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商标的价值基础是商标权所带来的收益呢？还是开发商标的成本呢？对此问题国内外评估界有不同的认识。作者在此重点介绍了国际技术贸易中商标使用权的转让价值是以其所带来的经济效益为基础的观点。此外，还指出了商誉的特点和估价的原则。
The value of a trademark is based on the revenue it brings. Or is it the cost of developing a trademark? There is a different understanding of the domestic and foreign assessment community on this issue. The author hereby focuses on the view that the transfer value of trademark use rights in international technology trade is based on the economic benefits it brings. In addition, the characteristics of goodwill and the principle of valuation are also pointed out.