On The Trademark Rights Protection Obligations And Responsibilities Of Network Platform Operators

With regard to the protection of trademark rights,the Trademark Law already promulgated by China clearly stipulates the content,scope and punishment of trademark protection.The development of Internet technology,along with the ever-changing trading model,makes the current Trademark Law difficult to cope with many new problems facing trademark rights under the new trading model.The network platform operator represented by Taobao is a medium for providing virtual network transactions.This media entity bears different obligations for the protection of trademark rights at different stages of the transaction process.When the merchants in the platform have infringed the trademark rights,the platform operators obviously cannot bear the direct main responsibility.The responsibility for liability often occurs when it fails to perform or does not fully perform its due obligations.This paper explores the better protection of online trademark rights from the obligations of the media main network platform operators in network transactions in terms of trademark protection and responsibility.