电商平台商标侵权与保护——基于拼多多案例分析

Commerce Platform Trademark Infringement—Based on Pinduoduo Protection Case Analysis

摘要: 随着新兴科技的发展，网络交易的商业模式不断推陈出新，商标的利用形态也随之增多，电子商务领域营销策略愈加复杂，商标侵权事件频发。对电商平台中商标侵权高发地拼多多的26个案件进行分析，为电子商务平台提供商标保护的技术性措施并规范惩罚性赔偿规则的适用。结合“通知–删除”规则、“反通知–恢复”规则，完善电子商务平台的通知和反通知审查制度，建立诉前纠纷解决机制及提高电商平台的注意义务。

Abstract: With the development of emerging technologies, the business model of online trading is constantly innovating, the utilization forms of trademarks have also increased, the marketing strategy in the field of e-commerce is complicated, and trademark infringement incidents occur frequently. This paper analyzes 26 cases in “Pinduoduo”, providing technical measures for trademark protection for e-commerce platforms and standardizing the application of punitive compensation rules. Combining the “notice-delete” rule and the “counter-notice-restore” rule, the notice and counter-notice review system of e-commerce platform is improved, establishing a pre-litigation dispute resolution mechanism and improving the duty of care of e-commerce platforms.