論關(guān)鍵詞廣告中的商標(biāo)侵權(quán)問(wèn)題
發(fā)布時(shí)間：2018-07-25 20:38
【摘要】：隨著網(wǎng)絡(luò)經(jīng)濟(jì)的不斷發(fā)展，，搜索引擎作為信息與網(wǎng)絡(luò)用戶的溝通橋梁，發(fā)揮著越來(lái)越重要的作用。搜索引擎給人們帶來(lái)方便的同時(shí)也隨之引發(fā)了一系列的侵權(quán)問(wèn)題，尤其是搜索引擎中關(guān)鍵詞廣告引發(fā)的商標(biāo)侵權(quán)案件在各國(guó)屢見不鮮，傳統(tǒng)商標(biāo)法受到網(wǎng)絡(luò)新環(huán)境的挑戰(zhàn)。 關(guān)鍵詞廣告之所以被卷入商標(biāo)侵權(quán)案件之中，其主要原因在于許多廣告主通過(guò)搜索引擎將一些知名甚至是馳名的商標(biāo)（字段）設(shè)定為搜索關(guān)鍵詞，當(dāng)用戶在搜索欄中輸入這些關(guān)鍵詞后，出現(xiàn)在搜索結(jié)果鏈接中的并不一定是該商標(biāo)專用權(quán)人的網(wǎng)站，也可能是其它同類產(chǎn)品的網(wǎng)站甚至是競(jìng)爭(zhēng)對(duì)手的網(wǎng)站。究竟這種行為是否構(gòu)成商標(biāo)侵權(quán)，目前還存在較大爭(zhēng)議，作為平臺(tái)提供者的搜索引擎服務(wù)商是否構(gòu)成共同侵權(quán)，又將承擔(dān)什么樣的責(zé)任都是值得研究的問(wèn)題。明確關(guān)鍵詞廣告商標(biāo)侵權(quán)與否的標(biāo)準(zhǔn)不僅對(duì)搜索引擎行業(yè)的發(fā)展至關(guān)重要，也直接關(guān)系到商標(biāo)權(quán)人、廣告主以及消費(fèi)者的切身利益。 本文試著在不引入“初始利益混淆”和“商標(biāo)間接侵權(quán)”等新理論的前提下，以傳統(tǒng)商標(biāo)理論為基礎(chǔ)，結(jié)合各國(guó)商標(biāo)立法及其法院的判例，來(lái)分析我國(guó)關(guān)鍵詞廣告引發(fā)的商標(biāo)侵權(quán)問(wèn)題，并就此問(wèn)題提出自己的看法。除引言和結(jié)語(yǔ)外，正文共分五章：正文第一章對(duì)關(guān)鍵詞廣告進(jìn)行了概括闡述，理清了關(guān)鍵詞廣告的工作原理和盈利模式；正文第二章結(jié)合《廣告法》的相關(guān)原理，分析出關(guān)鍵詞廣告的法律性質(zhì)，并對(duì)就此引發(fā)的侵權(quán)法律問(wèn)題做了簡(jiǎn)單梳理；正文第三章和第四章在借鑒國(guó)內(nèi)外立法和實(shí)務(wù)操作的基礎(chǔ)上，分別從廣告主和搜索引擎服務(wù)商兩個(gè)層面來(lái)分析侵權(quán)與否；正文第五章根據(jù)上文對(duì)于關(guān)鍵詞廣告侵權(quán)事項(xiàng)的分析，提出了商標(biāo)功能損害的認(rèn)定標(biāo)準(zhǔn)，并明確了搜索引擎服務(wù)商在關(guān)鍵詞廣告業(yè)務(wù)中應(yīng)盡的注意義務(wù)，為日后處理關(guān)鍵詞廣告商標(biāo)侵權(quán)案件提供參考與借鑒。
[Abstract]:With the continuous development of network economy, search engine, as a bridge between information and network users, plays an increasingly important role. Search engine brings convenience to people at the same time it also causes a series of infringement problems. Especially the trademark infringement cases caused by keyword advertisement in search engine are common in many countries. The traditional trademark law is challenged by the new network environment. The main reason why keyword advertisements are involved in trademark infringement cases is that many advertisers set some well-known or even well-known trademarks (fields) as search keywords through search engines. When a user enters these keywords in the search bar, the search results link does not necessarily appear on the site of the trademark exclusive owner, it may also be the site of other similar products or even the website of a competitor. Whether this kind of behavior constitutes trademark infringement is still controversial at present. Whether the search engine service provider as the provider of platform constitutes joint infringement and what kind of liability it will bear is worth studying. It is not only essential to the development of search engine industry but also directly related to the immediate interests of trademark owners advertisers and consumers. On the premise of not introducing the new theories such as "initial interest confusion" and "trademark indirect infringement", this paper tries to combine the trademark legislation of various countries and the jurisprudence of its courts on the basis of traditional trademark theory. To analyze the trademark infringement caused by keyword advertising in China, and put forward their own views on this issue. In addition to the introduction and conclusion, the text is divided into five chapters: the first chapter of the text summarizes the keyword advertising, clear the working principle and profit model of keyword advertising; the second chapter combined with the principles of advertising law, This paper analyzes the legal nature of keyword advertising, and makes a brief combing of the tort legal problems arising therefrom. The third and fourth chapters of the text draw lessons from domestic and foreign legislation and practical operation. From the advertisers and search engine service provider to analyze the infringement or not; the fifth chapter of the text according to the above for keyword advertising infringement analysis, proposed the trademark function damage identification standard, It also clarifies the duty of attention of search engine service providers in keyword advertising business, and provides reference for future handling of keyword advertising trademark infringement cases.
【學(xué)位授予單位】：華中科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：D922.294;D923.43
本文編號(hào)：2145015
[Abstract]:With the continuous development of network economy, search engine, as a bridge between information and network users, plays an increasingly important role. Search engine brings convenience to people at the same time it also causes a series of infringement problems. Especially the trademark infringement cases caused by keyword advertisement in search engine are common in many countries. The traditional trademark law is challenged by the new network environment. The main reason why keyword advertisements are involved in trademark infringement cases is that many advertisers set some well-known or even well-known trademarks (fields) as search keywords through search engines. When a user enters these keywords in the search bar, the search results link does not necessarily appear on the site of the trademark exclusive owner, it may also be the site of other similar products or even the website of a competitor. Whether this kind of behavior constitutes trademark infringement is still controversial at present. Whether the search engine service provider as the provider of platform constitutes joint infringement and what kind of liability it will bear is worth studying. It is not only essential to the development of search engine industry but also directly related to the immediate interests of trademark owners advertisers and consumers. On the premise of not introducing the new theories such as "initial interest confusion" and "trademark indirect infringement", this paper tries to combine the trademark legislation of various countries and the jurisprudence of its courts on the basis of traditional trademark theory. To analyze the trademark infringement caused by keyword advertising in China, and put forward their own views on this issue. In addition to the introduction and conclusion, the text is divided into five chapters: the first chapter of the text summarizes the keyword advertising, clear the working principle and profit model of keyword advertising; the second chapter combined with the principles of advertising law, This paper analyzes the legal nature of keyword advertising, and makes a brief combing of the tort legal problems arising therefrom. The third and fourth chapters of the text draw lessons from domestic and foreign legislation and practical operation. From the advertisers and search engine service provider to analyze the infringement or not; the fifth chapter of the text according to the above for keyword advertising infringement analysis, proposed the trademark function damage identification standard, It also clarifies the duty of attention of search engine service providers in keyword advertising business, and provides reference for future handling of keyword advertising trademark infringement cases.
【學(xué)位授予單位】：華中科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：D922.294;D923.43
【參考文獻(xiàn)】
相關(guān)期刊論文 前2條
1 王遷;;再論“信息定位服務(wù)提供者”間接侵權(quán)的認(rèn)定——兼比較“百度案”與“雅虎案”的判決[J];知識(shí)產(chǎn)權(quán);2007年04期
2 婁卓男;論網(wǎng)絡(luò)廣告的定價(jià)方式[J];現(xiàn)代情報(bào);2003年06期
本文編號(hào)：2145015
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