本文選題：關鍵詞廣告 + 商標性使用　； 參考：《華東政法大學》2013年碩士論文

【摘要】：廣告作為商家宣傳產品、擴大知名度的有效手段，向來就是商家主要的營銷策略之一�？萍嫉陌l(fā)展催生了許多新的商業(yè)模式，其中關鍵詞廣告服務的出現改變了傳統(tǒng)廣告的模式，其便捷、廉價、高效的特點迅速博得了眾多商家的親睞，消費者在更容易找到自己需要的產品信息的同時，搜索引擎提供商也從中獲利頗豐。像許多新生事物一樣，“雙贏”的同時也是“雙刃”，很快，關鍵詞廣告服務中涉及的商標侵權問題便浮出了水面。繼美國、歐盟之后，我國也發(fā)生了類似案件，并且爭議四起。于是我們不得不審視這個非傳統(tǒng)問題如何才能得到妥善解決。本文通過參考國內外的判例、文章，結合商標法和侵權法的理論，對該問題進行了探討。全文共分為四章： 第一章由美中相關案例引出關鍵詞廣告商標案件涉及的法律問題。在簡要介紹關鍵詞廣告后，，作者根據關鍵詞廣告服務的過程將其分為關鍵詞選取階段和廣告展示階段，并將廣告展示階段又分為三種使用形式。通過美國和中國遇到的相關案例總結出該類案件可能涉及的法律問題，為后文的分析解決作出鋪墊； 第二章對于關鍵詞廣告商標侵權問題進行了論述。本章通過分析商標侵權構成理論，結合美國法院在該問題上的認識，對于使用他人商標作為觸發(fā)廣告的關鍵詞是否構成商標侵權進行了重點分析； 第三章對搜索引擎提供商在關鍵詞廣告商標案件中可能承擔的責任進行論述。本章首先闡述了關鍵詞廣告的本質，然后結合我國相關判例中法院對于搜索引擎提供商是否構成幫助侵權的不同認識，重點分析了搜索引擎提供商的注意義務。 第四章針對關鍵詞廣告案件對目前的立法提出了合理建議，包括引入混淆理論以及確立商標間接侵權制度。另外，對于搜索引擎提供商和廣告主在使用他人商標作為關鍵詞時如何降低風險，避免類似訴訟提出了建議。
[Abstract]:Advertising, as an effective means of publicizing products and expanding popularity, has always been one of the main marketing strategies. The development of science and technology has given birth to many new business models, among which the emergence of keyword advertising service has changed the traditional advertising model, its convenient, cheap and efficient characteristics have quickly won the favor of many merchants. While consumers are more likely to find the product information they need, search-engine providers are also profiting from it. Like many new things, "win-win" is also "double-edged", and soon the trademark infringement involved in keyword advertising service has come to the surface. Following the United States and the European Union, similar cases have occurred in our country, and there have been four controversies. So we have to examine how this non-traditional problem can be properly solved. This paper discusses this problem by referring to domestic and foreign cases and combining the theories of trademark law and tort law. The full text is divided into four chapters: The first chapter introduces the legal issues involved in advertising trademark cases from relevant cases in the United States and China. After a brief introduction of keyword advertising, the author divides it into keyword selection stage and advertising display stage according to the process of keyword advertising service, and divides the advertising display stage into three forms of use. Through the relevant cases encountered by the United States and China summed up this kind of cases may be involved in the legal issues, for the subsequent analysis of the solution to make the groundwork; The second chapter discusses the infringement of keyword advertising trademark. By analyzing the theory of trademark infringement constitution and combining with the understanding of American courts, this chapter focuses on whether the use of other people's trademark as the key word to trigger advertising constitutes trademark infringement. The third chapter discusses the possible liability of search engine providers in keyword advertising trademark cases. This chapter first expounds the essence of keyword advertising, and then analyzes the search engine provider's duty of care according to the different understanding of whether the search engine provider constitutes a helpful tort in our country's relevant cases. Chapter four puts forward reasonable suggestions on the legislation of keyword advertising cases, including the introduction of confusion theory and the establishment of trademark indirect infringement system. In addition, suggestions are given to search engine providers and advertisers on how to reduce risk and avoid similar lawsuits when using other people's trademarks as keywords.
【學位授予單位】：華東政法大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：D923.4

【參考文獻】

相關期刊論文 前3條

1 林婉瓊;;關鍵詞廣告商標侵權問題初探[J];中華商標;2010年09期

2 高軒;廖煥國;;論注意義務立法的憲政基礎[J];學術研究;2009年02期

3 唐濟民;李敏;;搜索引擎之競價排名服務的法律規(guī)制[J];中國法律;2010年02期

本文編號：1786759