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本文证明了在商标许可过程中,被许可人参与商标后发商誉分配将有利于许可协议双方攫取更多的经济利益,创造社会价值。通过分析商标许可人与被许可人的博弈过程,设计了影响商标价值的驱动因素,并以王老吉商标许可纠纷案为例,按照法律公平的原则,尝试运用层次分析法对王老吉的后发商誉在加多宝公司与广药集团间的分配情况进行了计算。结果证明,允许被许可人参与后发商誉的价值分配在经济与社会双重意义上是合理的,层次分析法可以作为一个确认后发商誉分割比例的方法,为此类的纠纷提供一个解决方案。
This paper proves that in the process of trademark licensing, the distribution of goodwill by licensees after their participation in trademarks will benefit both parties to the license agreement to seize more economic benefits and create social values. By analyzing the game process of the trademark licensor and the licensee, we design the driving factors that affect the trademark value. Taking Wang Lao Ji trademark licensing dispute case as an example, in accordance with the principle of legal fair, we try to use the analytic hierarchy process Calculated on the distribution between JDB and GPHL. The results show that allowing the licensee to participate in the distribution of goodwill after the value of the dual economic and social significance is reasonable, analytic hierarchy process can be used as a confirmation of the division ratio of goodwill, to provide a solution to such disputes Program.