竞价排名中关键词设置行为商标侵权认定类 型化研究.pdfVIP

Dispute Settlement 争议解决, 2017, 3(3), 29-36 Published Online September 2017 in Hans. /journal/ds /10.12677/ds.2017.33003 Categorization Study on the Determination of Trademark Infringement of Keyword Advertisement in Paid Listing Qianyao Zhang, Taolue Zhang Law School, Tongji University, Shanghai th th th Received: Aug. 27 , 2017; accepted: Sep. 9 , 2017; published: Sep. 20 , 2017 Abstract The study in this article starts from analyze the categorization of keyword advertisement in (web) search engine paid listing. Based on the standard of classification whether link entry and Search Engine Results Page (SERP) include other brand, the final appearance form of keyword adver- tisement service offered to Page Developers (PDS) by SERP is the following 4 types: Type 1: “Other brand included in both link entry and SERP”; Type 2: “Other brand included in SERP, not in link entry’’; Type 3: “Other brand included in link entry, not in SERP”; Type 4: “Other brand not in- cluded both in link entry and SERP”. By combing inland judicial precedent in the recent ten years, the advertisement of keyword advertiser is in justice practice further concluded the following 4 conclusions: constitutes both unfair competition and Trademark infringement, constitutes trade- mark infringement, constitutes unfair competition and constitution of no tort. Keywords Paid Listing, Keyword Advertisement, Trademark Infringement 竞价排名中关键词设置行为的商标侵权认定类 型化研究 张倩瑶，张韬略 同济大学法学院，上海 收稿日期：2017年8月27 日；录用日期：2017年9月9 日；发布日期：2017年9月20 日 文章引用: 张倩瑶, 张韬略. 竞价排名中关键词设置行为的商标侵权认定类型化研究[J]. 争议解决, 2017, 3(3): 29-36. DOI: 10.12677/ds.2017.33003 张倩瑶，张韬略 摘 要