Research Of Trademark Infringement Problem Of Search Engine Rankings

With the development of network technology, the search engine ushered in the boom.More and more business owners chose search engines to promote their products andservices. Bidding rank, accordingly, a kind of new form of network marketing generated.Under this mode, business owners can buy any key words. When network users inputkeywords, the search results will show as the sequence of the money paid by advertisers.Baidu launched a similar service in China first, followed by Google, yahoo, etc. The newmode of network promotion service has caused the evolution of network marketing. Withgreat profits to big search engine service providers, the network user’s experience wasinfluenced, the interests of the trademark rights were harmed and accordingly a largenumber of disputes about trademark infringement were caused at the same time.Using empirical study and comparative analysis, this article from the definition andproduce of bidding, the system introduced the relevant knowledge search engine rankings.And then through the analysis of our country, the United States, the European Unionsearch engine rankings, the typical cases of trademark infringement and problems in thejudicial practice in our country, and the United States, the European Union and is worthour using for reference. Finally, put forward the legislative, judicial, administrativesupervision and advice, with its specification of bidding management, promote the healthysustainable development of the network economy.