论关键词广告案件中商标使用行为的认定

发布时间：2018-06-22 20:46

本文选题：商标标识 + 关键词广告　；参考：《西南政法大学》2013年硕士论文

【摘要】：基于搜索引擎的关键词广告是网络广告的一种形式，其独有的优势为企业带来了巨大的品牌效益，但也由此引发了一系列法律问题，尤其是关键词广告案件中搜索引擎商和广告主行为的定性问题，在国内外法院和学者之间存在着不同的意见。本文主要以商标使用行为的学理界定作为基础，探讨搜索引擎商和广告主行为的定性问题，即其行为是否属于商标使用行为。全文分六个部分。引言部分介绍了关键词广告案件产生的背景以及所引发的性质认定问题，并总结国内外相关研究现状。第一部分提出本文所讨论的问题，介绍关键词广告的基本原理，并总结对搜索引擎商和广告主行为定性的不同观点。第二部分主要探讨商标使用行为在学理上的界定，美国认为商标使用行为包括两个要素：在商业中使用和在商品或服务上使用。欧盟认为商标使用行为包括三个要素：在商业交易中使用、在商品或服务上使用以及第三方的使用可能对商标的功能产生不利的影响。我国也从使用的性质、方式和目的方面对商标使用行为提出了三点要求。通过小结比较其不同之处，确定本文所认为的商标使用行为的三个核心要素。第三部分主要分析搜索引擎商行为的性质，通过借鉴美国法院的判决理由和欧洲法院对“路易威登”案的意见得出本文所持的观点，即由于搜索引擎商的三种行为并不符合商标使用行为的要素，，所以并不属于商标使用行为。第四部分对广告主的行为进行定性，通过讨论“路易威登”案中对广告主的判决以及我国法院和学者的观点，本文认为，广告主行为的定性主要看广告主通过使用是否起到了标识来源和生产者的作用，而这一点的判断则主要看消费者实际上是如何理解由关键词引出的结果页面。结语部分对本文的主要观点进行了总结。
[Abstract]:Keyword advertisement based on search engine is a form of network advertisement. Its unique advantages bring great brand benefits to enterprises, but also lead to a series of legal problems. In particular, there are different opinions between the courts and scholars at home and abroad on the qualitative nature of the behavior of search engines and advertisers in keyword advertising cases. Based on the theoretical definition of trademark use behavior, this paper discusses the qualitative issues of the behaviors of search engines and advertisers, that is, whether their behavior belongs to trademark use behavior. The full text is divided into six parts. The introduction introduces the background of keyword advertising cases and the nature of the problem, and summarizes the domestic and foreign related research status. The first part puts forward the problems discussed in this paper, introduces the basic principles of keyword advertising, and summarizes the different views on the qualitative nature of the behavior of search engines and advertisers. The second part mainly discusses the theoretical definition of trademark use behavior. The United States believes that trademark use behavior includes two elements: use in business and use in goods or services. The EU believes that trademark use includes three elements: use in commercial transactions, use of goods or services, and use of third parties may adversely affect the function of the trademark. China also puts forward three requirements on trademark use from the aspects of nature, mode and purpose of use. By comparing the differences, three core elements of trademark use behavior are determined. The third part mainly analyzes the nature of the search engine firm, draws the views of this article by referring to the judgment reasons of the American court and the opinion of the European Court of Justice in Louis Vuitton case. That is, because the three behaviors of search engine do not accord with the elements of trademark use, they do not belong to trademark use. The fourth part of the qualitative analysis of the behavior of advertisers, through the discussion of the "Louis Vuitton" judgment of advertisers, as well as the views of our courts and scholars, this paper holds that, The qualitative analysis of the behavior of advertisers mainly depends on whether the advertisers play the role of identification sources and producers through the use, and the judgment of this point mainly depends on how consumers actually understand the result pages derived from keywords. The conclusion summarizes the main points of this paper.
【学位授予单位】：西南政法大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：D923.43

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