On The Legal Of Countermeasures About Trademark Infringement Of E-commerce Platform

With the continuous development of society,the popularity of Internet technology,e-commerce began to affect people's life,and started to show the trend of business entities and meet as equals.In the face of e-commerce,enterprises should not only face trademark infringement in entity commerce,but also face trademark infringement from e-commerce platform.Traditional enterprises seem unable to cope with trademark infringement.Based on the "Alibaba" intellectual rogue "case as the starting point,the existing problems of current legislation and judicial status of our country Electronic Commerce Trademark Right Protection and regulation of China's trademark law to analyze,and put forward some legislative and judicial suggestions,in order to better safeguard the rights and interests of trademark.In particular,this article is divided into five parts:The first part is the introduction,the introduction part includes the following departments.The first section introduces the purpose and significance of the topic;the second section introduces the research status at home and abroad;the third section introduces the research methods,research ideas and the innovation part of a total of six.The introduction points out the direction of article writing through the research on the current situation at home and abroad as well as the interpretation of research methods and research ideas.The second part is the overview of the infringement of e-commerce platform,mainly introducing the general problems of e-commerce platform and the urgency of trademark protection on e-commerce platform.Further,the focus of the case is carefully analyzed,which leads to the case introduction.The third part of the "Alibaba" intellectual rogue "case,and through the introduction of Alibaba to create their own Alibaba intellectual property protection platform operation mechanism,so as to point out the deficiencies and shortcomings in the field of electronic commerce trademark protection enterprise,and then analyze the case.The fourth part is to point out that the existing tort law regulation of e-commerce platform trademark issues,through the third part of the way,so as to find out the defects and the government legislation of trademark infringement on business platform management deficiencies,the lack of standardized business platform mechanism,through the interpretation of the three aspects of the problem leads to the fifth part.The fifth part is the core of this paper,this paper discusses the rights protection countermeasures of e-commerce platform brand,starting from the actual development of e-commerce platform,pointed out some legislative suggestions,in order to provide help for the legal platform of electronic commerce in China trademark infringement standard.