搜索引擎竞价排名模式下关键词商标侵权问题研究

发布时间：2018-06-03 01:03

本文选题：价排名 + 关键词　；参考：《上海师范大学》2013年硕士论文

【摘要】：“竞价排名”模式是新兴发展的一种网络营销方式，我国最早引进该模式的是全球最大的中文搜索引擎商百度公司，之后谷歌的Adwords关键词广告也应运而生。该运行模式使搜索引擎商获得很大的经济利润，但是其在运行过程中涉及到商标侵权，然而由于相关法律规定的不明确，导致对该模式的商标侵权认定在司法实践中以及学术界都存在争议。本文试图通过分析竞价排名关键词商标侵权的类型、竞价排名关键词商标侵权中搜索引擎服务商和广告主的责任来系统梳理竞价排名关键词商标侵权的构成要件和责任承担。本文第一章是对竞价排名业务的概述。首先揭示了竞价排名模式的发展、演变，并结合现有数据分析了竞价排名运作原理，最后总结归纳了竞价排名模式的特点。本文第二章着重分析了有关竞价排名的案例及其理论争议，主要选取中国、美国和欧盟的案例”。重点介绍各个典型案件的争议点，并归纳了关键词使用的四种情况，及对搜索引擎商是否应承担责任的的纷争点。本文第三章主要分析了竞价排名中商标侵权的认定标准，即商业性使用和混淆。针对关键词在竞价排名中的不同使用类型分了四种大类进行分析，，并详细论述不同类型关键词的使用是否构成商标侵权行为。本文第四章主要是详细论证竞价排名模式中，广告主和搜索引擎商的侵权责任，认为广告主构成直接侵权责任，搜索引擎商构成间接侵权责任。本文第五章主要是结合我国法律制度和司法实践，提出了对竞价排名模式中商标权的保护立法建议。
[Abstract]:The bidding ranking model is a newly developed network marketing mode. Baidu Company, the largest Chinese search engine company in the world, was the first to introduce this model in China, and then Google's Adwords keyword advertising came into being. This mode of operation makes the search engine obtain great economic profit, but it involves trademark infringement in the process of operation, however, because of the uncertainty of the relevant laws and regulations, Leading to the pattern of trademark infringement in judicial practice and academic controversy. By analyzing the types of trademark infringement and the responsibility of search engine service providers and advertisers in trademark infringement, this paper tries to systematically comb the constitutive elements and liability of trademark infringement. The first chapter of this paper is an overview of bidding ranking business. This paper first reveals the development and evolution of the bidding ranking model, and analyzes the operating principle of the bidding ranking model based on the existing data, and finally summarizes the characteristics of the bidding ranking model. The second chapter focuses on the analysis of bidding ranking cases and theoretical disputes, mainly selected from China, the United States and the European Union cases. This paper mainly introduces the dispute points of each typical case, and summarizes the four situations of keyword usage, as well as the disputes about whether the search engine should be held responsible or not. The third chapter mainly analyzes the criteria of trademark infringement in bidding ranking, that is, commercial use and confusion. This paper analyzes the different use types of keywords in bidding ranking and discusses in detail whether the use of different types of keywords constitutes trademark infringement. The fourth chapter mainly discusses the tort liability of advertisers and search engines in the model of competitive price ranking, and thinks that advertisers constitute direct tort liability, and search engines constitute indirect tort liability. The fifth chapter of this article mainly combines our country's legal system and the judicial practice, has proposed the protection legislation suggestion to the trademark right in the competitive price ranking mode.
【学位授予单位】：上海师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：D923.43

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