电商直播的知识产权侵权研究

Research on Intellectual Property Infringement in E-Commerce Live Streaming

摘要: 随着科技进步和人工智能技术的深入电商直播行业，这一新型营销模式兴起引起了许多知识产权侵权的法律问题，由于电商直播侵权表现的特殊性，侵权行为的构成认定以及责任认定也具有特殊性，通过直播过程中各种行为的具体分析，对电商直播存在的知识产权侵权的法律困境进行深入剖析，针对平台责任认定、知识产权场景覆盖、跨境知识产权维权的技术与机制、现有法律规则的适用方面问题，从法律、平台、技术、行业四个层面，提出针对性的法律规制路径，展开协同治理。

Abstract: With the advancement of science and technology and the deep integration of artificial intelligence into the e-commerce live streaming industry, the emergence of this new marketing model has given rise to a range of legal issues related to intellectual property infringement. Due to the unique characteristics of infringement manifestations in e-commerce live streaming, the identification of infringing acts and the assignment of liability also present distinctive features. Through a detailed analysis of various behaviors during live streaming, this paper conducts an in-depth examination of the legal challenges concerning intellectual property infringement in this context. Addressing issues such as the determination of platform liability, the coverage of intellectual property scenarios, technologies and mechanisms for cross-border intellectual property protection, and the application of existing legal rules, it proposes targeted legal regulatory pathways and promotes collaborative governance across four dimensions: legal, platform-related, technological, and industrial.