摘要
在订立商标许可合同时,允许被许可人参与分配后发商誉,对租赁期内商誉价值变动和协议双方经济利益产生的影响是一个尚待研究的题目。确认一种有依据的分配原则协调商标权人与被许可人的利益冲突,有助于实现商标的经济价值,即引导双方在非零和博弈中做出的策略选择与实现社会总价值最大化的方向趋同。以"王老吉"商标许可纠纷案为例设计影响商誉价值的驱动因素体系,在公平矫正原则下运用层次分析法来计算"王老吉"商标后发商誉在加多宝公司与广药集团间的分割比具有典型意义。结果证明,允许被许可人参与分配后发商誉具有巨大的经济效用,层次分析法可以作为确认后发商誉分割比例的一个典型方法并为此类的纠纷提供一种辨析原则与解决方案。
This paper proves that in the process of concluding a trademark licensing contract,allowing the licensee to participate in allocating the value of subsequent goodwill can contribute to influences on changes in the value of goodwill in the lease period and economic benefit of the both sides of the license agreement,which is still a subject remains to be researched.Making a valid distribution principle to coordinate the interest conflict between owner of the trademark and the licensee,contributes to the achievement of the economic value of the trademark,which means guiding both sides to make strategic choices in the non-zero-sum game in the same direction to maximize the total value of the society.Taking "Wang Laoji"trademark licensing dispute as an sample,we design the driving factors’ system which influences the value of goodwill,under the principle of fairness,using the Analytic Hierarchy Process to calculate the distribution proportion of "Wang Laoji"trademark’s subsequent goodwill between JDB and Guangzhou Pharmaceutical Group is of typical significance.It is proved that allowing the licensee taking part in subsequent goodwill distribution is of great economic utility and AHP can be a good method to split the subsequent goodwill,which also provides an analyzing principle and solution for this kind of disputes.
出处
《中南财经政法大学研究生学报》
2013年第2期49-55,共7页
Journal of the Postgraduate of Zhongnan University of Economics and Law
关键词
后发商誉
博弈论
法经济学
层次分析法
Subsequent Goodwill
Game Theory
Economic Analysis of Law
Analytic Hierarchy Process
