竞价排名的相关法律问题研究

发布时间：2018-01-13 17:17

本文关键词：竞价排名的相关法律问题研究　出处：《上海社会科学院》2017年硕士论文　论文类型：学位论文

【摘要】：自2005年以来,搜索引擎竞价排名存在的诸多问题连续遭到国内媒体曝光,而魏则西事件的发生更是再一次将竞价排名推向了风口浪尖。竞价排名是搜索引擎服务商提供的一项新型网络运营模式,立法对其相关概念尚未定性,因此对诸如竞价排名规制对象的法律属性等相关问题的判断,法律适用中存在不同认识。通过整理自2005年至2016年间涉及竞价排名的相关案例,归纳出竞价排名纠纷争论焦点主要集中于以下三个问题:第一,竞价排名行为的法律属性认定有不同认识;第二,对使用他人商标作竞价排名关键词这一行为是否构成侵权以及侵犯何种权利认定有不同认识;第三,搜索引擎服务商需承担何种义务和责任有不同认识。通过本文分析,笔者得出结论,搜索引擎竞价排名是一种信息搜索服务,而不是广告行为。当然,竞价排名虽不属于法律规范意义上的"广告",但这并不意味着竞价排名不受法律的规制,理论上需要对搜索引擎服务商所应承担的合理注意义务作出界定,并且在此基础上进行法律规制的相关分析。针对使用他人商标用作搜索关键词这一行为,只有当该商标使用行为造成大多数正在购买或有潜在购买可能的消费者认为该关键词商标商品与商标商品有足够的关联时,才构成商标侵权行为;而是否构成不正等竞争,则需从行为的主体是否适格、客观上行为是否正当以及行为是否造成危害这三项要件考量。
[Abstract]:Since 2005, many problems in search engine bidding rankings have been exposed by domestic media. The event of Wei Zexi once again pushed the bidding ranking to the forefront. Bidding ranking is a new mode of network operation provided by search engine service providers, and legislation has not yet defined its related concepts. Therefore, there are different understandings in the application of the law to the judgment of the legal attributes of the regulated object of bidding ranking. Through sorting out the relevant cases involving the bidding ranking from 2005 to 2016. The author concludes that the dispute focus on the following three issues: first, there are different understandings on the legal attributes of the bidding ranking behavior; Second, there are different opinions on whether the use of other people's trademark as the key word of bidding ranking constitutes infringement and which rights are infringed. Third, search engine service providers need to bear different obligations and responsibilities. Through this analysis, the author concludes that search engine bidding ranking is an information search service, not advertising. Of course. Although the bidding ranking does not belong to the "advertisement" in the sense of legal norms, it does not mean that the bidding ranking is not regulated by law. Theoretically, it is necessary to define the reasonable duty of care that search engine service providers should undertake. And on the basis of the relevant analysis of legal regulation. For the use of other people's trademarks as a search keyword this behavior. Only when the use of the trademark causes the majority of consumers who are buying or potentially buying the trademark to think that the keyword trademark product is sufficiently related to the trademark commodity, then the trademark infringement act is constituted. Whether it constitutes unfair competition should be considered in terms of whether the subject of the act is appropriate, whether the act is justified objectively and whether the act causes harm.
【学位授予单位】：上海社会科学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：D922.294

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