On The Improvement Of China's Trademark Licensing System

The use of trademark licenses as an extension of trademark exclusive rights is an important form of trademark rights for trademark owners.It is accepted and used by more and more companies in modern society.On the one hand,through the use of trademark licenses,the trademark right holder can obtain the value-added and market share of the goodwill of the trademark.On the other hand,through the use of the trademark license,the licensed company can open its market with the help of the existing reputation of the trademark and obtain a huge profit.Since the reform and opening up,with the continuous development of China's economy and the rise of intellectual property trade,the trademark licensing system has been established and developed in China.For decades,the trademark licensing system has made great contributions to the continuous development and innovation of Chinese enterprises and the stimulating of their own vitality.However,a series of problems have also been exposed in the practice of trademark licensing.This article mainly analyzes the cases of “Lushan” trademark licensing and the case of “Wang Lao Ji” trademark licensing to reveal that the quality supervision of the licensor in the Chinese trademark licensing is not in place,the rights conflict in the trademark licensing and the trademark licensing.Problems such as the lack of value-added interest distribution system,and the use of domestic and foreign theoretical literature studies on trademark licensing and some of their own insights to come up with some countermeasures and suggestions for improving China's trademark licensing system.