本文選題：競(jìng)價(jià)排名 + 商標(biāo)侵權(quán)　； 參考：《北京化工大學(xué)》2011年碩士論文

【摘要】：競(jìng)價(jià)排名是搜索引擎的盈利模式,是輔助商家推廣產(chǎn)品或服務(wù)的技術(shù)服務(wù)。近年來(lái),各大搜索引擎服務(wù)商頻繁地因?yàn)楦?jìng)價(jià)排名業(yè)務(wù)遭遇訴訟,由此可見(jiàn),競(jìng)價(jià)排名業(yè)務(wù)一方面為搜索引擎服務(wù)商帶來(lái)巨大的經(jīng)濟(jì)利益,另一方面也帶來(lái)了法律風(fēng)險(xiǎn),亟需引起搜索引擎服務(wù)商的重視。《侵權(quán)責(zé)任法》的出臺(tái)為搜索引擎的行為規(guī)范起到了一定的指導(dǎo)作用,然而競(jìng)價(jià)排名業(yè)務(wù)與一般的網(wǎng)絡(luò)侵權(quán)仍有較大區(qū)別,《侵權(quán)責(zé)任法》的一般規(guī)定顯然有些無(wú)能為力,仍需進(jìn)一步完善。 本文分為四個(gè)部分,第一部分競(jìng)價(jià)排名概述。介紹了搜索引擎技術(shù)和競(jìng)價(jià)排名的工作原理以及競(jìng)價(jià)排名業(yè)務(wù)的現(xiàn)狀。通過(guò)對(duì)概念、特征、工作原理等基本問(wèn)題的把握從整體上了解競(jìng)價(jià)排名業(yè)務(wù)。 第二部分探討了競(jìng)價(jià)排名關(guān)鍵詞侵權(quán)問(wèn)題。以往學(xué)者和判例都認(rèn)為關(guān)鍵詞侵權(quán)應(yīng)當(dāng)做商標(biāo)侵權(quán)處理。筆者對(duì)關(guān)鍵詞侵權(quán)的性質(zhì)做了深入的剖析,認(rèn)為關(guān)鍵詞侵權(quán)并非商標(biāo)侵權(quán),應(yīng)認(rèn)定為不正當(dāng)競(jìng)爭(zhēng)行為。 第三部分研究的是競(jìng)價(jià)排名中的違法鏈接問(wèn)題。競(jìng)價(jià)排名并非廣告性質(zhì),應(yīng)定性為技術(shù)服務(wù)。因而對(duì)于依托競(jìng)價(jià)排名產(chǎn)生的違法鏈接問(wèn)題則不宜用《廣告法》規(guī)范,搜索引擎服務(wù)商承擔(dān)責(zé)任的基礎(chǔ)也并非《廣告法》上的連帶責(zé)任而是基于侵權(quán)責(zé)任法中的“過(guò)錯(cuò)”標(biāo)準(zhǔn)。 第四部分的內(nèi)容是競(jìng)價(jià)排名中的其他網(wǎng)絡(luò)侵權(quán)問(wèn)題。研究了惡意點(diǎn)擊和惡意屏蔽的性質(zhì)和分類。并為規(guī)范惡意點(diǎn)擊和惡意屏蔽行為提出了比較有效的建議措施。 競(jìng)價(jià)排名在給搜索引擎服務(wù)商和商戶帶來(lái)利潤(rùn)和便利的同時(shí)也存在諸多的法律問(wèn)題。制定專門(mén)的法律法規(guī)就顯得非常必要,同時(shí)還要發(fā)揮行業(yè)自律、行政監(jiān)管等多方面的作用,這樣才能更好地規(guī)范“競(jìng)價(jià)排名”業(yè)務(wù)維護(hù)網(wǎng)絡(luò)安全、維護(hù)交易秩序。
[Abstract]:Bidding ranking is the profit model of search engine, it is the technical service to assist merchants to promote products or services. In recent years, the major search engine service providers frequently encounter lawsuits because of the bidding ranking business. Thus, it can be seen that the bidding ranking business brings huge economic benefits to the search engine service providers on the one hand, and legal risks on the other. It is urgent to attach importance to search engine service providers. The introduction of the Tort liability Law has played a guiding role in guiding the behavior of search engines. However, there is still a big difference between the bidding ranking business and the general network tort. The general provisions of the Tort liability Law are obviously powerless and need to be further improved. This paper is divided into four parts, the first part is an overview of bidding ranking. This paper introduces the working principle of search engine technology and bidding ranking as well as the present situation of bidding ranking business. Through the concept, characteristics, working principles and other basic issues from the overall understanding of bidding ranking business. The second part discusses the infringement of bidding ranking keywords. Previous scholars and jurisprudence believe that keyword infringement should be done trademark infringement treatment. The author makes a deep analysis of the nature of keyword infringement, and thinks that keyword infringement is not trademark infringement and should be regarded as unfair competition. The third part studies the problem of illegal link in bidding ranking. Bidding ranking is not advertising nature, should be characterized as technical services. Therefore, the problem of illegal link caused by bidding ranking should not be regulated by Advertising Law, and the basis of the liability of search engine service provider is not the joint liability in Advertising Law, but the standard of "fault" in tort liability law. The content of the fourth part is the other network tort in the bidding ranking. The properties and classification of malicious click-through and malicious masking are studied. Some effective suggestions are put forward for standardizing malicious click and malicious shielding. Bidding ranking brings profit and convenience to search engine service providers and merchants, but also has many legal problems. It is very necessary to make special laws and regulations, at the same time, it is necessary to bring into play the functions of industry self-discipline, administrative supervision and so on, so as to better standardize the business of "bidding ranking" to maintain network security and maintain transaction order.
【學(xué)位授予單位】：北京化工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：D923

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本文編號(hào)：2031959