论关键词广告中的商标侵权问题
发布时间：2018-07-25 20:38
【摘要】：随着网络经济的不断发展，，搜索引擎作为信息与网络用户的沟通桥梁，发挥着越来越重要的作用。搜索引擎给人们带来方便的同时也随之引发了一系列的侵权问题，尤其是搜索引擎中关键词广告引发的商标侵权案件在各国屡见不鲜，传统商标法受到网络新环境的挑战。 关键词广告之所以被卷入商标侵权案件之中，其主要原因在于许多广告主通过搜索引擎将一些知名甚至是驰名的商标（字段）设定为搜索关键词，当用户在搜索栏中输入这些关键词后，出现在搜索结果链接中的并不一定是该商标专用权人的网站，也可能是其它同类产品的网站甚至是竞争对手的网站。究竟这种行为是否构成商标侵权，目前还存在较大争议，作为平台提供者的搜索引擎服务商是否构成共同侵权，又将承担什么样的责任都是值得研究的问题。明确关键词广告商标侵权与否的标准不仅对搜索引擎行业的发展至关重要，也直接关系到商标权人、广告主以及消费者的切身利益。 本文试着在不引入“初始利益混淆”和“商标间接侵权”等新理论的前提下，以传统商标理论为基础，结合各国商标立法及其法院的判例，来分析我国关键词广告引发的商标侵权问题，并就此问题提出自己的看法。除引言和结语外，正文共分五章：正文第一章对关键词广告进行了概括阐述，理清了关键词广告的工作原理和盈利模式；正文第二章结合《广告法》的相关原理，分析出关键词广告的法律性质，并对就此引发的侵权法律问题做了简单梳理；正文第三章和第四章在借鉴国内外立法和实务操作的基础上，分别从广告主和搜索引擎服务商两个层面来分析侵权与否；正文第五章根据上文对于关键词广告侵权事项的分析，提出了商标功能损害的认定标准，并明确了搜索引擎服务商在关键词广告业务中应尽的注意义务，为日后处理关键词广告商标侵权案件提供参考与借鉴。
[Abstract]:With the continuous development of network economy, search engine, as a bridge between information and network users, plays an increasingly important role. Search engine brings convenience to people at the same time it also causes a series of infringement problems. Especially the trademark infringement cases caused by keyword advertisement in search engine are common in many countries. The traditional trademark law is challenged by the new network environment. The main reason why keyword advertisements are involved in trademark infringement cases is that many advertisers set some well-known or even well-known trademarks (fields) as search keywords through search engines. When a user enters these keywords in the search bar, the search results link does not necessarily appear on the site of the trademark exclusive owner, it may also be the site of other similar products or even the website of a competitor. Whether this kind of behavior constitutes trademark infringement is still controversial at present. Whether the search engine service provider as the provider of platform constitutes joint infringement and what kind of liability it will bear is worth studying. It is not only essential to the development of search engine industry but also directly related to the immediate interests of trademark owners advertisers and consumers. On the premise of not introducing the new theories such as "initial interest confusion" and "trademark indirect infringement", this paper tries to combine the trademark legislation of various countries and the jurisprudence of its courts on the basis of traditional trademark theory. To analyze the trademark infringement caused by keyword advertising in China, and put forward their own views on this issue. In addition to the introduction and conclusion, the text is divided into five chapters: the first chapter of the text summarizes the keyword advertising, clear the working principle and profit model of keyword advertising; the second chapter combined with the principles of advertising law, This paper analyzes the legal nature of keyword advertising, and makes a brief combing of the tort legal problems arising therefrom. The third and fourth chapters of the text draw lessons from domestic and foreign legislation and practical operation. From the advertisers and search engine service provider to analyze the infringement or not; the fifth chapter of the text according to the above for keyword advertising infringement analysis, proposed the trademark function damage identification standard, It also clarifies the duty of attention of search engine service providers in keyword advertising business, and provides reference for future handling of keyword advertising trademark infringement cases.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：D922.294;D923.43
本文编号：2145015
[Abstract]:With the continuous development of network economy, search engine, as a bridge between information and network users, plays an increasingly important role. Search engine brings convenience to people at the same time it also causes a series of infringement problems. Especially the trademark infringement cases caused by keyword advertisement in search engine are common in many countries. The traditional trademark law is challenged by the new network environment. The main reason why keyword advertisements are involved in trademark infringement cases is that many advertisers set some well-known or even well-known trademarks (fields) as search keywords through search engines. When a user enters these keywords in the search bar, the search results link does not necessarily appear on the site of the trademark exclusive owner, it may also be the site of other similar products or even the website of a competitor. Whether this kind of behavior constitutes trademark infringement is still controversial at present. Whether the search engine service provider as the provider of platform constitutes joint infringement and what kind of liability it will bear is worth studying. It is not only essential to the development of search engine industry but also directly related to the immediate interests of trademark owners advertisers and consumers. On the premise of not introducing the new theories such as "initial interest confusion" and "trademark indirect infringement", this paper tries to combine the trademark legislation of various countries and the jurisprudence of its courts on the basis of traditional trademark theory. To analyze the trademark infringement caused by keyword advertising in China, and put forward their own views on this issue. In addition to the introduction and conclusion, the text is divided into five chapters: the first chapter of the text summarizes the keyword advertising, clear the working principle and profit model of keyword advertising; the second chapter combined with the principles of advertising law, This paper analyzes the legal nature of keyword advertising, and makes a brief combing of the tort legal problems arising therefrom. The third and fourth chapters of the text draw lessons from domestic and foreign legislation and practical operation. From the advertisers and search engine service provider to analyze the infringement or not; the fifth chapter of the text according to the above for keyword advertising infringement analysis, proposed the trademark function damage identification standard, It also clarifies the duty of attention of search engine service providers in keyword advertising business, and provides reference for future handling of keyword advertising trademark infringement cases.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：D922.294;D923.43
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2 娄卓男;论网络广告的定价方式[J];现代情报;2003年06期
本文编号：2145015
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