魏则西案的法理分析

发布时间：2018-01-22 02:23

  本文关键词： 百度推广 竞价排名 广告 侵权责任 搜索引擎　出处：《河北经贸大学》2017年硕士论文　论文类型：学位论文

【摘要】：目前,搜索引擎成为人们日常生活中不可或缺的一部分,百度搜索作为中文搜索巨头,顶着民族企业的光环,一直受到国人的赞誉和追捧。自2001年以来,其利用百度竞价排名的商业推广模式获取了大量的利润,但这种商业模式却饱受争议。因百度推广引发的案件时有发生,2016年“魏则西事件”的发生更是将百度推广的商业模式推向舆论的漩涡,由于百度推广性质的不确定性,法学界对百度竞价排名的商业模式的争论尤为激烈。关于本案引发的相关问题,各方的观点不一,百度推广是广告服务还是信息检索服务,百度推广违法广告行为的责任承担是适用《广告法》还是《侵权责任法》,百度的竞价排名是否属于滥用市场支配地位的行为,这些问题成为了争论的焦点。为了合理合法的处理这类问题,本文通过对魏则西案件中相关问题的法理分析,结合了我国当前法律规定和法律界对于百度推广性质界定的争议,深入分析,明确界定搜索引擎推广的性质,对搜索引擎商推广违法行为的责任承担和百度竞价排名规则涉嫌滥用市场支配地位的行为加以研究,以提出完善我国搜索引擎推广模式的建议,并提出了健全相应的法律法规的设想。本文通过一则真实的案例,针对案件中的几个相关问题进行法理分析,文章主要由四部分内容构成:第一部分是引言,具体介绍了本案的选题背景、选题意义、研究方法、研究内容及创新点。本文以魏则西案件为出发点,利用比较分析法、文献研究法和案例研究法等对案件的相关问题进行法理分析。并提出了针对此类案件的建议,更好的满足司法实践的需求。第二部分,对魏则西案件进行了案情综述,简要介绍了由该案件引出的三个焦点问题。2016年4月魏则西不幸去世,起因是魏则西患滑膜肉瘤,这种疾病的治愈率低,死亡率高,他通过百度对滑膜肉瘤进行关键字搜索,发现北京武警总队第二医院的治疗方法有效,且它的排名较高,便去该院就诊,但在花掉20多万后,病情并未好转,导致受害者家庭人财两空。最后发现该医院使用的这种治疗方法是美国2000年就淘汰了的技术。案件曝光后,引发了人们的热议与相关部门的重视。虽然国家网信办会同工商局、国家卫计委和北京市有关部门成立联合调查组对百度进行了调查并且要求百度对这些问题进行整改,但对此案的处理却缺少相关的法律依据。通过对本案的梳理,发现百度推广的性质是否属于广告、百度推广违法行为应承担何种责任、百度竞价排名规则是否属于滥用市场支配地位等这些问题在法律上的界定比较模糊,需要深入的分析这些问题,明确研究的内容。第三部分,对百度推广的行为进行法理分析。简述百度推广的概念及特征,对比研究了百度推广的性质属于广告服务与百度推广界定为信息检索服务的观点,提出了自己的观点。在分析本案中百度推广违法行为应承担何种责任时,从《广告法》和《侵权责任法》的视角去分析它的责任承担方式,然后界定本案中百度推广违法行为应当承担的责任。最后针对百度竞价排名规则是否属于滥用市场支配地位的行为进行具体分析,从对百度相关市场的界定和滥用市场支配地位的“正当理由”的豁免两方面来进行探析。第四部分,阐述由本案引发的相关问题的对策研究,提出了以下建议:明确法律上关于搜索引擎推广的商业性质,确定其为广告;健全搜索引擎推广违法行为的法律机制,完善《广告法》中搜索引擎推广的法律规定和责任承担方式,借助《侵权责任法》,改进“避风港规则”的适用;完善竞价排名的法律规范体系,将搜索引擎竞价排名的垄断行为纳入《垄断法》规制的行列,完善诉讼机制来解决这一类问题;并且进行行业自律,搜索引擎严格审查标准,发挥行业协会的力量,将自律和监管相结合,良性互动。从而完善相关的法律法规,促进互联网市场的健康有序发展。
[Abstract]:At present, the search engine has become an indispensable part of people's daily life, Baidu search as the search giant Chinese, head of national enterprises has been in the aura, people praise and pursuit. Since 2001, the use of commercial promotion mode of Baidu PPC gets a lot of profits, but the business model is controversial. Due to Baidu promotion cases have occurred, 2016 "Wei Zexi events" is the promotion of Baidu's business model into the whirlpool of public opinion, because Baidu promotion of the nature of the uncertainty, the business model about jurisprudence on the rank of Baidu contest price is particularly intense. On issues related to the case, the parties disagree a, Baidu promotion advertising service or information retrieval service, Baidu promotion of illegal advertising behavior responsibility is the application of the "advertising law or tort law > > <, Baidu The PPC is belongs to the abuse of market dominance behavior, these problems become the focus of debate. In order to deal with this kind of problem is reasonable and lawful, through the analysis of legal issues related to the Wei Zexi case, combined with in-depth analysis on Baidu promotion in defining the nature of the dispute, China's current law and the legal profession, clear the definition of the nature of the search engine promotion, to study the search engine business promotion illegal responsibility and Baidu bidding rules of alleged abuse of market dominance behavior, in order to improve the search engine promotion mode of China's proposal, and put forward ideas and perfect relevant laws and regulations. Through a real case of according to the analysis of several related legal issues in the case, the article mainly consists of four parts: the first part is the introduction, introduces the topics of this case The background, significance, research methods, research content and innovation. This paper takes the case of Wei Zexi as the starting point, the use of comparative analysis, legal analysis of issues related to the case of the literature research method and case study method. And put forward suggestions for such cases, to better meet the needs of the judicial practice. The second part. In the Wei Zexi case, the case review, briefly introduces the case of the.2016 drawn by the three focus in April Wei Zexi died, because of Wei Zexi's suffering from the disease of synovial sarcoma, low cure rate, high mortality rate, he through the Baidu keyword search for synovial sarcoma, found that the treatment of the second hospital of Beijing Armed Police Corps effectively and, it is of higher rank, then go to the hospital, but in about 200000 spent after the condition has not improved, leading to the families of the victims and the goods. Finally the use of the hospital This treatment is the United States in 2000 out of the technology. The case of exposure, sparked heated debate and the attention of relevant departments. Although the national network information office in conjunction with the Industrial and Commercial Bureau, the relevant departments of the State Planning Commission and the Beijing City, the establishment of a joint investigation team conducted a survey of Baidu and Baidu to rectify these problems. But the lack of relevant legal basis. Through the case analysis, found the nature of Baidu promotion is Baidu promotion advertising, illegal behavior should bear the responsibility, the definition of Baidu PPC rules whether it belongs to the abuse of market dominant position and the problems in the law is vague, requires in-depth analysis of these the problem, clear the content of the research. The third part, the legal analysis of Baidu promotion behavior. The concept and characteristics of Baidu promotion of the comparative study of the promotion of Baidu Is advertising service and Baidu promotion is defined as information retrieval service point of view, put forward their own views. In this case analysis of Baidu promotion violations should bear the responsibility, from the "advertising law" and "tort liability law" perspective to analyze its responsibility, then the definition of Baidu in this case promotion the illegal behavior should bear the responsibility. Analyze the final bidding for Baidu ranking rules whether it belongs to the abuse of a dominant market position, from Baidu to the relevant market definition and the abuse of market dominance "justification" from two aspects of countermeasures. The fourth part, elaborated the relevant problems caused by this case. And put forward the following suggestions: clear about the legal nature of the commercial search engine promotion, to determine the advertisement; perfecting the legal system of search engine promotion behavior, improve the "wide Assume the search engine promotion law and advertisement law responsibility ", with the" tort liability law ", for the improvement of" safe harbor "; improve the system of legal norms of PPC, search engine rankings into the monopoly monopoly law regulation of the ranks of < >, the perfection of litigation mechanism to solve this problems; and self-discipline, search engines play a strict standard of review, the power of trade association, the self-discipline and supervision of the combination of positive interaction. In order to improve the relevant laws and regulations, promote the healthy and orderly development of the market.

【学位授予单位】：河北经贸大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：D922.294
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本文编号：1453331