【摘要】：在快速發(fā)展網(wǎng)絡(luò)化世界中，搜索引擎成為人們生活中不可缺少的部分。搜索引擎通過(guò)對(duì)資料進(jìn)行篩選，大大提高了我們搜尋資料的便利性，搜索引擎技術(shù)中的競(jìng)價(jià)排名技術(shù)造成商標(biāo)侵權(quán)問(wèn)題也越來(lái)越多，網(wǎng)民通過(guò)搜索引擎快速獲取所需要的資料，，大大增加了網(wǎng)民獲取資料的速度，搜索引擎商為了尋找新的盈利模式，商家為了通過(guò)網(wǎng)絡(luò)對(duì)自己的產(chǎn)品做推廣，競(jìng)價(jià)排名技術(shù)就出現(xiàn)，作為新型的網(wǎng)絡(luò)廣告形式，也逐漸被大家所接受，但是由于這種網(wǎng)絡(luò)中的商標(biāo)侵權(quán)行為有著不同于傳統(tǒng)的商標(biāo)侵權(quán)的特點(diǎn)，因此需要對(duì)此種形式的商標(biāo)侵權(quán)進(jìn)行系統(tǒng)的分析。 競(jìng)價(jià)排名中的商標(biāo)侵權(quán)案包含搜索引擎服務(wù)商、廣告商和商標(biāo)權(quán)人三方，侵權(quán)類型非常復(fù)雜。本研究基于國(guó)內(nèi)外相關(guān)研究的基礎(chǔ)上，引入初始混淆、紅旗規(guī)則等理論對(duì)于競(jìng)價(jià)排名中商標(biāo)侵權(quán)進(jìn)行理論分析，通過(guò)分析明確廣告商應(yīng)當(dāng)承擔(dān)的直接侵權(quán)責(zé)任，搜索引擎商如果未盡合理的注意義務(wù)，也應(yīng)當(dāng)承擔(dān)相應(yīng)的責(zé)任，但是在由于在此種商標(biāo)侵權(quán)的情況下，搜索引擎商主觀上并沒(méi)有侵權(quán)的故意，不適用共同侵權(quán)進(jìn)行規(guī)制，應(yīng)當(dāng)適用間接侵權(quán)制度，搜索引擎服務(wù)商成立商標(biāo)間接侵權(quán)，承擔(dān)其幫助行為造成的損失。最后通過(guò)國(guó)內(nèi)的典型案例的分析，找出我國(guó)在競(jìng)價(jià)排名中商標(biāo)侵權(quán)的立法問(wèn)題，并且提出相應(yīng)的法律建議。
[Abstract]:In the rapid development of network world, search engine has become an indispensable part of people's life. Search engines have greatly improved the convenience of our search materials by screening materials. The technology of bidding and ranking in search engine technology also causes more and more trademark infringement problems. Internet users can quickly obtain the information they need through search engines. This greatly increases the speed at which Internet users can obtain information. In order to find a new profit model for search engines, and for merchants to promote their products through the Internet, bidding and ranking techniques have emerged as a new form of online advertising. But the trademark infringement in this kind of network is different from the traditional trademark infringement, so it is necessary to analyze this form of trademark infringement systematically. The trademark infringement cases in the bidding ranking include search engine service providers, advertisers and trademark owners, and the types of infringement are very complex. Based on the relevant research at home and abroad, this study introduces the initial confusion, red flag rule and other theories to the theoretical analysis of trademark infringement in the bidding ranking, through the analysis of the advertisers should bear the direct tort liability. If the searcher fails to fulfill the reasonable duty of care, he should also bear the corresponding responsibility, but in the case of such trademark infringement, the search engine vendor subjectively has no intention of infringing, and does not apply joint tort to regulate it. The system of indirect infringement should be applied, and the search engine service provider should establish the trademark indirect infringement and bear the losses caused by its helping behavior. Finally, through the analysis of typical domestic cases, this paper finds out the legislative problems of trademark infringement in bidding ranking in China, and puts forward corresponding legal suggestions.
【學(xué)位授予單位】：上海大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：D923.43

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