搜索引擎竞价排名模式下关键词商标侵权问题研究的中期报告.docxVIP

搜索引擎竞价排名模式下关键词商标侵权问题研究的中期报告 摘要： 随着互联网的发展，搜索引擎逐渐成为人们获取信息的主要渠道之一，而搜索引擎竞价排名模式也成为了广告主们获取流量的重要方式。然而，在竞价排名广告中，有些广告主会恶意竞价或商标侵权，严重影响了其他广告主和品牌权利人的合法权益。 本研究以搜索引擎竞价排名广告中商标侵权问题为研究对象，采用实证研究方法，通过对搜索引擎竞价排名广告数据的分析和品牌权利人的实际案例调研，得出以下结论： 一、商标侵权在搜索引擎竞价排名广告中存在，而且呈现出多元化、复杂化的特点。 二、对于商标侵权行为，搜索引擎企业和品牌权利人应共同承担监管责任，应加强合作和协同，完善监管机制。 三、在搜索引擎竞价排名广告中，应加强法律保护，提高违法成本，从而减少商标侵权行为的发生。 四、品牌权利人应加强商标保护意识，建立品牌保护机制，及时监测和处置商标侵权行为。 关键词：搜索引擎，竞价排名广告，商标侵权，品牌保护 Abstract: With the development of the Internet, search engines have gradually become one of the main channels for people to obtain information, and the search engine bidding ranking model has also become an important way for advertisers to obtain traffic. However, in the bidding ranked advertisements, some advertisers will maliciously bid or infringe trademarks, seriously affecting the legitimate rights and interests of other advertisers and brand owners. This study takes trademark infringement in search engine bidding ranking advertisements as the research object, uses empirical research methods, and through the analysis of search engine bidding ranking advertisement data and actual case research of brand owners, the following conclusions are drawn: 1. Trademark infringement exists in search engine bidding ranking advertisements, and it presents a diversified and complex characteristics. 2. For trademark infringement behavior, search engine companies and brand owners should jointly bear regulatory responsibilities, strengthen cooperation and coordination, and improve regulatory mechanisms. 3. In search engine bidding ranking advertisements, legal protection should be strengthened to increase the cost of illegal activities and reduce the occurrence of trademark infringement. 4. Brand owners should strengthen their awareness of trademark protection, establish brand protection mechanisms, and timely monitor and deal with trademark infringement behavior. Keywords: search engines, bidding ranking advertisements, trademark infringement, brand protection.