發(fā)布時(shí)間：2018-06-03 01:03

  本文選題：價(jià)排名 + 關(guān)鍵詞�。� 參考：《上海師范大學(xué)》2013年碩士論文

【摘要】：“競(jìng)價(jià)排名”模式是新興發(fā)展的一種網(wǎng)絡(luò)營(yíng)銷方式，我國(guó)最早引進(jìn)該模式的是全球最大的中文搜索引擎商百度公司，之后谷歌的Adwords關(guān)鍵詞廣告也應(yīng)運(yùn)而生。該運(yùn)行模式使搜索引擎商獲得很大的經(jīng)濟(jì)利潤(rùn)，但是其在運(yùn)行過(guò)程中涉及到商標(biāo)侵權(quán)，然而由于相關(guān)法律規(guī)定的不明確，導(dǎo)致對(duì)該模式的商標(biāo)侵權(quán)認(rèn)定在司法實(shí)踐中以及學(xué)術(shù)界都存在爭(zhēng)議。本文試圖通過(guò)分析競(jìng)價(jià)排名關(guān)鍵詞商標(biāo)侵權(quán)的類型、競(jìng)價(jià)排名關(guān)鍵詞商標(biāo)侵權(quán)中搜索引擎服務(wù)商和廣告主的責(zé)任來(lái)系統(tǒng)梳理競(jìng)價(jià)排名關(guān)鍵詞商標(biāo)侵權(quán)的構(gòu)成要件和責(zé)任承擔(dān)。 本文第一章是對(duì)競(jìng)價(jià)排名業(yè)務(wù)的概述。首先揭示了競(jìng)價(jià)排名模式的發(fā)展、演變，并結(jié)合現(xiàn)有數(shù)據(jù)分析了競(jìng)價(jià)排名運(yùn)作原理，最后總結(jié)歸納了競(jìng)價(jià)排名模式的特點(diǎn)。 本文第二章著重分析了有關(guān)競(jìng)價(jià)排名的案例及其理論爭(zhēng)議，主要選取中國(guó)、美國(guó)和歐盟的案例”。重點(diǎn)介紹各個(gè)典型案件的爭(zhēng)議點(diǎn)，并歸納了關(guān)鍵詞使用的四種情況，及對(duì)搜索引擎商是否應(yīng)承擔(dān)責(zé)任的的紛爭(zhēng)點(diǎn)。 本文第三章主要分析了競(jìng)價(jià)排名中商標(biāo)侵權(quán)的認(rèn)定標(biāo)準(zhǔn)，即商業(yè)性使用和混淆。針對(duì)關(guān)鍵詞在競(jìng)價(jià)排名中的不同使用類型分了四種大類進(jìn)行分析，，并詳細(xì)論述不同類型關(guān)鍵詞的使用是否構(gòu)成商標(biāo)侵權(quán)行為。 本文第四章主要是詳細(xì)論證競(jìng)價(jià)排名模式中，廣告主和搜索引擎商的侵權(quán)責(zé)任，認(rèn)為廣告主構(gòu)成直接侵權(quán)責(zé)任，搜索引擎商構(gòu)成間接侵權(quán)責(zé)任。 本文第五章主要是結(jié)合我國(guó)法律制度和司法實(shí)踐，提出了對(duì)競(jìng)價(jià)排名模式中商標(biāo)權(quán)的保護(hù)立法建議。
[Abstract]:The bidding ranking model is a newly developed network marketing mode. Baidu Company, the largest Chinese search engine company in the world, was the first to introduce this model in China, and then Google's Adwords keyword advertising came into being. This mode of operation makes the search engine obtain great economic profit, but it involves trademark infringement in the process of operation, however, because of the uncertainty of the relevant laws and regulations, Leading to the pattern of trademark infringement in judicial practice and academic controversy. By analyzing the types of trademark infringement and the responsibility of search engine service providers and advertisers in trademark infringement, this paper tries to systematically comb the constitutive elements and liability of trademark infringement. The first chapter of this paper is an overview of bidding ranking business. This paper first reveals the development and evolution of the bidding ranking model, and analyzes the operating principle of the bidding ranking model based on the existing data, and finally summarizes the characteristics of the bidding ranking model. The second chapter focuses on the analysis of bidding ranking cases and theoretical disputes, mainly selected from China, the United States and the European Union cases. This paper mainly introduces the dispute points of each typical case, and summarizes the four situations of keyword usage, as well as the disputes about whether the search engine should be held responsible or not. The third chapter mainly analyzes the criteria of trademark infringement in bidding ranking, that is, commercial use and confusion. This paper analyzes the different use types of keywords in bidding ranking and discusses in detail whether the use of different types of keywords constitutes trademark infringement. The fourth chapter mainly discusses the tort liability of advertisers and search engines in the model of competitive price ranking, and thinks that advertisers constitute direct tort liability, and search engines constitute indirect tort liability. The fifth chapter of this article mainly combines our country's legal system and the judicial practice, has proposed the protection legislation suggestion to the trademark right in the competitive price ranking mode.
【學(xué)位授予單位】：上海師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：D923.43

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前2條

1 張馨月;搜索引擎服務(wù)提供商商標(biāo)侵權(quán)問(wèn)題比較研究[D];華南理工大學(xué);2014年

2 匡兆坤;競(jìng)價(jià)排名中的商標(biāo)侵權(quán)問(wèn)題研究[D];上海大學(xué);2014年

本文編號(hào)：1970864