【摘要】：關(guān)鍵詞廣告屢遭非議,其爭(zhēng)議主要集中在三方面：因關(guān)鍵詞的不當(dāng)選擇和使用造成的商標(biāo)侵權(quán)糾紛；因惡意點(diǎn)擊造成的惡意侵權(quán)；及因使用不實(shí)信息造成的誠(chéng)信糾紛。本文將著重對(duì)其中的商標(biāo)侵權(quán)進(jìn)行討論,后兩者不做贅述。下文將主要從三部分討論關(guān)鍵詞廣告中的商標(biāo)侵權(quán)行為。第一部分,關(guān)鍵詞廣告引發(fā)的爭(zhēng)議概述。本部分主要對(duì)關(guān)鍵詞廣告商標(biāo)侵權(quán)中涉及的基本內(nèi)容進(jìn)行區(qū)分界定和簡(jiǎn)要介紹。主要涉及關(guān)鍵詞廣告的概念及其專有名詞的解釋,關(guān)鍵詞廣告的簡(jiǎn)要發(fā)展史,此類特殊商標(biāo)侵權(quán)中涉及到的三方主體的界定等等；明確關(guān)鍵詞廣告中存在的主要爭(zhēng)議,即主體方面的爭(zhēng)議,適用法律的爭(zhēng)議及各方之間存在的利益紛爭(zhēng)和利益平衡,并對(duì)其作出討論；第二部分,關(guān)鍵詞廣告中的商標(biāo)侵權(quán)行為分析。本部分是本文討論的重點(diǎn)。通過(guò)分析借鑒英美法國(guó)家已有的規(guī)定及案例,從我國(guó)現(xiàn)存的法律條文和案例出發(fā),探討關(guān)鍵詞廣告中商標(biāo)侵權(quán)的構(gòu)成要件及其特殊之處。重點(diǎn)討論商標(biāo)使用和混淆兩大構(gòu)成要件的成立條件和適用途徑。因此類商標(biāo)侵權(quán)各國(guó)無(wú)論是法律規(guī)定還是現(xiàn)實(shí)案例,無(wú)論是早期還是如今都存在較大爭(zhēng)議,故本文在進(jìn)行實(shí)際案例討論時(shí),將以前述兩個(gè)構(gòu)成要件為主要判斷基準(zhǔn),同時(shí)參考其他相關(guān)因素,如實(shí)際混淆,侵權(quán)人的主觀狀態(tài),商標(biāo)的知名度等,并對(duì)其舉證方式進(jìn)行探究,以期最大程度上做到具體問(wèn)題具體分析。在討論上述構(gòu)成要件的基礎(chǔ)上,剖析關(guān)鍵詞廣告購(gòu)買者和搜索引擎商的行為并對(duì)其進(jìn)行定性分析；第三部分,關(guān)鍵詞廣告中的商標(biāo)侵權(quán)責(zé)任承擔(dān)。本部分主要討論當(dāng)搜索引擎商和關(guān)鍵詞購(gòu)買者成立商標(biāo)侵權(quán)時(shí),其責(zé)任承擔(dān)和劃分方式；及我國(guó)是否存在知識(shí)產(chǎn)權(quán)間接侵權(quán)的規(guī)定；其應(yīng)承擔(dān)連帶責(zé)任還是按份責(zé)任,按份責(zé)任的劃分標(biāo)準(zhǔn)及相關(guān)歸責(zé)原則的適用等。在上述討論基礎(chǔ)上,對(duì)互聯(lián)網(wǎng)引擎商常引用的免責(zé)事由和原則進(jìn)行羅列,并分析其各自適用的前提條件。其中,重點(diǎn)討論避風(fēng)港原則和技術(shù)中立原則,另外商標(biāo)法對(duì)商標(biāo)專用權(quán)的限制如合理使用等也會(huì)提及。最后,在對(duì)主要問(wèn)題進(jìn)行討論的同時(shí),有鑒于關(guān)鍵詞廣告的有益一面,其發(fā)展態(tài)勢(shì)及在短時(shí)間內(nèi)難以改變的現(xiàn)狀,討論目前已具備的客觀救濟(jì)途徑,并結(jié)合之前的案例,對(duì)關(guān)鍵詞廣告中涉及到的三方主體分別提出相應(yīng)的建議,以期在現(xiàn)有的法律框架和救援途徑的基礎(chǔ)上,倡導(dǎo)其從自身出發(fā)做出相應(yīng)改變,凈化網(wǎng)絡(luò)環(huán)境,維持網(wǎng)絡(luò)秩序,實(shí)現(xiàn)網(wǎng)絡(luò)市場(chǎng)中的公平正義。
[Abstract]:Keywords are frequently criticized, and the disputes mainly focus on three aspects: trademark infringement disputes caused by improper choice and use of keywords; malicious infringement caused by malicious clicks; and credibility disputes caused by the use of false information. This article will focus on the trademark infringement, the latter two do not elaborate. Below will discuss the trademark infringement in the keyword advertisement mainly from three parts. The first part is an overview of the controversy caused by keyword advertising. This part mainly defines and briefly introduces the basic content involved in keyword advertising trademark infringement. It mainly involves the concept of keyword advertising and the explanation of proper nouns, the brief history of keyword advertising, the definition of the tripartite subject involved in the infringement of this kind of special trademark, and so on. Make clear the main dispute in the keyword advertisement, namely the dispute of the subject, the dispute of the applicable law, the interest dispute and the balance of interests between the parties, and make a discussion on it; The second part is the analysis of trademark infringement in keyword advertisement. This part is the focus of this paper. By analyzing the existing regulations and cases of Anglo-American countries and proceeding from the existing legal provisions and cases in our country, this paper probes into the constitutive elements and special points of trademark infringement in keyword advertisements. This paper mainly discusses the establishment conditions and applicable ways of the two constitutive elements of trademark use and confusion. No matter whether the law or the actual cases exist in this kind of trademark infringement countries, whether in the early stage or now, this paper will take the above two elements as the main criterion when discussing the actual cases. At the same time, reference to other relevant factors, such as actual confusion, the subjective state of the infringer, trademark popularity and so on, and explore the way of proof, in order to maximize the specific problem specific analysis. On the basis of discussing the above elements, this paper analyzes and qualitatively analyzes the behavior of keyword buyers and search engines. The third part, the liability of trademark infringement in keyword advertising. This part mainly discusses whether there is indirect infringement of intellectual property right in our country, when the search engine and keyword buyer establish trademark infringement, its responsibility is assumed and divided. Should it undertake joint and several liability or according to the share liability, according to the division of responsibility standards and the application of the relevant principles of liability and so on. On the basis of the above discussion, the exonerations and principles often cited by Internet engine operators are listed, and their respective applicable preconditions are analyzed. Among them, the principle of safe haven and the principle of technology neutrality are mainly discussed, and the restrictions of trademark law on the exclusive right of trademark, such as reasonable use, will also be mentioned. Finally, while discussing the main problems, in view of the beneficial side of keyword advertising, its development situation and the current situation which is difficult to change in a short period of time, the paper discusses the existing objective relief ways, and combines with previous cases. The corresponding suggestions are put forward to the three parties involved in the keyword advertisement, in order to advocate their corresponding changes from their own point of view, purify the network environment and maintain the network order on the basis of the existing legal framework and rescue approaches. To achieve fairness and justice in the network market.
【學(xué)位授予單位】：北京外國(guó)語(yǔ)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：D923.43
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本文編號(hào)：2365769