竞价排名纠纷案例分析

发布时间：2018-01-18 15:33

本文关键词：竞价排名纠纷案例分析　出处：《扬州大学》2012年硕士论文　论文类型：学位论文

【摘要】：网络时代的到来,使得互联网成为人们搜索和获取信息资源的主要途径之一。如此巨大的商业机会面前,基于搜索引擎技术的竞价排名服务也应运而生。但是因为“大众诉百度”案和“港益诉谷歌”案的发生,竞价排名这一新兴的网络营销模式也引起了司法实务界和理论界的关注。对于搜索引擎商而言,竞价排名在给其带来巨额利润的同时,也使搜索引擎商面临巨大的法律风险。本文从“大众诉百度”案和“港益诉谷歌”案两个典型案例入手,对竞价排名服务过程中的一系列法律问题进行分析,通过比较国内外的相关立法,提出相应的法律建议。竞价排名是网络搜索引擎运营商的主要盈利模式。在竞价排名服务过程中存在着许多法律问题,从竞买商家用户的角度来看,用户设置的关键词可能侵犯权利人的商标权；就搜索引擎商来说,如果其在竞价排名服务过程中为用户提供帮助和便利就可能构成间接侵权,要承担侵权责任。竞价排名实质上应该是一种广告,因此,在竞价排名过程中还可能存在着虚假广告、不正当竞争等一系列的广告违法问题。由于现行的法律法规难以对竞价排名中的法律问题做出合理的定位,在司法实务中已显得力不从心。所以对现行法律作出合理的修改和制定专门的法律法规显得十分的必要。本文针对上述竞价排名中出现的问题,提出自己的意见和建议,期望通过法律对竞价排名作出更好的规制,平衡各方利益,维护正常的市场经济秩序。
[Abstract]:The advent of the Internet era, the Internet has become one of the main ways for people to search and access to information resources. In front of such a huge business opportunity, search engine technology based on PPC services have emerged. But because "people v. Baidu" case and "Hong Yi v. Google" case, ranking the emerging network marketing model also has caused the judicial practice and theoretical circles. The search engine business, PPC to bring huge profits to them at the same time, also make the search engine business facing a huge legal risk. With two typical cases from the "mass v. Baidu" case and "Gangyi v. Google" case of a series of legal issues PPC service in the process of analysis, through the relevant legislation at home and abroad, put forward the corresponding legal advice.
PPC is the main profit model of Internet search engine operators. In the competitive ranking service process has many legal problems, for businesses from the user's perspective, keyword set by the user may infringe the trademark rights of others.; search engine business, if the competitive ranking service process for users to help and convenience may constitute indirect infringement, should bear tort liability. PPC essence should be a kind of advertising, therefore, in the bidding process may also exist false advertising, unfair competition among a series of illegal advertisement. Due to the existing laws and regulations to make a reasonable position on legal issues of PPC in the judicial practice has appeared to be inadequate. So the existing laws to make reasonable changes and make special laws and regulations is very necessary. This paper Put forward our own opinions and suggestions on the problems in the above bidding ranking, and expect to make better regulation through the law, to balance the interests of all parties and to maintain the normal market economy order.

【学位授予单位】：扬州大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：D923

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