面加以规制,但比较而言,通过修改《商标法》,对规制反向假冒行为将取得更好的效果。 From the perspective of trademark rights, reverse counterfeiting is a serious trademark infringement; from the perspective of consumers rights, reverse counterfeiting is fraudulent consumer behavior; from the perspective of market competition, reverse counterfeiting constitutes unfair competition behavior. Based on the infringement of multi-party objects by counterfeiting, we can regulate from many angles and levels. However, by modifying the Trademark Law, we will achieve better results in the regulation of counterfeiting.