한·중 상표권 침해에 대한 전자상거래 플랫폼경영자의 법적책임 비교연구 = A Study on the Liability of E-Commerce Platforms for the Trademark Infringement in Korea and China

다국어 초록 (Multilingual Abstract)

With the development of electronic commerce (e-commerce), there are more and more cases about e-commerce platform on trade mark infringement. To decide the liability born by e-commerce platform and those who infringed the trademark right, we should make clear of the meaning of fault. In spite of the fact that there are many legislations and cases about e-commerce platform, they are still very ambiguous. In view of such fact, the e-commerce shall be made to bear more responsibilities in stead of playing a role of neutral third party.
In recent years, internet technology and online shopping present a rapid development trend. In this process of development, online shopping platform also appeared a lot of good and bad goods, many of which involve fake and shoddy, false propaganda, infringement of intellectual property rights against the interests of consumers and the rights of all parties, but also on the shopping platform.
Under this background, this paper tries to find whether the e-commerce platform provider should share liability with the network seller. The courts have different views on this. The fundamental reason for the existence of the differences lies in the lack of legal obligations on the providers of online trading platforms, and the ambiguous provisions on their tort liability are also ambiguous. On the basis of interpreting the relevant laws and regulations, the author studies and combs the opinions of scholars and relevant foreign legal provisions, determines the main legal status of the provider of online trading platform, and further explores the duty of review, attention obligation and subjective fault, aiming to provide a set of reference standard for the identification of infringement liability of e-commerce platform provider.
This paper is divided into six chapters, the first chapter is the introduction, the sixth chapter is the conclusion. The first chapter describes the research background, research objectives and research methods. Then the structure of this paper is explained in detail. The second chapter explains the basic concept of trademark infringement of e-commerce platform. For that, the related concepts of trademark infringement is introduced, and then the concept of direct infringement and indirect infringement is introduced. In addition, the current situation of e-commerce in Korea and China is introduced. Chapter three introduces the regulations of trademark right infringement in China and Korea. It introduces the relevant provisions of Korea and the relevant provisions of China. The content of the e-commerce law of the republic of Korea briefly explains the provisions of the platform or other interested parties, and introduces the major relevant provisions or laws of the People's Republic of China on e-commerce. In particular, the e-commerce law, which came into force on January 1, 2019, is described in detail. The fourth chapter is the core content of this paper, mainly through the case introduction, arguments, trial results and inspiration points, analyzes the case of direct and indirect trademark infringement in e-commerce in Korea and China. As the largest e-commerce platform in China, Taobao plays a crucial role in identifying the development of e-commerce in China. Therefore, this paper chooses to analyze various cases on Taobao e-commerce platform. The fifth chapter presents some issues and implications on liability of e-commerce platform.
Through the analysis of the above cases, it can be found that in judicial practice, the right holder sues not only the online seller alone, but also the e-commerce platform provider together. Taobao has been involved in the indirect infringement liability of trademarks many times. If there is no direct infringer and direct infringement, then the indirect infringement liability of trademarks of Taobao is like water without a source. The original intention of the establishment of the system of indirect trademark infringement is to make up for the loopholes and deficiencies in the model of direct infringement. Therefore, the direct infringement liability of the e-commerce platform providers must be investigated on the premise of direct infringement or imminent implementation. As international e-commerce between Korea and China is increasing rapidly, the trademark infringement cases will be increasing. Therefore, understanding related laws and policies of two countries are very important to prevent or to solve the disputes.

목차 (Table of Contents)

• List of Tables ⅲ
• Abstract ⅳ
• 1. 서 론 1
• 1.1 연구배경 1
• 1.2 연구목적 4
• 1.3 연구내용 5
• 1.4 선행연구 및 차별성 6
• 1.4.1 선행연구 6
• 1.4.2 차별성 12
• 2. 한․중 전자상거래 상표권 침해 개념 및 분쟁현황 14
• 2.1 전자상거래의 개념 14
• 2.2 전자상거래 경영자의 개념 15
• 2.2.1 한국의 개념 15
• 2.2.2 중국의 개념 17
• 2.3 전자상거래에서의 상표권 침해 개념 22
• 2.3.1 상표의 개념 22
• 2.3.2 상표권 침해의 개념 23
• 2.4 전자상거래 분쟁현황 30
• 2.4.1 한국의 현황 30
• 2.4.2 중국의 현황 34
• 3. 한․중 상표침해에 대한 관련법제 41
• 3.1 한국의 관련법제 41
• 3.2 중국의 관련법제 43
• 3.2.1 현행 규정 43
• 3.2.2 중국 신《전자상거래법》의 주요규정 46
• 3.2.3 중국 전자상거래 플랫폼의 내부규정 53
• 4. 한․중 전자상거래 플랫폼경영자의 상표권 침해 사례분석 56
• 4.1 상표권 직접침해 사례 56
• 4.1.1 한국사례 56
• 4.1.2 중국사례 57
• 4.2 상표권 간접침해 사례 62
• 4.2.1 한국사례 62
• 4.2.2 중국사례 64
• 4.3 소결 80
• 5. 플랫폼경영자의 법적책임에 관한 주요쟁점 및 시사점 84
• 5.1 법적책임에 관한 주요쟁점 84
• 5.1.1 상표권 보호 관할 확정 84
• 5.1.2 권리침해 주체의 판정 85
• 5.1.3 플랫폼경영자의 책임 인정 86
• 5.2 시사점 86
• 5.2.1 한국기업에 대한 시사점 89
• 5.2.2 중국기업에 대한 시사점 92
• 6. 결론 96
• 참고문헌 99

참고문헌 (Reference)

1. “전자상거래 제도개선 방안”, 지경용, 전자통신동향분석, 제32권 2호, , 2017

2. 전자상거래 사업자의 소비자보호 자율규제에 관한 연구, 서민교, 우광명, 배미경, 한국생활과학회지, 제13권 제1호, , 2004

3. “통신판매중개자의 지위 의무 책임-오픈마켓을 중심으로”, 박주영, 법학연구, , 2013

4. “오픈마켓에서 위조상품 판매에 따른 오픈마켓사업자의 책임”, 유대종, 지식재산연구, 제5권 제4호, , 2010

5. “상표권 침해에 관한 온라인서비스 제공자(OSP)의 이차적 책임에 관한 논의”, 신수희, 지식재산연구, , 2015

6. “상표권 침해에 대한 온라인서비스 제공자의 법적 책임-오픈마켓 운영자를 중심으로”, 박영규, 비교사법, 제18권 제1호, , 2010