【作者】 温颖；

【导师】 陈宗波；

【作者基本信息】 广西师范大学 ， 法律硕士（专业学位）， 2018， 硕士

【摘要】 在当今信息时代,随着网络的普及,利用方便、快捷的搜索引擎搜索信息已经成为了人们获取信息的重要途径。但是能够出现在用户视野内的有效信息毕竟是有限的,为了让经营者竞争有限的版而,搜索引擎服务商推出了竞价排名业务。竞价排名这种新型的广告营销方式具有针对性强,受众目标明确,见效快等优势,受到了许多急需进行推广的中小型企业的青睐。竞价排名在我国尚处于新生阶段,缺乏有力的行政监管和一定的行业自律。近年来,不少经营者为了追求“立竿见影”的广告效果,擅自使用行业知名品牌或竞争对手的商标作为竞价排名关键词,引发了一系列商标侵权和不正当竞争纠纷。由于立法的滞后性和不周延性,法律对竞价排名中使用他人商标作为关键词这种行为还有没有具体明确的规定。在司法实践中,法院面对这类新型的案件又不得不进行裁判,裁判者只能根椐现有的原则性规定和裁判标准进行价值衡量并作出裁判。不同法院在审理此类纠纷过程中,对商标使用、混淆可能性的认定以及对《反不正当竞争法》中“一般条款”的适用存在明显分歧,出现了各地法院“同案不同判”的现象。在这样的现实背景下,完善竞价排名中使用他人商标的法律规制途径,统一裁判标准,无论对互联网经济下竞价排名业务的健康发展,还是对商标权人和消费者合法权益的保护,都具有十分重要的现实意义和迫切的需要。因此,本文专门对竞价排名中使用他人商标的法律规制进行研究。经过对国内外竞价排名中使用他人商标的法律规制问题进行梳理并思考,本文从以下四个方面着手进行研究:第一部分:对本文的研究对象——竞价排名中使用他人商标行为的相关概念进行界定。在分析竞价排名的定义、运作机制及其广告性质后,以消费者能否从外部看到竞价者所购买的商标为标准,将竞价排名中使用他人商标行为分为“显性使用”和“隐性使用”两种类型,以便针对性地进行细化研究。还从商标权人的权利、消费者的利益以及市场竞争秩序的维护三个方面出发,阐释我国对竞价排名中使用他人商标问题进行规制的必要性。第二部分:分析我国在规制竞价排名中使用他人商标行为中存在的问题。对笔者搜集的我国相关案例进行概述,通过分析典型案例,归纳司法实践中的分歧,并进一步探讨得出问题的症结主要在于:我国《商标法》“商标使用”裁判标准不确定、混淆可能性认定标准模糊、《反不正当竞争法》“一般条款”的适用具有局限性以及规制路径界限不清。第三部分:对竞价排名中使用他人商标的法律规制进行了比较法的考察,分别从美国、欧盟关于“商标使用”的认定、美国“初始兴趣混淆”理论以及德国反不正当竞争法一般条款具体化中,总结出域外规制经验对我国的启示。第四部分:分别针对我国《商标法》和《反不正当竞争法》两部法律,在规制竞价排名中使用他人商标的法律适用问题和制度缺陷方面提出了完善的措施和对策:首先,提出竞价排名中“隐性使用”他人商标作为关键词的行为应认定为“商标使用”,由于“显性使用”中包含“隐性使用”行为,所以“显性使用”也必然构成“商标使用”。其次,论证将“初始兴趣混淆”纳入商标法规制范围的必要性和可行性,提出将混淆可能性认定标准扩张到“售前”。再次,在“隐性使用”行为不足以造成混淆的情况下,应当适用《反不正当竞争法》第二条“一般条款”进行规制。同时,建议借鉴德国的司法经验,对“一般条款”的适用具体化。最后,在规制路径选择上,建议“显性使用”他人商标作为竞价排名关键词的行为首选《商标法》进行规制,而“隐性使用”的行为,适宜选择《反不正当竞争法》进行规制。综上,本文尝试从竞价排名广告主侵犯他人商标权和不正当竞争的角度出发,重点针对目前无论是理论界还是实务界都存在较大争议的竞价排名中商标“隐性使用”行为进行研究,分析《商标法》和《反不正当竞争法》两部法律在适用上存在的问题和制度缺陷,借鉴其他国家和地区的有益经验,并结合我国法律规范的特点,提出相应的对策和建议,以期为完善竞价排名中使用他人商标的法律规制,统一司法裁判标准提供一定的参考。更多还原

【Abstract】 In today’s information age,with the popularity of the Internet,convenient use,fast search engine search information has become an important way for people to obtain information.But the effective information that can appear in the user’s vision is limited after all,in order to allow operators to compete in a limited space,search engine service providers launched a competitive ranking business.Bidding ranking,a new type of advertising marketing method,has the advan,tages of strong pertinence,clear target audience and quick effect,and is favored by many small and medium-sized enterprises in urgent need of promotion.Bidding ranking in China is still in its infancy,lacking of strong administrative supervision and certain industry self-discipline.In recent years,in order to pursue the advertising effect of"immediate effect",many operators use the trademark of well-known brands or competitors as the keywords of bidding ranking,which leads to a series of trademark infringement and unfair competition disputes.Due to the lag and inconsiderate ductility of legislation,there are no specific regulations on the use of other people’s trademarks as keywords in bidding raning.In judicial practice,the court has to judge this new type of case,and the referee can onl.y judge and decide the value according to the existing rules of principle and the standard of judgment.There are obvious differences in the use of trademark,the possibility of confusion and the application of "general clause" in Anti-unfair Competition Law in different courts.In such a realistic background,we should perfect the legal regulation ways of using other people’s trademarks in the bidding ranking,unify the judging standards.It is of great practical significance and urgent need,not only the health,y development of the bidding ranking business under the Internet economy,but also the protection of the legal rights and interests of trademark owners and consumers.Therefore,the author specifically studies the l,egal regulation of the use of,other people’s trademarks in bidding rankings.After combing and pondering over the legal regulation of the use of other people’s trademarks in the domestic and foreign bidding rankings,this paper starts to study from the following four aspects:The first part:defines the related concepts of the use of other people’s trademark behavior in the bidding ranking.After analyzing the definition,operation mechanism and advertising nature of bidding ranking,this paper classifies the use of others’ trademark in bidding ranking into two types:explicit use and implicit use,based on whether consumers can see the trademarks purchased by bidders from the outside,in order to carry out detailed research.Besides,from the aspects of the rights of trademark owners,the interests of consumers and the maintenance of the order of market competition,the necessity of regulating the use of other people’s trademarks in bidding ranking in China is explained.The second part:analyze the problems existing in the use of other people’s trademarks in the regulation of bidding ranking in China.The author summarizes the relevant cases collected by the author of our country,through the analysis of typical cases,summarizes the differences in judicial practice,and further discusses the crux of the problem mainly lies in:Trademark Law"use of Trademark" judgment standards are uncertain,The criteria for the identification of the possibilit,yr of confusion are vague,the application of the "general clause" in Anti-unfair Competition Law is limited,and the limits of the regulatory path are not clear.The third part:the author makes a comparative study on the legal regulation of the use of other people’s trademarks in the bidding ranking,respectively from the United States and the European Union on the determination of use of Trademark",in the initial interest confusion.’theory of the United States and the embodiment of the "general clause" of the German anti-unfair competition law,the enlightenment of the extraterritorial regulation experience to China is summarized.The fourth part:aiming at the two laws of Trademark Law and Anti-unfair Competition Law of our country,this paper puts forward some perfect measures and countermeasures on the application of laws and system defects in regulating the use of other people’s trademarks in bidding ranking.It is suggested that the "implicit use",of other people’s trademark as the key word in the bidding ranking should be regarded as "use of Trademark".Because "explicit use"includes "implicit use behavior,"explicit use’" must also constitute "use of Trademark",Secondly,it demonstrates the necessity and feasibility of bringing "initial interest confusion"into the scope of trademark law,and puts forward that the criterion of identifying the possibility of confusion should be extended to "pre-sale".Thirdly,if the "implicit use" behavior ils not enough to cause confusion,the second "’general clause" of the Anti-unfair Competition Law should be applied to regulate it.At the same time,it is suggested that the application of"general clause" should be concretized by drawing lessons from the judicial experience of Germany.Finally,on the choice of regulatory path,it,is suggested that "explicit use" of other people’s trademarks as the key word of bidding ranking should be the first choice of "Trademark’Law’" to regulate,while "implicit use" of behavior should be regulated by "Anti-unfair Competition Law".To sum up,this paper tries to set out from the point of view that the advertiser invades other people’s trademark rights and unfair competition,Focusing on the "implicit use’l" behavior of trademark in bidding ranking,which is controversial in both theoretical and practical circles at present.This paper analyzes the problems and system defects in the application of the Trademark Law and the Anti-unfair Competition Law,draws lessons from the beneficial experiences of other countries and regions,and puts forward corresponding countermeasures and suggestions in light of the characterist,ics of the legal norms of our country.In order to improve the use of other people’s trademark in the bidding ranking legal regulation,unified judicial standards to provide a certain reference.更多还原