元标签中埋置商标法律问题研究

发布时间：2018-03-30 05:31

本文选题：元标签　切入点：商标使用　出处：《西南政法大学》2011年硕士论文

【摘要】：商标是用于商品或者服务的标志,其传统作用是区分同类商品或者服务的来源。随着社会经济的发展,商标不仅仅有区别作用,还衍伸出广告宣传、质量表彰等作用。商标作用的发展增加了商标的商业价值,同时,也增多了因商标而引起的经济纠纷。而起源于虚拟网络环境的电子商务,拓展了商标使用领域的同时,使得商标纠纷也更为复杂。域名与商标冲突、关键词广告、加框连接以及本文元标签中埋置商标,都属于网络环境下商标使用纠纷。元标签是存在于网站网页源代码中的一种参数,其作用在于描述网页的特征和主要内容。然而,元标签的描述内容并不显现于网页,网络终端用户不能通过浏览网页获得元标签中的信息。通常情况下,只有搜索引擎能够阅读到元标签中的内容。元标签中所提供的网页信息对于搜索引擎的意义主要体现在：为搜索引擎建立关键词提供依据；为搜索结果排名提供参考。正是基于元标签对搜索引擎的意义,很多网站经营者在设计网站时,常常会把他人的知名的商标、竞争对手的商标埋置于网页元标签中,以期望网络终端用户使用商标搜索目标网站时,自己的网站便可能作为搜索结果返回给网络终端用户,从而有可能“引诱”网络终端用户进入自己的网站,获得可能的交易机会。对于商标权人而言,这种行为显然会对其产生不利的影响。尽管目前为止,我国司法实践尚未出现,因元标签中埋置商标而引起的纠纷。但本着防患于未然的态度,在我国实有必要对元标签中埋置商标问题,做一全面的介绍与分析。更重要的是,在我国商标法第三次修改之际,有必要对现实生活中出现的各类法律问题做比较全面的清理,以期对其进行完善。本文共分为五部分,共计35007个字第一部分以元标签技术、搜索引擎技术为基础,讨论网络元标签中埋置商标的定义、分类,以及元标签中埋置商标产生的影响。第二部分以美国、英国、德国的相关案例为基础,提出元标签中埋置商标存在的“行为性质”、“行为后果”、“法律调整依据”问题。第三部分首先讨论了元标签中埋置商标的商标使用性质；接着讨论了元标签中埋置商标可能产生的“区分商品或者服务来源”、“混淆”、“商标淡化”、“联想”结果；最后,以元标签中埋置商标行为性质、结果为基础,提出商标法、反不正当竞争法调整依据。第四部分指出元标签中埋置商标行为,在目前我国商标法体系和反不正当竞争法体系下,面临的法律调整困境。第五部分分别从商标法以及反不正当竞争法角度,提出我国调整元标签中埋置商标的法律完善建议。
[Abstract]:Trademark is a symbol used for goods or services. Its traditional function is to distinguish the origin of similar goods or services. With the development of society and economy, trademarks not only play a differentiated role, but also extend advertising and publicity. The development of trademark function not only increases the commercial value of trademark, but also increases the economic disputes caused by trademark. The conflicts between domain name and trademark, key word advertisement, framed connection and embedded trademark in this meta-label are all disputes in the network environment. Meta tag is a parameter that exists in the source code of a web page. Its function is to describe the characteristics and main contents of a web page. However, the description of a meta tag does not appear on a web page. The end user of the network cannot obtain the information in the meta tag by browsing the web page. Only the search engine can read the content in the meta tag. The significance of the web page information provided in the meta tag for the search engine is as follows: to provide the basis for the search engine to establish keywords; It is precisely because of the significance of meta-tags to search engines that many site operators often place other people's well-known trademarks, competitors' trademarks in the meta-label of a web page when designing a website. In order to expect network end users to use trademarks to search target websites, their own websites may be returned as search results to network end users, and thus may "lure" network end users into their own websites. Access to possible trading opportunities. For trademark owners, this behavior will obviously have a negative impact on them. Although the judicial practice of our country has not appeared up to now, because of the dispute caused by the embedding of trademark in the meta-label, it is necessary to bury the trademark in the meta-label in our country in view of the attitude of preventing trouble in the early stage. More importantly, at the time of the third revision of the Trademark Law in China, it is necessary to clean up all kinds of legal problems in real life in order to perfect them. This article is divided into five parts, a total of 35007 words. The first part is based on meta-label technology and search engine technology to discuss the definition and classification of embedded trademarks in network meta-labels and the impact of embedded trademarks in meta tags. In the second part, based on the relevant cases of the United States, Britain and Germany, the author puts forward the problems of "behavior nature", "behavior consequence" and "legal adjustment basis" in the meta-label. The third part first discusses the nature of trademark used in meta-label, then discusses the possible "differentiated goods or service sources", "confusion", "trademark dilution" and "association" results. On the basis of the nature and result of trademark embedding in the meta-label, the trademark law and the adjustment basis of anti-unfair competition law are put forward. In the fourth part, the author points out that the trademark embedding in the meta-label, under the trademark law system and the anti-unfair competition law system in our country, faces the dilemma of legal adjustment. In the fifth part, from the point of trademark law and anti-unfair competition law, the author puts forward some suggestions on how to adjust the law of embedding trademark in meta label in our country.
【学位授予单位】：西南政法大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：D923.43

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