竞价排名纠纷案例分析

【作者】 潘靖；

【导师】 邱爱民；

【作者基本信息】 扬州大学 ， 法律， 2012， 硕士

【摘要】 网络时代的到来,使得互联网成为人们搜索和获取信息资源的主要途径之一。如此巨大的商业机会面前,基于搜索引擎技术的竞价排名服务也应运而生。但是因为“大众诉百度”案和“港益诉谷歌”案的发生,竞价排名这一新兴的网络营销模式也引起了司法实务界和理论界的关注。对于搜索引擎商而言,竞价排名在给其带来巨额利润的同时,也使搜索引擎商面临巨大的法律风险。本文从“大众诉百度”案和“港益诉谷歌”案两个典型案例入手,对竞价排名服务过程中的一系列法律问题进行分析,通过比较国内外的相关立法,提出相应的法律建议。竞价排名是网络搜索引擎运营商的主要盈利模式。在竞价排名服务过程中存在着许多法律问题,从竞买商家用户的角度来看,用户设置的关键词可能侵犯权利人的商标权；就搜索引擎商来说,如果其在竞价排名服务过程中为用户提供帮助和便利就可能构成间接侵权,要承担侵权责任。竞价排名实质上应该是一种广告,因此,在竞价排名过程中还可能存在着虚假广告、不正当竞争等一系列的广告违法问题。由于现行的法律法规难以对竞价排名中的法律问题做出合理的定位,在司法实务中已显得力不从心。所以对现行法律作出合理的修改和制定专门的法律法规显得十分的必要。本文针对上述竞价排名中出现的问题,提出自己的意见和建议,期望通过法律对竞价排名作出更好的规制,平衡各方利益,维护正常的市场经济秩序。更多还原

【Abstract】 The arrival of the age of the Internet, making the Internet become the main ways of people access to and search information resources. Facing such a great business opportunity, search engine technology based on the competitive ranking service also arises at the historic moment. Howerver, due to "Dazhong appeals to baidu" case and "Gangyi appeals to Google" case occurrence, competitive ranking the emerging network marketing model also has caused the judicial practice and the theory attention. For search engines for business, competitive ranking to bring huge profits to them, at the same time, also make the search engine business faced huge legal risk. This paper, from two cases of typical, analysis a series of legal issues in the process of competitive ranking service, by comparing the relevant legislation at home and abroad, put forward the corresponding legal advice.Competitive ranking is the main profit model of Internet search engine operators. In the competitive ranking service process has many legal problems, from the user’s standpoint, the key words user settings may infringe upon the holder of the trademark; from search engine business standpoint, If they provide assistance and convenience for the user in the competitive ranking service process may constitute a indirect infringement, will assume tort liability. Competitive ranking in essence should be a kind of advertising, so, in the competitive rankings may exist false advertising, unfair competition, and a series of illegal advertisement. As a result of the present laws and regulations is difficult to competitive ranking the law issues make reasonable positioning, judicial practice has ragged. So to the existing law amended and rationally make special laws and regulations is very necessary. This article in view of the above competitive ranking the problem and put forward my views and suggestions, hoping to competitive ranking laws make better regulation, balance the interests of all parties, and to maintain the normal order of the market economy.更多还原