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特许经营这一商业模式的基础是特许人对被特许人的知识产权授权。在现实中,直营店、连锁店、专卖店等这些特许经营模式下的加盟店铺的装潢和招牌往往要突出使用商标权人的商标标识,被特许人设立和运转加盟店铺前事实上也均由商标权人作出了商标权的许可。然而,这些表现为“商标许可”的许可是否均为必须,这些许可的本质是否均为商标许可?笔者将根据商标的不同种类以及店铺经营的不同内容进行逐一分析,并提出完善特许经营商标授权模式的建议。
The business model for franchising is based on the franchisor’s license to the franchisee’s intellectual property. In reality, the decoration and signboards of franchise stores under franchise mode such as direct sales stores, chain stores and specialty shops tend to highlight the trademark marks of using trademark owners. In fact, the franchisees also set up and run franchise stores before Trademark owner made the trademark license. However, are these licenses required by the “Trademark Permit”, are the essence of these licenses are trademark license? The author will be based on different types of trademarks and different aspects of store management, one by one analysis and proposed to improve franchising Trademark licensing model recommendations.