电子商务中商标侵权行为判定与规制路径

Conduct Determination and Regulation Path of Trademark Infringement in E-Commerce

摘要: 本文采用案例分析与规范分析相结合的研究方法，系统梳理了电子商务领域商标侵权行为类型的判定标准。在厘清侵权行为边界的基础上，研究指出当前电子商务领域以“通知–删除”规则为核心的商标侵权规制体系在实践中出现困境，主要表现为恶意投诉泛滥、平台责任边界不清、司法救济效率不足等问题。基于此，研究提出平台应依托技术构建事前审核的主动防控，同时在立法层面完善“通知–删除”规则提供公平的制度保障，司法执法通过电子化改革与精准化监管确保治理效能最终落地的多元协同治理体系，以期为完善电子商务商标侵权治理提供理论依据与实践参考。

Abstract: This paper employs a combined methodology of case analysis and normative analysis to systematically delineate the criteria for determining types of trademark infringement in the field of e-commerce. Upon clarifying the boundaries of infringing activities, it identifies the practical challenges faced by the current trademark infringement regulatory system in e-commerce, which is centered around the “notice-and-takedown” rule. These challenges primarily manifest as rampant malicious complaints, ambiguous platform liability boundaries, and insufficient judicial remedy efficiency. Consequently, the study proposes that platforms should leverage technology to establish proactive pre-review mechanisms for prevention and control. Simultaneously, it suggests legislative improvements to the “notice-and-takedown” rule to provide equitable institutional safeguards. Furthermore, it advocates for a multi-stakeholder collaborative governance system where judicial and law enforcement entities ensure the ultimate implementation of governance efficacy through digital reforms and precise supervision, thereby offering theoretical foundations and practical references for enhancing trademark infringement governance in e-commerce.