竞价排名的法律问题研究

发布时间：2018-06-17 18:03

本文选题：竞价排名 + 商标侵权　；参考：《北京化工大学》2011年硕士论文

【摘要】：竞价排名是搜索引擎的盈利模式,是辅助商家推广产品或服务的技术服务。近年来,各大搜索引擎服务商频繁地因为竞价排名业务遭遇诉讼,由此可见,竞价排名业务一方面为搜索引擎服务商带来巨大的经济利益,另一方面也带来了法律风险,亟需引起搜索引擎服务商的重视。《侵权责任法》的出台为搜索引擎的行为规范起到了一定的指导作用,然而竞价排名业务与一般的网络侵权仍有较大区别,《侵权责任法》的一般规定显然有些无能为力,仍需进一步完善。本文分为四个部分,第一部分竞价排名概述。介绍了搜索引擎技术和竞价排名的工作原理以及竞价排名业务的现状。通过对概念、特征、工作原理等基本问题的把握从整体上了解竞价排名业务。第二部分探讨了竞价排名关键词侵权问题。以往学者和判例都认为关键词侵权应当做商标侵权处理。笔者对关键词侵权的性质做了深入的剖析,认为关键词侵权并非商标侵权,应认定为不正当竞争行为。第三部分研究的是竞价排名中的违法链接问题。竞价排名并非广告性质,应定性为技术服务。因而对于依托竞价排名产生的违法链接问题则不宜用《广告法》规范,搜索引擎服务商承担责任的基础也并非《广告法》上的连带责任而是基于侵权责任法中的“过错”标准。第四部分的内容是竞价排名中的其他网络侵权问题。研究了恶意点击和恶意屏蔽的性质和分类。并为规范恶意点击和恶意屏蔽行为提出了比较有效的建议措施。竞价排名在给搜索引擎服务商和商户带来利润和便利的同时也存在诸多的法律问题。制定专门的法律法规就显得非常必要,同时还要发挥行业自律、行政监管等多方面的作用,这样才能更好地规范“竞价排名”业务维护网络安全、维护交易秩序。
[Abstract]:Bidding ranking is the profit model of search engine, it is the technical service to assist merchants to promote products or services. In recent years, the major search engine service providers frequently encounter lawsuits because of the bidding ranking business. Thus, it can be seen that the bidding ranking business brings huge economic benefits to the search engine service providers on the one hand, and legal risks on the other. It is urgent to attach importance to search engine service providers. The introduction of the Tort liability Law has played a guiding role in guiding the behavior of search engines. However, there is still a big difference between the bidding ranking business and the general network tort. The general provisions of the Tort liability Law are obviously powerless and need to be further improved. This paper is divided into four parts, the first part is an overview of bidding ranking. This paper introduces the working principle of search engine technology and bidding ranking as well as the present situation of bidding ranking business. Through the concept, characteristics, working principles and other basic issues from the overall understanding of bidding ranking business. The second part discusses the infringement of bidding ranking keywords. Previous scholars and jurisprudence believe that keyword infringement should be done trademark infringement treatment. The author makes a deep analysis of the nature of keyword infringement, and thinks that keyword infringement is not trademark infringement and should be regarded as unfair competition. The third part studies the problem of illegal link in bidding ranking. Bidding ranking is not advertising nature, should be characterized as technical services. Therefore, the problem of illegal link caused by bidding ranking should not be regulated by Advertising Law, and the basis of the liability of search engine service provider is not the joint liability in Advertising Law, but the standard of "fault" in tort liability law. The content of the fourth part is the other network tort in the bidding ranking. The properties and classification of malicious click-through and malicious masking are studied. Some effective suggestions are put forward for standardizing malicious click and malicious shielding. Bidding ranking brings profit and convenience to search engine service providers and merchants, but also has many legal problems. It is very necessary to make special laws and regulations, at the same time, it is necessary to bring into play the functions of industry self-discipline, administrative supervision and so on, so as to better standardize the business of "bidding ranking" to maintain network security and maintain transaction order.
【学位授予单位】：北京化工大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：D923

【参考文献】