Research On Legal Issues Of "Bidding Ranking" On Taobao Platform

Paid listing of the Taobao,that the promotion mode using unique search technology,provides an effective means to promote its store products,along with huge commercial benefits to the merchant.The study conducts a survey on the public and Taobao merchants about the paid listing.The results indicate that paid listing is lack of regulation,and partial legal regulation is defective by analyzing and summarizing the survey data.The above problems result in a series of legal issues.The concept,rules,model and legal basis of Taobao paid listing is illustrated in first part.It says that the differences between paid listing and natural listing in detail,also analyzing the legal basis of the liability and obligation of Taobao in the process of implementing paid listing model,according to the existing relevant laws.The analysis and summary of questionnaires is stated in second part.It demonstrates that selection principles and characteristics of the survey subjects,and analyzing and summarizing the legal problems in Taobao paid listing.All of the legal and regulatory countermeasures concerning the paid listing on e-commerce platforms,and how to strengthen law enforcement to protect trademark rights and consumers' right to know,and standardizing the audit obligations and responsibilities of e-commerce platform operators are demonstrated in the last part.In a conclusion,the study is aimed to provide some effective suggestions for standardizing the the paid listing model of e-commerce platforms,improving the law enforcement and supervision system for this special Internet advertisement,and strengthening the Internet ethics construction of platform operators and merchants and the legal awareness of network consumers.