本文關(guān)鍵詞： 百度推廣 競(jìng)價(jià)排名 廣告 侵權(quán)責(zé)任 搜索引擎　出處：《河北經(jīng)貿(mào)大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：目前,搜索引擎成為人們?nèi)粘Ｉ钪胁豢苫蛉钡囊徊糠?百度搜索作為中文搜索巨頭,頂著民族企業(yè)的光環(huán),一直受到國(guó)人的贊譽(yù)和追捧。自2001年以來,其利用百度競(jìng)價(jià)排名的商業(yè)推廣模式獲取了大量的利潤(rùn),但這種商業(yè)模式卻飽受爭(zhēng)議。因百度推廣引發(fā)的案件時(shí)有發(fā)生,2016年“魏則西事件”的發(fā)生更是將百度推廣的商業(yè)模式推向輿論的漩渦,由于百度推廣性質(zhì)的不確定性,法學(xué)界對(duì)百度競(jìng)價(jià)排名的商業(yè)模式的爭(zhēng)論尤為激烈。關(guān)于本案引發(fā)的相關(guān)問題,各方的觀點(diǎn)不一,百度推廣是廣告服務(wù)還是信息檢索服務(wù),百度推廣違法廣告行為的責(zé)任承擔(dān)是適用《廣告法》還是《侵權(quán)責(zé)任法》,百度的競(jìng)價(jià)排名是否屬于濫用市場(chǎng)支配地位的行為,這些問題成為了爭(zhēng)論的焦點(diǎn)。為了合理合法的處理這類問題,本文通過對(duì)魏則西案件中相關(guān)問題的法理分析,結(jié)合了我國(guó)當(dāng)前法律規(guī)定和法律界對(duì)于百度推廣性質(zhì)界定的爭(zhēng)議,深入分析,明確界定搜索引擎推廣的性質(zhì),對(duì)搜索引擎商推廣違法行為的責(zé)任承擔(dān)和百度競(jìng)價(jià)排名規(guī)則涉嫌濫用市場(chǎng)支配地位的行為加以研究,以提出完善我國(guó)搜索引擎推廣模式的建議,并提出了健全相應(yīng)的法律法規(guī)的設(shè)想。本文通過一則真實(shí)的案例,針對(duì)案件中的幾個(gè)相關(guān)問題進(jìn)行法理分析,文章主要由四部分內(nèi)容構(gòu)成:第一部分是引言,具體介紹了本案的選題背景、選題意義、研究方法、研究?jī)?nèi)容及創(chuàng)新點(diǎn)。本文以魏則西案件為出發(fā)點(diǎn),利用比較分析法、文獻(xiàn)研究法和案例研究法等對(duì)案件的相關(guān)問題進(jìn)行法理分析。并提出了針對(duì)此類案件的建議,更好的滿足司法實(shí)踐的需求。第二部分,對(duì)魏則西案件進(jìn)行了案情綜述,簡(jiǎn)要介紹了由該案件引出的三個(gè)焦點(diǎn)問題。2016年4月魏則西不幸去世,起因是魏則西患滑膜肉瘤,這種疾病的治愈率低,死亡率高,他通過百度對(duì)滑膜肉瘤進(jìn)行關(guān)鍵字搜索,發(fā)現(xiàn)北京武警總隊(duì)第二醫(yī)院的治療方法有效,且它的排名較高,便去該院就診,但在花掉20多萬后,病情并未好轉(zhuǎn),導(dǎo)致受害者家庭人財(cái)兩空。最后發(fā)現(xiàn)該醫(yī)院使用的這種治療方法是美國(guó)2000年就淘汰了的技術(shù)。案件曝光后,引發(fā)了人們的熱議與相關(guān)部門的重視。雖然國(guó)家網(wǎng)信辦會(huì)同工商局、國(guó)家衛(wèi)計(jì)委和北京市有關(guān)部門成立聯(lián)合調(diào)查組對(duì)百度進(jìn)行了調(diào)查并且要求百度對(duì)這些問題進(jìn)行整改,但對(duì)此案的處理卻缺少相關(guān)的法律依據(jù)。通過對(duì)本案的梳理,發(fā)現(xiàn)百度推廣的性質(zhì)是否屬于廣告、百度推廣違法行為應(yīng)承擔(dān)何種責(zé)任、百度競(jìng)價(jià)排名規(guī)則是否屬于濫用市場(chǎng)支配地位等這些問題在法律上的界定比較模糊,需要深入的分析這些問題,明確研究的內(nèi)容。第三部分,對(duì)百度推廣的行為進(jìn)行法理分析。簡(jiǎn)述百度推廣的概念及特征,對(duì)比研究了百度推廣的性質(zhì)屬于廣告服務(wù)與百度推廣界定為信息檢索服務(wù)的觀點(diǎn),提出了自己的觀點(diǎn)。在分析本案中百度推廣違法行為應(yīng)承擔(dān)何種責(zé)任時(shí),從《廣告法》和《侵權(quán)責(zé)任法》的視角去分析它的責(zé)任承擔(dān)方式,然后界定本案中百度推廣違法行為應(yīng)當(dāng)承擔(dān)的責(zé)任。最后針對(duì)百度競(jìng)價(jià)排名規(guī)則是否屬于濫用市場(chǎng)支配地位的行為進(jìn)行具體分析,從對(duì)百度相關(guān)市場(chǎng)的界定和濫用市場(chǎng)支配地位的“正當(dāng)理由”的豁免兩方面來進(jìn)行探析。第四部分,闡述由本案引發(fā)的相關(guān)問題的對(duì)策研究,提出了以下建議:明確法律上關(guān)于搜索引擎推廣的商業(yè)性質(zhì),確定其為廣告;健全搜索引擎推廣違法行為的法律機(jī)制,完善《廣告法》中搜索引擎推廣的法律規(guī)定和責(zé)任承擔(dān)方式,借助《侵權(quán)責(zé)任法》,改進(jìn)“避風(fēng)港規(guī)則”的適用;完善競(jìng)價(jià)排名的法律規(guī)范體系,將搜索引擎競(jìng)價(jià)排名的壟斷行為納入《壟斷法》規(guī)制的行列,完善訴訟機(jī)制來解決這一類問題;并且進(jìn)行行業(yè)自律,搜索引擎嚴(yán)格審查標(biāo)準(zhǔn),發(fā)揮行業(yè)協(xié)會(huì)的力量,將自律和監(jiān)管相結(jié)合,良性互動(dòng)。從而完善相關(guān)的法律法規(guī),促進(jìn)互聯(lián)網(wǎng)市場(chǎng)的健康有序發(fā)展。
[Abstract]:At present, the search engine has become an indispensable part of people's daily life, Baidu search as the search giant Chinese, head of national enterprises has been in the aura, people praise and pursuit. Since 2001, the use of commercial promotion mode of Baidu PPC gets a lot of profits, but the business model is controversial. Due to Baidu promotion cases have occurred, 2016 "Wei Zexi events" is the promotion of Baidu's business model into the whirlpool of public opinion, because Baidu promotion of the nature of the uncertainty, the business model about jurisprudence on the rank of Baidu contest price is particularly intense. On issues related to the case, the parties disagree a, Baidu promotion advertising service or information retrieval service, Baidu promotion of illegal advertising behavior responsibility is the application of the "advertising law or tort law > > <, Baidu The PPC is belongs to the abuse of market dominance behavior, these problems become the focus of debate. In order to deal with this kind of problem is reasonable and lawful, through the analysis of legal issues related to the Wei Zexi case, combined with in-depth analysis on Baidu promotion in defining the nature of the dispute, China's current law and the legal profession, clear the definition of the nature of the search engine promotion, to study the search engine business promotion illegal responsibility and Baidu bidding rules of alleged abuse of market dominance behavior, in order to improve the search engine promotion mode of China's proposal, and put forward ideas and perfect relevant laws and regulations. Through a real case of according to the analysis of several related legal issues in the case, the article mainly consists of four parts: the first part is the introduction, introduces the topics of this case The background, significance, research methods, research content and innovation. This paper takes the case of Wei Zexi as the starting point, the use of comparative analysis, legal analysis of issues related to the case of the literature research method and case study method. And put forward suggestions for such cases, to better meet the needs of the judicial practice. The second part. In the Wei Zexi case, the case review, briefly introduces the case of the.2016 drawn by the three focus in April Wei Zexi died, because of Wei Zexi's suffering from the disease of synovial sarcoma, low cure rate, high mortality rate, he through the Baidu keyword search for synovial sarcoma, found that the treatment of the second hospital of Beijing Armed Police Corps effectively and, it is of higher rank, then go to the hospital, but in about 200000 spent after the condition has not improved, leading to the families of the victims and the goods. Finally the use of the hospital This treatment is the United States in 2000 out of the technology. The case of exposure, sparked heated debate and the attention of relevant departments. Although the national network information office in conjunction with the Industrial and Commercial Bureau, the relevant departments of the State Planning Commission and the Beijing City, the establishment of a joint investigation team conducted a survey of Baidu and Baidu to rectify these problems. But the lack of relevant legal basis. Through the case analysis, found the nature of Baidu promotion is Baidu promotion advertising, illegal behavior should bear the responsibility, the definition of Baidu PPC rules whether it belongs to the abuse of market dominant position and the problems in the law is vague, requires in-depth analysis of these the problem, clear the content of the research. The third part, the legal analysis of Baidu promotion behavior. The concept and characteristics of Baidu promotion of the comparative study of the promotion of Baidu Is advertising service and Baidu promotion is defined as information retrieval service point of view, put forward their own views. In this case analysis of Baidu promotion violations should bear the responsibility, from the "advertising law" and "tort liability law" perspective to analyze its responsibility, then the definition of Baidu in this case promotion the illegal behavior should bear the responsibility. Analyze the final bidding for Baidu ranking rules whether it belongs to the abuse of a dominant market position, from Baidu to the relevant market definition and the abuse of market dominance "justification" from two aspects of countermeasures. The fourth part, elaborated the relevant problems caused by this case. And put forward the following suggestions: clear about the legal nature of the commercial search engine promotion, to determine the advertisement; perfecting the legal system of search engine promotion behavior, improve the "wide Assume the search engine promotion law and advertisement law responsibility ", with the" tort liability law ", for the improvement of" safe harbor "; improve the system of legal norms of PPC, search engine rankings into the monopoly monopoly law regulation of the ranks of < >, the perfection of litigation mechanism to solve this problems; and self-discipline, search engines play a strict standard of review, the power of trade association, the self-discipline and supervision of the combination of positive interaction. In order to improve the relevant laws and regulations, promote the healthy and orderly development of the market.

【學(xué)位授予單位】：河北經(jīng)貿(mào)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：D922.294
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本文編號(hào)：1453331