关键词广告商标侵权问题研究

发布时间：2018-04-22 10:13

本文选题：关键词广告 + 商标性使用　；参考：《华东政法大学》2013年硕士论文

【摘要】：广告作为商家宣传产品、扩大知名度的有效手段，向来就是商家主要的营销策略之一。科技的发展催生了许多新的商业模式，其中关键词广告服务的出现改变了传统广告的模式，其便捷、廉价、高效的特点迅速博得了众多商家的亲睐，消费者在更容易找到自己需要的产品信息的同时，搜索引擎提供商也从中获利颇丰。像许多新生事物一样，“双赢”的同时也是“双刃”，很快，关键词广告服务中涉及的商标侵权问题便浮出了水面。继美国、欧盟之后，我国也发生了类似案件，并且争议四起。于是我们不得不审视这个非传统问题如何才能得到妥善解决。本文通过参考国内外的判例、文章，结合商标法和侵权法的理论，对该问题进行了探讨。全文共分为四章：第一章由美中相关案例引出关键词广告商标案件涉及的法律问题。在简要介绍关键词广告后，，作者根据关键词广告服务的过程将其分为关键词选取阶段和广告展示阶段，并将广告展示阶段又分为三种使用形式。通过美国和中国遇到的相关案例总结出该类案件可能涉及的法律问题，为后文的分析解决作出铺垫；第二章对于关键词广告商标侵权问题进行了论述。本章通过分析商标侵权构成理论，结合美国法院在该问题上的认识，对于使用他人商标作为触发广告的关键词是否构成商标侵权进行了重点分析；第三章对搜索引擎提供商在关键词广告商标案件中可能承担的责任进行论述。本章首先阐述了关键词广告的本质，然后结合我国相关判例中法院对于搜索引擎提供商是否构成帮助侵权的不同认识，重点分析了搜索引擎提供商的注意义务。第四章针对关键词广告案件对目前的立法提出了合理建议，包括引入混淆理论以及确立商标间接侵权制度。另外，对于搜索引擎提供商和广告主在使用他人商标作为关键词时如何降低风险，避免类似诉讼提出了建议。
[Abstract]:Advertising, as an effective means of publicizing products and expanding popularity, has always been one of the main marketing strategies. The development of science and technology has given birth to many new business models, among which the emergence of keyword advertising service has changed the traditional advertising model, its convenient, cheap and efficient characteristics have quickly won the favor of many merchants. While consumers are more likely to find the product information they need, search-engine providers are also profiting from it. Like many new things, "win-win" is also "double-edged", and soon the trademark infringement involved in keyword advertising service has come to the surface. Following the United States and the European Union, similar cases have occurred in our country, and there have been four controversies. So we have to examine how this non-traditional problem can be properly solved. This paper discusses this problem by referring to domestic and foreign cases and combining the theories of trademark law and tort law. The full text is divided into four chapters: The first chapter introduces the legal issues involved in advertising trademark cases from relevant cases in the United States and China. After a brief introduction of keyword advertising, the author divides it into keyword selection stage and advertising display stage according to the process of keyword advertising service, and divides the advertising display stage into three forms of use. Through the relevant cases encountered by the United States and China summed up this kind of cases may be involved in the legal issues, for the subsequent analysis of the solution to make the groundwork; The second chapter discusses the infringement of keyword advertising trademark. By analyzing the theory of trademark infringement constitution and combining with the understanding of American courts, this chapter focuses on whether the use of other people's trademark as the key word to trigger advertising constitutes trademark infringement. The third chapter discusses the possible liability of search engine providers in keyword advertising trademark cases. This chapter first expounds the essence of keyword advertising, and then analyzes the search engine provider's duty of care according to the different understanding of whether the search engine provider constitutes a helpful tort in our country's relevant cases. Chapter four puts forward reasonable suggestions on the legislation of keyword advertising cases, including the introduction of confusion theory and the establishment of trademark indirect infringement system. In addition, suggestions are given to search engine providers and advertisers on how to reduce risk and avoid similar lawsuits when using other people's trademarks as keywords.
【学位授予单位】：华东政法大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：D923.4

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