Merchandising Right In Basic Theoretical Research

Commercialization is a normal phenomenon in modern society. In the same time, there are more and more cases about merchandising in our society. Due to the lack of correlative legislation, judiciary are unable to cope with such disputes. Clearing the status of merchandising right and filling the gaps in legislation have important theoretical and practical significance. At present, the scarcity of fundamental research on merchandising right is obvious. Considering about this, the article starts from the basic study, talks about the concept, the nature, the object and the independent legal status of merchandising right. Compare with the relatively sound legal system of foreign, this article points out the shortage of present protected model, and then envisages a more scientific and rational protected mode from the perspective of balancing of interests.