竞价排名中的商标侵权问题研究
发布时间：2019-01-16 07:27
【摘要】：在快速发展网络化世界中，搜索引擎成为人们生活中不可缺少的部分。搜索引擎通过对资料进行筛选，大大提高了我们搜寻资料的便利性，搜索引擎技术中的竞价排名技术造成商标侵权问题也越来越多，网民通过搜索引擎快速获取所需要的资料，，大大增加了网民获取资料的速度，搜索引擎商为了寻找新的盈利模式，商家为了通过网络对自己的产品做推广，竞价排名技术就出现，作为新型的网络广告形式，也逐渐被大家所接受，但是由于这种网络中的商标侵权行为有着不同于传统的商标侵权的特点，因此需要对此种形式的商标侵权进行系统的分析。 竞价排名中的商标侵权案包含搜索引擎服务商、广告商和商标权人三方，侵权类型非常复杂。本研究基于国内外相关研究的基础上，引入初始混淆、红旗规则等理论对于竞价排名中商标侵权进行理论分析，通过分析明确广告商应当承担的直接侵权责任，搜索引擎商如果未尽合理的注意义务，也应当承担相应的责任，但是在由于在此种商标侵权的情况下，搜索引擎商主观上并没有侵权的故意，不适用共同侵权进行规制，应当适用间接侵权制度，搜索引擎服务商成立商标间接侵权，承担其帮助行为造成的损失。最后通过国内的典型案例的分析，找出我国在竞价排名中商标侵权的立法问题，并且提出相应的法律建议。
[Abstract]:In the rapid development of network world, search engine has become an indispensable part of people's life. Search engines have greatly improved the convenience of our search materials by screening materials. The technology of bidding and ranking in search engine technology also causes more and more trademark infringement problems. Internet users can quickly obtain the information they need through search engines. This greatly increases the speed at which Internet users can obtain information. In order to find a new profit model for search engines, and for merchants to promote their products through the Internet, bidding and ranking techniques have emerged as a new form of online advertising. But the trademark infringement in this kind of network is different from the traditional trademark infringement, so it is necessary to analyze this form of trademark infringement systematically. The trademark infringement cases in the bidding ranking include search engine service providers, advertisers and trademark owners, and the types of infringement are very complex. Based on the relevant research at home and abroad, this study introduces the initial confusion, red flag rule and other theories to the theoretical analysis of trademark infringement in the bidding ranking, through the analysis of the advertisers should bear the direct tort liability. If the searcher fails to fulfill the reasonable duty of care, he should also bear the corresponding responsibility, but in the case of such trademark infringement, the search engine vendor subjectively has no intention of infringing, and does not apply joint tort to regulate it. The system of indirect infringement should be applied, and the search engine service provider should establish the trademark indirect infringement and bear the losses caused by its helping behavior. Finally, through the analysis of typical domestic cases, this paper finds out the legislative problems of trademark infringement in bidding ranking in China, and puts forward corresponding legal suggestions.
【学位授予单位】：上海大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：D923.43
本文编号：2409592
[Abstract]:In the rapid development of network world, search engine has become an indispensable part of people's life. Search engines have greatly improved the convenience of our search materials by screening materials. The technology of bidding and ranking in search engine technology also causes more and more trademark infringement problems. Internet users can quickly obtain the information they need through search engines. This greatly increases the speed at which Internet users can obtain information. In order to find a new profit model for search engines, and for merchants to promote their products through the Internet, bidding and ranking techniques have emerged as a new form of online advertising. But the trademark infringement in this kind of network is different from the traditional trademark infringement, so it is necessary to analyze this form of trademark infringement systematically. The trademark infringement cases in the bidding ranking include search engine service providers, advertisers and trademark owners, and the types of infringement are very complex. Based on the relevant research at home and abroad, this study introduces the initial confusion, red flag rule and other theories to the theoretical analysis of trademark infringement in the bidding ranking, through the analysis of the advertisers should bear the direct tort liability. If the searcher fails to fulfill the reasonable duty of care, he should also bear the corresponding responsibility, but in the case of such trademark infringement, the search engine vendor subjectively has no intention of infringing, and does not apply joint tort to regulate it. The system of indirect infringement should be applied, and the search engine service provider should establish the trademark indirect infringement and bear the losses caused by its helping behavior. Finally, through the analysis of typical domestic cases, this paper finds out the legislative problems of trademark infringement in bidding ranking in China, and puts forward corresponding legal suggestions.
【学位授予单位】：上海大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：D923.43
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