發(fā)布時間：2018-03-30 05:31

  本文選題：元標簽　切入點：商標使用　出處：《西南政法大學(xué)》2011年碩士論文

【摘要】：商標是用于商品或者服務(wù)的標志,其傳統(tǒng)作用是區(qū)分同類商品或者服務(wù)的來源。隨著社會經(jīng)濟的發(fā)展,商標不僅僅有區(qū)別作用,還衍伸出廣告宣傳、質(zhì)量表彰等作用。商標作用的發(fā)展增加了商標的商業(yè)價值,同時,也增多了因商標而引起的經(jīng)濟糾紛。而起源于虛擬網(wǎng)絡(luò)環(huán)境的電子商務(wù),拓展了商標使用領(lǐng)域的同時,使得商標糾紛也更為復(fù)雜。域名與商標沖突、關(guān)鍵詞廣告、加框連接以及本文元標簽中埋置商標,都屬于網(wǎng)絡(luò)環(huán)境下商標使用糾紛。 元標簽是存在于網(wǎng)站網(wǎng)頁源代碼中的一種參數(shù),其作用在于描述網(wǎng)頁的特征和主要內(nèi)容。然而,元標簽的描述內(nèi)容并不顯現(xiàn)于網(wǎng)頁,網(wǎng)絡(luò)終端用戶不能通過瀏覽網(wǎng)頁獲得元標簽中的信息。通常情況下,只有搜索引擎能夠閱讀到元標簽中的內(nèi)容。元標簽中所提供的網(wǎng)頁信息對于搜索引擎的意義主要體現(xiàn)在：為搜索引擎建立關(guān)鍵詞提供依據(jù)；為搜索結(jié)果排名提供參考。正是基于元標簽對搜索引擎的意義,很多網(wǎng)站經(jīng)營者在設(shè)計網(wǎng)站時,常常會把他人的知名的商標、競爭對手的商標埋置于網(wǎng)頁元標簽中,以期望網(wǎng)絡(luò)終端用戶使用商標搜索目標網(wǎng)站時,自己的網(wǎng)站便可能作為搜索結(jié)果返回給網(wǎng)絡(luò)終端用戶,從而有可能“引誘”網(wǎng)絡(luò)終端用戶進入自己的網(wǎng)站,獲得可能的交易機會。對于商標權(quán)人而言,這種行為顯然會對其產(chǎn)生不利的影響。 盡管目前為止,我國司法實踐尚未出現(xiàn),因元標簽中埋置商標而引起的糾紛。但本著防患于未然的態(tài)度,在我國實有必要對元標簽中埋置商標問題,做一全面的介紹與分析。更重要的是,在我國商標法第三次修改之際,有必要對現(xiàn)實生活中出現(xiàn)的各類法律問題做比較全面的清理,以期對其進行完善。 本文共分為五部分,共計35007個字 第一部分以元標簽技術(shù)、搜索引擎技術(shù)為基礎(chǔ),討論網(wǎng)絡(luò)元標簽中埋置商標的定義、分類,以及元標簽中埋置商標產(chǎn)生的影響。 第二部分以美國、英國、德國的相關(guān)案例為基礎(chǔ),提出元標簽中埋置商標存在的“行為性質(zhì)”、“行為后果”、“法律調(diào)整依據(jù)”問題。 第三部分首先討論了元標簽中埋置商標的商標使用性質(zhì)；接著討論了元標簽中埋置商標可能產(chǎn)生的“區(qū)分商品或者服務(wù)來源”、“混淆”、“商標淡化”、“聯(lián)想”結(jié)果；最后,以元標簽中埋置商標行為性質(zhì)、結(jié)果為基礎(chǔ),提出商標法、反不正當競爭法調(diào)整依據(jù)。 第四部分指出元標簽中埋置商標行為,在目前我國商標法體系和反不正當競爭法體系下,面臨的法律調(diào)整困境。 第五部分分別從商標法以及反不正當競爭法角度,提出我國調(diào)整元標簽中埋置商標的法律完善建議。
[Abstract]:Trademark is a symbol used for goods or services. Its traditional function is to distinguish the origin of similar goods or services. With the development of society and economy, trademarks not only play a differentiated role, but also extend advertising and publicity. The development of trademark function not only increases the commercial value of trademark, but also increases the economic disputes caused by trademark. The conflicts between domain name and trademark, key word advertisement, framed connection and embedded trademark in this meta-label are all disputes in the network environment. Meta tag is a parameter that exists in the source code of a web page. Its function is to describe the characteristics and main contents of a web page. However, the description of a meta tag does not appear on a web page. The end user of the network cannot obtain the information in the meta tag by browsing the web page. Only the search engine can read the content in the meta tag. The significance of the web page information provided in the meta tag for the search engine is as follows: to provide the basis for the search engine to establish keywords; It is precisely because of the significance of meta-tags to search engines that many site operators often place other people's well-known trademarks, competitors' trademarks in the meta-label of a web page when designing a website. In order to expect network end users to use trademarks to search target websites, their own websites may be returned as search results to network end users, and thus may "lure" network end users into their own websites. Access to possible trading opportunities. For trademark owners, this behavior will obviously have a negative impact on them. Although the judicial practice of our country has not appeared up to now, because of the dispute caused by the embedding of trademark in the meta-label, it is necessary to bury the trademark in the meta-label in our country in view of the attitude of preventing trouble in the early stage. More importantly, at the time of the third revision of the Trademark Law in China, it is necessary to clean up all kinds of legal problems in real life in order to perfect them. This article is divided into five parts, a total of 35007 words. The first part is based on meta-label technology and search engine technology to discuss the definition and classification of embedded trademarks in network meta-labels and the impact of embedded trademarks in meta tags. In the second part, based on the relevant cases of the United States, Britain and Germany, the author puts forward the problems of "behavior nature", "behavior consequence" and "legal adjustment basis" in the meta-label. The third part first discusses the nature of trademark used in meta-label, then discusses the possible "differentiated goods or service sources", "confusion", "trademark dilution" and "association" results. On the basis of the nature and result of trademark embedding in the meta-label, the trademark law and the adjustment basis of anti-unfair competition law are put forward. In the fourth part, the author points out that the trademark embedding in the meta-label, under the trademark law system and the anti-unfair competition law system in our country, faces the dilemma of legal adjustment. In the fifth part, from the point of trademark law and anti-unfair competition law, the author puts forward some suggestions on how to adjust the law of embedding trademark in meta label in our country.
【學(xué)位授予單位】：西南政法大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2011
【分類號】：D923.43

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本文編號：1684583