隨著網路科技進入web 2.0的時代，網路使用者不再只侷限於單向的搜尋，而能於網際網路的世界裡進行資訊分享、張貼、餵食(feed)，進而扮演核心的角色，也因此提供企業界更精準的行銷途徑，其中以關鍵字廣告(keyword advertising)逐漸取代部落格(blog)成為企業界的新寵兒，然而現有法律修法速度無法跟上網際網路的發展速度與多樣性，因而產生許多法律紛爭。
不僅僅是網域名稱的爭議，因網站語法中的meta-tag使用他人商標(trademark)，或是網路搜尋引擎(search engine)販售商標關鍵字的爭議與訴訟層出不窮，各國審判依據不同，甚至一國國內不同行政區出現不同觸法要件標準之判決。本研究針對網路搜索引擎販售以企業商標為產品的關鍵字(Keyword)提供非商標擁有者購買，並使該商標購買者優先排序於該網站或網頁的服務，深入去探討其是否構成商標權危害之行為，並以美、法兩國境內實際案件為例，透過個案研究法（case study）以研究類似訴訟在不同國情下，有何不同的詮釋與判決。

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目 錄
摘要------------------------------------------------------------2
第一章 緒論
第一節 研究動機與目的---------------------------------------3
第二節 研究問題---------------------------------------------5
第二章 名詞解釋與相關文獻探討--------------------------------------6
第一節 名詞解釋:關鍵字廣告運作原理------------------------------6
第二節 相關文獻探討：商標侵權相關研究---------------------14
第三章 研究方法------------------------------------------------17
第四章 個案分析------------------------------------------------19
第一節 美國案例分析：GEICO Inc. V Google Inc-----------------20
第二節 美國案例分析：
Merck & Co., Inc. V Mediplan Health Consulting Inc.------------22
第三節 美國案例分析：American Airline Inc. V Google Inc.------24
第四節 法國案例分析：
Hotels Meridien V Google Inc. & Google France--------------26
第五節 法國案例分析：
Louis Vuitton V Google Inc. & Google France----------------28
第五章 跨個案研究發現------------------------------------------30
第六章 結論----------------------------------------------------36
參考文獻-------------------------------------------------------38

參考文獻
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