特许经营中的商标许可研究

【作者】 王健；

【导师】 陈乃蔚；

【作者基本信息】 复旦大学 ， 民商法学， 2008， 硕士

【摘要】 自胜家缝纫中心发明特许经营以来,特许经营已成为国际上日渐盛行的一种商业经营方式。知识产权的许可使用是特许经营的核心,而商标的许可使用更是特许经营的基石。然而,特许经营中的商标许可与一般的商标许可相比存有明显的不同。源于这一差异,如何在特许经营中选择商标许可的模式和如何进行品质控制就成为特许经营中商标许可的核心。本文就是以此为论述基础,着重分析了特许经营中商标许可的模式选择和品质控制问题。全文共分为五个部分:第一部分讨论了特许经营中的相关法律问题,其中包括特许经营的发展缘起、定义,特许经营的种类以及特许经营与连锁经营等相似概念的辨析。并且还对特许经营的核心——知识产权的许可进行了总体性论述。第二部分从厘清商标许可的基本问题出发,指出商标许可是特许经营的基石。并且在论述特许经营中的商标许可与一般的商标许可不同的基础上,阐释出特许经营中商标许可的核心:商标许可的模式选择和进行品质控制。第三部分从两个角度对特许经营中商标许可的模式选择进行了具体的论述。在商标商号许可的模式选择中,最佳模式就是将商号注册成商标与商标一起进行许可使用。在区域特许经营中,要根据不同的法域和行业对商标的再许可和直接许可进行模式选择。第四部分详细分析了特许经营中商标许可的品质控制问题。论文对商标许可品质控制的理论基础进行了检讨,并在分析美国和我国的案例的基础上,分析了品质控制的双重性,以及常见的争议。并且详尽的分析了品质控制的机制安排,其中包括协议安排、具体安排、控制委托和搭售。第五部分对论文的主要观点进行了总结,并对我国的立法完善提出了意见。更多还原

【Abstract】 Since the invention of franchise by Singer Sewing Center,franchise has become one of the most popular business operation models in the world. The license of intellectual property is the core of franchise,and the trademark license is the footstone.However,the trademark license in the franchise is obviously different from the general trademark license. Because of this difference,the choice of trademark license model and the arrangement of quality control become the core of trademark license in the franchise.This paper discusses these problems and has five parts.The first part discusses the definition,category and origin of franchise,discriminates the difference with the similar concept,and discusses the core of franchise,that is the license of intellectual property.The second part starts with the analysis of the basic problem of trademark license,and points that the trademark license is the footstone of franchise.The part also touches upon the difference between the trademark license in the franchise and the general trademark license,and points that the choice of trademark license model and the arrangement of quality control are the core of trademark license in the franchiseThe third part makes analysis the choice of trademark license model from two aspects.The best model in the choice of trademark and trade name license is the license of the trademark together with the registered trade name.Under the context of master franchise,the franchisor shall choose the sub-license or direct license of trademark according to laws and practices.The fourth part discusses the quality control in the franchise.The paper reviews the theory basis of quality control in the franchise,and analyses the dualism and popular disputes of the quality control in the franchise on the basis of several cases both in China and America.This parts also discusses the mechanism arrangement of discusses,which includes agreement arrangement,specific arrangement,entrust and tying.The fifth part sums up the important viewpoint of paper and provides some beneficial suggestions to amend our existing rules.更多还原