特许经营的营销模式,在其发展过程中,除了原有的商标与商号的冲突等问题,还出现了限制竞争行为与垄断的界限、特许经营的责任分担等新问题。因此,笔者将就该等特许经营中出现的新问题进行重点分析,力图找到解决这些矛盾的平衡点,以使特许经营这一新型的营销模式能够保持更旺盛的生命力而长久不衰。 In the process of its development, franchising marketing model not only confronts with the conflicts between the original trademark and the firm, but also poses new problems such as limiting the boundary between competition and monopoly and sharing the responsibility of franchising. Therefore, I will focus on the emerging issues in these franchises and try to find a balance between these contradictions so that the new marketing model of franchising can maintain its vitality more and more.